When visitors land on your website, the goal is to convert them to a customer, client or a lead. But how do you get to this point? That’s where calls-to-action, or CTAs, come in.
CTAs are by no means a new concept, but many new website owners are still unsure of what they are and how they benefit their website.
What is a Call-to-Action (CTA)?
A CTA is an image or a line of text that prompts your website visitors to take action. You’ve encountered them dozens of times when browsing website whether you realized it or not.
A CTA asks you to take some sort of action and often use the following words in the text:
- Download
- Request
- Learn
- Buy
- Subscribe
- Join
- Sign up
- Get started
- Claim
- Contact
Any word or phrase that prompts a visitor to do something is considered a CTA. CTAs can come in the form of a button, an image or a text link.
There are many different types of CTAs:
- Sharing: Asks visitors to share your content with their followers and friends.
- Forms: A submission form that converts visitors into leads.
- Leads: Converts visitors to buyers.
- Continue Reading: Keeps visitors on your site to continue reading your content.
- Product or Service Discovery: Leads visitors to the services or products you offer.
Each type of CTA will have its own benefit to your business and produce a different outcome.
Why Do CTAs Matter?
Why do you need CTAs on your website? The answer is simple: to improve conversion rates.
Without CTAs, visitors won’t know how to take the next step.
Let’s use the website for the Strom & Associates law firm as an example. The firm has two CTAs above the fold: one in the top bar (Call Us For Free Consultation) and one in the banner with the site’s headline (a “Free Consultation” button). The first CTA prompts the visitor to call the firm, while the other prompts the visitor to fill out a form for a consultation.
Without these two CTAs, visitors may not know that the firm offers free consultations or how to proceed to the next step. The very word “free” likely increases their conversion or lead generation rates.
Visitors now expect to see CTAs when they visit a website. They provide a sense of urgency, encouraging visitors to take the next step right now.
Best Practices for CTAs
CTAs can boost conversions and sales, but how should they be implemented into your website? Finding the right mix of colors, text and placement may require some trial and error, but it’s worth the effort.
Here are some best practices to follow to get you started on the right track:
- Use action-oriented words and phrases, like “sign up free,” “get started,” “learn more,” “join free,” etc.
- Make it brief. Ideally, your CTA should be between three and five words.
- Place CTAs in logical spots on your webpage, such as the header and footer. It may also be natural to place CTAs in the middle of your content if listing your products and services.
- Use a contrasting color that complements your site’s design.
