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By: Bob Ruffolo on July 21st, 2012

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The Fast Track to Create Killer Calls-to-Action

Lead Generation

calls-to-actionIf you’re finding it a struggle to get more leads to your site, then your website or blog may be lacking a few things, like great content and the ability to create calls to action (CTA) that compel random visitors to turn into loyal readers and followers. If you want to get more leads, you have to tell people exactly what they have to do in order to become one, without being pushy or blatantly obvious.

How do you do that? Let’s first focus on wording:

CTA Words and Phrases

Have you ever visited a company’s website, seen a CTA, and thought to yourself, “But why would I want to do that?” One of the most common follies of a company’s CTA is that it’s already asking something of the visitor that the visitor isn’t ready to look into or accept. For example, if a visitor has come to your website for some DIY tips on how to protect their basement from a flood, do you really think they’re overly interested in your flood cleaning services? Probably not.

At IMPACT, we focus on creating calls-to-action that clearly convey what our visitors should do next. If your website visitors become confused due to lack of direction, they won't be staying on your site very long.

Having trouble creating the CTAs that effectively give your visitors a direction? Be sure to contact IMPACT and let our team of talented designers handle it all for you.

The goal of your CTA is simple: to ask something of a visitor without having to make them have to think hard about what they have to do next. To help with this, you should have different CTAs that cater to each visitor’s step through the “buying” process. Let’s use the flood cleaning services as an example for how you can do this. On your homepage, if you have a CTA that states, “Request a Free Consultation” chances are that the visitor isn’t all too interested and will poke around your website or blog until they find what they want, or hit the “Back” button and get outta there. They’ll do this for a number of reasons:

  • They weren’t looking for a free consultation on their services, they wanted some free advice. So why not create a CTA for an eBook on flood prevention strategies that requires their email address? You’ll get more leads through email marketing this way and get more customers through lead nurturing

  • They don’t know your company, so why do they want to bother with a consultation? Think about having a CTA then that links them to a page showing any case studies or testimonials from previous satisfied clients

  • They have no idea what services you actually offer, so maybe offer a link to your “portfolio” or services and the benefits of each service.

On each subsequent page, it may then be appropriate to have your “Request a Free Consultation” CTA. You want to have answered your customer’s question by the time they get to the “Request a Free Consultation” CTA. At that point, they’ll be ready to contact you and you can then take them through your lead nurturing process.

TIP: Dynamic Logic recently released a study that showed that generic CTAs weren’t very effective. What did work well for companies, however, were CTAs that were either time-sensitive or encouraged sharing.

CTA Placement and Appearance

Apart from the words or phrases that you use for your CTA, where you place it and its design will play a huge role in how successful it is. One thing that you’ll want to look at in terms of trying to get more leads is the size of the CTA. A good general rule for any CTA is that the most important CTA on a page should be approximately 20% larger in width than the logo on a web page. Another good rule is that the most important CTA should be above the fold of any web page. Both of these things will help immediately draw a visitor’s eye to the CTA and give them a good indication of what they “should do”.

Our designers here at IMPACT work hard to ensure that each page on our website as well as our client websites have numerous lead generating opportunities through powerful CTAs. We equip each and every blog post with CTAs as well as the blog sidebar and other website pages.

If you're having trouble generating the right calls-to-action to generate more leads from your pages, give IMPACT a call. We'd love to help you along on your journey for more leads.

In terms of appearance, the CTA shouldn’t be so obvious that it’s completely out of place on a webpage, but it shouldn’t be so well incorporated that a visitor’s eye won’t immediately land upon it within 5 seconds of coming to your site. We talk about this in greater depth in our free Ebook “The Immediate Solution for Lead Generation”, but start by looking at changing the shape and coloring to see what helps it stand out more. The color that you choose for your CTA may have different connotations from culture to culture, but take a quick look at our CTA color chart below to give you a good idea of how visitors may perceive your CTA based on your color selection:

Key Takeaways:

The best CTAs are those that are intuitive, that gently guide your potential lead through the sign up or buying process, and that tell your visitors what you want them to do. Color, placement and style all play a huge role in helping encourage visitors to notice and take action on any particular CTA, so keep that in mind during the designing process.

Need Help?

If you're interested in implementing killer calls-to-action that generate leads but are having trouble getting started, contact us today to schedule your free marketing analysis.

Proving the ROI from Inbound Marketing

About Bob Ruffolo

Bob is the founder and CEO of IMPACT, an agency he formed in 2009 to help people and their organizations succeed by changing the way they market themselves online. Since its founding, IMPACT has achieved its status as one of HubSpot's Diamond Partner Agencies and secured its place as one of the top inbound marketing agencies in the country.

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