But how do you ultimately turn curious visitors into paying customers?
The answer is a strong call to action. Let’s explore what a call to action does – and how you can maximize your own to start turning visitors into leads:
What is a Call to Action?
A call to action (CTA) is an image, button, or link you place on your site that allows users to interact with your offering, typically by filling out a form on your landing page. This form ultimately drives prospective customers down your conversion funnel and turning them into active leads.
Think of the CTA as a sort of portal or bridge, linking your regular content – the compelling blogs and multimedia elements you post to draw in new readers – to your high-value services.
With this in mind, the CTA can take on many forms, from encouraging social sharing with a simple sidebar graphic, to generating leads with inviting offers of a free product (such as an ebook or a limited-time demo), to signing up for a follow-up email or newsletter with a banner at the bottom of each post.
How Can I Make My CTA More Effective?
Whether your CTA is linking to a Facebook page or encouraging your users to reach out for a consultation, it’s important to make sure it is easy to find, easy to read, and encouraging to click. Here are a few best practices to make sure your CTA is as effective as possible:
Make Sure Your Call to Action Stands Out
It’s important to make sure your CTA is visually striking and easy to tell apart from the rest of your page. Try experimenting with a distinctive color or eye-catching graphic that sets it apart, while still letting it fit into your site’s overall design scheme. Take size into consideration, as well: Your CTA should be large enough to see from a distance, but not so large that it pulls focus or overshadows the rest of the content on your page.
Remember, Placement is Key
A successful CTA fits organically into the layout and flow of your site. No matter what, it’s important to ensure your CTA is easy to find. But, since there’s no golden rule for where to place your call, experiment with setting it on different parts of your page. In some cases, a bold CTA “above the fold” will generate more clicks. For other sites, try positioning your call lower down, to give your user time to warm up to your site and its message and feel more confident with their click.
Write Clear, Compelling Copy
Be direct, honest, and to-the-point when it comes to writing copy for your CTA. Be upfront about what your user is clicking and why they should feel good about doing so. On your button or link itself, be brief – five words or fewer is optimal. And try out different types of language. Traditionally, copywriters have stressed that action-focused language (strong verbs like “download” or “register”) should be your focus; other studies reveal that benefit-focused language (such as “get” or “receive”) can lead to higher engagement.
Ultimately, crafting a truly great call to action is about more than any one element. Effective website design, clear copywriting, and a keen awareness of your brand are all in play and crucial to your success.
Fortunately, Geek is here and happy to help with any or all of the above! Our experienced team has the skills, the knowledge, and the drive to help give your business a boost. When you’re ready, drop us a line for all of your design, digital marketing, and content creation needs!