{"id":43071,"date":"2020-05-09T05:46:34","date_gmt":"2020-05-09T05:46:34","guid":{"rendered":"http:\/\/wordpress-397385-1251243.cloudwaysapps.com\/?p=43071"},"modified":"2020-05-11T07:47:54","modified_gmt":"2020-05-11T07:47:54","slug":"learnings-from-a-website-review-4","status":"publish","type":"post","link":"https:\/\/www.glassmountains.co.uk\/campfire\/learnings-from-a-website-review-4\/","title":{"rendered":"Learnings from a website review \u2013 4"},"content":{"rendered":"\r\n

In this article in our series on website review revelations<\/a>, we’ll look at other elements from the website homepage which had issues – in this case, we’ll discuss ‘call to actions<\/em>‘\u2026\u2026<\/p>\r\n\r\n\r\n\r\n\r\n\r\n

Random acts of content<\/h2>\r\n\r\n\r\n\r\n

There were other areas on the homepage which almost seemed random.<\/p>\r\n

This was probably a side effect of using WordPress.<\/p>\r\n

The site was using an off-the-shelf theme (not necessarily a bad thing, we don’t tend to use them though) and such themes come with a prescribed layout – website admin teams can almost then be led to follow that route – whether or not it makes sense for them, their messaging, or their website target audience.<\/p>\r\n\r\n\r\n\r\n

This ‘fill in the blanks<\/em>‘ approach to web design messaging is a very common problem sadly. Website visitors have such short attention spans – why make life hard for them?\u00a0<\/p>\r\n\r\n\r\n\r\n

The point?<\/h2>\r\n\r\n\r\n\r\n

A key question you need to ask when you consider the target audience for your website is this:<\/p>\r\n\r\n\r\n\r\n

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What do you want them to do<\/strong>?<\/p>\r\n<\/blockquote>\r\n\r\n\r\n\r\n

When you have a clear idea of what you want people to do, this can be reflected in the design.<\/p>\r\n\r\n\r\n\r\n

We refer to these as ‘call to actions<\/em>‘ (CTAs) – we are ‘calling<\/em>‘ the website visitor to do<\/em> something. Typically we want the website visitor to perform an action which takes them one step closer to fulfilling their goals which is ideally aligned also to putting money in your bank (whether now or at some future point).<\/p>\r\n\r\n\r\n\r\n

[adrotate banner=”3″]<\/p>\r\n

As we mentioned above, the steps involved depend on product\/service\/sector\/geography etc. However, as a general rule, the following are classic call-to-actions on a website:<\/p>\r\n\r\n\r\n\r\n