Every website has a motive and goal to achieve that depends on its customers to complete. Some of those goals are to generate leads and make sales. To complete these goals, a customer has to perform some actions on the website in the form of CTAs. The CTAs can be for making purchases, grabbing a deal, or signing up for a form or newsletter. CTAs play an essential role within a website as they will decide the success of your website. It lets the website earn loyal customers.
What if your CTAs are getting ignored? It might be a nightmare for your website designers. Creating and placing CTAs in the proper place is essential for their effectiveness. These CTAs work like a guide that will effortlessly help them go through your website for new customers. In this article, we will be discussing what CTAs are, how to use them on your website, where can you include CTAs on your website, how to create compelling CTAs, and some famous CTAs examples, and how CTAs help your business improve its performance, and other related information.
What is Call to Action?
Placing a call to action is one of the crucial marketing strategies to get your potential customers to respond by performing a specific action. For a successful website, there is a planned strategy behind it. For your customers to reach there, you must have engaging content or a blog page. Generally, CTAs are used towards the end of the website or the website’s content, allowing the customer to take some action after they have gone through the website.
A call to action button will help the customers to find out what their next step should be. Some businesses do not have CTAs and thus lose ample opportunities. Whatever be the reason for not including the CTAs, you might end up with different results from what you have expected. CTAs are essential to direct the prospect to the subsequent sales funnel step. Never assume that your potential customers and target audience know what to do when they land on your website. It might work in case of the experience or already a customer. But, a new customer will lose track and bounce back instantly without making any effort to know more about your product.
Purpose of using a Call to Action
A call to action is one of the interactive marketing strategies that help the business to drive more traffic to your business. If you use CTA, you must understand for what purpose you can use CTA. If you understand the purpose, it will be easier to place the CTA in the right place. You can use CTAs for the below-mentioned purpose.
- It lets you expand the reach of your business and increases your customer base by engaging new customers and retaining the existing ones. It helps the customers to navigate easily throughout the website and create brand awareness. If placed in the right place, it can help more people to get to know about your product.
- It will help your business grow your customer base resulting in improved sales. Effective CTAs lead your business to high conversion rates. The work of CTA actually starts with creating awareness about the company and its brand.
- It helps in generating more leads. Companies place CTAs to determine their potential customers to influence them to make sales. Companies create an email list of all the target customers to initiate personalized marketing for better results.
- CTAs lead you to the actual product to know more about that. It lets the customers understand various services and products that a website has to offer and why their products are better than their competitors. This increases the likelihood of generating more leads.
Where to Include a Call to Action within a website
You must place CTAs all over your website for better results and effectiveness on different web pages. But try not to over-flood your website with a variety of CTAs. CTAs must have a purpose to be placed at a specific location on your website. It must be navigable for a better flow of your website. Below are some best practices to place your CTAs within your website for more effect.
- Crucial sections of your website- once a customer lands on your website, they look for the next step to follow to understand more about the brand. So, it is essential to place CTAs on each web page and in each section to grab ample opportunities to generate more click through. If you have not included CTA, then start working.
- Starts email campaign- also, you can leverage your email list and send emails to your customers with potential CTAs in place. It will influence them to take some action.
- Today, every business is leveraging social media platforms for advertising and attracting more audiences. If you place your sponsored CTAs on social platforms, your business will be noticed more.
- Google- Google is the best place to place your ads. So make sure to work on search engine optimized ads so you will rank higher and get noticed easily. You can place the call to action buttons on your Google ads and link them to your website. CTAs will make it easier for your to bring more traffic to the right place.
How to write a compelling call to action?
Creating CTAs is an art, and only designers with great ideas can make it worth it. But, if you do not use them correctly, all the efforts go in vain. Below are some best practices to create compelling CTAs and attract potential customers.
- Using an imperative- the main goal of any CTA is to attract potential customers and influence them to take a specific action. So your CTA must be strong enough not to be ignored. You can use strong action verbs, such as a shop, click here, join, etc.
- Make it low risk- CTA provides high value to your website, but it tends to be ignored by most customers. They need to be assured that you are not asking them anything in return by making your CTA a low risk for them.
- Create an urgency- most customers are attracted to offers, but if you use a sense of urgency in your CTA, they are more likely to be clicked. You can use wordings like “limited offer”, “why wait”, “expiring soon”, etc., this will not provide any time to think, and the customer will make an instant decision This way, you can see the increase in the click-through rates.
- Great design- a CTA is nothing but a simple button without a great design. You need to use a bold and visible CTA button that will attract more customers. Use bright and solid colors to make your CTA more attractive and catchy to your customer’s eyes.
- As customers are always in a hurry, they won’t be able to read long sentences to see what you want them to do. Keep it short and straightforward- make sure to use simple and short words for your CTA as it creates more impact than a lengthy sentence. Stort keywords tend to have more weightage and can easily convey your message to potential customers.
- Specify what you want to hear- if you understand your customers’ needs and know what they are looking for. Then, it will be easier for you to use those keywords for your CTA that will solve their purpose. Your CTA must be logical for the customers to take action without deep thinking.
- Consider the device used by your audience- most customers access websites from their mobile devices. Your CTA must appear significantly on any device they are using to access your website. Thus, your CTA must be mobile responsive.
- Do not overbear your CTA- if you are pushing your CTA in your customer’s face to gain attention, then it will be a failure. Do not create hype about your CTA. Make it simple and visible. It needs to be strong and in a clear space that will instantly attract customers’ attention.
For creating and placing your CTA, you must go for detailed research about your customer and how they interact with your products. Only then can you create innovative CTAs for better results and more click-through rates.
Some Best Call to Action Examples
Below are some examples of famous websites explaining how they have implemented their CTAs on their websites. So, let’s see.
1. HubSpot
It is one of the famous websites offering free resources for making your website outstanding. This website comes with a slide-in CTA that improves the overall user experience. Its appearance does not obstruct the view of the article’s content and simultaneously promotes its resources. It offers an incredible marketing kit with great solutions to start with. They have used the CTA to offer resources related to the article where it is appearing. Thus, the customer does not have to explicitly look for the used resources, as clicking that CTA will take the customer to the desired page.
2. The Budgetnista
The Budgetnista is an all-rounder shop for personal finance and provides the desired content per their customer’s interests. This website has used an innovative way of placing its CTAs for better results. Rather than using simple and short words, they have used easy-to-read and understand language for their CTA. They make it more exciting with weekly goodies offered, making the customers more attentive to the CTA. The customer will surely be enticed by the goodies offered and click through to get more details.
3. Glossier
This beauty brand Glossier showcases realistic images of women with various skin types, making it comfortable for all types of customers. This website has used a lot of white space to grab the attention of its offer. They have used pretty model images with appealing CTA for customers to stick to. They have used an overlay CTA that appears when you scroll down their site. It might be the chances that customers quickly click out the pop-up, but its language and the design keep them going and influence them to stick around.
4. 310 Creative
If any customer visits their site for the first time, they might not understand what they want and what service to prefer. But with its appearance, CTA will remove all the confusion and let them understand more about the brand and its services. Growth agency and HubSpot partner 310 Creative has helped several B2B companies to scale and improve the entire customer journey to increase sales and click-through rates. This website has used a slide-in CTA, allowing the customers to book a free assessment for more information. They try to connect with the customer emotionally as they find a way to get help with the services, and an instant slide-in will solve the purpose for the customers, so they will go for the CTA.
5. Heyday
Heyday has made a big difference in the facial industry with its minimalist, no-frills approach. Not only this, they have used the most simple CTA, attracting most of the customers without any doubt. It uses the pretty models’ faces to entice potential viewers to sign up for its newsletter with a discount.
How Can a CTA Improve Your B2B Website?
Customers have to face several ads online even while looking for some small information off the internet. These ads and CTA ensure they will solve all their problems with a single click. This might create confusion and frustration about which ad they must go for and invest their time to know more details about a specific brand. These problems have a single solution, using simple and interactive CTA, guiding the customer about what to do next. CTA tends to improve the user experience and help them get whatever they want.
CTAs have helped many businesses to improve their user experience by attracting potential customers and generating more leads. Below are some ways in which CTAs can be beneficial for your business.
- Eliminates confusion
CTA s are the directive statements that will help the customers to find their way to achieve their goals. Companies place these CTAs to help out their customers and navigate them in the right direction to get what they are looking for. It makes the user journey crystal clear. It removes their confusion and lets them decide if they want to continue with the next step or not.
- Expand the audience
Having a suitable CTA will increase your customer base from across the world. But if your CTA is not visible enough, it is most likely to be ignored, which you do not want. Placing CTAs can be more effective in attracting more customers as they will lead them directly to your website, where customers will find out more about your brand and products. This will tend to increase your sales.
- Increases curiosity
If you place your CTA as “click to know more,” and if your customer is engaged in the ongoing content, they will click the CTA to know more about your services. So it will indirectly increase the user-time on the website, which is again a success for your business. So, you need to smartly place your CTA where it will be clicked more and keep the customer’s curiosity high to indulge in your website.
Types of CTAs to Improve Your B2B Conversion Rates
There are different types of CTAs that a business can use to improve the interactivity and flow of their website. Customers primarily interact with your website using CTAs to specify that they are interested in your website and want to know more. These CTAs allowed them to do so and direct them to the right page for the correct information they were looking for.
You can include CTA in different forms and at different places. Also, you can include several CTAs in a single web page for more interactivity, but make sure not to over-crowd your web page with unnecessary CTAs. Below are some types of CTAs that are commonly used to improve the performance of your website and increase conversion rates.
- Leads – these types of CTA are used for converting potential visitors into buyers. Suppose the customer is not determined to make any purchase. In that case, these CTAs also offer additional opportunities to entice them to make the purchase and help them navigate in the right direction.
- Forms – form submissions let the business convert unknown visitors into identifiable leads. This lets the business get the customers’ email addresses and to create a great customer relationship with personalized communication based on their interests.
- Service or Product Discovery – if you go through any website, you will likely find these CTAs across websites. They help the lead visitors to the products or services page where they can find the desired option.
- Sharing – The sharing CTA allows the visitors to share the website’s content across social platforms, thus increasing the reach of your website. It is like un-paid advertising for your business. It is only possible if they like your offers and services, which might not be possible with a great CTA.
- Continue Reading – if you include a “read (or learn) more” button, it will encourage the potential users to continue reading to get the required information. It will keep the customers going with their website.
Conclusion
Without any purpose, a website cannot survive in the market. If your website is not capable enough to solve the customers’ problems, they will bounce back without knowing what offers you have. Only CTAs can ensure that your customers stay on your website and invest time to know more about you and your services. But having a CTA will not be enough. You need to make efforts to make it outstanding and eye-catching.
CTA placement is crucial as it will keep the customer engaged and maintain an easy flow for your customers. Many businesses have leveraged the benefits of CTA to take their business to the next level. So, while designing your website, you must know the purpose of your website, understand your audience, which device they are using, and then make decisions about where to place the CTA.
So, if you do not have a great CTA, it is time to redesign your website and make it interactive with CTA.
My name is Vijay Singh Khatri, and I enjoy meeting new people and finding ways to help them have an uplifting experience. I have had a variety of customer service opportunities, through which I was able to have fewer returned products and increased repeat customers when compared with co-workers.
