8 Tips for Calls to Action That Really Work
Even if you have a well-designed, easy-to-navigate website with a thorough blog, you may not see the conversions you want because of one small element. Calls to action are essential for driving brand awareness, lead generation efforts and sales, but they're often overlooked. Here are some tips for crafting calls to action that actually convert on your landing page:
1. Don't leave any room for ambiguity
The most effective calls to action are usually clear as day. Blog readers should know exactly what you expect them to do next. The wording should create a sense of urgency, according to Business 2 Community. Don't get too verbose: Five words can often help you get to the point right away.
2. Be as unintrusive as possible
Even though it may seem counterintuitive based on the first point, your call to action shouldn't take anything away from a website visitor's experience, The Content Standard stated.
Although it's important to be as specific as possible so readers know exactly what action to take next, don't interrupt the experience, especially in a blog. As long as readers can clearly identify the next step, a giant animated button is probably overkill.
3. Keep your target audience in mind
Your CTA needs to appeal to your target customer to be effective. A good way to accomplish this is to place the CTA near content that details the benefits of your product for customers.
4. Stick to one CTA
Some marketing experts suggest that using multiple CTAs can increase the chances that people will convert, but it can be confusing for visitors to know what they are supposed to do, Business 2 Community said.
When prospects have more than one choice, they are more likely to leave the page rather than take any of the available choices. If you need to include more than one CTA, limit the number as much as possible.
5. Place the CTA above the fold
Readers may have a limited attention span, and putting the CTA above the fold increases the chances it will be seen. If people have to scroll down, they may never see a link or button. This is an important consideration for effective landing page design.
6. Avoid being too promotional
The best CTAs are brief, and you don't want to use up your words to deliver a mini sales pitch. As businesses become more customer-centric, prospects are less tolerant of overly promotional content.
Any calls to action in blog content should provide readers value. This increases the chance that readers will convert.
7. Give users an incentive
This is a particularly effective CTA for a blog. If visitors just read an article, the CTA can be a link to a download for another in-depth piece on the same topic, according to The Content Standard.
This can benefit you because you can ask for an email address and demographic information from the individual. Whether it's a white paper, a free product trial or something else, extending a gift to website visitors is a great way to generate more leads.
8. Make it visual
One of the best ways to ensure readers see your CTA is to incorporate visual elements, such as buttons or graphics. To combine several of the previous points, you can place your CTA on the side of the page's main content so it's visible above the fold and doesn't detract from the reader's experience.
Using visual details makes the CTA more eye-catching without being disruptive. This is an important element of effective landing page design.