Call-To-Action (CTA) Tips for Successful Inbound Marketing

July 19, 2016

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Shannon_sticker_basic-e1445283460113-288x300.pngby Shannon Shields

Are you using a Call-To-Action (CTA) on every page of your website or blog entry? If no, today is your lucky day; the day you learn about the power of CTA's and how to create and place them effectively for successful inbound marketing.Yay!

A Call-To-Action in the most literal description is simply a "call" to the audience to take a specific "action" while visiting your website or social channel. Usually, it is an image or button placed strategically on your website that instructs, or entices the audience to take an action that benefits both them and your business. The action could be anything that you believe will be desired by your audience: a newsletter subscription, a free ebook or workshop, or even a simple discount offer or coupon.

The goal for your potential customer or client is to learn more about a topic, to get a great deal etc. while the goal for your business is to add contacts to your database and collect warm leads.

Creating effective CTA's can be tricky. Here are 10 tips that will have your website visitors clicking for more:

  1. Use contrasting colours

You want those CTA's to stand out and grab the attention of your viewer. Using contrasting (but complimentary) colours will ensure that your offer stands out from the rest of the text on your site, increasing conversions.

  1. Large clear words

Stick with text that is easy to read and larger than other text on your site. Classics like Arial, Calibri etc. make great choices.

  1. Concise text

Use a few words as possible to get the offer noticed. The CTA is not the place to list all of the offer's features and benefits (this is done on the page to which the reader is directed.) Keep it simple.

  1. Use action language

Action. If that's what you want, that's what you ask for. Use words like "Download..." "Get your free..." and "Register..." Be as specific as possible.

  1. Create sense of urgency

Implying scarcity with language like "limited time offer" or "only 100 available" ensures that the reader is more likely to take action immediately. They wouldn't want to miss out. 

  1. Demonstrate the value

Let your audience know what they will gain by taking the desired action. Take the opportunity here to describe the benefits to the reader, rather than the features of the offer.

  1. Personalize if possible

If you have the opportunity to personalize CTA's on your website, take it! Offering the same CTA to all visitors is less effective than offering a CTA to a visitor based on their previous actions on your website.

  1. Website placement

When you're ready to use your CTA on your website think strategically about where you believe they will perform the best. Try placing a CTA on your home page, before the fold. Or place a CTA at the bottom of every blog. Try different places to determine what works best.

Don't forget to include CTA's on any email newsletters and social channels that you create as well.

  1. Limit the number of calls to action on any page

Have you heard that too many choices make people cranky? It's true. It's easier to take an action when the number of possible actions to take is minimal. Don't bombard your audience with many CTA's for different offers. Stick with as few CTA's as possible on any given page.

  1. A/B Test

Successful inbound marketing campaigns include analytics. You don't have to wait for a month's worth of results to determine what is working best. Try different colours, text, language and placements on different pages when you start and watch to see which convert visitors to leads the most.

 If you're not blogging for inbound marketing on your website regularly, now's the time to start. With each new blog, you have the opportunity to showcase a different CTA. Here are some blog content ideas that will have you posting consistently.

 Hey, check out our CTA at the bottom of our blog:  ;)

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