Today we’re going to talk about one of the smallest (in terms of size) but most crucial elements of your website and marketing content: CTAs. That’s right – Calls To Action. Those little buttons you add to your landing page, blog or marketing email. The little popups that attract your users’ attention and drive them to click it.
Why are we talking about this? Because the harsh truth is that far too many businesses neglect CTAs. We’ve seen this far too often in our line of work as content marketing experts. Some don’t have them at all, while others have very generic CTAs that are, simply put, not exciting. If you’re someone who never gave a second thought about your CTAs, let’s tell you why you should.
Why are CTAs important?
The CTA is the part of your website, email or blog which tells your user what to do next to continue interacting with your brand. If this is not effective, not visible enough, or worse, totally missing, your user will just bounce off that page/blog and forget about you.
HubSpot found that anchor text CTAs – which refer to a line of text that, when clicked, leads to a product page or landing page – increase conversions by 121%!1
Here are 4 tips to make sure your CTAs are effective and contribute to increased web traffic for you.
1. The text on the button
How many times have you seen CTA buttons that just say READ MORE or CLICK HERE or the worst offender of all, IMHO – just the word MORE. What should your user understand by that? If they click it or read more, what benefit will they avail? Why is this special?
Put yourself in the mind of your user. Tell them exactly what they are going to get. For example, a CTA like DOWNLOAD MY FREE EBOOK NOW works much better than GET FREE COPY. Similarly, I WANT TO SIGN UP is another sneaky way to push the user’s will in a particular direction. Compare this with just SIGN UP, which is too bland and common.
So, make sure your CTA has snappy language with action verbs instead of generic terms.
Top tip: Use MY or I instead of YOUR or YOU for better results.
2. Position of your CTAs
It’s not just what you say on your CTA, but where you place it as well. For Landing Page CTAs, make sure there is enough white space around the button. Ensure it’s in an eye-catching colour – orange has statistically been proven to work very well. If it’s within body text, make sure the CTA link is highlighted or in a different colour – don’t go crazy here, though. The standard blue colour for hyperlinks works fine.
3. Number of buttons
One or two strong CTAs per page or blog is enough. Don’t clutter up your page with too many buttons. If you do this, your user’s attention will get diverted into choosing between them instead of clicking on one.
Another tip: make sure you don’t repeat the same CTA in multiple places on the same page. For example, if you want your users to sign up for something, place just one well-spaced, highly visible button near the top of the page. And that’s it.
4. Relevance of the messaging
Your CTA has to be relevant to where it is positioned and to the topic of that section. Too many people waste the welcome area at the top of a landing page to put a READ MORE button. Instead, try to offer something free or add a stronger CTA, like BOOK MY FREE CONSULTATION NOW.
It makes the user feel they’re already getting some value from you, and may even generate a great lead for you!
And that’s it. If you take care of just these 4 things when you write CTAs for your website and blog, we guarantee you’ll see an uptick in your web traffic and user interaction almost immediately.
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1. Protocol80, 2019 CTA Statistics