Websites are like my grandmother’s blueberry pie.

On the surface, you might think it was pretty easy to make. But in reality, it required a lot of different ingredients, a good amount of knowledge, all PERFECTLY combined.

The blueberries had to be fresh. The pie crust carefully created (I remember the huge Crisco container!), sugar, baking soda, corn starch, cinnamon, lemon juice, butter, salt, the right pie dish, and of course the oven at the right temperature.

Anything missing and a great blueberry pie quickly turned into a blueberry pie that wasn’t so great. The kind you can get at any supermarket.

My grandmother’s blueberry pie was perfect EVERY TIME.

Why? Because she did it right, every step of the way.

In today’s competitive environment, as a metaphor, your website has to be the “perfect blueberry pie.”

If you want your website to perform well, and turn the brides and grooms who visit into INQUIRIES and SALES, all the “ingredients” need to be perfectly combined.

“If you want your website to perform well, and turn the brides and grooms who visit into INQUIRIES and SALES, all the “ingredients” need to be perfectly combined.”

There are a lot of “ingredients” that have to work together to make a website perform well, but there are a handful of variables that ARE A MUST if you want to optimize your conversion and turn more of the brides and grooms who visit your website into inquiries (and then sales).

One of those ingredients is a call-to-action at the bottom of all your pages (and appropriately throughout your website!)

Sounds simple enough, but TOO OFTEN when I visit a website I don’t see them there.

Psychologically, it TELLS the bride/groom reading your content what to do next.

Mechanically, it makes it easy for them to make an inquiry versus move around and find your inquiry form option.

Think about it for a second. Pretend you’re a bride/groom.

You just visited a website. You like what you see initially (the “Oh Yes” moment), and you decide to STAY and LOOK AROUND (which, by the way, is the #1 objective of any website, #2 being make an inquiry!).

You read a few pages, check out the testimonials, photos, and reviews page.

You’re at the bottom of the reviews page and are feeling pretty good.

In a split second, you decide to make an inquiry. Why not, everything looks great.

But there’s no call-to-action at the bottom of the page.

There’s no clearly visible graphic (button) that says: “Check Availability, Request a Pricing Consultation, Ask Us a Question.”

Now, if you’re saying to yourself “The Contact option is at the top of all my pages in the main navigation” you’re missing the point (and not thinking how to OPTIMIZE your website conversion).

Make it easier to GET TO your contact/inquiry options, using a bottom of page call-to-action, and it will have a positive impact on the number of inquiries you get.

If you’re not using a call-to-action button at the bottom of most if not all of your web pages add one this week.

Here’s an example. It actually has three elements.

Not only does it have a CTA button, but it has a text CTA with keyword-rich targeted keywords in it for search engine optimization.

It also uses testimonials as social proof to re-inforce the WIIFM message, which is: this photographer is a professional, is very good, and “takes amazing pictures.”

 

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