for Tentative Tom! Tentative Tom will be very happy about this link, because it will take him to a long and detailed "Why MailChimp?" page: Tentative Tom will love this long and detailed sales page! Best of all, at the bottom of the page there's another prominent call-to-action. This is vital; you don't want website visitors reaching the bottom of the page and then wondering what to do next, and deciding if it's worth scrolling back up to the top. You need to give them a prominent call-to-action there and then. It's vital that there's a call-to-action at the foot of every web page. You should never leave your website visitors wondering where to go next! What's super cool about this MailChimp example is that there's another, more subtle, call-to-action underneath for the Tentative Tom who is still in research mode. They've made it easy for him to read the testimonials. Every single page on your website should have a call-to-action: Above the fold (if you want to attract the Decisive Dan type of person); and At the bottom of the page. Even Decisive Dan will be frustrated if he scrolls down and doesn't know where to go next! 3. Provide your contact details in case of questions Think that your job's done there? Nope, not quite yet. Chances are that Tentative Tom might still have some more questions lurking in his mind, so encourage him to contact you. Provide your email address, so that Tentative Tom can easily get