Improving the web traffic to your website is important, but that added traffic isn’t worth it if you are unable to convert your visitors.
Once you’ve obtained this traffic, you need to provide high quality content for your visitors to enjoy, content that is informative and helpful. The best strategy is to use a Call to Action (CTA) towards the end of your content that provides a link that will bring visitors to a landing page, where they can provide you with their name, email, and work information. The Call to Action is an important element that should not be overlooked. A good one is able to convince the reader to click the link. The following are a few elements of a good Call to Action that will help to capture your leads.
Be clear and concise
Your Call to Action should be easy to decipher and shouldn’t be more than a sentence or two long. Any longer and the Call to Action will lose it’s urgency, and readers will forget what the message is. There’s no time for using flowery language, just be as clear and concise as possible.
Incite Action
Your Calls to Action need to have words that incite readers to just that – take action. Use words such as “download, “ “learn more,” “buy,” or “contact.” All of these words incite some sort of reaction to act immediately. Make sure that you use the second person point of view as well so it reads as if you are speaking directly to the reader.
Convey Urgency
You want your readers to click the link right away. The last thing you want is for a reader to decide to maybe click the link at a later time – more often than not, they’ll forget. Use words such as “now” and “today.” These types of words give a sense of urgency to your Call to Action and make readers feel like they could be missing out on an opportunity if they don’t click your link immediately.
Link to the Right Landing Page
Once a reader clicks on a call to action, the link should directly take them to a landing page. Make sure that the language you use on your landing page is the same as the language in your Call Action. This means that if you are offering visitors a free eBook, don’t refer to your eBook as a downloadable course on your landing page. These kinds of details matter since it can confuse visitors.
Clearly State the Benefits
You don’t want your readers questioning as to why they should click on your call to action. Plainly state how it will benefit them. For example, if your business sells some kind of dietary supplement that helps people lose weight, and you’re offering an eBook full of healthy recipes to help lose that weight – state why they would want to download it. For example, “Download our eBook to begin eating healthy and lose weight today.” This kind of title gives a clear idea of why readers should click on your Call to Action – doing so could help them lose weight.
Drawing the Eye
Instead of just linking via the text at the end of your content, provide readers with a large button that’s the width of the actual blog post. This will ensure that readers see it even if they don’t read the actual content. You should also use a contrasting design so that the call to action doesn’t blend in with the rest of your content. The fonts and colours should pop out from the rest of your page, drawing readers’ eyes immediately.
Use Analytics Tools
You should be using different Calls to Action throughout your website, sometimes even offering different incentives, from eBooks to free webinars and more, depending on the content. You should be using analytics tools in order to see how many clicks each Call to Action is receiving. This will allow you to see what incentives are the most effective as well as what type of language most effectively convinces readers to visit your landing page. These metrics will in turn allow you to adjust your calls to action in order to ensure that they are more effective in capturing your leads.
The Call to Action is one of the most important elements of your website. It’s what helps to capture your lead once you have generated their interest through your content. Using these tips will help create the most effective Calls to Action possible.
