It always baffles me how many digital agencies and DIY marketing at hearing clinics spend so much time and effort getting people to their websites but leave an option for visitors to engage.
Imagine this: your prospective client is scrolling on their Instagram and Facebook accounts. Their fingers swiped up, glancing at one content after another. Until they see your content, they stop. Absorbed by the imagery and text, they continue to read.
You’ve piqued their curiosity, and now they want to visit your website to learn more about you.
After glancing at your site. That’s it. Of course, there is a Contact Us page, but nothing urges them to make the call.
This is a missed opportunity.
A call to action (CTA) tells people what to do next. CTA is a magic tool that drives people to do something. The action we want them to take will drive them in the direction that will help them meet their needs.
How psychology plays into the call of action.
Expectation plays a large part in why the call to action works.
People follow what they have seen or done in the past. When they land on your website, the expectation is to do the same. They know where to click.
Calls to action are like road signs placed in certain areas to recall where we should look to find them and the directional information they provide us. We’ve been conditioned on how to respond and what to do next.
Call to action adds to the curiosity, anticipation and desire for reward. There is something behind the screen when we click that feeds into our desire to want more and want something enticing.
A website should leverage the psychological benefits that a call to action provides.
What call to action should you include?
Every real estate you have online should at least provide a call to action. Ideally, you want one major call to action.
Pricing Guide
A pricing guide button on your menu or the body is an idea that I don’t see happening at all.
You can use the pricing guide to describe your service, dispensing fee, and the services provided for a client. This guide is only available for people willing to exchange email addresses. It will help you to build relationships with serious buyers.
One of the most top-of-mind things for people with hearing loss is cost. Most people want to know if they are entering a place that’s out of their league or a place they can afford. A pricing guide will allow them to avoid clinging up when visiting and nervously awaiting the pricing conversation.
Downloads
Many people want some document or file that will allow them to revisit over and over again. These can be instructions on how to use hearing aid models and features or any resources that are helpful for someone.
Book an appointment.
When someone is confident that you are the best person to help them get their hearing aids, you want to ensure they take the next step and book an appointment.
Sign up for the newsletter.
You can allow people to continue their relationship with your clinic by sharing a call to action that leads to your newsletter.
It’s not about button style.
Notice that we haven’t spent time discussing button colours or their positioning. Some people’s sole career is getting people to click more buttons. However, these organizations benefit from the volume, and a 1% increase in changing a button colour to drive more sales can bring millions of dollars in revenue.
When you have a website or work in an industry with few visitors, you don’t need to spend time thinking about the design of your call to action; instead, you need to focus on ways to drive curiosity and anticipation to bring more leads.