So much of your success in terms of marketing comes down to your ability to get someone to take that "next step". When someone discovers your brand for the first time via a landing page, you don't want that relationship to end there. You want them to visit more pages on your website and get to know your business. This happens when, everywhere they look, there is a relevant invitation to take another step: click on another link, open another landing page, or download another resource. Consumer engagement on your website hinges on strategically placed calls to action.
Also commonly referred to as CTAs for short, calls to action are an essential element of any successful inbound marketing strategy. This is true for a wide range of different reasons, all of which are worth exploring.
A CTA is an invitation for a viewer to do something. Online, CTAs may be buttons, nicely designed graphics, popups, forms, hyperlinks, etc. They provide an opportunity for a consumer to click and read more, download something, request something, share information, ask a question, watch a video, and more. You can use them to drive conversions across all marketing channels.
Active websites give viewers a reason to return to their website time and time again. This is done with regularly updated content. Content acts as a lead magnet that attracts potential customers. Information like blog posts, videos, and even long-form pieces like case studies attract a consumer's attention, and a well-designed strategically placed CTA gets them to convert. It's a highly effective system when executed properly.
Simply put, calls to action matter because they're effective at helping you accomplish your marketing goals. According to one recent study, calls to action that are used as anchor text in blogs have the potential to improve conversions for that page by up to 121% more than banner ads alone. Not only that, but even emails with a single call to action can increase clicks by up to 371% (and sales by an incredible 1617%).
So why are they important? Because they don't just work - they work incredibly well. CTAs are like an online tour guide that helps website visitors move more easily down the buying funnel as they get their questions answered. There is no confusion and no frustration, thus making them far more likely to make that purchase when they get to the end of the journey.
All told, the CTA makes conversions easier. They also go a long way towards reducing decision fatigue. People don't have to guess what you want them to do or choose between multiple options - they'll know beyond the shadow of a doubt. Directive statements simplify the buyer's journey by telling them where to go and what they should do when they get there.
For the best results, calls to action should be catered to the specific user experience that you're trying to create - meaning there isn't necessarily a "one size fits all" approach to what you're doing. You may use two totally different types of CTAs in two different pieces of copy that you've created - you wouldn't include "Click Here" in a PDF-based white paper, for example.
We recommend the following 4 best practices for achieving maximum response from your CTA:
Overall, while your calls to action should always be simple and straightforward, they also need to stand out - especially in longer documents. You really never can be too explicit in this situation as you don't want someone to get to the end of a document and then miss the CTA. Really, the more explicit, the better.
All of them are very clear in what step they want someone to take. They are simple and make visually attractive buttons when attached to something like a graphic in strategic locations on the page.
Calls to action can absolutely make or break your inbound marketing campaign. Your website should be a lead magnet...constantly working 24/7/365 to attract and convert leads. Without a network of CTAs, that critical conversion path never comes to fruition.