The most beautifully-designed website is, in itself, entirely useless unless it encourages visitors to take some specific action. That action will vary with the nature of the website but common examples are to:
- complete an online enquiry form
- register on the website
- purchase a product
- sign up for a newsletter
- progress deeper into the website to read more about products and services
Each of these is a measurable action which should correlate with the website objectives you defined earlier.
Once you understand the particular call-to-action that you want visitors to follow, you can address your website’s content, design and navigation. Without a well-defined call-to-action, your new website is only going to produce disappointing results.