A strong call to action is central to what we do as digital marketers. After all, 100 leads don’t do you any good unless you have a way to turn them into sales. That’s why it’s so important to get your call to action right. Here are some strategies that will serve as a clear and effective call to action basics guide.
The Call to Action (CTA) Button
Create a sense of urgency by making your call to action button a bright color. Be sure to use contrast so that it stands out from the rest of your page. Color choice matters for a few reasons. First, colors have strong cultural and psychological associations. This is referred to as color theory. Second, the colors you use should be consistent with your brand’s color palette. If you don’t have a color palette, consider asking a graphic designer to create one for you. In addition to color choice, arrows and visual cues such as an icon or small illustration can make your button stand out. Lastly, make the size large enough to be visible, but not so big that it takes away from the main content.
A Strategic Location
Anything visible “above the fold” of a website gets more action. What that means is anything you see before having to scroll down the page. You want the call to action button to stand out. The best place for this is usually in the upper right-hand corner. Another popular place is under the copy of the header. Try not to have too much content, links or images around your call to action button as it can be distracting. White space is your friend here; it will direct the viewer’s attention to your CTA button.
Messaging is your most powerful tool. Words have a way of making your audience feel like a part of the conversation, which builds the relationship. Don’t give orders in your language. Instead, invite your customers to be part of a story – a story in which they are the hero. Good messaging proactively answers questions customers may have. What is the value I get? How will it improve my life? Using first person helps them feel like they own the action instead of being told what to do. When your messaging is conversational, clicking becomes the next step in the customer’s natural progression.
Landing pages are a great way to capture leads when someone is directed to your website from another location, like your social media, ads, or email campaigns. A landing page is an online sales technique that is designed to lead your audience right to the call to action you desire. With these pages, you want to create a path of least resistance, from beginning to end. This will get your audience to do what you want. Provide fewer choices for your audience to purchase or opt-in to avoid confusion or indecision.
It’s imperative to have a list of leads. While the people who follow you on social media can be leads, that shouldn’t be your only list. Not only do you need a list, but you should also be constantly updating it. Without leads, there is no call to action. Be sure to put the work in to find new leads. You can capture leads in many ways. One of the most popular methods is offering a free product, such as an e-book or a free workshop that prompts people to sign up with their email address.
Everything you do online should lead potential customers at least one step closer to purchasing from you. That’s why there should be links and buttons all over your website, social media, ads, and other content. For example, end your blogs with a link to purchase your product. Include links in your social media post when relevant. This doesn’t mean every social media post should have a CTA, but there should certainly be multiple opportunities for your audience to opt-in. when it comes to your website, don’t be content with one (or even two) CTA buttons. Nearly every section of your website should invite customers to take their next step.
Remember, your call to action is how you guide your audience to where you want them to go. The strategies behind the call to actions should engage them. Gain their trust and stay relevant so that your ideal follower keeps you in mind when they are ready to make the move from a tribe member to a paid customer.