Calls-to-action (CTAs) are one of the most important drivers in your inbound marketing efforts. They encourage prospects to become leads and leads to become customers. Consider these ways to craft effective CTAs that capture your target audience’s attention and encourage them to spend their time and money with you.
Evaluate Your Website and Current CTAs
Take a comprehensive look at your website and identify all of the marketing offers on your site. Organize these into a spreadsheet with their corresponding landing pages in an adjacent column. After this, identify your prospect subsets. You have prospects that are at the top of the funnel (just looking for information), those at the bottom of the funnel (ready to purchase), and the people in-between (evaluating their options). Identify which offers correspond to each category. Next, consider your buyer personas. Do you have developers and decision makers browsing your website? Figure out which offers appeal to each persona. From here, you can create a website map to evaluate the effectiveness of each CTA. Do you have many CTAs for purchasers, but few for information-gatherers? Do you have no CTAs for developers, but too many for decision makers? Add or subtract where necessary to have something for everyone. You can even monitor what location CTAs perform best in (i.e. top right vs. middle left).
Mapping out all of your offers also allows you to evaluate conversion rates. Do you have great conversion rates for those in the purchasing stage, but low rates for those gathering information? Adjust the corresponding CTAs to capture more leads.
Placement: Where to put CTAs
As you already know, you have customers at various points in the buying process. Think about places these people visit and put appropriate CTAs on the corresponding pages. CTAs to prompt purchases might work better on product or contact us pages. Top of the funnel CTAs will likely function better on your blog or informational webpages. Next step: reevaluate to find out what’s working and what’s not. It a continuous improvement process.
Crafting Winning CTAs
So, you’ve got analyzing your CTA performance down, but you need to add a few more to your site. Here are a few considerations when crafting a winning CTA.
1. Make Them Stand Out
This can be as simple as bolder and bigger type or a pop of eye-catching color. A word to the wise: CTAs should stand out in a good way – use a color palette that still complements the rest of your site.
2. Keep it Simple and Focus on Your Audience
Use the fewest words with the most meaning. While “free” is a great go-to, there are many other ways to grab someone’s attention. When creating your CTA, think of your value proposition and benefits and how to communicate those to your target personas. Come up with a clear and simple message, then insert a button with the desired action. Buttons with messages like “Learn how” and “Take a virtual tour” work well after a testimonial (use a short, but meaningful quote) or concise value proposition.
3. Be Honest and Accurate
While it’s tempting to wax hyperbolic when we’re enthusiastic about our products and services, don’t inundate your prospects with language claiming all your eBooks are the “best ever!.” Over-the-top language seems insincere and often causes prospects to disengage. Your eBook might not be end-all, be-all, but it has a concrete, helpful message and purpose. Focus on that.
Follow these tips and you’ll be well on your way to making your website the perfect lead generating machine.
About the Author: Katrice Svanda is the Director of Business Development and Founder of Digital Impact Agency, an interactive media and inbound marketing agency.