Sometimes the generation of leaders can be far from a fairy tale.
Sometimes people find us, convert, become a customer, and we’re all happy-ever-after living. And we meet frogs at others who see a few sites, then leave without telling us who they are or giving us any way to contact them again.
(I mean, come on. Cinderella even left behind a glass slipper.)
Unfortunately, we must sometimes admit as marketers that they might not be frogs. They might want to continue the journey of their buyer with us, but they simply didn’t know how. Maybe the path to conversion wasn’t as clear cut as we thought.
For this purpose, each page needs a call-to-action (CTA) and each CTA needs to be bold, transparent and appropriate.
Why do calls-to-action mean so much?
Good CTAs are essential part of a conversion journey and the cycle of lead generation for those of you new to Inbound.
You usually take your visitor to an isolated landing page where they can convert (fill out a form) in exchange for a premium offer and access your contact database, but they can actually point users to wherever you want.
The point is, through your marketing funnel, they visually guide your leads, showing them what they can (and should hopefully) do next.
Without CTAs, your persona is less likely to engage with your content (let alone know how to do it) and more likely to leave your website without allowing you to contact them.
It’s not rocket science to build CTAs with a high click-through rate (CTR), but it’s a process that takes research to get correct.
Luckily for you, I will share some important CTA best practices that you can add to the website of any company.
1. Focus on your CTA behavior & profit
It sounds obvious that your call-to-action should be based on action, but I can’t tell you how often I see CTAs that aren’t.
You need to be conscious of the terms you use in your copy to make your CTA action-oriented (we’ll get deeper into that in tip #2) and also what benefits your visitors get.
The more specific you are about the action you want your person to take and the happier they get by clicking the button.
Here are some examples of bad CTA copy:
All these CTAs use an action-oriented verb, of course, but they’re not telling the audience anything they’re going to get through by tapping.
Frankly, they both sound like a boss, and the last thing on their plates that more people want or need is more jobs.
Instead of creating the illusion of work and creating “internal pressure,” stress the need for your CTA to represent a benefit; an activity your audience wants to complete.
Get my eBook
Join the Fun
Give Me More
Watch Right Now
If prospects see this sort of copy on CTAs, they will not read it as a work. They read it (and who doesn’t like freebies?) as they get something in exchange.
For example, for example:
You get an eBook, you stay connected, you join the fun. Be imaginative (while making sense of what the deal is) and the CTAs will be much more willing to lead in the future.
2. Maintain a consistent message
Consistency, as I mentioned earlier, is key when it comes to copying CTA.
To make it absolutely clear to your guest what to do next and why to do it, you want your CTA to directly reflect the content message that came before it. (This is most easily done before your actual click in your headline or microcopy.)
For example, if your CTA is at the end of an article called “16 ways to increase your SEO rank on old content” and you want people to download a premium SEO guide, don’t just say “Download Our Free Guide.” Make your CTA read something concise and reminiscent of the above content like, “Increase your SEO rank even further with this free guide.”
Having just finished reading an article on this topic, this headline is more likely to resonate with the prospect as a continuation of their journey.
3. Moving out of the crowd!
If they don’t even know it’s there, nobody will be able to click on your CTA. Visually, on the website, it has to stand out.
There are a few things to play with here:
Size: Definitely a bigger CTA button or banner will stand out more, but don’t go overboard.
Whatever size you use, make sure it’s big enough to read, but you can also see and press on your screen. As more traffic comes from mobile than ever before, the top priority should be the mobile output of your site. For anything clickable, Apple recommends a minimum size of 44x 44 pixels. That’s a great starting point.
Image: When using an image or custom design in your CTA, the product should always be of high quality and appropriate. Try showing a picture of what you are selling or perhaps a picture of someone who loves it