Sometimes, when local internet marketers place calls to action on a webpage, they don't have a specific plan of action and end up making an error that leads potential customers to look elsewhere.
Social Media Today points out some cardinal sins marketers make when trying to deploy a call to action. For instance, they're too pushy or don't understand the prospect's needs. They offer too many options or fail to determine an end-goal for the prospect. They "assume too much and know too little" or assume the prospect will take action without being prompted and finally, they make it overly difficult to oblige.
It's one thing to be pushy, but it's another thing altogether to be direct. If you tell the person once they get to your website explicitly what they should do to convert - i.e. what device they should use and what benefits they'll receive, they'll be more likely to follow through.
Also, don't overload the customer with options.
"The more explicit you are with your call to action, the more likely you’ll invoke the action, so think singular and call for your customer to do one thing," the news source explains.
If you run a restaurant, try using a simple "Order Now" button. Street Fight magazine adds that for restaurants, the most successful calls to action use limited-time offers and discounts. This encourages people to redeem on-site, and can be posted not only on the restaurant's webpage, but its Facebook page and Twitter feed as well.
Make your call to action visible. "Don't play 'Where's Waldo' games with potential customers," Social Media Examiner explains. Instead, make the calls large in size with contrasting colors, surrounded by white or negative space. Also, be sure to use familiar cues such as arrows or cursors. Speaking at a recent SES conference in New York, advisory board member Bryan Eisenberg pointed out that calls to action should maintain the "scent" that brought potential customers to the page to begin with. This means using quality text, related graphics and prime location placement to inspire more clicks.
Finally, SME suggests you present some sort of "pain relief" to the consumer. Explain how easy the act of compliance will be, that no risk is involved and that it won't cost much. As long as you're telling the truth, don't hold back on describing how your deal will make the customer's life "instantly awesome."