How to create Calls-To-Action (CTA) that rock!

By Rohan Xavier, Nov 1 2020

Revenue objectives are met, policies and procedures are changed to become more efficient, workplace culture can be improved, sales can increase and greater rates of leads can be captured. With such a multitude of benefits resulting from action, why wouldn’t you take it?

The same is true for Call-to-Action buttons on your website. Calls-to-Action, or CTAs, are the secret weapon driving people to your offers. So what makes a great CTA? And where’s the best place to put a CTA on your website? Read on to discover how to create CTAs that rock!

What is a CTA?

Before we get in on the action of creating kick-ass CTAs, let’s just take a moment to define what a CTA actually is. As we know, they are the secret weapon to driving people to your offers, but what do they actually look like on your web page?

CTAs are a simple button that you want your visitors to click on. That’s all. But these buttons have power, which is why you want to design them well and have them in the best place on your website.

How do CTAs work?

If you’re wondering why it’s so important to have a call-to-action, the answer is ‘because they help you to capture leads’ and we all know what that means to our bottom line. Calls-to-action help users take that all important next step, from simply being a browser of your offer, product or service, to an interested party.

When a user clicks on your CTA, they’ll be taken to a landing page (one you’ve set up specifically for this purpose after reading our blog on 7 strategies to help you build the perfect landing page). On this landing page is a lead capture form. By filling this in, your visitor has gone from a lead to a conversion and it all started with your CTA.

What makes a great CTA?

When you’re planning your CTA, there are five key elements to consider:

• Placement
• Clarity
• Contrast
• Design
• Brand

Together, these elements will help ensure your CTA is effective.

Where is the best place to put a call-to-action?

As we know in the world of marketing, placement is everything. So it is the case with your call-to-action. Your CTA needs to be visible to your user. After all, you want them to act on it so therefore they need to see it. It is highly recommended that you put your CTA ‘above the fold’. This means, placing it on the part of your webpage that people see before they begin scrolling down.

However, at the same time, you don’t want your CTA to be the first thing your visitors see. Very few of us like to have things shoved in our face with a demand to act upon it. Most of us would prefer to make an informed decision as to whether we want to act or not. So play around with your CTA placement. There’s no designated spot on your webpage where it should be, ie. 2cm from the bottom right hand corner, 5cm high, but it does need to be obvious.

What should I call my CTA?

Ah ha, this is where the real success behind CTAs lies. What you call your CTA can make or break the effectiveness of it. A common CTA is ‘Register now’ but people are becoming increasingly wary of registering for anything. If they’re going to give you their contact details, they want something in return. So instead, think of enticing alternatives that give your user something, such as:

• Download our free ebook
• Reserve your place today
• Be the first to hear of our offers
• Don’t miss out
• Keep up to date with our news

CTAs and landing pages

Call-to-action buttons and landing pages go hand-in-hand. As mentioned earlier, your CTA will take people through to a designated landing page. This isn’t just a page for your visitors to fill out a form on though. It’s a page which provides you with another opportunity for a second CTA. It could be a similar offer that you think your visitors may like, based on their preferences. Therefore, it’s important to design your landing pages with CTAs in mind.

Don’t forget to say thank you

So far you’ve identified where you want your CTA to be, what it’s going to say and you’ve created the landing page it’s going to take your visitors too. So far so good. But once your visitor has filled out the form, and moved from being a lead to that all important conversion, there’s something vitally important you must do.

Remember to say thank you! Thank you pages confirm to your lead they’ve successfully filled out the form, but at the same time, they show your visitors you appreciate their custom. This will help to top off their experience with you (in a good way) and pave the way for repeat custom. And as we all know, a conversion may mean a sale, but a repeat customer means business.