A call to action is described as a prompt that encourages your website visitor to take the next step.
In reviewing hundreds of websites over the years, we know that call to actions are often not given the attention they deserve, despite the fact they play a pivotal part in whether your website generates leads or not.
They really are that important!
If you want to see your website become a lead generation tool for your business, then getting your call to actions (CTAs) right is fundamental to your website's success.
Here are 7 tactics you can use to make the most of the CTAs on your website. By applying these 7 principles, you can start to increase the amount of leads you generate from your website.
1. Make every CTA on your website laser-focused
Your call to actions must be focused and not generic. Too many websites have one call to action, and it is ‘Contact Us’.
Don’t do this.
It won’t work.
It’s way too generic and doesn’t encourage action.
Instead, craft succinct, compelling CTA’s that prompt visitors to take a specific action. Ask yourself what are the next steps you want people to take on your website, and create some CTAs that really do encourage them to take that action.
Avoid ambiguity and get laser-focused on the wording you use for your call to actions.
2. Use Multiple CTAs
One call to action does not cut it; instead, maximise the potential for lead capture by placing multiple CTAs across your website.
The main focus for nearly all websites is to attract leads, and you have much more chance of doing this when you have multiple call to actions.
Some examples of CTAs are:
- Tell us about your project
- Add to basket
- I would like a callback
- Sign up for our weekly updates
- Book a free consultation
Spend time developing 2 or 3 focused CTAs and strategically place these across your website.
3. Consistency is key
Ensure that CTAs are prominently featured on every page of your website. Yes, that is right, not some pages, but all pages.
Not just your home page.
Not a select few pages.
There needs to be call to actions on EVERY page of your website.
Providing your website visitors with access to conversion opportunities no matter where they navigate to on your website, is central to effective lead generation.
4. Impactful Visual Design
A boring button does not cut it anymore. Your CTAs need to do two things:
Some tips for your call-to-action designs are:
In a nutshell, your call to actions need to be impossible to ignore.
5. Use Urgency and Scarcity Tactics
If you run an e-commerce website, then implementing urgency-inducing language and scarcity tactics in your CTAs can be effective.
No one likes to miss out, so instilling a sense of FOMO and prompting immediate action can help increase sales. Such tactics can be things like:
You may be surprised by how well these can work.
6. Personalise your CTAs
Personalised wording and messaging are often effective as they can resonate with individual needs.
For example, on a construction website, instead of using ‘Make An Enquiry’ (which is too generic), get more personal and use ‘Tell us about your building project’. The language is much more relevant and personal to the website user.
A couple of other examples would be:
Accountants: Talk to our team about your accountancy requirements
Estate Agents: Moving house? Get your home valuation in 3 easy steps.
Give time and thought to the wording for your call to actions. Get personal and think from the user's perspective.
7. Test what works and, more importantly, what doesn’t
The only way to really know what works for your website is to test different CTA options and refine accordingly.
Try things like different:
Some will be more effective than others, so by using analytics and A/B testing, you can determine what works for you and know that you are using the best possible CTAs for your website.
We have done plenty of testing on our website over the years and continue to do so. By doing this, we know we are giving ourselves the best chance of success.
If your website is not generating leads, then your call to actions could well be playing a part in this. Go through these 7 proven CTA strategies and apply them to your website. They could well make a significant difference in how many leads your website generates.
Your call to actions matter, so don’t underestimate them.
Choose Purple are a website design agency in Worksop, developing and designing WordPress websites for clients across the UK. If you are not sure if your website is working for you and would like a free website audit you can get one here.
Choose Purple are a website design agency in Worksop covering Worksop, Retford, Doncaster, Mansfield, Chesterfield and surrounding areas. We design award winning websites helping your business to stand out and win more clients.