Way to go!
You're writing blog posts that are geared to solve your target personas' challenges. You're checking off the search engine optimisation best practices. You're promoting your content on your social media platforms. And you're attracting a ton of new traffic to your site.
Better traffic is great, but what's better than traffic?
That's right. Leads!
And the one way to ensure you're converting your new found traffic into leads is to use effective calls-to-action that encourage and convince them to take up your marketing offers, whether that means subscribing to your blog, downloading an eBook or even registering for a webinar you're hosting.
The key word is effective! In order to convert traffic into leads, CTAs need to be done right. So let's have a look at what makes for a great, lead generating CTA.
Your CTA needs to grab your website visitor's attention. Consider design elements like the size, colour and format to help them stand out.
Offer CTAs that provide something of value to your prospects such as eBooks, guides, whitepapers, estimates, etc. “Contact Us” is the worst form of a CTA. Don’t rely on that as your only option for conversion. Remember that most buyers these days want to self-research and use your educational material to move through the buying cycle towards a decision.
Placing your CTA in the right place is vital for lead generation and re-conversion.
The most successful marketers test their marketing assets and initiatives regularly, including CTAs. Run A/B tests that compare different colours (e.g. red vs. green buttons), alternative copy or language and placement to see where CTAs get more clicks and drive more leads.
Having a high traffic website means nothing if you aren't able to convert that traffic to leads that you are able to communicate with and nurture along their decision making process. Be sure to include calls-to-action across your website - using the above guidelines - to generate leads from your website.
Over to you. Do you think there are any other characteristics of an effective call-to-action that I missed? Share in the comments below.