What Are Calls-to-Action and Why Are They Important?

We have been writing for ourselves and many clients for a few years now, and we realize that while the content that we write is certainly relevant, we never want to miss an opportunity to break down the inbound methodology into understandable pieces for future clients.

Frequently, when working with new clients we notice that we spend most of our time helping our potential customers understand the fundamentals of the inbound methodology and how it differentiates from traditional marketing styles. A great place to being is with one of the most commonly used tools called“Calls-to-Action” (CTAs for short).

A CTA is really a button that integrates into your website to attract visitors to download a specific offering. These CTAs should be added to many of your website pages, but also to each blog article you create and even emails you send out. The entire purpose of having CTAs on your website is to direct users to your specific landing page. CTAs are one of the first steps in helping compel your visitors to become a qualified lead (i.e. someone that has a high likelihood of purchasing your goods are services), using the inbound methodology. In short, they are crucial for your online marketing.

Here are a few tips to creating a your CTAs more effectively:

First, make your call-to-action precisely that — and step to take action.

Think ‘action-oriented-verbs’ (e.g. download, receive, etc) that make this process as straight forward and as simple as possible. Using these verbs will help increase your click-through-rate by cutting down on the extra thought process. Again, these verbs depend on your “buyer personas” and what you are offering.

Next, make sure that the offering and words used are consistent

Again, always keep in mind what you are offering and who it is for — your ‘buyer persona.’ In addition to writing content that grabs your audience’s attention, you want to make sure that your CTAs are visible. Generally, you want to stay above the fold (i.e. top of the website that you can see without scrolling). Lastly, you want to continuously test your CTAs to increase your click-through-rate. You can do this by A/B testing — testing two or more CTAs, changing the colors, verbs, etc. The most important thing is to change one variable at a time so you know exactly which change worked.

Calls-to-Action, like anything else you do with your marketing, should revolve around your buyer personas. In the end, your CTAs should be clean, easy to find, and compel your target audience to take action.


Originally published at blog.bspkn.co.

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