Calls to action (CTAs) are an essential part of effective online marketing. Whether you’re creating a landing page that’s designed to drive your customers to an opt-in page or guiding people from an email newsletter to making a specific purchase, calls to action are one of the most important tools that you have to directly tell readers what to do next. But not all calls to action are created equal. The right call to action dramatically increases the value of your content. Here’s a quick guide to help you evaluate and improve your calls to action to ensure your digital marketing efforts help you achieve your business goals for 2015.
Audit your content for CTAs
No discussion of calls to action would be complete without first acknowledging the fact that for many businesses, simply adding calls to action to your content is a massive improvement. According to the Content Marketing Institute, 70% of small businesses fail to include simple calls to action on their websites. The first step to harnessing the power of calls to action is reviewing your content to see if you’re already using them. Each piece of content that you publish should have a clear, simple CTA that tells the reader what steps to take next. If you are not currently using calls to action, use the principles below to get started and then work on iterating more effective versions over time.
Use actionable, specific language
Actionable, specific language is a great approach not only for general copywriting but also for crafting your calls to action. In fact, it’s helpful to ask yourself three questions about every CTA in your content. Is it as short and concise as possible? Does it clearly denote taking an action (such as clicking a link or submitting a form)? Is it specific about what action and outcome the person is taking? For example, “Contact us today for a free siding estimate” is better than something more general like “Get started today!”
Connect your CTA to your content
Studies have shown that internet users are more likely to take action on landing pages that they visit, if the landing page content closely correlates with the link that they clicked on. So for example, if they come from an advertisement for “Purchase discount red sneakers now” and the landing page seamlessly picks up that theme, conversions are higher. The same concept should be applied to your calls to action. Are they linking with the theme of your content? Does your content build to a crescendo that ends with your call to action? While each piece of content should deliver standalone value, never lose sight of what you’re trying to achieve with each piece. For example, piece of content exploring why a specific academic medical program is a great fit for students should end with a clear CTA to learn more about that individual program such as, “Learn more about our medical school by calling us today at xxx-xxx-xxxx.”
Make sure that your call to action stands out visually
While much of the focus on calls to action is about the word choices, it’s also important to think about design. This could mean the layout or placement of the call to action on your page. It could mean experimenting with placing conversion opportunities higher on the page. Testing different buttons, placements, and so forth could also be the right solution. A bold splash of color, bolding, and other choices that draw the eye are often helpful in highlighting your CTAs. Some businesses have had luck with adding video calls to action to text content.
Are you ready to increase your conversions and streamline your online marketing? Contact us today to learn how the experts at Be Locally can help you improve your content and online presence, including crafting calls to action that your customers can’t resist.