For any marketer that wants to drive growth and revenue, it’s essential to generate and convert website leads. This is often easier said than done, however. Sixty-three percent of marketers report their biggest challenge is generating online traffic and leads, according to HubSpot.
Many factors play into converting website visitors, including content quality, site design, navigation, forms and mobile friendliness. One of the most important factors is a well-crafted call-to-action (CTA).
What is a CTA?
A CTA asks visitors to do something, such as fill out a form, make a phone call, watch a video, download content or connect on social media. It can be attention-grabbing text, a button, banner or graphic.
Most business websites incorporate some form of CTA, but not all of them do it effectively. Follow these best practices to ensure your website’s CTAs are lead-generating machines:
A well-designed CTA will jump out from the page without detracting visitors from the remaining content. When designing, keep these rules in mind:
- Within your web page layout, place your CTA in an easy-to-see spot that corresponds to related information. For instance, put a CTA for requesting a demo next to or under content that describes a service offering.
- Use a color that contrasts with the rest of your site and make it appealing. You want it to pop – not clash.
- Complement or use the same font as the rest of the website. CTAs can use bigger and/or bolder versions of your website font, or you can find fonts that look nice together with a tool like Font Pair.
- How your CTA looks on mobile is just as, if not more, important as it looks on a full screen.
Take your time when writing CTA copy and consider how likely your target customers are to click on it. Your CTA copy should follow a few rules:
- Keep it short and simple. It shouldn’t take more than a second or two to read.
- Begin your CTA with an action word to compel visitors to act. “Sign up,” “call,” “contact,” “download” and “try” are some examples.
- Tie your copy to the resulting action. In other words, make sure that when visitors click on your CTA, the link takes them to the landing page, form, video, etc., that they expect.
Nearly every piece of content deserves a CTA, including web pages, blog posts and videos. That doesn’t mean you should bombard your audience with demands to “Call Now!” Instead, be thoughtful and purposeful about what you are asking. Try to follow these guidelines:
- Align your CTAs with the type of content on the page by considering your visitors’ intent and where they are in the buying process. A CTA that encourages visitors to purchase products will be more effective next to product descriptions than on a company history page.
- Use different CTAs to generate and nurture leads. If you are trying to feed the top of your funnel and generate brand awareness, then a CTA requesting an email signup or social media follow is appropriate. If you want to convert prospects in the decision stage, then include a CTA to contact your sales team.
- Include a CTA with every blog post. Since you’re updating your blog regularly with posts that cover a range of topics related to your business and industry, it’s easy to add a related CTA. A good tactic is to push readers toward more in-depth content on the same subject – even better if this content is gated, meaning you collect at least an email address in exchange for access.
Even minor tweaks in design, copy and placement can affect how well CTAs convert, so ongoing analysis and testing is essential. Here’s how to test your CTAs:
- Run A/B tests in which everything on the page is the same, except the CTA. Try using a different action word or color and see which one converts better.
- Analyze what percentage of people who click on your CTA actually follow through. For example, of the people who click a button that says “get a quote,” how many submit the form on the next page?
- Continue to optimize over time and evolve your CTAs with your business and marketing calendar. If you have a current promotion or new service, then use your CTAs to get your website visitors to act.
How do you craft a great CTA? Let us know the comments below.