Onto secret number four, and this is your call to action. Tell your visitor what you want them to do on your website. Make it very clear and simple. Don't over complicate it. People want to be told what they should do next.

So you need to focus on just one thing that your visitor needs to do and you guide them onto the next step of their journey with a very, very clear call to action. When you are creating these call to action buttons, the design is extremely important. So make sure you are using contrasting colours, so the text has to be one colour, the button another, and they need to be contrasting. Make sure they're also short and simple so that it's very easy to understand and get them to do something. Make these buttons stand out. They shouldn't be hidden in the background, same colour as the background. They need to pop and really it'd be eye-catching.

Also, repeat the same button throughout the page so the visitor does not need to look for the next action. For example, you want to put it up in the header for first thing when they arrive on the website, they see the call to action button on the banner, in the footer as well. So if somebody has gone all the way down, it's right there, they don't have to scroll all the way back up. And then throughout the page, I would say on one page, a maximum of three to four buttons, but so don't go crazy. Less is more and don't go overboard, so there's not too many buttons, and you confuse people and just annoy them and then they leave.

Here I wanted to show you an example. Source is from GoSquared. On the left hand side is not a very inviting button. It's very difficult to read and the contrasting colours are not there. You can read it, but you really have to strain to see what you want them to do next. On the other hand, on the right hand side, you've got a very clear, clean and attractive buttons that say, "Get started." Also, very action orientated words, which is good, and then very contrasting colours, the white on the blue or the white on the green. It just invites you and makes you want to press it.

Now, a lot of people ask me what call to action should they use on their website. There's so many different ones that they could use. Now, it's very dependent on what your business is. So if you have a service-based business, your call to action should say things like, "Schedule a call or a consultation. Book now," if you have an event rental business or something similar. You want to have a conversation with your potential clients so you can answer the questions that they have on the next step.

You can connect them to a booking system if you have a call to action that says, "Schedule a call," or, "Schedule a consultation." Have it connected automatically to a booking systems such as Acuity or Calendly so they can literally go into your calendar and choose a day and time that suits that them that you are also available, so you don't have to have unnecessary emails going backwards or forwards trying to decide on a date that suits you both.

You might lose clients like that and it's just time-consuming, so make it really, really easy for people to actually schedule a consultation or book you now through connecting it with an online calendar that works with both parties. Also, a good thing about it is time zones. It automatically translates time zones for you, so you don't have to figure that out. And if you're anything like me, I always get it completely messed up and I get really confused. I use Calendly by the way, there's a free version. Acuity also does exactly the same. It's just a preference and I recommend that you go and check them out if you haven't gotten them already.

Then if you have a product-based business, so you're selling a product, your call to actions would be slightly different. They'll be more, "Buy now, shop now," these kind of examples and, "Try for free, add to my cart," these are the main buttons that you would be using. It creates urgency and clearly states what will happen next. You're giving them really a nudge to make this to complete the sale.

So here we've got some very contrasting colours, very clear to read, "Shop now," for example. Very clear, popping, and you know what's going to happen next if you click on that button, you're going to be buying something. So these are product-based buttons that I would recommend that you use.

I really encourage you to be bold and stand out both in your brand marketing, as well as your call to actions. I see a lot of women entrepreneurs especially, on subconsciously, I guess, I don't know where it ... It must stem from how they feel and they don't want to be too pushy, that women generally say, "Oh, no. We don't want to be pushy. That's very masculine." But in business, you've got to be very clear and you're actually helping your client to make the next step to complete a sale, to book a call with you so you can help them. So stand out, don't be shy and translate that onto your website and your other marketing material.

All right. So that was call to actions, a very important element of a lead optimised website. I'll see you in the next and final lesson. Bye for now.