Once you know what it takes to drive traffic and engage visitors with great content, the next step is to get your visitors to convert to a qualified lead. You don’t want them leaving without providing some information or else you will lose the opportunity to nurture them until they are ready to buy.
The effect of a successful Call-to-Action or (CTA) is to drive a visitor to take a desired action. CTAs are typically kept in clear sight on a page so visitors know where to take the next step, which is key to lead generation but they need to be done right:
- Make them bigger and bolder than most other elements on the page but don’t overdo it.
- Consider colors of the Call to Action, whether it is a link button or image. Make them look so good that people will want to click on them. Offer call to actions that provide value, like guides, whitepapers, estimates, etc. “Contact Us” is the most overused form of a CTA, so don’t rely on that as your only option for conversion.
- Make the CTA look clickable. You can do this by making a button or adding a hover effect to an element.
- Less is more. Keep it simple and clear to what is being offered.
- Test when possible. Try testing different colors (e.g red versus green buttons), language, and placement to see which Call to Actions get more clicks and drive more leads. Only change and test one feature at a time, so you can see which change is more successful.