How to Use Technology to Drive Sales on Your Website

Creating a “call to action” is key to driving sales for a small business. Technology can help drive your business’s sales by making it easier for customers to take action. Use this three-step process to create a call to action for your website.

e-Business Now

How-To Guide: How to Use Technology to Drive Sales on Your Website

*Be sure to download the PDF for more in-depth information

Creating a “call to action” is key to driving sales for a small business. Technology can help drive your business’s sales by making it easier for customers to take action. Use this three-step process to create a call to action for your website.
1. Decide what your goal is for each page of your website. Why are you creating this page on your site? Here are some examples of goals:
i. To generate leads
ii. To get more exposure for your brand or company name
iii. To get people to buy


2. Based on your goals, decide what action you want customers to take when they visit a page on your website. Here are some examples of actions you might want them to take:

  • subscribe to a newsletter
  • make a purchase
  • schedule a service
  • download a coupon
  • visit your physical location
  • contact you with questions


3. Create your call to action. Good calls to action create a sense of urgency. They typically use words such as “now” or “today.” Here are some examples:

  • Hurry in
  • Buy now
  • Call today
  • Visit now
  • Click here


To drive sales, each page on your website should include at least one clear call to action. Below are some elements that can be used to drive sales and sample calls to action you might use for each. Which might work for your business?

  • Contact information (phone number, fax number, address): Give customers as many ways as possible to buy from your business. Call to action: “Contact us today!”
  • Email contact form: Listing your email on your website can generate spam (junk emails). Instead, put a contact form on the site so users can contact you. Call to action: “Contact us now!”
  • Map and directions to location: If customers need to visit your physical location to buy (i.e., a store or restaurant), make this as easy as possible. Call to action: “Visit us today!”
  • Email signup: Ask customers to sign up for emails from you. Even if they don’t buy today, your emails will drive sales in the future. Call to action: “Sign up now!”
  • Discounts or special offers: A link or button users click on for special deals is a great sales driver. Call to action: “Today’s Deal”
  • FAQs: Customers who have questions that go unanswered may leave your site without buying, so provide answers to the most “frequently asked questions” (FAQs). Call to action: “Got a question? Get answers now!”
  • Help: Provide help for customers at any stage in the shopping or purchase process.
  • Online chat: Online chat enables customers to get instant live help with questions or problems, making them more likely to buy. Call to action: “Chat with a representative now!”
  • Appointment scheduler: An online appointment scheduling tool that lets customers set their own appointment times for services or consultations can speed the sales process. Call to action: “Schedule an appointment now!”
  • Podcasts, webinars and videos: All of these online content options can provide more information and suggest solutions to common customer issues. Call to action: “Call this number now!”

A SCORE Mentor can help you complete this exercise and determine your next steps. SCORE has over 13,000 successful and experienced executives with small business know-how who want to help you. Find a Mentor at www.ebusinessnow.org