Featuring calls to action on your pages - By: Brigette Federico

Every site has desired conversions. Business sites, industry blogs and even the most innocuous of sites will be aiming to get something out of their visitors. The most direct way to achieve this is to work a 'call to action' into prominent pages.

Conversions aren't always about money. In fact, the majority of sites want a non-financial conversion from their site users. Many sites want users to subscribe to RSS feeds or newsletters. Others want users to pass the information along through links and social bookmarking. All of these things are conversions, and a smart site plans this A to B path when considering SEO.

A call to action, often referred to by marketers as CTA, is a firm prompt for a user to do something. For example, if you feature a 'news' section on your home page, you might prompt users to action with a 'subscribe to our newsletter' button at the top of that section. If you're interested in pushing your blog, which many sites use as a tactic to further their search engine optimisation, you might include a 'subscribe to this blog' link below every post.

Calls to action are straightforward requests. Unlike the subtle persuasion of most marketing tactics, CTAs are sometimes blatant, startling even. Without any words to convince users to follow them, CTAs might seem to have a dubious chance of success. The key is to embed your calls to action near content that provides the persuasive element. For example, placing a 'subscribe to our newsletter' button at the top of rarely-updated news is a move that has a low chance of success.

This kind of prompt needs to be worked into your site very carefully; it can help to ask your search engine optimization consultant for advice. You can talk to us at SEO Consult Australia about how CTAs can be used on your specific site.

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