When people visit your landing pages, blog, or product pages, you want them to take some action. That action usually helps ensure they progress to the next stage in the buyer’s journey. The problem is that getting visitors to take that action isn’t easy. You have to use a bit of finesse and create a call to action (CTA) that nobody can resist.
What Is a CTA?
A call to action is a combination of text and a button or link on a web page. It’s put into place to facilitate some desired action on the part of users. A call to action could be a request to:
- Subscribe to an email newsletter
- Download a free trial
- Set an appointment with a sales rep
- Watch a video
- Make a purchase
Basically, anything that deepens engagement or moves someone closer to the end of the sales funnel is a CTA. So how do you create a CTA that gets a positive response? Here are some tips to help with that:
Make It Actionable
When you use strong action words in your CTA text and button text, people will be motivated to take action. Always use the strongest, clearest language that fits. For example, avoid using “click” or “tap.” Use “download,” “schedule,” “learn,” “experience,” “watch,” or another word that truly describes the action you want prospects to take.
Use Anchor Text CTAs in Non-Promotional Content
A lot of advice about call-to-action text and buttons is centered on the idea that the CTA must be very conspicuous. In many cases, this is absolutely true. However, there are situations when a more subtle approach is needed.
For example, a colorful CTA button fits well on a landing page or services page where the intent is clearly promotional.
However, that design may not be the ideal choice for an article or blog post where the intent is to be informative and to establish thought leadership. In such a case, it is usually best to forego the prominent CTA button and replace it with an in-text CTA link.
Be Brief, but Clear
With a call to action statement, your goal is to make one final pitch, then tell the visitor exactly what to do next. You’ll want to be concise, impactful, and clear. Think in terms of a line or two followed by a CTA button with a short phrase. Anything else should be covered in the rest of your page content.
Your CTA should really encapsulate the key selling point for taking action. For example:
CTA: “It only takes 5 minutes to save more than 200 dollars every month!”
Button Text: “Schedule an Appointment”
Experiment with Color and Location
Don’t hesitate to use A/B testing for different variations of your CTA. A change in color or button placement can make a big difference in the number of conversions you achieve.
Perfect Your CTA with Net Profit Marketing
Your call to action is one of the most important details on any web page. It must be optimized to ensure you get the best results. The experts at Net Profit Marketing have extensive experience in this optimization as well as other areas of digital marketing. Contact us to learn more about what we can do to help you earn more conversions.