On-page content is not something that can be executed formulaically; there isn’t any defined outline for webmasters to plan their on-page material. All websites need to be different based on the nature, product, services & location of businesses. With that said, there are few elements that all websites have in common. One of them is compelling ‘call to action’ on every single page of the website.
Websites that have ‘Call to Action’ on particular pages only are missing major opportunity.
What is a Call-to-Action?
It is very unlikely that a child will take the trash out unless he is asked, and in the same way, visitors are less likely to do what you want them to do unless you push them to do.
Call-to-Action also knows as CTA is text, button, banner, or some other type of graphic on website that prompts a user to click and execute the action you want them to do.
Following are some examples of Call-to-Action:
A good Call-to-Action has several characteristics. Some are:
- Color contrast: It should stand out from surrounding elements of website.
- Give a few details : Briefly give information that fits in button place and looks good.
- Don't make it scary : Avoid such terms that people seem to shy away from.
- Keep distractions to a minimum : Adding a lot of stuff; ends up loosing the effectiveness.
- Use white space : Blank or empty space surrounding Call-to-Action element on your page will make it stand out.
- Put it at the top of the page: If feasible, put Call-to-Action element "above the fold".
- Give more than just one option: What if visitor is not ready to 'Buy Now', give him a chance to 'Learn More'
- Give the button a "hover" feature : An attractive way to let users know that it is a button they can click on.
Why Every Page?
The more consistent you are with the call to action, the more likely it is that the message will sink in and users will do what you’re asking them to do—simple as that.
There is no guarantee that visitor will not land on a page which hasn’t Call-to-Action element, someone might Google or Facebook their way to any random page or blog entry of your website – so don’t you want to have that strong call to action there to greet them?