In any marketing campaign, including web site marketing, the importance of a call to action cannot be understated.

A call to action or "act now" psychologically triggers an urgent need to buy your product or use your service. Typical examples include:

25% - 50% OFF all Carpet - This Weekend Only
End of season sale - 25% OFF everything until Friday
2 for the price of 1 - This Week Only
First visit FREE - If you book in the next 24 hours
First 5 to sign up for our FREE newsletter will get ...
Free Consultation - TODAY Only
Answer this survey before the 22nd June and get our FREE ...

Here's an example:

Huge Winter Discount - UV-FREE Spray Tan 50% OFF

This week only

World's leading UV-Free Spray Tan

As used by J-Lo and Paris Hilton

Natural Looking Colour
Moisturises Skin with Aloe Vera
Takes Less than 60 seconds

Valid until June 16th

Sunny Tans

Remember, unless you're selling M1A2 Abrams Tanks there is always someone thinking about buying your product or using your service.

A call to action says to the consumer, "HEY we know you've been thinking about buying this product, here's a great opportunity to buy and save but you must do it before ...."

Never place an advertisement without creating an urgent need to buy!