Calls-to-action encourage people to make the jump, convert and ultimately become a lead for your business to nurture and move further down the sales funnel.
Suffice to say, this makes CTAs a very important aspect of your inbound marketing strategy. While creating the right CTA will always come down to tests and trial and error, there are five things you can do to ensure you're giving them a real fighting chance from the get-go.
1. Make it stand out
You want people to notice your CTA, so you need to make sure it stands out from the rest of the design in your website, email, social networking pages, etc. So whereas everything else may have a uniformed look, you shouldn't be afraid to let your CTAs look somewhat clash with your normal look.
Along with contrasting colours, also make sure that your CTAs are actually big. It's pointless having a call-to-action hidden away on the right-hand side of your page. When a page loads, it should be one of the first things to capture the viewer's attention. Which also means you should have your CTAs situated throughout your page, with your best performing ones sitting at the top.
2. Explain value quickly
Your call-to-action is meant to be nice and short. This means that you actually have to explain the value of your offer in as few words as possible. Think of the key benefits someone will get out of clicking on your CTA and accepting your offer on the landing page. You can also create a couple of designs with your CTA using different copy and compare the metrics of each to see which one works the best.
3. Ensure your CTA is supported by your landing page
What that means is you need to make sure that your CTA and landing page are conveying the same message. Because the more they align - in copy and the described offer - the more likely it is that someone will make the conversion to lead. If you have a CTA that says "Free product demo" and then a landing page that says "Watch our webinar", they don't really align.
If someone feels like you've manipulated them to click through to a landing page, they will lose faith in your business as a result. So don't lead them astray. Here's an example of our latest CTA we created for a new ebook and the landing page it leads to.
As you can see, we kept the copy and design similar between both as to assure prospects that they will get what they were promised. This is what you want to do with your CTA and landing page alignment, too.
Another quality your CTAs should have is the ability to entice. Often you can achieve this through promoting the value of your offer, but just consider what wording you think would entice people to click through. The great thing about many offers is that they're free. So don't be afraid to note that your ebook, demo, webinar (and so on) is free. People like free stuff.
5. CTA links straight to Landing Page
This may sound obvious, but it's important to make sure your call-to-action actually links directly to your landing page. Not only in the sense that it will go to right address, but also that it will do it in the same window. This is because CTAs capture people's attention and the landing page is meant to push them through the offer completely.
If you have your CTA link open in a new tab or window, it gives the viewer room to get distracted. You want their mind to be completely focused on your offer and making the conversion, so minimise outside distractions as much as possible.
Have any other tips for creating effective CTAs? Share them with us in the comments below.
* Image source: Stuart Miles / FreeDigitalPhotos.net