Before you read this post, we have to ask you one simple question: what are calls to action (CTAs) and why do you need them on YOUR website? Alright, technically that’s two questions, but if you’re struggling to come up with the answers, take a step back and read this post. If you’re still confused, I hate to break it to you: you’ve probably got some bigger marketing strategy fish to fry.
Understand the importance of having calls to action as part of your website strategy? Excellent. It may seem like a small step, but it’s a big leap on your journey to making your marketing really remarkable. And that’s exactly what your business needs...unless, of course you don't mind watching valuable leads stolen out from under your nose.
So how do you create awesome calls to action that actually motivate your website viewers to take download a free report, register for your monthly webinar or set up a consultation? Here’s how.
You know that calls to action are supposed to motivate people. That's not as simple as it may sound…you must first provide them with direction. To do this, you need to make sure each and every person becomes acutely aware of the pain he or she has. Not only that, you need to make it clear how this pain is solved by your company when this person takes the action you’ve recommended. Above your CTA, plan a brief description that connects emotionally and succinctly communicates the benefit to the user.
In terms of your actual call to action button, you need to use active, urgent language. Action verbs such as “learn,” “try” or "call” help to create a sense of immediacy that encourages participation. Make sure you use an effective, attention-grabbing button color and correct placement on your website so your calls to action really get noticed. Remember: you need to be bold and engaging if you want people to click on your CTAs.
Finally, after creating your calls to action and placing them on your website pages, you MUST follow through on the promises they’ve made! Make sure each call to action leads to the correct page and provides the promised content. Set up a confirmation or content delivery email as well. Whatever you do, make sure that your CTAs (and their accompanying lead nurturing processes) work together seamlessly; otherwise, you’ve essentially just lost a lead to one of your competitors.
Start Today – Plan out each of the offers/opportunities you want to provide to your site’s visitors. Make sure the benefits are crystal clear and your CTA button uses the right language. After implementing these on your site, review your click-through and conversion rates regularly and see how each call to action is doing. Test out different CTAs to see which ones are the most effective. Then make the necessary adjustments and watch the new leads come flooding in.
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Posted By Author Mike Lieberman, CEO and Chief Revenue Scientist
Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.