If you are planning a new website or reviewing your existing one, it is important for you to determine what it is you want the customer to do, and then clearly tell them what the "Call to Action" is.  Yes, customers want to be told what to do.  Generally a website could have three types of calls to action:

A.      Purchase the product/service - "Buy Now"

B.      Generate a sales lead e.g get a "Quote"

C.      Get information about the product/service - "Sign up"

Obviously purchasing the product/service online is the strongest call to action and requires your website to be set up with some type of Shopping Cart.

Other examples of effective "Call to Action" phrases include:

• Call now!
• Using your credit card/PayPal? Click the "Buy It Now!" button to purchase this product
• For a short time only
• Act now - offer expires end of April 2009
• Get a free EVoucher by joining our newsletter NOW.  Click here!
• Learn how organic gardening can save you time and money.
• Enroll in our gardening classes and decrease your stress
• Call us today on 1300 CANDYMAN and ask for our Web Discount
• Subscribe now for free tips on how to create a waterwise garden
• Add to cart.

Having a clear call to action gives you the opportunity of converting a visitor into a paying customer.

Surprisingly with all the research out there about a website's importance in today's marketplace, there are still quite a few businesses in the nursery & garden industry that still have no web presence.  When talking with a business about getting online - no matter which sector, whether healthcare, fashion, pets, retail - I often hear the same reasons why it has taken them so long to implement such a beneficial marketing tool.  The reason mentioned normally relates to time and costs.  These are all valid reasons, but I would include fear as a factor too.

In contributing to this article and its instalments, I hope that we can ease some of your fears and get you excited about your business website.  Although all the information discussed is important, however it is not worth much if you, the business owner are not excited about this wonderful part of your business.

Read more:

1. Understanding your customers
2. Ensure your website is easy to navigate and use
3. Content is King!
4. Google Adwords - changing the way business market their products
5. Convert a visitor into a purchaser using a "Call-to-Action"