Website Design and Call to Action Buttons

Every marketing website is designed to provide pertinent information and to promote the products or services being offered. The ultimate aim of this online storefront is to convert interested site visitors into customers. The most obvious and easily measurable success is a direct ‘buy’ button on the site although for the companies which don’t have the desire or ability to process online payments or for businesses where sales are converted later in the process, just encouraging viewers to take that ‘next step’ is a positive move forwards in the right direction.

It may be ‘call now’ or ‘get directions’. All of these types of buttons are CTAs or Calls To Action.


Why have a CTA?

The purpose of a CTA is to keep the customer interaction with your website, steering the visit closer towards the next level – finding out more information, calling a sales representative, making a purchase etc. Without any Call To Action, your potential client could be more likely to leave your site and shop around.


A variation on the theme

If someone is wondering whether or not to buy, they may be more willing to click on a button that doesn’t commit immediately like ‘save for my wishlist’ or ‘save for later’. If the site is set up with this design feature, this action can enable the site to flag the saved item and remind the customer next time they login.


Think Color

Red buttons can scare customers away as it looks more like a warning than an invitation to make a purchase.

website design


Green is generally thought to be the most inviting (sending a subconscious ‘go’). Think carefully what color you want:

  • stand out
  • fit in with your overall site color scheme
  • contrast with the text so it is clear
  • when in doubt, scan around popular websites that you like to shop from and take their design as inspiration for your own unique design
  • try a few colors out and see which you prefer
  • ask colleagues for their opinions
  • if you are using a picture, make sure it is clear on all devices, not just laptops. Using a picture instead of text can overcome language barriers

The Details matter

The buttons themselves can look totally different with tiny style changes. As well as color, consider:

  • button size
  • round edges or straight
  • shadows

website design

Use CTAs sparingly

The more buttons and CTAs there are, the less eye catching they will be as they will take up too much of your online shopfront. This can also appear too pushy. One clever way to use your website design is to hover or float your call to action button as the page is scrolled. Beware that it doesn’t detract from the page text – especially on mobile handheld devices.



Measure the click through rates and interactions with your CTA buttons. Over time if one button location or CTA message proves more popular (and therefore better at converting viewers into customers) then look at trimming away the less popular CTAs.


Final Thoughts

Call to Action are a tricky balance of tempting a customer to commit without being too overwhelming. If you need help with your website design and are looking to incorporate CTAs, Trulium has the experience to help take your online presence to the next level. For website design or website redesign, contact us today to get started.

Why Spend Money on Internet Marketing Campaigns?

The short answer is obvious … the hope is that the money invested will generate more revenue that your spend.

That’s the basic premise of any marketing campaign, yet there are specifics around internet marketing campaigns  that make it unique. Here we explore some of the pros and cons.

It’s 24/7

Even when you’re sleeping, your advertising could be attracting a new potential client. The Internet never sleeps and nor do its marketing campaigns. Nowadays a customer needn’t shop when the local store is open, there are online opportunities to browse and with many retail sites offering free (or deeply discounted) shipping rates, it’s just as easy to purchase from another state or another country as from a store around the corner. Often you may have a delivery and you never need to know how many miles it traveled to reach you. The flip side of this argument is that if you are trying to buy local or buy domestic products  then you may have to do extra research online to verify you are not getting imported goods or products that have been shipped cross country.


Your competitors are already using it

internet marketing campaigns

Some form of internet marketing is now almost taken for granted. If your ‘online voice’ isn’t at least shouting out to be heard, then your competitors will be reaching a client base you are passing by.

It Works


Every now and then a new ‘fad’ comes along and for better or worse, companies big and small like to jump on the bandwagon. The principle is that ‘it is better to try and fail than to miss out on the next Big Thing’.  Well, Internet Marketing campaigns are far from new and the reason that companies stick with them and relaunch new campaigns periodically is because they work! As more and more shopping and browsing is done online, it is likely to increase in importance as the super cyber-savvy younger generations become the big spenders.


Keep It Current


Your price point has changed or you lose a connection with a critical supplier, there are many things that are beyond your control as well as evolutionary changes that affect your business. Being able to update your online pricing or product lists instantaneously gives you the power to plan ahead and implement change on your schedule. Compare the flexibility of being able to change your marketing with a few keystrokes to printing out hundreds of brochures / flyers / leaflets / postcards / business cards / coupons that then commit you to honor the offer. A potential disaster if there was no expiry date on the promotional material, and now your costs have escalated!

The downside of being in total control and changing things with a few keystrokes? If you make a mistake,  it may be seen by a customer before you notice the error. Omit a zero off your price and customers will still expect it to be honored.

There are lots of choices


Clearly what works for one business may not necessarily work for another. There are lots of choices around how an Internet Marketing Campaign would suit you. It’s important to research your options, weigh the relative strengths and weaknesses including cost and then make an informed choice. A good place to start may be to check out what your competitors are doing and see if their approach appeals to you, could you imagine how you would make your presence unique and appealing?

Internet Marketing Campaigns

If you’re ready to start and want some professional guidance from a company that specializes in internet marketing campaigns like this, call us today at

What is the purpose of your website?

Why do you have a website?

Nowadays it is so commonly taken for granted that everyone and everything has a website, it’s easy to forget the fundamentals of why you have one and what is its purpose.

The answer varies from business to business and the lessons we can learn by addressing this question can help us understand how much time and investment it is worth spending on the website and your online presence.

Broadly speaking there are several types  of sites and their goals differ.

Educational Websites

Sites which pass on information or knowledge. This could be directions, methodology, background information, instructions. The education can be provided without enticing visitors to take a deeper look at products or services offered. For these sites, it is more common for clients to seek out the site than for the site to promote them (hence lower investment).

Entertaining websites

The curse of every office manager – sites which you visit to play a ‘quick’ game or browse through some news items, check out the latest fashion trends or find out the showbiz gossip. The sheer volume of traffic makes it worthwhile for the game developers to keep finding new incarnations and for news sites to update throughout the day to keep drawing visitors in to their online world. These sites often rely on word of mouth to reach a greater audience and may be popular only until ‘the next big thing’ inevitably takes over (in the case of games).

Social Media

Hugely popular, these sites keep you in touch with your personal or professional circles of friends and colleagues. From private accounts which can be shared with a select few, to public marketing campaigns reaching millions, the influence and popularity of social media continues to increase. Social Media Marketing is a critical component of a modern business plan.

Business Websites

Business WebsiteThis broad swathe of sites are looking to promote and market their product or service to new clients as well as retain their existing client base. The website acts as a virtual storefront and a gateway to communicate 24/7. In some cases, the website is the only viable storefront. For instance, a small business on a low budget that doesn’t have a physical office. Likewise, if you’re a landscape gardener integrating waterfalls and rockery design, it’s hard to display in the middle of Colorado in the winter – your website offers the opportunity to not only showcase your offering without seasonal limitations – you can choose the very best images when the sky was a perfect blue to invite clients to imagine the same in their garden.

The site could initiate a connection between a client and the business or it could be a website where sales are processed directly.

Likewise, where customer service is of high importance (as it always should be), enabling your customers to contact you at least via email or through a form on the website makes up to some extent for only having a customer service agent or employee at the end of a ‘phone line 8 hours a day, 5 days a week.

These are the websites which are most likely to invest in SEO – search engine optimization and web site design as the site can generate business which translates into your profit . Customers expect

  • a credible business to have a website
  • consistent branding
  • ease of navigation
  • quick page load times
  • responsive design (being able to access the site from a mobile phone or tablet)
  • to find the information they need without too much digging around
  • clear information

Your site may also directly save you time and therefore money if you provide an interface for orders to be tracked, results to be checked, progress to be determined online, quotes to be started.

As a business, you are hoping to be found on a search engine results page and be given a chance to present your site when clicked on. It sounds easy, in practice there are usually competitors in every field and clients looking for professionalism and trust – it’s rarely only about price point.

If your website is not fulfilling the purpose you intend, let us help with a plan to get your online presence back on track, contact us today

The Best Types of Marketing for eCommerce Sites

Marketing is an integral part of any business. For eCommerce companies, it’s the difference between existing in reality and being another abandoned site on the internet. A storefront has the potential to bring in at least a small trickle of clients with the right location, but an eCommerce site is completely on its own. Being buried under millions of similar sites is not the best way to succeed with a virtual store. Marketing is the first step to expanding your brand, and it’s also one of the biggest steps to seeing growth.

Thankfully, the ways in which you can market your eCommerce are growing as well. Marketing has come a long way from simply putting those ads in the right papers. You get final say in the answer to the most important question: How do you want your business to stand out, and to whom?

There are countless ways to get ‘out there’, but the best for eCommerce sites are:

You Website

A well done eCommerce site is just as influential to your sales display, window display, or an ad. As more and more people join the digital landscape, many of them running businesses of their own, it’s becoming extra important to set yourself apart. Everything from your font to the positioning of various important aspects (testimonials, branding, & shop items) must be considered thoroughly. It’s also a good idea to ensure proper SEO, giving your site a boost so that your hard work can be enjoyed.

Content Marketing

From social media to blogs, content marketing is a sure fire way of garnering attention to websites. The right type of content marketing, at the right pace, should set you up as a thought leader in your field. A thought leader is the first person your clients will turn to when they need the particular thing you’re selling, so setting yourself apart eventually leads to more sales and brand loyalty. Be sure to combine your content marketing for the full effect: your blogs should be announced on your social media accounts and those accounts should also link to your site often.

Word of Mouth/Trust

The customer is still king when it comes to getting your brand out there. Encourage reviews of your products and services and have dedicated space to house them on your site. Different people put different aspects of shopping first, but chances are your buyers are thinking with their trust in the lead. The more a potential buyer can trust you, the more likely they are to recommend and even direct people straight to your site!


In the eCommerce world, sharing is surviving! When you build a relationship with a similar business (or complimentary business – they sell apples, you sell caramel), you can combine clients and marketing reach tenfold. This can be true even when combining resources with competitors. This also works for bloggers who review products similar to yours. Don’t be afraid to ask for reviews and send out freebies. The more social ambassadors you have on your side, the better!

All in all, your eCommerce sites survival depends on your ability to garner attention. Make yourself a thought leader through content marketing, build the trust of both your potential clients, and engage with like-minds and businesses. In no time you’ll see your influence, and your eCommerce web traffic soaring!


Six Steps to Boost eCommerce Conversions

For most people, shopping online is as much a part of their day as cooking breakfast or going to work. With so many willing and eager clients, it can be easy to forget that you have to work just as hard to get online shoppers to buy as in-store shoppers. Too many hurdles can convince a shopper to take their money elsewhere, and a trashy site can do the same.

Other than maintaining beautiful design and social standing, there are plenty of ways to get your customers from the home page to the ‘thank you for buying’ page. Here are six steps to boost eCommerce Conversion the right way:

Clean up

What customer wants to sift through a messy website to find the service or item they need? Give your eCommerce site a good once over before you make it available to the world. Every item should have a working thumbnail showing the customer what they’re buying, and any bugs and glitches should be fixed as soon as they’re discovered.

Make it Easy

Making it easy to find your site is important, yes, but it’s equally important to make your site simple to navigate. A search function can help customers looking for something specific. Popular items can be listed to help customers who aren’t sure but are open to suggestion. By having clear and concise call-to-actions, an easy navigation system, and transparency when it comes to contact information, you give your customers a reason to keep going.

Easy Contact

If your customer has a problem, can they reach you? Do they have to navigate through ten million pages and error messages just to find a simple number? Is your email address clearly stated, or is it a never-ending maze that drives the customer to abandon their cart and disappear? Having a simple, easy to use contact page with your information clearly stated can keep you on your customer’s good side.

Keep Your Promises

Trust isn’t easy to build, and it’s even harder to maintain. It’s pivotal to only make promises you can keep. Every call-to-action should be true to the very last word, taking the customer on a guided experience. Every sale should be carried out, and every coupon code should be honored. The more trust a customer has in you, the more likely they are to spend money (and keep spending money).

Cross-selling and Deals

A sale here and there is a boost to customer morale and trust. It also brings in the frugal types who wait to spend money until they’re sure they’re getting a deal. A list of related items or a casual ‘people who bought this also bought’ slideshow can make all the difference to a shopper in a rush.

Optimize Your Check Out

The checkout is the last stop before your customer decides whether or not they will make an actual purchase. Utilize this time to show a clean design, upsell (make sure not to shove items in your customers faces!), and keep things going smooth and easy. A progress bar can keep your customers from getting overwhelmed if you have more than one step in the checkout process.

An online store without customers is just a picture blog. Get your customers from beginning to end with little to no distractions, clear instructions, and beautiful design, and they’ll come back for more. Your conversion rate depends on your ability to minimize frustration and make the entire experience on your eCommerce store a breeze.

Why You Should Have A Mobile Ready eCommerce Site

eCommerce businesses are a growing phenomenon in our computer-savvy world. Of course, an eCommerce site has to deal with both the laws of business and the laws of the online universe. It’s not enough to just throw a site together and start selling your products anymore. Putting in all the necessary work, you’ve assured that the desktop experience your customers go through on your site is impeccable. Even with a site that is SEO-Optimized, desktop ready and user-friendly, how can you assure customer satisfaction? How do you assure that your customers user experience is enjoyable from beginning to end?

Ask yourself a question: where were you when you decided to make your last purchase?

Chances are you were nowhere near an actual computer. When you’re busy, or even just out and about, those impulses to shop don’t suddenly disappear. Even something as small as a taco can warrant a quick internet search for a local favorite. Much like 50% of all internet searches, the beginning of your experience as a customer usually takes place on a mobile device. How frustrating is it to attempt to navigate a broken, too big site on a tablet or phone? Finding that only the name of a business can fit on your screen without countless attempts to resize is probably a great way to drive your search elsewhere.

Trust that your customers feel the same way and are sensitive to eCommerce sites that are not mobile-ready. It’s a must if you’re aiming to rank high with Google’s picky algorithms as well. Having a mobile ready site can lead to:

More Sales 24/7

With a mobile-ready site, you become a traveling salesman with an edge. When someone decides they need a product you sell while out and about, it’s dangerous to hope they’ll remember you when they get home. A mobile ready eCommerce site gives customers access to your store wherever they feel like shopping.

Increased Professionalism

What’s scarier than putting your credit card information into a glitchy, buggy site? With all the scams in the world, it’s important to separate yourself from spammy sites and businesses. Most consumers are warned to stay far away from sites that seem sketchy, which is exactly how a desktop site appears on a phone. A mobile-ready eCommerce site gives the security of professionalism, encouraging your customer that they are in good hands.

Customer Satisfaction

Customers are looking for a fast, functional experience when they visit your site. As mobile screens get bigger and bigger, your site is better able to present great esthetics, helping to convince people to spend more time (and money) on your site. Instant contact via customer service is also a huge plus for eCommerce customers.

Giving your customers a great online experience, even from the smallest screen, is of the utmost importance when the internet is your livelihood. You should consider mobile-readiness to be the route to a truly satisfying customer experience and a required step for your eCommerce site.

Has Your Website Design & E-Commerce Evolved?