“When instructions need to be posted then it’s a poor design.” Donald Norman
When we you are designing something, anything, and email, a website, a new product, instructions should be less then necessary. In our hunt to make things that do everything we often lose this. We have gotten away from adoption. Ask your self this question this the next time you create something. What is someone supposed to do with it? Now make it so that is the easiest thing for them to do.
Think about this in your marketing. If you want social media followers, give them some value and make it really obvious you want social media followers.
If you want people to call, make the number big and enticing.
If you want them to set an appointment, make sure everything shows them the how and why of setting the appointment.
Seems really simple, but so few do this.