A call-to-action (CTA) exists to turn site visitors into leads, but what if the CTA is never clicked on? What if they don't even SEE the CTA? No click means no conversion. Whether you aren't getting the results you expect or you're starting from scratch, a brilliant CTA can bring you more leads, clients and growth.
Where CTAs fit into the Inbound Marketing Methodology...
Your CTA is a vital part of the Convert phase in the Inbound Marketing Methodology. To convert a client, start with a CTA on your blog or another web page, lead the visitor to a landing page where your offer entices them to fill out a form and become a lead that you can nurture. Without an attention-getting design and the right verbiage, the process of converting a website visitor into a lead can’t even begin.
The Conversion Process
So how do you entice someone to click your call-to-action button so they can be enticed to fill out a form on your landing page?
Make your CTA wording action-oriented. Tell the visitor exactly what they should do. Redeem, Claim, Download, Subscribe, Schedule, etc. are all great action words.
Specificity with Keywords
Use your keywords in your CTA so that the visitor knows exactly what they are getting for their information. Check out the design below. Rather than just saying "download" we included text describing exactly what visitors will get when they click on the CTA. Our CTA says, "21 HubSpot tools you need to be using today." It's one of our best performing CTAs because of how specific it is. Feel free to check it out, by the way!
Use design, color, and language to make your CTA attention-getting. If a visitor doesn’t notice your CTA, they are not going to click it.
Placement of your CTA on the webpage varies depending on the page. A home page CTA should be above the fold or in a strategic place related to the content on the page. A broader reaching offer and CTA should exist in your right-hand column on most pages. But within a product page, content page, or blog that speaks to a specific buyer-persona you should place a related offer CTA near the bottom of the page as an obvious next step for the reader. Don’t forget to place CTAs in emails!
Make Changes → Measure & Analyze Results → Make More Changes → Rinse & Repeat
A/B test your CTAs. A change in color, a change in one word, a change in placement can all make the difference. Make one change, track the change, analyze, adjust, and repeat. (Never change multiple elements at once, or you won’t know what made the difference for future success.)
Build yourself a library of great offers with great CTAs so you can continue to transform web visitors into leads with every piece of new content on your website and every marketing campaign you create.