Call to Action

What do you want people to do on your web site? Isolate your primary business goal to determine your top call to action; it'll more than likely be revenue-oriented, which means getting visitors to buy something.

Under your primary call to action, list secondary ones. Think about levels of visitor communication that enhance your business, even if immediate sales aren't produced. For example, consider increasing subscriptions to your online newsletter, articles in the media, new partnerships, or brochure requests as important secondary goals. These support brand awareness and strengthen relationships with your prospects and customers.

A sample call to action list for Red Mountain Spa could include:

• Primary goal: : Increase seven-day or more vacation reservations by 10% within six months

• Calls to action:

  • Primary: Book a reservation online

  • Secondary: Register for email news

  • Secondary: Request a resort brochure

Review the designated calls to action before, during, and after you execute a keyword text link campaign on search engines. An ad listing can be created for each call to action (or you could combine a few actions into one listing). For each call to action, your keywords, ad copy, and landing pages can all be modified to continually improve your campaign performance. By tracking the performance of each ad listing, you'll be pointed to the ones you'll want to re-evaluate. Rework poor performers; mimic high-performing ones.

You can identify primary and secondary calls to action for your entire site. To achieve the best results from your online marketing efforts, however, apply this list to each major content page of your web site. There's no reason to limit your business to just one set of consumer actions.