Let’s say a potential customer visits your website. Even better, they liked what you have to say and think you may be a trusted expert in your industry. So naturally they are going to hunt down your business’s information and give you a call, right?
Wrong.
As much as we like to believe that potential clients will go out of their way to take advantage of our companies’ products or services, it rarely happens. Most times, those leads will slip away, leaving nothing but lost opportunity in their wake.
Calls to action (CTAs) are effective tools to combat this occurrence. A CTA is a clear, easy to understand statement that encourages the visitor to take an immediate action. What that action may be depends on your business and your unique objectives. Do you want your reader to do something as simple as liking the article on Facebook? Or are you looking for a bigger commitment, such as completing a whitepaper request form?
Master the art of an excellent CTA by following a few practical steps.
Use good design
A CTA is an extension of your site and should flow seamlessly with your content. That being said, it should also be designed to stand out and capture the viewer’s attention. Use complementary colors to make your CTA pop and encourage your audience to respond. If your reader only notices one thing about your article, it should be the CTA — make it the star!
Placement is everything
Is your CTA conspicuous or do your prospects need to dig through your website to find it? While CTAs are commonly located at the end of an article, they can be placed wherever you believe they will draw the most attention. Try an inbound link within the article or one in a navigation bar that will follow you as you scroll.
Use active language
Using clear, simple language in your CTA will encourage the viewer to take an action. Garner an immediate response by using active language with strong verbs. Your CTA message should convey the problem that your audience is likely facing and explain the benefits the reader will gain by taking action now.
Don’t go overboard
Let’s face it: No one likes to be sold to. A CTA should offer an easy way for the reader to take action when they feel they are ready to — but an overly pushy advertisement may drive them away. Are you using distracting pop-ups or too many CTAs on one page? If the answer is “yes,” you may be driving your prospects away rather than drawing them in.
Ask for as little information as possible
Even if a prospect clicks on a CTA, there is no guarantee that they will follow through. To increase the likelihood that they will fully respond, ask for as little information as possible. For example, you could ask a prospect who is submitting a request for a whitepaper for their name, the company they work for, and an email address. Even though it is nice to get as much initial information as possible, a lengthy, in-depth form may drive your prospect away — leaving you with no information (and no lead) at all.
Are you effectively using CTAs to create leads out of interested visitors? Don’t let prospects slip between your fingertips — encourage an immediate response by making it easy to take action.
Use compelling CTAs to draw in more potential clients. Contact the professionals at Active Blogs at 800-720-5398 or contact@activeblogs.com for a no-cost consultation.
