“Leadership is the art of getting someone else to do something you

want done because he wants to do it.” – Dwight D. Eisenhower

 A call-to-action tells the web site visitor to take some immediate action; “Call Now!”, “Download Now!” or “Sign-up Today!”

 Calls-to-action must include strong, compelling action verbs such as, download, buy, shop now, call, and watch.

 Do not use motion in the call-to-action it only becomes a distraction to the visitor.

 The call-to-action can be words, a picture or a combination of both. A picture of a call center operator standing by for the call with a description on the image that says “Call 877-555-1212 Today!” is compelling.

 This technique serves a company better than putting their toll free telephone number in 6 pt. text at the bottom of every web page.

 The call-to-action may be in the form of a pop-up. Some people like them others don’t. The call-to-action might be asking visitors to subscribe to a free, monthly newsletter or to receive a free white paper.

 Pop-ups drive some web site visitors crazy and some pop-ups drive visitors to take action. Everyone has to make their own decision.

 The next topic to cover in this section is creating obvious decision-making paths.

 These paths help to direct web site visitors to the right pages on the web site whether they are looking to become educated or are purchasing products or services.