When prospects visit your physical store, you are probably wanting them to buy your products or services. The same goes for your website. Your website has a goal - even if you don’t have an online store, your goal might be to convince prospects to contact or visit you, learn more about your company, etc. Integrating Calls-to-Action on your website will lead prospects towards your website's goals!
A Call-to-Action is simply a button or link on your website that encourages your visitors to take actions. Do you want them to contact you, visit you, shop online, or view your photo gallery? Make sure you have integrated appropriate links/buttons (CTAs) on your website. Whatever your goal is - you want to make it easy for your website visitors to take your call to action!
You need to define a primary CTA, as well as one or more secondary CTAs, for each of your pages - having a CTA plan is crucial! The primary CTA is the most important action you want your website visitors to take, and it should be in line with your website’s goal (e.g. contact you). However, some of your prospects might be in an earlier stage of the buying cycle (link to blog post) and not ready to contact you yet. That is why you should provide those website viewers alternatives - your secondary CTAs.
When prospects visit your Homepage they might be ready to contact you (primary CTA), but some clients might want to learn more about your products before they are willing to finally reach out to you, thus a link to your Service Page could be your secondary CTA.
When possible clients visit your About Us Page, they look for confirmation if you are trustworthy and reliable. They might be willing to contact you (primary CTA). A good indicator for trustworthiness are reviews from previous customers. Thus, the secondary CTA could lead prospects to your Reviews Page. Website viewers also could get the option to go to the Product/Service Page. However, keep in mind that these are only examples, and CTAs for your website could be completely different.
Just because possible clients visit your website, doesn’t mean they read and scroll through the whole page! Thus, where you place your CTAs makes a difference. The main CTA should be placed in a more prime location (first in a row of three buttons, or higher on the page) than the secondary CTAs.
Some marketing specialists recommend that website viewers should be able to reach your primary CTA without having to scroll (above the fold). This makes sense for some pages - but not always! Ask yourself: when is the possible client ready to take the action? So, when your prospects land on your homepage - are they ready to buy or will they need more information on your products or services first? Place the CTAs right there where your website viewers are ready to click!
The main goal for every CTA is to be seen and clicked! Pick a design, shape and color of your CTA that reflects your audience and draws attention. Furthermore, your CTAs should also go with your branding and the overall website design. With that said: there is no one-fit-all! Just because a CTA design and color works for one website, doesn’t mean that it works for every other site.
Learn more about colors here: https://blog.kissmetrics.com/psychology-of-color-and-conversions/
The wording of your CTA shouldn’t be too complicated. Actionable language will help to convince people to click. Use easy to understand phrases like: “Sign up now,” “Contact Us,” “Check Out Our Reviews,” “Download here - it’s free,” or “Get started now.”
Avoid using only phrases like “click here” - it’s better to give some extra information. Website visitors want to know what happens when they click the button! The wording of your CTA needs to give them a sense of the benefits they receive after clicking. Also, different tactics like a personal statement such as “Start my free trial” provide a sense of urgency. Phrases like “limited time offer” or “ask a question” can push your CTA!
CTAs don’t just work on your website - CTAs should also be added to your blog posts (detailed information here: http://blog.hubspot.com/marketing/blog-anchor-text-call-to-action-study). Further, consider adding “Visit our website for more information” as well as your website URL within your social media posts to increase your website’s traffic!
Anna Hermes is a Marketing Intern at Flower Shop Network and Atwill Media. She will graduate from Arkansas State University in May 2016 with a Master's of Science degree in Mass Communication with an emphasis in Journalism.
When not writing or designing websites. Anna enjoys traveling and fitness, as well as spending time with friends and family.