IDEA: Use ‘calls to action’ throughout your advertising. Do not be vague. If he is interested, tell him exactly what to do.

Many websites fail to relate to potential buyers. The visitor goes to the website but does not understand or recognize the icons as to what to do next. How to start looking at products? How to find sizes? Where to have questions answered? There is no direct instruction to the website viewer as to what to do next. In a store, one can ask a passing clerk questions and they will help or pick up products to view them and then take them to the checkout. On too many websites, there is no one to ask. There is no ‘call to action’, or instructional command given. Confused, the customer tries a couple of buttons, does not get what he was looking for or is disappointed at the difficulty of the software, backs out and leaves not to return again. Here are some suggestions to try to be more concise and clear with your potential customers regardless where they are at, website or store.

Example of ‘Calls to Action’ ideas to consider for using throughout your company:

Telephone numbers: List your telephone number at the top of your website on every page in the same spot, “Got Questions? Call Us 800-111-1111”. Do not make the viewer try to find your number. When you force him to click on “Contact Us”, then scroll several pages downward trying to spot a telephone number only to find it at the very bottom of the page, if it is listed, what does that tell him about your company?
Upon checking out on your website, offer help: Many customers have problems checking out (purchasing) and will back out without finishing the purchase because they are confused or do not trust the software. At this point on the screen, make sure there is a telephone number for getting the customer through the final purchase action, the most critical assistance that can be offered.
Illustrated clear assembly instructions: When customers must assemble the product they bought from you, offer clear written instructions with diagrams and illustrations to help the consumer put the product together at home, or offer ot assemble the product at the store for your customers, especially expensive products.
Assembly free for store credit card members or ‘premium members’: Tell customers if they have a store credit card, or if they are ‘premium members’, their product assembly is free. Tell them to “Ask Us, We Will Do It!”.
Instore telephones for help labeled “Need Help? Call Us!”: Feature in store telephones that when the customer picks up the receiver, a clerk asks what department the customer is located so he may send a customer service person to that area.
Invite comments, questions on paid receipts: Tell your customers once they leave they may call you with questions about their purchase. Write these instructions with your telephone number for your customer service on all paid receipts that are handed to the customer.
Train company employees to offer help: When your company’s employees spot a customer that seems confused, lost or might need help, teach them to politely offer help if it is needed.
Explain your website icons: Offer a button to the website visitor which adds plain English next to or directly under the unknown website icons that visitors might not understand.
Product instructions: Include a simple instructional manual with your product that explains what to do in different circumstances. (i.e. How much and what type of oil to add to your new lawnmower? How to clean your coffee pot with vinegar for hard water spots and buildup? What types of software that are compatible and which are not on your new laptop? How to clean and which cleaning agents to use and which not to us on your new leather sofa? Which types of cleaner to use on the surface of your new leopard skin jacket?)