Creating an Effective Call to Action on Your Site

Creating an Effective Call to Action on Your Site

Calls to action are the keys to getting web visitors to do exactly that – take action. Download a white paper, buy a product, contact us for a free consultation. You spend a lot of time and effort crafting a message, building a brand and developing an optimized website design. But without specific calls to action all that work goes to waste.

First of all, what exactly is a call-to-action? A call-to-action (often known as a CTA) is a graphic or sentence that prompts people to do what you’d like them to do. But an effective CTA is more than saying “Click here!” or “Download this.”

calltoactionIf you’ve never created a call-to-action, it’s very easy to write something that doesn’t quite resonate with your customers. Here’s how to craft winning calls to action that get results.

Develop Good Design

Your call to action needs to be noticed – while you can also include CTAs within the text, you want to have a prominent CTA on your site. Digital marketing experts say to use colors that contrast from your website in your CTA to make it stand out. A CTA design that is 225px wide and 45px high generally gets the best responses.

Generate Desire

Simply saying “Learn more” doesn’t work as effectively as “Find out the five ways we can help improve your efficiency.”  You need a succinct, easy to understand reason why someone should take action. Your call to action needs to engage your visitors. If you don’t, you can hurt your click-through rate and lead conversions. And this ultimately impacts your sales.

Create Real Value Propositions

A CTA is not ambiguous – it’s a clear what visitors will get in exchange for their click. Whether it’s a product demonstration, a free trial or a monthly newsletter, people need to know what to expect when they click on your CTA.

Optimize Your Landing Pages

Your CTA works the best if it takes you to a separate landing page that is designed to capture visitor demographics, contract information and to track specific interest in offers. With CTA, it’s important that you coordinate your offer with your landing page.  If you’re prompting potential clients to sign up for your newsletter, don’t mix the message by talking about the Webinar, whitepaper or seminar you’re offering. Also, be consistent in what you are calling your offering. If you run a social media promotion and call your offering a Webinar and then refer to it as a tele-class on your landing page, you will just confuse your visitors.

Consider Secondary Calls to Action

Offering two calls to action – the first is the most prominent and the other a secondary alternative can capture even more leads. Perhaps the first CTA is to download a whitepaper (but the visitor must provide more detailed personal information) and the secondary one is to sign up for your newsletter. Both work effectively but some people may not find the subject matter of your whitepaper that interesting. So, they have the option to sign up for the newsletter with just their email address. In this way, you can continue to engage potential customers to visit your site and read more of your content.

Contact us to learn more about how to make the most of your calls to action!

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