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So, what’s the point? Well, today, we’re looking at calls-to-action (CTAs), why they’re important for your sales funnel, and what are some best practices for creating captivating CTAs to drive your buyer personas to the next stage in the buyer’s journey. I figured it would be helpful to start off with a bad example.
Want to get sweet insider tips on attracting customers with inbound marketing? Download this free e-book to get started!
Well, that one above is better. Why? Because it highlights an area of need a reader may have — more customers — and offers a solution to the problem — the free e-book. By the way, that’s a real CTA, you can actually download that free e-book…
Is it really so bad to not have a CTA?
In short, yes. Without CTAs you neglect a huge opportunity to engage with visitors and potential customers at every stage of the buyer’s journey. Building effective CTAs gives your visitors something simple, but effective, to focus on, and the ability for them to make a decision on that may boost your conversion rate and increase the visitor’s trust in you as a thought leader in your industry.
CTAs are also good for creating a better user experience. Don’t make your visitor guess or wonder about what to do next. A CTA gives them an obvious next step in their path to solve the problem they’ve identified.
People expect CTAs in your content!
You heard me right. While most visitors don’t express this expectation or actively think about it, we’re conditioned as buyers to expect some sort of call-to-action in the content that can help us find the solution to our problem. Furthermore, CTAs engage psychologically by:
- Engaging our curiosity – people are curious about what solutions may lie within the call-to-action
- Engaging our anticipations – Our brains enjoy anticipating a good thing as much as the good thing itself
- Engaging our sense of reward – Our minds are conditioned to experience feelings of reward when taking an action, like clicking a CTA, and receiving something
How to make a great CTA
First of all, making a great CTA relies on the extent of knowledge of your buyer personas. The more you know about your visitors’ preferences, communication style, and backgrounds, the better you can craft a CTA to match their needs.
Also, think about where you position what kinds of CTAs. Don’t put a “purchase” CTA in an early stage of the buyer’s journey. Instead, offer something for free that helps meet the visitor’s needs immediately. Marketing expert Neil Patel writes, “If you ask them [visitors] to buy after their first encounter with your brand, 84 percent of them will bounce off your site. But, if you offer them a free trial, you can increase conversions by 328 percent.”
With those facts in mind, we recommend following these practices as suggested by HubSpot when making your CTAs:
- Design your CTA to be visually compelling and stand out
- Write with short and simple language
- Include an action-oriented verb
- Make the CTA easy to find
- Address the problem and offer the solution
If you’re ready to attract more customers to your business, building great CTAs is only part of the inbound strategy. AGENCY H would love to talk to you about optimizing your site and developing your inbound marketing strategy to get more qualified leads and customers, and increase your ROI! If these sound like things you want, contact us online or give us a call at 816-471-1877!