As a business owner you want to ensure that the content marketing you include on your website like blogs, eBooks and infographics will help you convert your visitors into actual leads. To do this, you’re going to need call to actions (CTAs) and landing pages as part of you online marketing strategy.
A CTA is a set of words used to entice the reader to take action. CTAs are versatile and the types vary from asking visitors to sign up to a newsletter, download an eBook, register for an upcoming event, create a new profile, start a free trial or ask for your website URL to offer a detailed SEO report. When the reader clicks through to receive their material, they will be taken to a landing page where they will be asked to fill in their details before receiving their content material.
Since the aim for any online marketing strategy is to attract new viewers, place your CTAs on your website in instances where a high percentage of new visits occur. Your home page is a good place to start, as well as on each blog you post. To get the most out of your CTAs follow this guide.
What does an effective CTA look like?
According to Hubspot’s CTA best practises for your online marketing strategy, you should ensure that your CTAs are visually striking so that people will notice them and want to click though. Using five words at the most is ideal, add action words such as “download” and “register” and be sure to let people know exactly what to expect should they click through. You need to tell your reader what you want them to do and why it will benefit them. Being too vague will present instances where potential leads will move to the landing page and it will not meet their expectations, this will increase your bounce rate and decrease your conversion rate.
The aim is not to get as many visitors as possible to land on the page Your ultimate aim is to attract people who want the service or product you have to offer. These visitors have a vested interest in your company and are more likely to turn into actual customers.
In terms of design, use a colour contrast to your website’s colour scheme to help it stand out, but don’t get so carried away that it looks like it doesn’t belong on the page, use these examples as a guide.
At times websites hide CTAs or don’t put in a link to lead the visitor somewhere. It’s almost like a restroom in a public place, if you do not put clear signs up to lead people to where they need to go, they might never find what they are looking for. Website owners may be tempted to place too much on their homepage because they are aware that that page receives a lot of visitors, but for a visitor, this is off-putting. Visitors won’t go searching for your CTA so, you need to make sure it's clearly visible. According to Positionly, an SEO software, “hiding your CTA in an ocean of clutter is a death wish for conversions.”
Where should you place your CTAs on your website?
Contrary to popular belief, your CTA does not need to be above the fold on your website. They can be strategically placed lower down and at the precise moment that your visitors are ready to be converted. For instance, you’ve written a blog outlining the benefits of your product, at the bottom of the blog, place a CTA to allow your visitors to read more about the product features. The CTA could take them to a landing page that offers them the opportunity to download an eBook, company brochure or product checklist. A person that makes it this far, is really interested in what you have to offer.
When it comes to small business marketing, generating leads should be your top priority. It’s important to guide your viewers down the buyer's journey using strategically placed CTAs on your website.Taking this step is an invaluable online marketing strategy tool. With Sage Online Tools we offer landing pages with CTAs for all our ecommerce packages, basic, professional and enterprise. For more information on how to optimse your small business marketing online, download our free marketing guide