A few days ago, I got a flyer in the mail from a nearby restaurant. The flyer itself was fairly well-designed, with coupons on the front and a partial menu on the back. At the top of the flyer, there was a call to action encouraging people to visit the restaurant’s website to view the full menu. However, this was easier said than done.

As it turns out, the web address for the restaurant wasn’t printed anywhere on the flyer. So I tried a series of web searches, even including the exact name of the restaurant and the building where it’s located, but nothing came up. For all practical purposes, there was no way for a typical customer to follow the call to action on the flyer, leading to a rather disappointing first impression of the business.

It’s really quite easy to solve this problem. In short, if you include text in your offline marketing communications to encourage people to visit your website, then don’t be shy about your web address. Put it right in the call to action, as well as near your phone number and other contact information. That way, you’ll give customers an easy way to learn more about your business, without sending them on a wild goose chase that’s all but guaranteed to stifle their enthusiasm before the first visit.