How Effective Is Your Call to Action?

Your Call to Action Explained by Web Hosting Provider

Click here.

Really. Just click here. Even though you see click here everywhere you go. Just do it, okay?

Please?

Click here is probably the most common but least effective call to action. Were you persuaded to click when you read the first line in this article?

Not likely. With a more effective call to action, however, readers are much more likely to want to click.

What is a call to action? Web hosting provider explains...

In marketing, a call to action is an invitation to readers to click on a link or banner or image to take the action that you want them to take - let your web hosting provider explain. For example:

• Make a purchase
• Read a product description or article
• Contact you
• Subscribe to your mailing list
• Donate money
• Join your organization or forum
• Enter a contest

Calls to action are on web pages, in emails, in newsletters, and in advertisements. Whenever you send out or publish content, you want your readers to do something. How you tell them what you want them to do is your call to action. While calls to action are usually discussed for e-commerce sites, they're applicable for almost every website. If you have content online, you want your readers to do something, even if it's just to read another page.

How to write a call to action

A call to action needs to tell readers what the purpose of the page or email or advertisement is, and it needs to motivate them to click on the link or image. They want to know what they'll gain from clicking, and you need to convey that information in a few words. As illustrated at the start of this article, click here doesn't accomplish that.

Let's say that you want readers to read the rest of the article after presenting the introduction in an email or on a web page. Which call to action would generate the most clicks?

• Read more.
• Read the rest of this article.
• Free! Sign up here to gain access to all of our articles.
• Read the rest of "How to Prevent Diabetes."
• Learn how to prevent diabetes.
• What do you need to do to prevent diabetes?

The first two tell readers what they'll gain from clicking, but the information is still vague. They'll get the rest of the article, but what will they get from the article?

The third one stops readers. You may gain some conversions, and you may have a reason for asking readers to stop reading and sign up at this point. But you'll inevitably lose many readers who'd rather go to the next site that has relevant information.

The fourth one gives more information and repeats the article title. The fifth and sixth ones are a variation of the title but make it more pertinent — learn something, and find the answer to the question. Of the above examples, these two will probably have the highest click-through rates.

Where to place calls to action

Calls to action should be throughout your site and throughout each page. Each web page should end with a call to action, but don't limit your calls to action to the end of the page or email. On web pages, have the first call to action above the fold.

Consider the visual path that readers take on each page. Is there a call to action near the top left corner, near images, and on the way to the end of the page?

Each page can have calls to action for different actions. For example, you may have a call to action to read more about a product, to compare products side by side, and to add a product to the cart, all on one page. Have the primary call to action prominent and viewable when visitors land on the page.

Some calls to action may be not be obvious as such. A Contact link on every page can serve as a call to action, as can a toll-free phone number in the page header. Anchor text for links to information on other pages at your site is a call to read other pages. Each link in your navigation can serve as a call to action too.

With email newsletters, one of your goals is to get readers from the newsletter to your website. Make headlines, logos, and images clickable.

How to format calls to action

Bold makes calls to action stand out. So do strong colors. Choose colors that contrast with their background but that go well with the rest of the site or the newsletter template. You want to get readers' attention, not give them a jarring reaction. Secondary calls to action, such as your navigation, should blend in with the color scheme.

How to test calls to action

After trying out different wording, locations, and colors for your calls to action, do you know if your changes have increased the numbers of click-throughs? Note your traffic stats before and after each change, and note the differences between the time periods. If you make one change at a time, wait before making another change so that you can see the effect of that one change. The same applies if you redo your web pages and then want to tweak them. A pattern will emerge showing which changes resulted in more people responding to each call to action.

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• E-Mail Campaigns: Don’t End Up in the Trash Bin
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Web Site Domains: Master of Your Domain? You Should Be.

Your Domains Explained by Web Hosting Provider

There’s no argument among SEO professionals that optimization using widespread SEO tactics isn’t going to be as effective as these tactics once were. There was a time when a well-stuffed HTML keyword tag did the trick but spiders soon “figured out” how to spot overstuffed keyword tags. Same with title tags, alt tags, description tags and other coding elements that have been abused by the black and gray hat communities.

Your web hosting provider explains: search engine algorithms have become much more sophisticated, determining not only site content but the quality of that content – a highly subject determination even for logical, discerning humans, much less search engine spiders.

However, this hasn’t prevented attempts to subvert the search engine process. As algorithms become more complex, the means to circumvent the rules follow close behind. Today, search engine algorithms can spot deceptive practices at a glance so even attempting to “fool” spiders is a dangerous, short-sighted, potentially site-lethal activity.

To improve the impression your newly-launched site makes on search engines, consider your domain name, your domain registrar, your web host and other factors that build or corrode the trust of web site crawlers.

Naming Your Domain

If you haven’t picked a domain name yet, good. We’re not too late. If you have picked a domain name but haven’t built the site, you can always register a new, more potent domain name. And if the site is launched, up-and-running, consider the creation of a sub-domain.

Pick words related to your products or services. Play around and get creative, but remember, spiders register your domain name regardless of what name appears on the site skin. So, your domain name should tell spiders this is a hardware site not a porn site.

Also, when selecting a domain name, consider your business plan carefully. If you’re going global, try to get the dot com extension for your proposed domain name. It’s the world-wide standard in identifying a commercial site.

If you’re a local business reaching a local market, add your location to the domain, making things clearer to humans and to spiders. For example: cheapeatsmiami.com pretty much says it all for a site reviewing Miami restaurants. Right on the money.

Other examples: cpaogden.com, austincustomcakes.com and so on. A domain like this will help you show up on local searches, a search engine feature that’s become increasingly popular and profitable for small businesses targeting a local or regional demographic. Add it to the domain name.

Also, register the domain for two years or more through a reputable registrar. Better web hosting companies offer domain registration as a free service. The two-year commitment is a trust-building element between you and visiting spiders who know everything there is to know about your site – including how long you plan to stick around and whether you’re a domain squatter with thousands of domains registered and up for sale or auction.

Choosing a Domain Hosting Provider

Once your domain is registered, you need a web hosting company to provide a connection to the wild, wild web. Select a company that’s been around for 10 years or longer – a track record you can verify. A fly-by-night outfit can fly in the middle of the night, taking your site and your customer database with it.

Look for features. Lots of free software – a free site building package, a free shopping cart and checkout, free metrics analysis tools – everything you need to build and grow a web site to profitability should be included as part of the monthly web hosting fee. If you don’t get this long list of goodies, keep looking for a web hosting provider.

Also, you’re known by the company you keep so avoid hosts that accept any site for a buck. Scam sites, overseas drug companies, adult sites and other “unsavory” neighbors define your server-side neighborhood. It’s a question you want to ask the host’s rep before signing up for a 24-month stint. Your web host should be viewed as a partner in your endeavor so choose wisely when selecting a company to host that great domain you were able to snag.

Register Early. Register Often.

Search engine spiders may be mindless bots but they’ve got great memories. A spider comes to know your site inside out and vice-versa. A spider can identify a site’s launch date, the date the site was last spidered, what the site looked like when last spidered (cached view), who your host is, what your business is and on and on.

Register your domain name ASAP, even if the entire site isn’t up yet. It can take weeks and months to get spidered so the sooner your submit your site for consideration the better. Just make sure to identify pages under construction and prevent spiders from crawling and indexing new pages until they’re ready and tested.

Submit your domain to Google, Yahoo and MSN – the big three. But also submit your domain to smaller, more specialized search engines like Overture, Alexa, Ask and so on.

Important note coming up: There are literally thousands of search engines and registering with each one would take forever. So, site owners purchase search engine submission software to simplify the task through automation – automatic domain submissions to search engines.

Google won’t accept machine-submitted domains, and Yahoo charges for a SERPs listing. So, each submission should be “done by hand” to enhance chances of getting spidered, indexed and recognized faster by the biggest search engines.

To further encourage spiders to visit quickly, submit your site map through Google’s Webmaster Central. This awakens the sleeping giant, provides a site address, a domain name and a complete set of site links in the form of the site map. This is important because spiders are programmed to track links wherever they lead. The site map provides a road map of links spiders crawl ensuring faster, more complete and more accurate indexing.

Building the Trust of Spiders

Bots are a suspicious lot. They trust no one. They’re programmed to look for signs of deceit and deception on the part of a small segment of site owners who don’t play by the rules. If you’re spending a bunch of time trying to outwit spiders, put that time to better use by building credibility and trust of spiders.

Link to higher ranking sites that help search engine users. Links should be relevant to the site and to the visitors’ expectations. Encourage links exchanges and build your site’s links popularity.

Links popularity, you say? Yep. Web site owners are more likely to link to sites that offer good, solid, authoritative, unbiased information than sites that are nothing but hype and the hard sell. By adding good content and useful features (mortgage calculators, stock market feeds, live video feeds, etc.) a site increases links popularity, i.e. more one-way, in-bound links – a real trust-builder when it comes to spiders.

Non-reciprocal in-bound links indicate a site that other site owners are recommending to their visitors, asking nothing in return as is the case with a reciprocal link exchange between two topic-related sites (still good, but not as good as the one-way in-bound).

Avoid any SEM or SEO tactics that might even hint at an attempt to deceive visitors or bots. Put black text against a black background and it’s invisible to site visitors but spiders can see it, read it and assess its validity. There are lots of scams and schemes that algos now capture routinely. Play by the SE rules and always err on the side of caution when in doubt.

There’s a lot more to selecting a domain name than showing the world how clever you are. A domain name should be used to provide information about the site’s content and purpose.

The domain name should be registered through a reputable web host. Find a solid host that  registers domain names free, as part of monthly hosting fees. They’re out there.

Register the domain with the big three search engines as the site is being constructed. Make sure that pages under construction are designated “off limits” to spiders.

Invite spiders by submitting the domain name to search engines. Even better, submit a site map to make sure the site is crawled and indexed completely first time through.

Finally, build trustworthy relationships with spiders. Increase the number of links in general. Add useful, interesting content to increase the site’s links popularity and avoid even the whiff of scandal.

Master your domain. It may well be your future.

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Social Book Marking Syndrome: What’s Wrong With Digg?

Social Book Marking Explained by Web Hosting Provider

Amidst the information onslaught brought about by the web, sorting the good content from the bad isn’t an easy task. In fact, it’s almost impossible unless this information comes with some authority. Any bozo can post his opinion that the world is flat and soon develop a cult following among other flat-Earthers. Still doesn’t make it so.

The authority of much of the content on the web (take it from somebody who consumes web content by the metric ton) is suspect. The problem with web content is good old contestability. I can read it, but I can’t contest it, discuss it, debate it or kick it around with the author.

In fact, most of the time, the author’s name doesn’t appear anywhere attached to the document and, frankly, some of this blather reads like it’s written by 8-year-olds. Too bad, because along with unreliable, biased, inaccurate data, the web provides access to quality content, well written, properly researched and relevant.

The key is to sort through all this web “noise” to find the pearls of wisdom that await. Or better yet, have other web users do it for you. That’s the thinking behind book marking sites - web hosting provider explains: let the readers decide what’s good quality. In theory, a good idea. In practice, not so much.

Digg It - Web Hosting Provider Explains

Digg.com is, perhaps, the best known of the many book marking sites that have sprouted like so many digital mushrooms. Here’s how the company describes its mission in life:

“Digg is a place for people to discover and share content from anywhere on the web. From the biggest online destinations to the most obscure blog, Digg surfaces the best stuff as voted on by our users. You won’t find editors at Digg — we’re here to provide a place where people can collectively determine the value of content and we’re changing the way people consume information online.”

Other book marking sites worth a mention are: Technorati, del.icio.us and Yahoo’s My Web.

So let your web hosting provider break it down: these and other book marking sites enable you and others to assess the quality of what you read and hear, as you read and hear it. Look below this post and you’ll see two rows of links to book marking sites. By clicking on any of those icons and signing up, you can bookmark useful information, helping others find the good stuff.

These are seals of approval from readers who, at least it’s assumed, have some knowledge of the subject pinged. And this is where the system starts to unravel.

Freedom to Choose Does Not Lead to Good Choices

There’s a mistaken belief (at least in the U.S.) that freedom of expression translates into equality of expression – that all opinions are equal. Could anything be further from the truth?

When readers ping a blog post, their expressing their opinions. These opinions, from unknown, unverifiable sources, are then used by others as a determinant of quality.

The Bias of Authority

Using social book marking does, indeed, level the playing field. Your digg is as good as any other reader’s digg. All count equally. However, well-bookmarked sites are given authority by readers – readers with personal agendas, biases and mis- or dis-information.

The original intent of these sites was to point readers in the direction of articles worth a read. Unfortunately, many of the most pinged sites, blog posts and other web content lack real authority. Readers ping content for any number of reasons, not simply because it is reliable content. In fact, in many cases, just the opposite is true.

For example, political sites receive a lot of pings, especially during campaign season, which is now non-ending. Are the articles that get pinged unbiased references? No. Do the people behind the site have an unspoken agenda? Of course.

Unfortunately, book marking has created a “bias of authority” in content that is anything but authoritative.

It doesn’t take much to create this bias of authority, either. Content with as few as 100 diggs makes noise on the site, drawing attention. (Note of caution to novice diggers. Don’t digg your own pings over and over. The book marking site will recognize the repeating IP address and ban you and your diggs.)

However, this doesn’t mean you can’t network with others who share your views and ping certain rhetoric to build its credibility. The problem with social book marking is that it creates a “jump on the bandwagon,” herd mentality, which in turn delivers at least the cachet of authority, interest and/or readability, i.e., content worth putting down the Pop Tart and reading.

The Bias of Book Marking Frequency

Older computer users don’t bookmark as much as younger users who view the web as their own screen-based playground. Younger users are more likely to express their opinions (1) because they know how and (2) because they believe in their opinions enough to take the time to ping a piece of content.

This slants the tabulation of book marking activity to a much narrower demographic. Pingers are younger, computer savvy and fully functional online. The Gen-Xers, Gen-Yers and the Millennium Generation grew up with mouse in hand and they intend to use it, even though many of these book markers lack authority, experience, expertise and judgment.

So, we have a narrow web segment of non-authorities to determine “the value of content” according to digg’s mission statement above.

While it’s a noble mission and does further the cause of egalitarianism on the web, social book marking must be taken in context. It does not bestow authority. It does not validate an author’s opinion. It does not represent a broad, universal sampling and there’s no way to ascertain the authority, biases, conceptions and misconceptions pingers bring with them when book marking web content.

The only thing diggs and other bookmarks indicate are that, for some reason unknown to all, an unknown web user thought, for some reason untold, that this content was worth your time.

The value of this information must be defined within the above parameters, which doesn’t leave much value at all.

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Link Bait: “I Want You to Want ME!”

Link Bait Strategies Explained by Web Hosting Provider

In-bound links of the non-reciprocal kind continue to fascinate SEO and SEM professionals. Many site owners, newbies and long-timers, have followed the axiomatic tactics for link building – from hosted content to outright begging. Web hosting provider explains tactics of link building. (PLEASE link to my site.) “Desperation does not a connection build.” I think Calvin Coolidge said that or maybe I read it on a webmaster blog. 

Wouldn’t it be nice if you checked your Alexa data and discovered that a couple of higher ranking sites linked to your site, asking nothing in return? Wouldn’t it be nice to attract inbound links without spending hours of each day tweaking, trying to find that perfect combination of keywords and content density?

It takes a lot for a higher ranked site to link to a lower ranked site. The owner of the higher ranked site may actually slip in search engine rankings, unless search engines recognize the value and quality of your site.

1. Your site can not look home-made. Professional and appropriate to the site topic.

Just like Mom said, “People judge you by your looks.” So, if you have an attractive site with all the latest in site features, Flash movies, transparent mouseover flyouts and an animated banner, all in appropriate colors and fonts, you at least look the part.

Yours will be a reflection on any site linking in so you have to look…at least as good as the quality competition in your market segment.

2. Free content. Come and get it!

Can you write? Even a little, if it’s in your area of expertise?

We’ve mentioned content sydicators often in the Website Source blog and, indeed, these sydicators are extremely useful in building in-bound links. But wait. You can also post articles, newsletters, industry information and other content, free and downloadable for the asking, from your own site.

Site owners need to fill pages and though syndicated content won’t win any friends among traveling Googlebots, it will keep a site fresh for return visitors so other site owners will be glad to post your musings on metaphysics in the metadata age (well, some will).

To take best advantage of these give-aways, embed text links back to your site. Don’t go overboard. A couple over a 600-word piece is about tops. Also include an “About the Author” biography, short – no more than three lines even if you are the most vibrant character you know – with another back link.

Syndicated content is great. But when you syndicate through goarticles or helium, you’re creating site popularity for goarticles and helium, not for your site. If you can post a couple of short 600-word pieces a week on the area of your expertise, you’ll have a library of more than 700 articles and blog posts free for download in your archives.

Vary your topics and include content for all ranges of expertise – from rookies to authorities. Don’t forget to add FREE CONTENT to your HTML keyword and description tags for the bots.

Advertise your content give-away on dmoz.org, SEOmoz.org, your website and through links created through other guerilla channels like Facebook and other sites that survive on user-generated content.

3. Get your free gizmos from your web hosting provider.

There’s plenty of free stuff online. Counters, trackers, free press release software, data feeds, calculators and other useful programs. You can pick up rights free digital gizmos at freesticky.com. Other sites giving it away are send2press, allheadlinenews and freeware.

These freebies should be relevant to the topic of your site and promoted though blogs and other viral marketing outlets like Facebook. If you give it away, people will hook into  your freebie gizmos for use on their own sites, each time creating a link back to your site. Now, site owners come to you. Your links begging days are over. (Whew!)

4. Build authority - Web hosting provider explains.

Post on your own blog. Be controversial. Be provocative. Incite a web riot. It’s so cool. Your blog should lead to long threads of pro and con opinions. Topicality should have a long shelf life.

If you post on a blog about a news blip in last night’s broadcast, it’s got a 24-36 hour shelf life, unless it’s about Brittney Spears and then it’s got a shelf life of approximately a millennium (at least so far) so show your authority with posts that’ll still have a readership 36 months down the road. Man, content is dated quickly webwise.

5. Post insightful, authoritative, proprietary content on site.

Sole source. That’s what this content is called because it’s available from a single source – your website.

This content should be informational, authoritative, accurate and 100% reliable. Let’s say you’re an optometrist with a couple of brick and mortar outlets. Great, and congrats.

Use your expertise in eye care to create informative content: Choosing An Eye Care Professional; Time for Another Eye Exam; Don’t Forget Eyesight Health Month. If you develop quality content for download, supplemented by copyrighted content available only on your site, site owners within your area of expertise will appreciate the free content and visitors who reach your site via non-reciprocals will appreciate the sole source content.

Keep it hype free and make it printer friendly.

Think of these steps as viral links building. It works in precisely the same manner as viral or word of web marketing. If your site offers something useful to other webmasters free, you’ve made a webbud who looks upon you with favor. If you also provide great, informational content for consumers and end users, sites will link into yours without any links begging.

Provide benefits to site owners and their visitors and your site becomes a self-propagating links magnet. And connectivity is one of the four pillars of site success describe in a previous post.

Connect up the easy way. Take the high road. The others will follow your lead. The result? A dynamic website with ever-changing content, free give-aways and other useful stuff – printable coupons, printable articles, gizmos and gadgets.

Come and get it.

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Bots or Bodies: Sometimes It’s Hard to Choose

Search Engine Crawlers and Bots - Explained by Web Hosting Provider

Any well SEO-optimized site is going to make it easy to get spidered and indexed into the critical search engines fast – first time through - let your web hosting provider explain how. However, Googlebots and other crawlers have no brain, no soul, no conscience, they feel no pain and they never give up – ever! (Sounds a lot like The Terminator), not a bad comparison, actually.

Bots and spiders (same thing) see one thing. Humans see something different. And the features you develop and add to your site to appeal to human thoughts and emotions may totally confuse a spider, creating chaos back at search engine headquarters.

On the other hand, the clever site owner can use the mindlessness of letter-string gobbling bots to some advantage, delivering content visible to humans, but unreadable by bots. So there are pluses and minuses to any decision you make in the design of your site. Bots or bodies? Let your web hosting provider explain.

What Humans See Isn’t What Spiders See

When you visit a web site, you see the site skin, sometimes called the presentation layer. This is all “front of the curtain” stuff designed specifically to appeal to human visitors. Color and design motifs, placement of content, graphics elements and other stylistic considerations are all for human consumption. Bots wouldn’t know a good-looking site from one that’s uglier than a mud fence. And they don’t even care!

Your HTML Code - Get Your Website Ready!

Look at your HTML code. The boring sub-structure made up of meta data, line after line of code, <br> strange glyphs and indecipherable computer-speak. This is what bots see. This is what spiders spider. The underbelly of your drop-dead-gorgeous website. And, if you print out the HTML, XML and CSS programming in place, it’s not the least bit pleasing to the human eye. In fact, it’s black and white text. But spiders love it.

Using The Work Habits of an SEO Spider to Your Advantage

If you know what a spider knows about your site, you can take advantage of the crawler’s significant intellectual limitations.

Spiders crawl the underlying code of a web site. In doing so, they follow links. Their movements aren’t random. They’re directed. So how can you use this to your advantage? Your web hosting provider has tips to help.

Embed text links throughout the site body text – the text meant for human consumption. These embedded links should take spiders and humans to other relevant information on the site. Using these embedded text links ensures that spiders stick around longer, index more site pages and accurately assess the scope and value of your site to search engine users.

The down side of using embedded text links is that, if the content to which the spider is sent doesn’t synch up with the text in the link, the spider is easily confused. It may determine that you’re intentionally misdirecting site traffic and slam you. Thus, it’s important that embedded links actually lead to more expansive, albeit related, content. It’s equally important that spiders get the connection, something that can be handled on the coding side through the use of title tags and other individual page descriptors.

Another means of licitly exploiting the limitations of search engine spiders is to identify pages that should not be crawled. You don’t want spiders crawling the back office and posting your payroll records as part of the presentation layer so you put up a “KEEP OUT” sign on those pages you want left uncrawled and consequently unindexed within the search engine.

Now, spiders are programmed to be suspicious and too many ‘Keep Out’ signs will set off alarm bells. Unscrupulous site owners employ this tactic to hype a product or service that’s not exactly on-target with how spiders “see” things. Those obnoxious, long-form sales letters, for example, can be excluded from a spider’s view simply by informing the passing crawler that this page is off limits.

Bots never see the site skin. They’re incapable of ‘reading’ or indexing graphic elements including pictures, charts, graphs, Flash animations and other non-text elements. Further, search engine bots won’t know that this body of text is associated with the picture next to it, i.e. product descriptions and product pictures. (Bots are utterly without nuance or guile. They’re more like sledgehammers than calculators.)

You can use this limitation of spiders to your advantage by uploading text in a graphics format that you don’t want spidered. For example, if you want to launch a trial balloon by testing a new product, you might not want that new product spidered until your market testing was complete.

No problem. Create the text in Flash and upload it as a Flash file. Any graphics format can be used – gif, jpg, etc. Visitors will see the text but spiders will just “know” there’s some kind of graphic in that location.

A couple of cautions here. First, even though bots can’t read graphics files, that doesn’t mean you can or should mis-lead site visitors with useless or deceitful information disguised as a graphic. These “black hat” tactics will eventually catch up with site owners who are less than straightforward with visitors and spiders.

Caution number two: Because bots can’t assess graphics, any text in a graphic format is invisible to spiders. That means that information critical to accurate search engine indexing may be unreadable by spiders. This can lead to a site that is only partially indexed, mis-classified within the index and, worst-case-scenario, banned from the search engine for perceived infractions. The only thing you’ll see coming through your site are tumbleweeds. This web hosting blogger recommends only "white hat" tactics when preparting your site for search engine spiders. Play it safe!

Structure your site skin for humans and your site code for spiders.

Functionally, that’s the difference between SEO (search engine optimization) and SEM (search engine marketing). But, to achieve online commercial success, you need to know your buyers, their likes and dislikes, and spiders and what they look for crawling through the code underlying your site.

Even though this may sound like a simple task, it isn’t always the case. For example, web frames are useful to humans in speeding up interactivity but frames can also corral spiders, trapping them and preventing them from reporting back to home base with your site data accurately in place.

In an ideal, digital world, spiders would be more intuitive, more refined in their search and indexing skills, and able to distinguish honest site owners who use the limitations of bots from the scammers who abuse these same limitations.

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