Wouldn’t it be nice to be able to convert all of the visitors to your website into valuable clients? The good news for business owners is that conversion is indeed possible, but a few things need to be addressed on your site. For today, we’ll look at offers and calls to action (CTA’s) to see how you can use them to funnel your targeted website visitors through the buying process. After all, your primary goal should be to have a website that converts.
First, we’ll discuss the call to action.
A CTA is a button or a link on a website that grabs a user’s attention and directs that user to another page on the site called a landing page. On the landing page, the user is prompted to complete a form and submit contact information in order to receive the offer (more on this later). By submitting that information, the visitor can then be converted into a lead and passed along to a salesman. Although this sounds easy, there are a few things to keep in mind:
1. YOUR CTA MUST INCLUDE A LINK: CTA’s can be text, images, or html code, but if it is to be effective, it must link to a landing page with a substantial offer. If the link is broken or non-existent, it will show in your results.
2. PLACE YOUR CTAs STRATEGICALLY: Place your CTA’s where visitors will want to click. Some good spots to try are the bottom of blog posts, blog sidebars, homepage, a thank you page, or the most visited pages on your site.
3. CTA’s NEED TO ATTRACT THE EYE: Use accent colors from your site’s design to draw attention to your CTA’s. Make them stand out so that they can be seen.
Next, you must have an appealing offer.
It doesn’t matter if you have the most attractive, well-placed CTA button ever created, people won’t click on it unless they see an exciting offer. Having a website that converts depends on your ability to generate great offers. Typical content offers include:
- research reports
- how-to ebooks
- slide downloads
- archived webinars
Other offers might include a free trial or demo of your product, discount coupons, or a personal consultation. Of course, there’s no reason to be constrained by what’s typical. Use anything you think will work for your target customers. (Also keep in mind that the offer form is a conversation starter for the sales team, so it should be designed to start a conversation that will lead to a sale.)
With a dynamic offer and a well placed CTA, you should start to see new leads coming in from your site. Keep in mind that this is a gradual process. Don’t be discouraged if you only gather one or two leads from your first CTA. Keep creating more and more and rotate offers as you see fit.