Creating powerful landing pages that are presented well and optimized is important. Equally important is mastering the art and science of strategic, well designed calls-to-action. After all, they are the marquee enticing you to the attraction. If they are not convincing to your visitors or relevant to the subject of the landing page, they, as well as the rest of your website will be ignored.
What you need to know about calls to action:
#1: Properly used calls to action provide the first step for the customer experience.
Your call to action should be top of mind within seconds of being on your landing page. Here is a well positioned call to action that provides the visitor with a clear first step to “click here.”
#2 Calls to action communicate the essence of your product/service/value proposition to connect emotionally with the customer.
I have always believed that brand design in your banners is a critical part of marketing. It should translate the meaning without having to click. It also requires attention to how to use color, shape, elements, and form to connect emotionally with your customer. Determining your calls to action requires a proactive, purposeful design to complement a marketing effort.
#3: The right call to action turns No into Yes.
The right calls to action turn no into yes. Forget selling and position your content where it helps a potential customer become informed on what they want to know. No gimmicks, just remarkable content that makes them say, “Wow, these people are the experts.”
#4: Less is more.
Make it easy for your visitor to give attention to your main event. It is best to offer one primary and one secondary call to action. Test the design, placement, and copy of your calls-to-action to find what combination works best.
#5: Helps you align the buyer’s buying process with your selling process.
When you carefully architect and predict accurately what a visitor will do on your website you are able to craft your selling process with precision. This then allows you to provide your sales team with a wealth of information on just how ready a person is to buying based on the activities and calls to action they have engaged.
How valuable are your calls to action? Do they provide you sales leads each week? Are you chasing or closing sales?