It is so obvious and yet so easy to forget—the call to action. Marketing and Sales 101 teaches us that you have to ask for the business in order to get the business. But in all too many sites I review, it is not there.
Think of each page on your site as a point of purchase display:
- It has to be attractive and specific
- It needs to make clear what is being sold
- It needs to convey how it will help you
- It has to make the pitch to buy
- As an added bonus, it can also include related product and service ideas, and resources to help with the buying decision
If any of these elements are missing, your page—your point of purchase display—will not be as effective as it could be.
For example, an effective Savings page would include:
- Key features of the account and how it works (e.g. balance requirements, ATM access, share insurance coverage, statements, interest calculations, etc.)
- Rates, fees, disclosures, etc.
- How it will help the member (e.g. normal savings, high-yield saving, youth savings, etc.)
- The request and option to apply for the account and how to do it
- Other saving account options, saving calculators, financial education on saving and where to ask for help
The bottom line is that you should never leave a member hanging out wondering what to do next or how to contact you. They are on your site because they want to use—BUY—what you have. Make it easy for them!
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