By Carly Ries

call_to_action

A call to action (CTA) can be a very useful tool for directing site visitors to your lead-converting offers. Done well, CTAs can help increase your leads significantly. Unfortunately many marketers and business owners miss out on these conversion opportunities simply from not taking the time to create powerful CTAs. Here are 7 tips that can help.

1. Show Value

First and foremost, your visitors need to understand the value proposition your CTA provides. The offer it is promoting needs to be something your audience desires. The best way to provide value for them is to know your audience front to back to create the best offers for them. For the CTA itself, include copy that hits core keywords that would resonate with your audience. Show them how you can help them. The more you demonstrate you know their wants and needs on the CTA, the more likely they'll be to click.

2. Keep It Simple

When a person looks at a CTA, they should almost immediately know what they will get by clicking it and how to get it. After the brief value proposition/description of what the CTA leads to, direct them to the offer. Sample phrases include:

  • Click to Download
  • Click the Link Below to Access
  • Download Now (with an arrow showing the button)

And so on. Make sure they know it's a CTA, not just an image on the page.

3. Strike an Emotional Chord

When people see CTAs that resonate with them emotionally, they'll be more likely to click through to the offer. One of the best ways to personalize CTAs is by implementing smart CTAs. In a nutshell, by creating smart CTAs, your CTA content can change based off the person viewing it. For example, you can set up a CTA so that if a person has downloaded an offer, if they come back to the site, they'll see a different offer than somebody who hasn't downloaded the original offer. This way visitors won't see the same thing over and over again, but rather content that is more tailored to their needs. Cool, right?

4. Let the CTA Shine

Your CTA should not blend into the page, you have to make sure a visitor knows that it's there.

  • Design: When you design your CTAs use imagery and fonts that will make it pop. Make it look like something you would want to click. Make sure it's not too flashy, however. It still needs to be tastefully done.
  • Location: Where you place the CTAs on the page of your site is very important. Be sure you include one above the fold so that people will see it even if they don't continue to scroll. Another good place is at the bottom of the page. If people scroll all the way down, there will be a reminder to click through to an offer at the bottom. Marketers also enjoy placing CTAs in the sidebar of the page that allows visitors to see them at any point.

5. Match the CTA to the Content of the Page It is Placed On

People are more likely to click on CTAs if it's relevant to the rest of the information on the page. For example, if a person is reading a blog post about oranges and they find it interesting, you wouldn't want to put a CTA about apples next to the blog, you'd want it to be about oranges since the reader's interest in the topic is already there.

6. Stress Urgency

While this isn't always a necessity, making your audience feel like they have to do something at this very moment to get the value of a particular offer can be very beneficial. By saying things like "Download Now" or "Last Chance to Receive This Offer," people are inclined to act more quickly than if the urgent copy hadn't been there.

7. A/B Test Your CTAs

To ensure you're providing the most effective CTAs for your audience, it's important that you A/B test different variations. Once the versions have been running for a given period of time, make adjustments to the CTAs based off performance. For example, if you notice that a CTA with blue text performs better than a CTA with green text, change the text color to green on the first CTA to see if that increases clicks. If it does, apply it to other CTAs moving forward. Be sure to test only one aspect of the CTA at a time. If you change multiple components at one time based off performance, you won't be able hone in on the problem. 

Want an example of an intriguing CTA? See the one below (in our unbiased opinion,of course). What have you found to be successful when creating CTAs?

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Carly Ries

About the author

Carly Ries Carly was formerly a Senior Inbound Marketing Consultant for SmartBug Media. With over 7 years of marketing and account management experience, Carly helps clients develop and implement inbound marketing strategies to grow leads, conversion, and revenue. Read more articles by Carly Ries.

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