Telling people what to do.
THE PRINCIPLE
Every page should have an obvious next step. Without one, visitors read and leave.
WHAT WORKS
Specific and concrete: "Call us on [number] for a quote", "Send us your requirements", "Order now for delivery tomorrow"
WHAT DOES NOT
"Learn more", which tells nobody anything "Submit", which describes what the button does mechanically "Click here", which is meaningless
REDUCE THE COMMITMENT
"Ask us a question" is easier than "Buy now" for someone not yet decided. Match the action to where the visitor is.
PLACEMENT
Where the visitor is ready to act: after you have made the case, not before.
On a long page, more than once.
MAKE IT OBVIOUS
A button that looks like a button, in a colour that stands out, with text that says what happens.
REMOVE COMPETING ACTIONS
A page offering five things to do produces fewer of each. Choose the one that matters.
THE TEST
On any page, is it obvious what you want the visitor to do next?
