How do you measure your website’s performance?

Inquiries?
Appointments?
Subscriptions to a newsletter?

Your prospective clients will be more likely to behave the way you want them to if you call for a specific action.

DEFINITION: A ‘call to action’ is a phrase that specifies how you want your prospective client to respond to your marketing program. For example, in the context of professional services firms a call to action could make reference to an initial consultation or a demonstration.

The manner in which you present your call to action will impact how prospective clients respond to it. Despite the fact that professional services firms need to approach sales messages with a soft touch that preserves professionalism and enlists trust, there remains opportunity to create a call to action that delivers impact.

Here’s how:

• Write your call to action as a short statement that specifies an action along with a benefit, promise or assurance to minimize risk
• Design your call to action, whether it is a single phrase or a button, to be easily visible by way of color, size or graphic design style
• Place your call to action in an appropriately prominent position on the page so that it is understood as a priority message

For a visual demonstration of the various approaches to developing a call to action, see Smashing Magazine’s article Call to Action Buttons: Examples and Best Practices.

Although these ideas are relevant, in the context of a professional services firm you will want to use discipline in applying them to your marketing program.