A call to action encourages someone to do something. Your website visitors need calls to action so they will do the things on your website you want them to do. Calls to action are extremely important for the success of your website.

Great websites use calls to action throughout their text to tell visitors what they should do next. This is especially important at the end of a page when you’re at the most risk of your visitor heading back to the search engine to further refine what they’re looking for.

You will recognise these calls to action from television:

• Call now for 12 free steak knives
• Vote for Danielle McKay to win Australian Idol
• Email a question to the ROSwall

Your website needs to emulate the calls to action of traditional marketing styled toward the goals you’re trying to achieve. Here’s some examples:

• Subscribe to our newsletter
• Learn more about fly fishing in Far North Queensland
• Contact us for a free quote
• Take a charter flight over the Great Barrier Reef
• Book today to receive your free bottle of wine

I’ve italicised the parts of these calls to action that should be linked. By linking to the content people expect to receive on the next page you increase the chance of them completing this action. It’s also very helpful for your search engine rankings to include good keywords within these links.

This guest star article is written by cityofcairns.com’s lead graphic designer, Belinda Vere. Belinda is an outspoken supporter of businesses having a strong brand kit and lifting the professionalism of small business with a functional and attractive website design.

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One of the most under-valued aspects of a business is its brand and identity. A business’ brand is a tool to increase customer familiarity and recognition and prove your worth as a professional, reliable business. It should be just as important as the appearance of your staff and the quality of the product and service you produce. Some things to remember when you are starting a new business or re-evaluating your identity are:

1. Don’t give up your day job

Are you a whiz on the computer? Did everybody love your kid’s birthday invitations that you created in Word Art? Don’t be fooled! This does not qualify you as a Graphic Designer and the identity you produce will look amateurish and therefore can not be taken seriously. Hiring a Graphic Designer to do a professional identity package for your business saves you time and creates a trustworthy, professional image for your company.

2. Hit the target

A professionally designed logo should appeal to your target market and reflect your product or service. Your target market determines your identity and should be a major influence on your brand. If you are trying to sell children’s clothing your brand will be bright, colourful and fun however if you are an accountant your target market are looking for somebody who is professional, efficient and approachable. Try not to let your own personal style influence your branding if you are not the target market.

3. Squish the rainbow

A succint choice of colours will help increase the familiarity of your brand. When we think purple we think Cadbury (or Darryl Lea depending on whose side you are on), yellow reminds us of the Golden Arches and red makes us thirsty for Coca Cola. Keep your colour palette to one or two key colours and stick with them throughout your branding.

4. Use it!

Use your brand in everything you do but keep it consistent. Print business cards, get a website, send emails with a signature and splash your brand everywhere just don’t confuse people by having a green car, a red website and purple decor. Remember to maintain your image, colours, logo and style throughout every aspect of your marketing.