Hi, it’s James Yuille from Mediaglue again with another episode of Unlocking Adwords. Today, I want to cast your eyes back and mine back to the days prior to the internet when all we had for advertising other than radio and TV, of course, were newspapers and magazines. And we put display advertising or classified advertising in those media and those ads all had a call to action. They had a telephone number, they had a message to visit the store or a message to clip the coupon code and post it back. You needed some way of telling your customer how to interact with you and yet somehow today we seem to have forgotten that. I constantly look at websites that people want to take paid traffic to and there’s a page that could be quite a good sales page but it doesn’t have a call to action, it doesn’t tell your customer what you wanted them to do. It doesn’t tell them to fill in an inquiry form, to make a phone call, to request a quote to download a coupon that will give them a discount if they take it into the store. It is really important when you take paid traffic to your website to make sure that you have that call to action. Because without it, all people are doing is reading a message but, if you don’t tell them what you want them to do, it’s highly unlikely they’re going to do it. So please make sure that you have a clearly stated call to action what you most want them to do and a backup, so if they’re visiting the website at 10 o’clock at night and you can’t take phone calls then. Tell them if it’s after hours to fill in the contact form and you’ll get back to them on the next day. So remember a call to action. James Yuille, with another episode of Unlocking Adwords.