Calls to action (CTAs) are the crucial part of the lead generation process. Nothing will happen without a click. No click, no sale. No click, no download etc. The CTA is the way that a prospect becomes a genuine lead for your business. Because this is so crucial to your business it’s important to have a guide to get it right.
Here is a short guide on how to create effective calls to action:
1. One Per Page:
The first rule is that you should have 1 CTA per page. (2 max). If there are more than this then customers are confused as to what you want them to do and click rates go down. Note: it’s not that your customers don’t want to click, it’s that they don’t know where to click.
Keep things really simple and keep it one CTA per page.
2. Make It Clear:
The worst thing you can do is to have a CTA button that is barely visible. Your CTA button needs to be visible i.e. it needs to be large enough and should be easily located on the page. If the button is too small then you reduce the chances of your customer clicking on it.
Make your CTA button large enough without being overt/silly.
3. Above The Fold:
Try (where possible) to have your CTA above the fold i.e. the middle of the page. Try to avoid having your customers to scroll down to find the CTA button. If they info and the CTA are all located in the top half of the page then there is a bigger chance that they will click.
This is not always possible (e.g. blog posts) but if you have specific landing pages where you are offering something, try to keep it above the fold.
4. Slightly Contrasting Colour:
You want your CTA button to pop out in a tasteful way. The best way is to make it a slightly contrasting colour to the rest of the site. E.g. in my site there is a lot of blue so I use orange.
For your site, find a colour wheel and pick the opposite corner of where your colour is indicated. This is a quick way to do it if you don’t have a web designer.
Hi, I’m Haroon Rashid and I’m the author of this blog and the founder of Finisher Creative. If you are a small business or a charity/non-profit I would be more than happy to talk to you about your online marketing and social media needs. If you’re in the Yorkshire area (UK) I’ll even take you out for a coffee! You can email me on firstname.lastname@example.org, check me out on Facebook, follow me @FinisherCre8ive or Google+ I look forward to hearing from you!Get a FREE Consultation