Ensuring your shop is visible to customers
What is a CTA?
"CTAs" are the Call to Action on your website. It's the implied instruction to your customer to take action. Every website we interact with daily has some type of CTA. Whether it by "buy now", "see more", or "sign up", it's always clear where they want your focus to be drawn to. The action in this case will be ordering from your new Filter Shop!
Your website is a tool, and you want to use it to get users to move towards the next step of the buying process with you. If they are looking for a service call, you would want to have a button that says "schedule service call" and then have that point to your phone number or a scheduling tool. The same is true for the filter store.
Users are on your website because they have some kind of pain that they are looking for help with. They found their way to your website by searching for HVAC companies, and it's safe to assume that they have some kind of HVAC related need. Normal users don't browse HVAC websites for fun. Think of the main pains that one of your customers would have. The goal is to give those users a quick path to address the pain they are experiencing.
You can use your CTAs to help with this. Usually, this boils down to 3 or 4 actions. Then, you want to provide a CTA that helps them move closer towards that action. Here are some examples:
| Pain | Desired Action | CTA Example |
| The user wants to have a piece of equipment repaired or inspected. | Schedule a service call. | A button that says "Schedule Service" that points to your phone number or a scheduling tool. |
| The user needs a new air filter. | Buy one through the filter store. | A button that says "Buy Filters" and links directly to the store. |
| The user wants to get a system estimate. | Complete the quote tool Journey (Advantage plan only). | A button that says "System Estimate" that links to the quote tool Journey. |
| The user wants to get a furnace tune-up before winter hits. | Buy a Furnace Tune up in the store. | A seasonal banner in the fall that says "Need a Tune up?" that links directly to the tune up service in your store. |
These are just some examples, but could also be exactly what you want users to do on your website. Make sure that every main action that you want a user to complete is as easy as possible.
How do I make my CTAs prominent?
Most customers will not navigate past the home page if they don’t find what they are looking for in the first 10-20 seconds. You have an extremely short amount of time to catch your customer's attention and direct them to the CTA.
You want your CTAs to be clear and concise. They need to stand out from the other less important buttons on your homepage to ensure the user is drawn to them first. You will notice in our Demo Website that there are multiple CTAs prominently displayed on the homepage ensuring the customer can always navigate to the store.
For more information on installing the shop and optional floating sidebar visit this article.