Still unsure of what “call-to-action” is. Look at late night infomercials. Notice how they emphasize calling toll-free number with your check and/or credit card number handy. How they say if you call now, you’ll receive a free gift with your purchase, but only if you call within next few minutes.

There’s a reason why most infomercials follow this formula – it works of course. It’ll also work for you, whether you’re including it in your web copy or a print ad.

A call-to-action can be as simple as saying “order today” or as elaborate detailing a seven-step process. A good call-to-action ties in with goal of your copy. If you’re goal is to sell, don’t ask them to call you for more information, ask them to purchase your product today.

Other essentials elements include:

Welcome to…nothing Look at your site’s web copy. Does it begin with “Welcome to…?” If so, get rid of it. It means nothing. It doesn’t speak to your customers. It’s just a waste of your customers’ time and space. Rather than worn out phrase, “Welcome to…” try a statement that captures essence of your company, explaining it in terms that’ll benefit your customers. Instead of “Welcome to Crazy Dave’s CD Emporium,” try “Crazy Dave’s CD Emporium, where you can find quality CDs and crazy prices.”

Where do I go? If you track your site’s metrics, look at your customers’ paths. How many customers get past home page? If it’s less than desired, there might be a problem with your site’s navigation. If you’re one of those people with mega-content sites, add an internal search to help your customers find there way. If you’re a smaller site, add navigation bars that update automatically when your site’s structures changes or evolves.