If you’re looking to generate leads then a strong call to action is a must. We’re no longer living in a world whereby every visitor to your website arrives via the home page. If your web pages are optimized properly then any of those pages can be found via search and clicked on.
So every page of your site should be viewed as a landing page and every page of your website should have a call to action. My recommendation is to have your contact telephone number and/or email address in your header section as a minimum and the link should be clickable on a mobile devise.
And don’t forget your blog pages, these should be optimized for search with strong CTA’s included within the post but perhaps also as CTA blocks in the left or right hand page columns.
CTA blocks can be used throughout your site to promote an action e.g. download the ebook, register for the blog or enewsletter, register for the webinar etc. Don’t forget best practice is to take people from the CTA to a specific landing page designed to fulfill that action.
When creating CTA blocks, consider the following:
Make your CTA block action oriented, use action based words such as Get, Start, Reserve, Generate etc.
We live in an image based world and the majority of us are visual learners. Make sure you have an attention grabbing design to stimulate interest and action
Where you place your CTA block can make a difference in the number of conversions you achieve. So have a strong on page placement, if the page is longer than the screen and users have to scroll to the end to take an action, you may miss out. Have the CTA block above the fold but there’s nothing to stop you repeating the CTA at the end of the page.
Test, Test, Test. What works for one site may not work for another so test your headlines and your CTA placements. Change the images and the colours until you get it right and continue to experiment. If you have a large audience you could try A/B testing or multi-variate testing of your landing pages.
Key tip: As leads are captured they need to be prioritized and nurtured. Remember they’re not all in buying mode (yet).
For a more detailed explanation of how to get more from your marketing activities, read the ebook: 6 Stages To Inbound Marketing Success.
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