How To Create Clear Calls To Action
Do you understand what a clear call to action is? Or what is meant by a call to action? Let alone how to create a clear call to action?
A call-to-action (CTA) is a link that is provided on a website or landing page to attract and convert prospective website visitors into leads. It could also be a button that takes a website visitor to fill out a specified form on a selected landing page. A call to action could also be described as a link between a page which has a higher value to offer such as a landing page and the regular type of content which your visitor may be interested in. The value on offer on the landing page has to be interesting, professional as well as relevant to motivate that visitor to complete a brief form to provide you with necessary information your clear call to action objective is. This information is valuable in completing your objective of converting that lead into a sale for your business.
Nature of CTAs
Calls to action could use various types of different wording to draw attention from leads that are qualified and they may be something like:
- Start this free trial now
- Get our free consultation
- Download this free e-book
- Make an appointment
- Watch this video
- Get instant access for this free training
Here are a few examples of great Call to Actions
Importance of a Call to Action for your Website
Calls to action are one of the most crucial elements on the landing pages of your website. Strong calls to action are ignored by a large number of web businesses who are not fully aware on how to use them in an effective manner to get the results and conversions. In addition more than 70% of business websites do not have a call to action on their pages at all. Their appeals are not at all strong enough to achieve their goals of conversion.
Many business organizations have much to achieve in terms of providing clear calls to action that are necessary for making conversions from their efforts in content marketing. For example, it could be noticed that many websites do not even have phone numbers listed that are easy to find on their web pages. They fail in displaying offers that may be targeted at the engagement of potential prospects. These visitors would eventually leave their pages after some seconds and they will not bother to call or share their names or email addresses.
You cannot underestimate the importance of writing a call to action which is compelling enough to commit attraction of visitors and boosting of the conversion rates.
Every business organization has to go through this reality when they want to sell on the web. They have to appreciate the fact that their visitors and readers are, by nature, impatient and indecisive when it comes to making purchases. They have to be aware that visitors tend to leave a web page in twenty seconds or less and this is one of the main reasons why the conversion rates are generally low for most websites. If your aim is to generate conversion rates which are strong, you have to draw the attention on the landing page of your website. The call to action that you compose has to be convincing enough for your visitors to take prompt action.
In order to create a convincing call to action, there are steps that need to be followed that can make it easy for you to drive business results that you aim for:-
- You have to write a copy which is brief but specific, informative and indicative of benefits to the reader; it should also be using relevant keywords. The copy has to be actionable. Use of specific language is crucial as part of your writing skills. For example, your call to action has to mention the number of pages in the e-book that have to be ordered or mention the duration of a particular webinar.
- You have to construct buttons that are contrasting and you have to keep the navigation shallow. Buttons or banners making up your call to action have to stand out by way of contrasting colors. You will not hear people say that they did not click a call to action just because it was deep red instead of a bright purple. The colors that you choose have to be brand appropriate. You can also create a recognizable custom icon to pair with your call to action.
- You have to give sufficient weight to your call to action and then you have to prioritize it. Many businesses make the mistake of assuming that the `buy now’ type of command may be most important; but it’s not true. It may not be correct always. The highest priority call to action has to be paired with the relevancy of the content and the offer, based on where your prospect is placed currently in the selling process. To give you an example, if a visitor reads a blog post as an introduction, it is likely that the visitor is not familiar with your business brand and may not be ready to buy from you, yet. Your call to action has to point this visitor towards some intensive or advanced content before he or she makes up his or her mind prior to landing up at the contact page or the shopping cart point.
Essential Tips for Web Content Strategies and Identification of Priorities for enhancing composition of your Call to Action:-
- The strategy that you adopt for content marketing will become effective when you use calls to action in a selective fashion. Many people love to cram opportunities for conversion and they stuff it as much as possible. It does not work well in this way. After all, your eventual aim is for the visitor to call you or send you an email through a simple form or an email link. It is all about proper organization of your website and use of content to send the message that you are an expert or an authority in your niche business. It will make the right difference.
- Every call to action that you compose cannot be presented as a priority. There will be some action messages that have to take up secondary importance. It could be the signing up for a newsletter or it could be the download of a brochure that talks about capabilities. Something will have to take a lower priority in the overall scheme of things. All call to action messages have to fit correctly within the design of your web page.
- Conversion opportunity could be emphasized on the first screen itself. Call to action has to prompt actions or attract visitors deeper into your website. The main purpose of such messages is for the reader to be able to determine quickly what you have to offer. You could go about this in different ways – you could offer a free consultation or create trail versions of your latest products or services and invite a visitor to sign up for your free demonstration.
- You could organize something like an educational guide and give proper advice on how the visitor can save time or avoid various problems. You have to give your contact details and your phone numbers in a prominent place which is easy to identify and locate. You cannot leave it at the footer place near the copyright mark at the pit in the bottom. You may also feature something like a graphic with a special offer or a coupon.
- You can also promote a seminar off line. Various studies have shown that executives of small business organizations show interest in gaining the real benefits of techniques of online marketing that include promotion in social media channels, paid search and search engine optimization strategies. A study has shown that more than 55% of B2B respondents plan to enhance their spending on learning ways of content marketing. Simple changes done to the website with calls to action can make a significant difference in the results that can be achieved.
Things to keep in mind before composing call to action messages
- Visibility – The call to action is of no value if people do not get to see it or ignore it if it is not properly placed on your web pages or landing pages. You have to make your message visible. Many marketing experts feel that all call to action messages have to be placed above the fold or the upper half of your web page. It has been indicated that more than 80% of visitors to any website do not bother to even scroll down. An experiment done by ConvertVerve Group revealed that placing a call to action in the upper fold of a web page resulted in an increase of conversion rates by 300%. The crux of the matter is that it should be placed where it will support the process of visitor’s decision making.
You will have to keep in mind that visitors will not bother to take notice of the call to action that you have placed if it begins to blend in with all other elements on your landing page. You have to think about how you can use various colors to appeal to the visitors and these shades have to be much different than those found on the remaining parts of the web page.
Call to action buttons or rounded buttons will stand out well and they will increase the number of your visitors to take prompt action increasing the opportunity to create a sale through the sales funnel.
Size is also a crucial factor if you want the call to action message to be effective. It is not easy to select the right size. Most designers feel that if you use a larger call to action, it will increase the conversion rates but it may not be necessarily true. It has to be sufficiently large enough so that its visibility is good and it is noticed by the visitors. It cannot be too small for it will turn people off. In order to find an ideal balance, you can use multivariate split types of tests to check out various different sizes and see which specific arrangement will lead to most actions that are taken on your website.
- It has to be a clear and a compelling message – If the message is not clear or compelling enough, it will not be effective. If you place a weak call to action, readers will not be motivated sufficiently to follow it through. It cannot be so strong that the readers will feel that they are being compelled to take an action which is probably against their desire.
Every call to action has to be triggered by what you want your visitors to do and why your visitors should do what you want. Your message has to have clarity which also develops a sense of urgency. You have to stay away from using commands such as `Buy Now’ or `Submit’ as they tend to drive people away psychologically. They fail in communicating the actual advantages of following through with the objective of conversion. A sense of urgency is a technique to motivate visitors to take prompt action. By using terms that are time-sensitive, such as `today’ or `now, you may get higher rates of follow through.
Your call to action may hit the bull’s eye if you look at the message objectively and put yourself in your visitor’s place to gauge how you will respond if you were asked with a similar prompt.
- Select supporting elements in a careful manner – When you use images or supporting elements close to your call of action, they may help increase the conversion rates but you have to be careful. For example, you cannot fudge any testimonials when you place them near your call to action. You have to be cautious because the figures that you place have to be true, impressive and believable. You may use only quality images which help in supporting the actual purpose of your call to action.
- 70% of business organizations do not give any reference to any call to action on their home pages other than just a `contact us’ or a conspicuous phone number tucked away somewhere that is not easy to spot.
- 72% of web pages do not have any call to action on the inner web pages.
- 27% of web pages do not even include any contact details or phone numbers on their home pages.
- 68% of web pages do not include email addresses on their home pages.