There’s nothing worse than devoting hours to writing quality content, designing it in a visually appealing manner, posting it on your site and then not seeing it generate any leads. The bread and butter of great content is a compelling call-to-action that will guide users to the next action you want them to take on your site. Without this, a user will either “X” out after obtaining the information, click back to a competitors page, or if you’re lucky, find the page on your site that will convert them to a lead.
BUT, scavenger hunts are only fun if they aren’t digital. Nobody likes to browse your site looking for “what next.” You want to make it as easy as possible to for website visitors to find exactly what they’re looking for.
Follow this simple, yet effective checklist for creating compelling calls-to-action that will actually convert:
Use language that persuades an action
The most important aspect of a call-to-action is not its color, size or even placement, it’s the verbiage. And the verbiage you use should imply an action verb. Using a verb helps you tell someone how to get from point A to B. Don’t panic about trying to develop some witty content, some of the most effective words in a CTA are extremely simple. Here’s a few examples
- Start – This implies that the user will receive your offer within minutes of taking an action.
- Build – This lets the user know you’re ready to help them grow something from the ground up and that you are qualified and equipped with the right tools to do so.
- Join – This action lets the user feel like they are taking part in something important (ex. Join our webinar group today!)
- Discover – Once a user clicks, they’ll have an idea of what to expect next. (Ex. Discover how to sell more cars)
- Learn – “Learn more about Product X, Y, Z” Your user is already on your site because they are interested in your offerings. Let them know they can gain more knowledge on the subject.
Make it time sensitive
These days, everyone is a multi-tasker when browsing the web. So while your website may be open on their screen, they may also be doing five others things AND have multiple tabs open. This can cause a great amount of distraction and take away from your end goal, which is to keep potential leads focused on taking the next step in their buying journey. The best way to do this is to tap into the element of urgency. If readers know there is a time limit on your offer, they will feel more inclined to do it now so they don’t miss out on a great opportunity. Try incorporating words like Now or Today. Get even more specific by nailing down an exact timeframe, like “Offer expires 10/17”.
Focus on the benefits
When creating call-to-action copy, many marketers focus exclusively on the free or no-obligation aspect in their offers. While this can work in some situations, if you’re trying to increase your conversion rates, it may be better idea to focus on the benefits of the offer, rather than the risk-aversion tactics. Let your product or service speak for itself! In as few words as possible, explain to the reader a clear value proposition of what happens when they click on your CTA. Will they save time? Obtain useful knowledge? Generate more sales? Make it obvious of the benefit they will receive.
Make it visually appealing
While not the most important aspect of a call-to-action, the visual aspect should still be considered when creating a button that you hope will convert. Your CTA can have similar styles to the rest of your copy on the page, but different enough so they stand out on their own. Do your own test and click on your page to see if you can quickly spot the CTA. If you can’t, experiment with other colors and styles until it’s just right. Here are a few general rules:
- Avoid using neutral colors for the button like white, grey or black
- Use contrasting colors
- Red creates urgency
- Green is associated with “Go”
- Orange and yellow and enthusiastic and welcoming
Place the CTA prominently on the site
Last but not least, is your placement. I’m going to assume that if you have a call-to-action on a page, then this page must be pretty important. In which case, don’t just slap on a CTA wherever looks best and call it a day. If you have the bandwidth, try A/B testing which placement converts at a higher rate! Above the fold will generally get you more clicks and conversions since the user will not need to scroll to the bottom to figure out their next action. However, placing it below the fold can equal higher quality of leads converting since they took the time to read the entire page and will generally have more interest.
Calls-to-action shouldn’t be intimidating to write or to implement. They are crucial to your overall marketing strategy and taking your visitors from potential prospects to converted leads. Hopefully this quick list of 5 simple tips will help you get started towards boosting your conversion rate.
-Amanda is a PR Coordinator at Stream Companies