Does your homepage encourage your visitors to do something? Or do you just brag about your services and how many clients you have? This is something every business should be asking themselves!
Many times we visit various companies in the same field, only to find almost the exact same information and generic photos. If you see 5 dental websites that all speak the same tone, chances are you won’t perform any action. However, if the 6th site speaks to you in a different tone and has a clear call to action (CTA), you will answer that call. You have to put yourself in your customer’s shoes.
What do they want? What problem are you solving? Why should they care to contact you? What do you do differently? Do you have videos that can prove you’re different, or better? Does your text tell a story? In short, it all comes down to this: How does my company lingo motivate a customer to perform some kind of action?
A CTA helps take your customer to the next level. If you aren’t given an invitation, you won’t attend the party. Likewise, your customer won’t give up their email, or sign up for your services, without an encouraging reason for action. Simply put, a CTA is a prompt on a website that tells the user to take a specific action. A CTA can be a button, or a headline asking the user to do something other than leave your website.
According to Small Biz Trends, 70% of small business B2B sites lack a call to action. However, here are two interesting stats:
- Emails with a single call to action increased clicks 371% and sales 1617%. (WordStream)
- Adding CTAs to your Facebook page can increase click-through rate by 285%. (AdRoll)
Call to action examples:
- Subscribe to an email newsletter
- View a product demo
- Request a consultation, estimate, or quote
- Download a white paper
- Take advantage of a special offer
- Get my offer
- Start now. Get results.
- I’m ready to see a change
- Stay connected on social
- Redeem my prize
- Book my demo
- Repeat your order
- Claim your coupon
- Reveal my mystery coupon
- Read the full story
- Start saving today
- Don’t delay. Save now.
- See your hand-selected deals
- Get 50% off now
Where to use a call to action
- On your home page
- In the navigation bar or menu
- On landing pages
- In emails
- On your social media profile and on pages
- In each of your blog posts
You should plan your CTA in your editorial calendar along with each headline, to make it consistent and easy to track results. CTA consistency reduces misperception, and creates a better user experience with your brand.
How to test a call to action
Today, thanks to landing page tools like LeadPages and Unbounce, you can quickly test your call to action. Before testing, read successful case studies, and learn about A/B testing. For example, this test increased click-through rate by 211%.
Which calls to action convert better?
Start with writing a benefit-oriented CTA. Research has confirmed that certain words convert better:
- And try writing button copy in the first person. For example: I want to get a FREE ebook or Get my coupon.
- Include a sense of urgency
- Make your CTA easy to find
- Size matters
- Use whitespace to your advantage (leaving white space near the CTA draws attention)
- Keep it short (2-4 words)
- The placement and color of your call-to-action buttons are as important as the message.
- Welcome gates convert 10 – 25%, while sidebar converts just 0.5-1.5%.
- Video also helps CTA conversion. For example, at Kissmetrics, a CTA within a video gets 380% more clicks than their standard sidebar CTAs (QuickSprout).
Many business pages make a lot of mistakes in terms of converting visitors into leads. Implementing a call to action strategy is one of many essential steps to take your online business to the next level.