Note: This blog is reposted from Pivot Communication’s website (originally published Jan. 27, 2017) with permission.
Turning website visitors into buyers is key to any sales organization’s success, and an eye-catching, well-worded, well-placed call to action (CTA) is one of the best ways to do it. A CTA is a graphic button or text link on your website that a visitor clicks to claim an offer, such as a white paper or specific training material. In exchange for the resources you give them, they provide the information you can use to guide them further down the path to becoming a customer. It’s the definition of win-win.
But for any of it to work, visitors to your website, blog, or other online property must click on the CTA in the first place. Follow these five simple steps to make sure they do.
- Use action verbs. If the call-to-action is to download an ebook, use the word “download.” If the offer is to request a free quote, use the word “request.” Don’t make your potential customer guess what comes next and don’t be afraid to use different phrasing or graphics for different markets. Messaging that works for your nightclub clients won’t be the same as your house of worship clients.
- Maximize your keywords. Once you’ve decided on the appropriate action, make sure any text CTAs include your keywords and phrases to increase the odds that your offer will appear in a potential customer’s online search. Graphic CTAs can be much simpler since they are images.
- Make it pop. Your button won’t take up much real estate on the page, so make sure your CTA design makes it stand out. Use contrasting colors consistent with your branding, or an accent color to draw attention to your button.
- Put it in the right place. On some websites, the best place for a CTA is before a visitor needs to scroll down the page. On a blog post, the best place might be at the bottom of the page once a visitor has read all about the offer. And of course, make sure the offer matches the section of the website where it appears. An offer to download a white paper about a new product probably shouldn’t be on the page about your corporate structure.
- Test it out. Aim for 1-2 percent of your visitors to click on your CTA. You also want 10 percent of those to fill out and submit the form to claim the offer. If you’re not seeing those results or if you want to see if you can get better results, experiment and change different elements of your button—wording, color, placement—to better meet your goals. Just like troubleshooting a system, make only one change at a time so you know which one made the difference.
With the right wording, placement, and design, a simple button can turn a visitor into a buyer. If you have questions about how to get started with CTAs, contact Pivot today.