The Importance of Calls to Action

A call to action, or CTA, is a text or graphic that encourages a user to take a particular action on your website. It entails appealing to your users in a way that compels them to take an action in response. That action might be signing up to your monthly newsletter, downloading a whitepaper, subscribing to a free trial, sharing a particular post, or purchasing a product. No matter the specific action that you want your user to take, CTAs are key to generating sales leads and, ultimately, boosting your bottom line. Let’s take a look at the specifics of why CTAs are so crucial to the overall success of your marketing campaigns.

CTAs drive conversions.

A conversion refers to getting someone to take a specific action. Generate leads by adding new text-based CTAs on key landing pages throughout your webpages, as well as strategically placing CTAs in blog content. The more leads, the better, as leads can ultimately be turned into loyal customers. It is important to keep in mind here that in order to maximize the ability of your CTA to drive conversions, you will need to ensure they are prominent and visible. 

CTAs attract higher-quality leads.

Many businesses focus on driving traffic without worrying about the quality of traffic they are attracting, which can prove to be an issue in the long run. High-quality, well-crafted CTAs will inevitably drive up your conversion rates. However, CTAs also help you attract higher-quality leads, which will drive up the return on investment (ROI) of your marketing activities. After all, the more qualified a lead is, the more likely he or she is to make a purchase from you and the greater the positive impact on your bottom line. Generate more leads with quality CTAs, but also leads that are much higher quality. These leads tend to be market qualified, meaning that they were ready to enter the sales phase. This will have a positive impact on sales in the long term.

CTAs help you nurture leads.

To use CTAs to nurture leads, you can place CTAs offering a product demo or free trial on pages of your site where leads tend to visit consistently. This helps move a lead along in the sales cycles, piquing their interest in what you have to offer.

CTAs attract users’ attention.

Did you know that over half of visitors to a webpage leave that webpage within just 15 seconds? So many brands pour time, effort, and resources into crafting the most compelling and aesthetically pleasing content, only to have people not really engage with what is on the page. That’s one of the great advantages of CTAs: They can actually help get people’s attention. The right CTA can help you capture your users’ attention quickly, keeping them on your page and encouraging them to engage with your content in a more meaningful way.

CTAs can improve user experience.

Last but not least, CTAs can also improve user experience on your site. Basically, CTAs tell your users what to do, providing a clear directive. This can boost user experience overall, but it also provides a clear directive as to what your users should do. By providing clear, actionable instruction, you can take away confusion and make sure that a user knows exactly what he or she should do.

However, the caveat here is in order to ensure that CTAs actually improve user experience, it is key to channel the proper time and resources into creating compelling and informative and CTAs. As a general rule of thumb, you will want to structure your CTA as a no-obligation statement that removes or reduces risk. The CTA should also tell your users exactly what to do. You shouldn’t leave them guessing about what the next step is. Clarity is key. If you’re struggling in terms of CTA design, it never hurts to contact a professional.

CTAs can improve the efficacy of your social media strategy.

The usefulness of CTAs extends well beyond just your web content. CTAs can also have a powerful impact on your overall social media strategy. For example, CTAs can be used on your social media posts and blog content to encourage people to share the content. This can help you boost the overall reach of your social media content and ensure your content is exposed to a wider audience, helping you boost your visibility. You can also use CTAs to encourage people to connect with you on social media, which is an excellent way to boost the number of your followers overall.

In conclusion, CTAs aren’t hard to implement and the reward is well worth the effort. Just make sure to test your CTA to ensure it has having the desired effect, and pay attention to design elements and placement to ensure that it is aesthetically attractive and still manages to stand out. Of course, you’ll also want to make sure it has compelling text that resonates with your target audience. It never hurts to do some A/B testing here to figure out what works best.

So, once you have the perfectly crafted CTAs, where should you be using them? While CTAs are most commonly used on websites, they can also be integrated into your social media content, blog posts, and print marketing materials. The key isn’t so much where you put your CTAs but how you use them to guide your prospects through the sales cycle. The bottom line is that there is no such thing as a successful marketing campaign unless you have a successful CTA. Need help crafting the perfect marketing strategy? Contact us today!