Calls to action, or CTA’s, are an essential component of any inbound marketing strategy. Without them your website visitors may come and go without you ever knowing who they are. In order to convert visitors to leads you must first put an offer in front of them. There are several strategies for making your calls to action more effective, here are a few to get you started.

Pretext

Drawing attention to your offer with pretext and giving clear direction on how to receive your offer will make it easier for visitors to notice and download your content. This pretext can include value statements, directions and statistics that back up your findings.

Actionable Language

Using actionable language such as “download”, “click here” and “learn more” will prompt your visitors to take your desired action. This will also help you shorten your copy and make it well known what next steps your prospects should take.

Align Landing Pages

The titles and information in and around your CTA’s should mirror the landing pages they lead to. If a particular call to action brings a visitor to a page that has nothing to do with the original offer, you will lose potential business.

Imagery

Using high quality images as your call to action rather than a text button can be effective, but there are some stipulations. Whenever possible you’ll want to include the title within your image. The cover page to your content piece will work great for this. If your image does not clearly depict the content being offered, you should surround it with pretext to create accurate expectations.

Value Proposition

Why should a prospect click on your call to action? Your CTA, and its surrounding text, should indicate exactly how your visitor stands to benefit from your offer. Developing clear buyer personas will help you develop content and CTA’s that speak directly to your target audience.

Sense Of Urgency

Including words such as “now”, “today” and “immediately” will create a sense of urgency and encourage your visitors to click on your offer in a timely fashion. Once a prospect leaves your website, they may never come back. This makes it imperative that you drive them to click on your offer when they first see it.

Easily Identifiable

You want your CTA’s to stick out and not blend in with the rest of your website. Making it large with contrasting colors will draw in the eye of your visitor and ensure your valuable offer doesn’t go unnoticed.

Placement

There are a couple different schools of thought when it comes to where to place your CTA’s. When you place a CTA above the fold, you may receive more clicks and downloads. However, when a CTA is placed below the fold or near the bottom of a page, you will receive more qualified leads. These are people that read your entire webpage and would now like more information. As a general rule, every website page and blog that you publish should have some kind of call to action. Whether you are promoting a free service, content download or contact us form, your inbound marketing strategy will not be effective without properly optimized CTA’s.

Founded in 1990, Winn Technology Group is a leading provider of global, multi-channel marketing solutions for the technology industry.   For both direct and channel sales, Winn supports demand creation, account-based marketing, channel management, digital marketing, social media, teleprospecting, lead nurturing, event marketing, database services, and inbound response management.

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