The call to action is where your potential sales become real sales. And real sales equal money in your business’s pocket. Oddly enough, it is at this point on many companies’ websites that there is a gap in content. However, it is that definitive moment within your customers’ minds where they are swayed to make a decision.

You will have a few types of customers. The first, you don’t need to worry about at this stage. These are the people that have come to your site determined to purchase your product. They might be repeat customers, or they might have heard about you from a friend. Either way, as long as your site is easy to navigate, then there’s not much to worry about with these customers as far as the call to action goes.

The second type of customer is where you need to start focusing on this pivotal component of your website. These are the people that are interested, but still in the “just browsing” stage. They know that they are likely to purchase your product or one like it, but they haven’t quite yet made up their mind for some reason. The call to action is your chance to help them make up their mind.

So, what can you do to improve upon this aspect of your online business First, make your site really easy to navigate and make sure that there is no difficulty for your customer in figuring out how to input their credit card information and make sure that ordering instructions are always clear and not crowded. Any distractions at this stage in the sale process can lead to your customer just clicking the “x” at the top corner of their screen and finding a different site to work with. Next, make sure that your customers are presented with a very precise set of reasons why they should pay you for your services. This is more than just a couple sentences of copy. It is a total site approach, one that your entire site is leading up to.

There’s no question that you are at a pro when it comes to your line of business. But, as you know, just that alone is not going to bring you business. You need a great marketing strategy, and a superior online presence is the easiest way to help grow your business. And just because you’re the best at what you do does not mean that you have a professional eye when it comes to online marketing. It leaves a lot of opportunities open and wasted for other businesses in your field, and leaves the door wide open for you to step in and showcase your talents.