A call-to-action (CTA) is a button or link that you place on your website to drive eventual customers to become leads by filling out a form on a landing page.
A CTA is the link between the regular content that your potential customer is interested in, and a page with a more high-value offer on it (the landing page) that is relevant and interesting enough to urge your visitor to complete a short form.
For more information on this topic, read our posts looking at how agile creative can improve email marketing and highlighting case studies that investigate where to place your CTA for maximum conversions.
CTAs can use all kinds of distinct wording to attract attention from proficient leads, including:
- Download my free eBook now
- Start a free trial
- Make an appointment
- Get a free consultation
Some of the effective Call to Action are as follows:
Calls-to-action presenting an incentive:
By offering access to valuable information, you lower the barrier for entry to your company. Viewers will also have more of an incentive to act if it doesn’t take up too much of their time. Use words like “free” and “advice”, don’t use words that make it seem the commitment is too great (like “enroll”).
Incentives come in different shapes and sizes—they can be bonus offers, discounts, exclusive access, or certificates. Set your vision free and come up with some compelling incentives that will encourage visitors to take the next step.
Calls-to-action showing product:
By making a clear connection between a Call to Action and product examples, viewers receive a more tangible version of the product and can visualize their experience better. A picture says a thousand words, as they say.
By showing your product or service through your call-to-action, you make the offer more touchable to visitors. It seems closer to capture it and, if its value is instantly visible, the call-to-action becomes that much more compelling.
Calls-to-action for Email generation:
Make clear, direct indications of what a person needs to do to get more information. Set expectations about what your recipients will receive from you and how often. Background images behind your sign-up CTAs should establish positive emotions of efficiency and success, not anxiety or stress. Also, the sign-up CTA should convey that signing up is quick and thus takes little time and effort.
A key part of optimizing calls-to-action is looking at their landing pages and ensuring that the CTA and the landing page are aligned with the same message.
Many companies, however, promote calls-to-action to simply grow their email database and expand their list of contacts (which they will later nurture and follow up with).
Calls-to-action creating a sense of direction:
Arrows can often help direct readers and viewers on where to go next. For example, adding an arrow that points to a play button on a video gives viewers more incentive to click the button. But don’t make it too fancy. Use urgent language and simple, proper visuals.
Some of the most successful calls-to-action out there have arrows pointing at them. It creates a sense of direction and guides the visitor to the important element on the page. This is a way of prioritizing information and creating a flow.