A call to action button, popularized by the acronym CTA, is, as the name suggests. CTA button allows your potential customers to take action by pressing them to contact you. This tool is used in a digital strategy context, and more precisely in the context of an inbound marketing strategy. CTAs are then used to convert leads into prospects. This makes it possible to collect the contact details of site visitors in order to bring them into a lead nurturing process.
Suffice to say that if you want to obtain the contact details of your visitor? it is necessary that you insert CTAs on your website but above all: that you optimize them! Your leads must indeed take action so that you have the opportunity to convert them into customers later. Discover in this article all our tips for optimizing your CTAs. Call-to-action will soon have no secrets for you!
What is a CTA?
A CTA is a powerful weapon that helps you generate leads. Indeed, there is no point in having a perfect editorial strategy and marketing content if none of them generates leads. It can even be frustrating to generate a lot of traffic on your website, without increasing your number of leads. An optimized CTA will therefore allow you to take your visitors to action. It can encourage them to download an ebook, request an audit, carry out a quote, subscribe to the newsletter, or simply to contact you.
But beware: a good CTA isn’t just a button! It is the result of the combination of three elements necessary for its optimization: a catchphrase, button, and visual. Above all, a CTA should meet the needs of your visitors: by clicking on this CTA, they should be able to find an answer to their needs.
Optimize your CTAs
Use flash colors
In order to get visitors to click on your CTA, you need to use flash colors: they will catch their attention. If it is important that this color stands out, it must nevertheless remain harmonious with the design and the graphic charter of your website. For this, we advise you to use bright colors such as red, yellow, orange, or green. By using the right colors, you will increase the click-through rate on your site.
Correct placement of CTAs
To optimize your call-to-action, it is essential to place them in visible places that will go noticed when visiting your site. The idea being that this button attracts the attention of the visitor. It must be easily accessible: the visitor should therefore not need to look for it!
For this, we advise you to integrate your CTAs in 3 strategic places of your blog posts: at the beginning, in the center, and at the end. Also make sure to integrate a call-to-action in your emails or in your newsletter, on your sidebar, or even on a pop-in page. However, be careful not to abuse this last method, which may put off visitors.
Be brief and forceful in your texts
It is customary to assume that a 5-10 word catchphrase is enough to convince visitors to click on a CTA. It shouldn’t be too long: this is not a sales pitch but a call to action! That’s why you need to write short and forceful texts. In addition, it is important to remain consistent in the wording of your CTAs. For that, always think of unifying your mode of expression. Do you prefer to use the imperative or the infinitive? The choice is yours, but stick to it! Also, consider using action verbs such as “Download” or “Subscribe”. This trick makes it possible to clarify the benefit that the visitor will derive from his action. In short, the message should be simple, intelligible, and impactful. What’s more, You will have to try to personalize your message to convince the visitor to click on your CTA.
One page = consistency of action
A fundamental rule in order to optimize your CTAs: the different call-to-actions on the same page must be consistent!. For a blog article on inbound marketing, it is advisable to insert a call-to-action inviting the reader to download an ebook on the subject, and a second proposing an appointment setting. Each page of your website must therefore offer the visitor an action that is consistent with their interests and needs. The CTA can then lead to the downloading of content, to a request for contact, to the subscription to a newsletter …
Be careful, however: in the particular case of a landing page, only one CTA must be present. The objective of the landing page is indeed to convert your visitor into a lead.
Control the size of the CTA
Your CTA should not be too big or too small. You need to choose an adequate size in order to optimize your CTAs. Indeed, an overly imposing call to action would risk distracting visitors from the main content of the page they are visiting. Keep in mind that your visitors browse your site first and foremost to learn about your business and the expertise you convey through your blog posts. A CTA that is too large would then hinder them in their navigation, which would have the consequence of diverting them from your article or even causing them to flee from your site. However, a good call to action should not be too small in order to be sufficiently visible.
In order to strengthen the impact of a CTA, do not hesitate to integrate different elements into it. Although, these can help improve the click-through rate on your site. Among other things, you can decide to add:
- A reassurance message: this type of message is intended to comfort the visitor in his choice to click on the CTA (number of subscribers, number of downloads, etc.).
- An urgent message: this type of message creates a feeling of urgency in the visitor in order to encourage them to take action, by insisting that it is a temporary offer or exceptional.
You will have understood it: optimizing your CTAs is essential if you want to generate mass leads! By adopting these best practices, your CTAs will effectively drive your visitors to action. Optimized call-to-action will also give you the opportunity to start a win-win relationship with your readers. You provide the services where they have interest ( such as: downloading an ebook, registering for a webinar or newsletter, etc.) while collecting their contact details. Due to this inbound marketing process, you can then bring your leads into a lead nurturing process, in order to mature them and then convert them into customers!
There is no one-size-fits-all, out-of-the-box CTA that works every time. Also, do not hesitate to carry out A/B tests so as to opt for the most efficient solution. Also, be sure to update your call-to-actions regularly so that they are always up-to-date. For optimized CTAs, you can also get support from an agency specializing in digital marketing, such as OMT Lahore.