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...
Inbound marketing is all about bringing more traffic to your website, turning those visitors into leads, converting leads into customers, and having your customers become advocates for your services.
Your CTA is a vital part of the conversion 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. This will let your audience know exactly what they are doing and if there will be a tangible resource available.
Another way to entice action is by adding in words that relate to time. You can include words such as Today and Now to drive the idea that your materials are important and time-sensitive, adding a sense of urgency as to why this offer is so awesome!
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. If you can, try adding in a glimpse of what you are offering, such as a book cover. Your audience will want a sneak peek or preview of the resource they are signing up for.
This is also where testing will play a large part in your CTAs, which we will discuss below. You can test people, images, icons, text fonts, text size, background colors, and so much more to develop a standout CTA.
The 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! Emails are a great place to direct traffic to your website and ultimately to your form.
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. But try to never change multiple elements at once, or you won’t know what made the difference for future success. If you’re using HubSpot, try using the multivariant option for CTAs if you have multiple versions. You will be able to track which version is performing the best, and then make further adjustments from there. If you’re new to using HubSpot CTAs, check out this video from Jenny to learn more.
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.
If you’re new to the world of call-to-actions and websites, we highly recommend checking out our 25 Website Must-Haves! This will help you ensure your website is in tip-top shape and working for you, not against you.