Eric Ries says that without effective calls-to-actions (CTAs) your business is just a hobby. Ouch! A call-to-action is an element in your content that prompts your visitors to do something. What does your audience need to do for your business to make money?
The adage, “you miss 100% of the shots you don’t take,” applies to writing effective CTAs. You’ll miss 100% of the opportunities you won’t make without compelling calls-to-action.
Let’s get into how writing better CTAs to increase your conversion rate.
1. Be Specific and Action-Oriented
Bland “submit” buttons don’t cut it. Forget “Get started” buttons. No more “Learn more” buttons. Tell your audience what you want them to do with crisp and actionable language. Don’t be bashful.
Sales is a profession for the bold. You only get what you ask. Be clear and direct.
2. Make Your CTA Standout
Be conspicuous. Your CTA should draw attention. It’s the one thing on your landing page that needs to be clicked for you to make a sale. Don’t hide it. Make it obvious that this button is the next step.
Put your CTA in your website header. Include another calls-to-action in your main hero header. Use your CTA to break up your content and prompt action. Close the page with another CTA at the bottom.
Don’t make your visitors scroll up and down your page to find your calls-to-action. Make your CTA handy and obvious so that clients can easily take the next step.
3. Minimize Your Call-to-actions
Optimize your page for one specific CTA to keep your prospects engage on a single action. Experiment with variations of the same CTA to discover what converts more visitors to leads.
4. Effective CTAs Stay on Topic
Don’t waste your audience’s time presenting one idea and a CTA about something else. Keep your Calls-to-Action relevant to the conversation. Don’t tell 15 minutes can save me 15% on my car insurance, then ask me to book a trip to Tahiti.
You’d be surprised how often that happens. Build your campaigns, funnels, website, landing pages, webinars, and podcasts to have focused CTAs that amplify the outcomes your content promises. Your call-to-action always helps your audience solves their most pressing problem.
Bonus Tip: Provide a Transitional CTA
Calls-to-action are like asking someone you just met to get married. The obvious answer is no. However, you can increase your chances of matrimony through courtship. The same is true when writing effective CTAs.
Woo your website visitors with a transitional CTA.
What’s the difference between a transitional CTA and a direct CTA?
A direct CTA requires a purchase commitment. Your audience is going to give you something of measurable value in exchange for something you provide. That’s a direct CTA. Transitional CTA only require your visitor to provide minimal information (i.e., their best email address) for something valuable from you.
A transitional CTA is coffee, a phone call, date night. Your direct CTA is your nuptial. Use your transitional CTA to create a relationship with your audience until they are ready to buy.
Your website is the hub of your Digital Brand Experience. Drive your off-site audience traffic back to your website for engagement. Don’t forget to use your CTAs to bring your audience back to your website for conversions. Take advantage of UTM parameters to track your conversions for each CTA. The data will help with conversion rate optimization (CRO) for all of your CTAs.