When you're searching for something online, you probably come across more than one business offering that product or service.
Many factors go into why you’d pick one company over another, and some of them are pretty clear-cut— They’re cheaper, have better reviews, or maybe their website design simply looks more trustworthy. But have you considered whether their call to action is what calls you?
This article explores what makes a good call to action button and how. For personalised advice, contact our team at practiceedge today.
Reel in Your Target Audience With Strong Call to Actions
The reality is that customers, clients, and patients are looking for the same things you are. While they may be looking at a different product or service, the intended customer journey is the same, and the business goal is the same— to get you to click on that call to action (CTA) button.
Calls to action are a necessary ingredient in your digital marketing pie. Their aim is to motivate your audience to take the leap from casual visitor to devoted customer by performing the desired action, or in your eyes, turning a lead into a conversion. When it comes to digital marketing, a call to action is the perfect way to grab an opportunity and run with it. After all, having a captive audience is one thing, but it’s nothing without a CTA button!
Others also read: SEO Best Practices For Patient Conversion
Why is a CTA Button So Important?
Online, your competition is just a click away. That means that one click can make all the difference! And seeing that a CTA button invites the target audience to perform the desired action of clicking the button, your marketing campaign could depend on this one aspect.
Placing a call to action button on your website leads a customer to another page such as a landing page where they can be influenced to do precisely what you want them to do. Whether that’s making a purchase, signing up for a newsletter, or booking an online appointment, your CTA copy aims to re-engage your audience and compel them to act.
Where is a Call to Action Used?
Calls to action and sales funnels work together to achieve the ultimate goal. You can think of CTAs as a gentle nudge that entices customers to move from one stage of the funnel to the next, like signs on a highway leading them to their destination. This means that they aren’t just nice to have— they’re essential, and expected.
Today, customers online aren’t just looking for information, they’re also looking for direction. With so much information available online, it can be easy to throw in the towel and not make any decision whatsoever. That’s what your call to action needs to address! You want your potential customers to read your content and know what to do next rather than get to the end of a blog post or a service page and feel lost. Without a clear call to action, they’re pulled over on the side of the highway with a paper map and no torch. CTA buttons save the day by acting as the Google Maps on their mobile devices!
Calls to action are placed at the end of a page, and sometimes also at the top and even in the middle of content. They don’t interrupt the reading or browsing journey, but rather guide users along the road you’ve laid out for them. Whether it’s a button at the end of a blog post or breaking up a long service page, every CTA button is an opportunity to inspire action.
What Does an Effective Call to Action Look Like?
Effective CTAs carefully consider three factors: Placement, design, and copy.
Placement
A strategically placed call to action considers maximum attention and the customer’s visual focus. Strategic placement is key! Multiple calls to action can work better than a single call to action on the page, but the customer shouldn’t be confused by different competing CTA messages. An effective CTA is cleverly designed to be recognisable, appealing, and well-defined, standing out on the page with striking impact.
Design
A call to action button should be visually appealing and draw website visitors’ attention. A well-designed CTA button isn’t only eye-catching, but also complements the overall aesthetic of the page and your website as a whole. From the colour scheme to the font, whether plain text or elegant script, good CTA design encourages visitors and aims to boost conversion rates. CTA buttons should also consider accessibility and responsiveness, ensuring your target audience not only wants to click through, but can.
Copy
The copy, or words, on a CTA button can make all the difference to its success. Whatever action it wants users to take, your call to action copy must be clear, dynamic content that is direct and communicates value to the potential customer. You’re asking them to perform the desired action and click a button, so make sure they know how they’ll benefit and what they’ll get in return! If you want to maximise your call to action and do all you can to boost conversion rates, copy can make all the difference. Use the benefit-focused “Get More Tips” instead of “Subscribe” and see your conversion rates climb!
CTA Examples
When you want to encourage visitors to do what you want, a compelling CTA is one thing, but a personalised one is another! Remember your unique value proposition and turn a good CTA button into a great one, and consider using a secondary CTA to boost conversion rates even higher.
The best call to action for you will depend on your business, potential customers’ pain points, and your CTA offering. While aspects like creating a sense of urgency is important, a powerful CTA is only powerful if it’s relevant! Have a look at these call to action examples and determine whether they could work for you, even if they require some more personalisation.
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Want Them to Perform the Desired Action? Insert Your Call to Action Here
By placing your call to action in the right spot, making them look good, and using CTA copy that will speak to your potential customers, you can make sure your CTA makes its mark. Whether it’s asking somebody to sign up for a free trial or inviting them to book an appointment, calls to action make things happen!
If you’re interested in finding out more about how to encourage visitors on your web page with an effective call to action, book your call with our experienced team today.
