Getting a potential client to visit your website is a task in and of itself. But what happens when someone actually does come to your website? Then what? Are you giving your site visitor instructions on what to do next? Do you have an effective call to action?
Your ‘Call to Action’
The most common ‘call to action’ (what you are telling to the person to do next) on therapy websites involves picking up the phone — whether it’s to set up a consultation, schedule an appointment, or simply learn more about your services. The biggest problem with telling a potential client to pick up the phone and call you is that a phone call is an extremely high risk action for someone to take. Especially those who are vulnerable, scared, or even embarrassed about their particular situation.
Call to Action Scenarios
Imagine I am someone who is struggling with depression. I wake up every morning with no energy, no desire to get out of bed. I am embarrassed about my current condition and scared about what is happening in my life. I decide to see what kind of people help others who are depressed in my area online, and find your website. You may have a beautiful website with great SEO, content, images, etc., but you tell me you want me to call you to set up an appointment. I am still afraid and so not ready to pick up the phone. Because of this, I immediately leave your website and find someone else who provides a much lower risk action I can take to get more information. What would have happened if you provided me with a free download, such as a free report, an ezine, or a free audio/video? Chances are, I would have probably downloaded it because it was a very low risk way of getting more information. Then imagine that in a couple weeks, I get an email from you sending me a blog post that has more information on dealing with depression; perhaps its called ‘How to Get Up in The Morning When You’re Depressed’ or ‘How to Go to Work Even If You’re Depressed.’ I am most likely going to read that AND be reminded of you. I will probably think, wow that person really knows a lot, I really should do something about how I’ve been feeling lately. Realistically, I probably still won’t do anything. But, a month later I get another email from you, possibly on a really bad day. The reminder of you, as well as the content of the email, strikes a chord with me. We have been indirectly getting to know each other since I downloaded your free offer, and my trust and confidence in you has grown over time. While I am still feeling vulnerable and scared, I will decide its finally time to call you. Find out more about how to gain more clients here.
Benefits of an Effective Call to Action
The difference between the first scenario and the second is only one thing — the risk associated with the call to action. A phone call is very high risk, while offering free information in the form of a free audio/video, free report, or ezine is very low risk. When considering the emotional cycle of someone seeking therapy, the most effective call to action is a low risk one. There may be a few people who will call you immediately, but more likely than not, it will take weeks, months, maybe even years before someone feels confident enough to contact you directly. The best way to get more clients with your call to action is to do whatever you can to offer a next step for them, one that is very low risk. Not only is it great for them because its low risk, but its great for you because you build your email list. Find out how to create a monthly news letter in five minutes here.
Examples of Effective Calls to Action
Below are some examples of free downloads that we consider to be effective. One is an ‘ezine’ (an electronic magazine), while the other two are free reports. All three of these websites have a clear and effective call to action. 
If you want to learn more about the effectiveness of free reports and how to write them, click here. You can also watch a replay of a webinar I gave about free reports here.