The choice of a Call to Action should be carefully examined: finding the message that best aligns with your business proposal will define the success of the lead generation strategy you implement.
Each Call to Action is linked to a specific process, and that prominently placed button on your website will be crucial in getting users to take actions that align with your marketing objectives. First and foremost, it’s necessary to have a deep understanding of your company’s needs and a clear comprehension of the techniques at your disposal.
The first step to generate contacts
The Call to Action is a “call to action,” an invitation for users to take a specific action that can transform visitors into leads. It’s a part of inbound marketing and represents a fundamental step in the conversion process.
There are various types of CTAs to include within websites, advertising campaigns, blogs, or emails; it often appears as a button containing a short phrase, which, when clicked, takes the user to a landing page.
Types of Call to Action
The types of CTA vary depending on marketing objectives. We’ll analyze a few to help you understand which Call to Action is most suitable for your business:
- Subscription: Users are invited to sign up for a website or newsletter. This type of CTA is used to encourage potentially interested users to fill out a form if they want to learn more about our company. Once the data is obtained, the user becomes a lead, and it’s possible to send them emails and messages with personalized content. Some examples include: “Subscribe,” “Register,” “Join,” “Join our community,” “Subscribe for free.”
- Sale: Users are presented with the opportunity to purchase a product or service. It’s an immediate action and is typically used in e-commerce platforms where the user has already signed up. Once the purchase is completed, conversion occurs. Common examples include: “Buy,” “Add to cart,” “Order.”
- Read: Primarily used within blogs or social media posts. The user will need to click on the CTA to continue reading web content. This CTA is used to direct a user to a landing page when they want to explore an article or product description further. Examples: “Read more,” “Learn more,” “Discover more,” “Explore.”
- Download: A commonly used CTA where users can download informative content or freebies by subscribing to our newsletter. It works well because users are motivated to become leads through the value of free content. Here are some examples: “Download,” “Receive your discount code,” “Download the brochure,” “Download the free guide.”
Creating CTAs that convert
Once we’ve determined which Call to Action to use for our business, we also need to ensure that it’s effective. The CTA should be one of the first things the user sees, so it’s crucial to position the button correctly, typically at the top of a website or below the text in the case of an email.
Choose highly visible colors that align with your brand and ideally contrast with the background. The message should be very clear, concise, and direct. Finally, let’s not forget the importance of using action verbs, which are more engaging for the audience.
Tailored Call to Action
As we’ve seen, CTAs vary greatly, and the actions they prompt define our approach to customers. It’s possible to create even more specific Call to Action tailored directly to your company’s offerings and the results you want to achieve. If you need support for this activity, you can book a free analysis with us, and together, we’ll design the winning actions to attract new and engaging customers.
