So you have been building your blog and website, but now your trying to convert your audience from readers into potential customers. What you need is a call-to-action (CTA). A call-to-action is basically a button promoting some sort of offer on your website, that you want visitors to click on. In order for your website to work, you need to use them effectively and strategically. They start the conversion process creating and nurturing leads through the buyer’s journey. If you don’t have a good call-to-action on the homepage of your website, you may be missing out on generating leads and potential sales.
When you use calls-to-action it tells your website visitors what to do and should guide them through a great user experience that gives them everything that they are looking for. According to a psychological study by Kissmetrics, the human mind actually expects there a call-to-action on a website or landing page. They are a big part of all inbound marketing campaigns. In general, they will lead people to a landing page some sort of offer. This is where you can generate leads and actually gather information like names and email addresses. An Inbound marketing campaign will help you to create calls-to-action for your website to generate leads for your business.
Here are 5 steps to create calls to action for your website:
1. Determine Your Goals
The first thing you want to do is to determine what you want people to do on your website. What are your goals? Do you want people to buy your product? Call your phone number? Learn more about your business? Whatever it is, you want to have a plan. Many businesses that use inbound marketing will have a free offer like an eBook or a checklist that they will offer in exchange for the visitor’s email address. Using a CRM like Hubspot will allow you to personalize information to that lead depending on where they are in the buyer’s journey.
2. Use Actionable Language
Calls-to-action must use clear, concise, and actionable language. Your goal is to get website visitors to click, so you want to tell them exactly what to do and what they get out of it. You don’t want to make your visitors think too hard so use language like “Download the eBook” or “Learn more”. Using action-oriented verbs will help to inspire visitors to click. It is also beneficial to create an action-oriented headline to grab the attention of the reader.
3. Make It Attention Grabbing
Your Call-to-action needs to be attention grabbing so people know where to click to get the offer that they want. It could be a bright orange button on a white background, or a red button on a black background. Whatever your color scheme is, the call-to-action needs to stand out and be the obvious place to click.
4. Use Good Placement
The placement of your call-to-action can determine whether it is successful or not. You want to place the CTA where it makes the most sense with your design. Generally speaking, if you are putting a CTA in a blog post it should be at the end. Hubspot has this Call-to-action Placement checklist that can help you determine where you should place them on your page. Using too many Calls-to-action can also take away from the visibility of each. Too many Calls-to-action close together will cause them all to blend in with each other and essentially be ignored. For best results, use only one or at most two calls-to-action on a page. Be sure to experiment with the placement to see where it gets the best results on your website.
5. Make It Worth While
One of the goals of a call-to-action is to guide people through the buyer’s journey while create a great user experience for the visitor. If your offers aren’t worthwhile you will lose the interest of the visitor, and it will be very difficult to get it back. Readers will determine how they think about your brand based upon their user experience so you want to make sure to keep them engaged and interested. Your offers should add value to the visitors and make them want to come back for more information.
Calls-to-actions should be a part of every online strategy. Without them users are left without any cues about where to go for information. If your website isn't generating leads for your business then it may be time to make some changes to your web design. Your website is often the first touch point you have with your target market so it is important that you have everything you need on your website to generate leads for your business.