A call-to-action (CTA) is like the RSVP line on a party invitation.
Instead of asking guests to check yes or no, you're inviting customers to take the next step in the buying cycle. It's a pivotal moment — and one you don't want to blow.
If your party guests opt out, you have bigger problems than an empty seat at table six.
You've just lost a sale.
Stand Out From the Crowd
You want your CTA to sound different than the surrounding copy, as well as look
different than all the other elements on the page.
If you want your CTA to convert, make it noticeable. It should stand out in both form and function. You want it to sound different than the surrounding copy, as well as look different than all the other elements on the page.
A CTA at the end of a blog post might stand out because it's written in salesy language instead of an informative or entertaining style. The link you insert will also call attention to it.
For a call-to-action on a landing page or other section of your site, consider giving it a graphic twist.
Create a button in a vibrant color that contrasts with the rest of your design or add an amusing icon so that prospects can't miss it.
Emphasize the Benefit
"What's in it for me?"
That's the question that every consumer asks while shopping for a bargain. If you can't answer it, you're out of luck. Instead of issuing an action-oriented order (such as "click here" or "buy it now"), make the benefit clear.
For instance, if you want prospects to take your subscription-based software for a trial spin, consider using a CTA like "Get Free Access for a Month."
If you're asking the consumer to subscribe, use language like, "Enjoy Faster Internet Speeds Today."
Make It Snappy
Just like you, today's consumers are busy and pressed for time. They won't respond to CTAs that require them to spend half an hour filling out forms or watching videos.
One marketing study demonstrated that adding fields to online forms can not only reduce conversion rates, but also increase the average cost per lead.
The most well-written CTA won't benefit your inbound marketing strategy if you dangle the carrot, then expect your prospect to give you more time than he or she has.
Make It Elegant
The most well-written CTA won't benefit your inbound marketing strategy if you dangle the carrot then expect your prospect to give you more time than he or she has.
Ugly ducklings are a dime a dozen on the internet. Superficial CTAs that use harsh wording and minimal creativity will turn off your prospects.
Use unexpected words and phrases to grab your prospects' attention and engage their curiosity. Simply surprising your audience can have a tremendous impact on your conversion rates and sales figures.
Most importantly, speak to your prospects in language they understand. If you're marketing to millennials, for instance, you'll use much different jargon than if your audience consists of retirees.
If you can hit the right emotional and intellectual notes, you'll engage your audience with swan-like grace.
CTAs are just one critical element of a comprehensive inbound marketing strategy. At Inbound 281, we are pros at turning prospects into customers and ugly ducklings into swans. Contact us so we can start transforming your total inbound marketing strategy, including creating more powerful CTAs. As a thank you for your response, we are happy to offer you our FREE ebook, "The Ultimate Guide to Hiring an Inbound Marketing Agency."