A call to action urges your readers and visitors to do something at once, such as click a button, download an e-book, submit an email address, or call for a free consultation. The call to action undertaken provides visitors with something of value to them, usually information or an offer, in exchange for entering information of themselves which is at the start of your marketing funnel, which allow you to nurture them into a customer. Having a great offer is not enough if your reader doesn’t know how to respond to it. Below are some effective CTA strategies you can implement to boost getting more leads into your marketing - sales funnel.
1. It is strategic to have more than one CTA. You can place different CTAs for different offers on the relevant pages of your website. Example one that offers an e-book on your home page and another offering free consultation or another "Get a Free Quote".
- Include a CTA above the fold on the first page of your site, sales letter, or other content. Putting a CTA “above the fold” on your site means placing it where it can be seen immediately without scrolling.
- A “Get Started” or “Learn More” button in the navigation bars at the top or bottom of your page can encourage visitors to take action.
- You could include a signup button or offer along the side of your content where readers will see it as they scroll.
- At the end-of-page, a CTA can be a good anchor for your page, providing a reason for site visitors to take an action while the information they’ve just read is still fresh in their minds. If they’ve read all the way to the end of your page or sales letter, they are likely interested, so provide a means to further engage at the end of your text.
4. The CTA offer should be clear. Inform visitors exactly what they’ll get when they respond to your call to action. Example,Don’t just say “Enter your email address and click here to receive a newsletter.” Make it clear what kind of newsletter it is, - the subject matter , and how the information in the newsletter will help the visitor solve their personal or professional problems.
5. Your CTAs must be easily visible. Difficult-to-find CTAs don’t benefit either you or your potential customer. The layout of your page should ensure that your CTAs are visible - easily found. The centre of the page or at the right hand corner of a webpage are good locations.
- Place CTAs in conspicuous places on the page so they can be easily and quickly seen.
- Highlight CTAs in some way to make sure they are visible, such as with graphics or visual embellishments.
- Use clear type that is large enough to be easily read.
- Use contrasting colors that let your submission buttons and other CTA elements stand out from the background of the page.
- Include all relevant information within the CTA, such as phone numbers and email.
A call to action urging a customer to “Buy now!” will be a higher priority than one that offers an e-book or white paper to read. Make sure the highest-priority CTAs are the most convenient to reply to and the easiest to find.
7. Use a CTA That is Contextually Relevant.
This “Submit” call to action button follows a survey, and is completely relevant to the context. Without this call to action, the prospect would have no way at all to take the next step…which is giving you their all-important contact information. If this call to action were to download a white paper, it would be an abrupt, confusing shift in subject.
Example: if you’re writing a blog post is about pre-season maintenance for furnaces, don’t include a CTA that references air conditioning.
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