Turning browsers into buyers is key to any sales organization’s success, and an eye-catching, well-worded, well-placed call-to-action (CTA) is one of the best ways to do it. A CTA is a button on your website that a visitor clicks to claim an offer. But first, they provide a variety of targeted information that you can use to guide them further down the path to becoming a customer. It’s the very definition of a win-win.
But for any of it to work, visitors to your website, blog, or other online property have to click on the CTA in the first place. Follow these five simple steps to make sure they do.
- Use action verbs. If the call-to-action is to download an ebook, use the word “download.” If the offer is to request a free quote, use the word “request.” Don’t make your potential customer guess what comes next.
- Maximize your keywords. Once you’ve decided on the appropriate action, make sure your CTA text includes your keywords and phrases to increase the odds that your offer will appear in a potential customer’s online search.
- Make it pop. Your button won’t take up much real estate on the page, so make sure your CTA design makes it stand out. Use contrasting colors consistent with your branding, or an accent color to draw attention to your button.
- Put it in the right place. On some websites, the best place for a CTA is before a visitor has to scroll down the page. On a blog post, the best place might be at the bottom of the page once a visitor has read all about the offer. And of course, make sure the offer matches the section of the website where it appears. An offer to download a white paper about a new product probably shouldn’t be on the page about your corporate structure.
- Test it out. Aim for 1-2 percent of your visitors to click on your CTA. And of those, you want 10 percent to fill out and submit the form to claim the offer. Don’t be afraid to experiment and change different elements of your button—wording, color, placement—to better meet your goals. Just make sure you only change one element at a time so you know which one made the difference.
With the right wording, placement, and design, a simple button can turn a browser into a buyer. Contact us today to learn how we can help you get started.