You'd be surprised at how many websites do not solicit sales! After all the effort they spend into writing their sales copy, presenting the benefits of their product, and guiding people through their sales process, they neglect one simple but IMPORTANT "call to action": "Click here now to buy."
And one oversight may cost them 20% of prospective revenue!
If you want visitors to your site to take action (purchase, subscribe, submit a request for further information, etc., you must have a call to action that clearly states what you want them to do. For instance, if you want customers to click on a link to learn more about one of your products, you must include a link that reads "Click here to see how the Gadget Widget can save you hours of effort!!"
And, if you want your visitors to make a purchase (which, of course, you do! ), you should include a link that reads "Click here to acquire your own fantastic time-saving Gadget Widget!"
You may believe it's self-evident that you want people to buy – especially if you've created an outstanding sales pitch describing how incredible your product is. However, regardless of how persuasive your salescopy is, if you do not present a clear call to action for your potential consumers, you are just leaving them hanging — and the majority of them will abandon your site and never return, costing you both sales and future leads.
Always Be Closing is the "ABC" of selling. Individuals require direction. If you want them to make a purchase, you must initiate the transaction.