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A call-to-action (CTA) has the power to get you massive conversions if you set everything up correctly. As a foundation, you need a strong website design that supports a proper placement for your CTAs. You also need the right color scheme and the right phrasing.
You won’t get results without a strong CTA. Visitors need a reason to click and you have to give them that reason using only a few words. It’s not easy, but with the right strategies, you can strengthen your CTAs and get more conversions.
If your conversions could use a boost, start by revamping your CTA strategy. Here are some ideas to get started:
You’re not limited to using one call-to-action per page. Your strongest and best CTA should be clearly in view when a visitor lands on your page, but you can create additional calls to action throughout your page.
However, limit the number of CTA destinations. You don’t need to send visitors to ten different pages. Instead, use varied phrases that all lead to the same destination page.
Varying your phrasing works because some visitors will be more inclined to click on certain phrases than others. For example, Green Residential’s home inspection services page has multiple calls to action that lead to the same appointment scheduling page. One link reads “get started scheduling your home inspection” and another simply reads “get started.”
Allow context to determine your phrasing
How should you determine what phrasing to use for your CTAs throughout a page? Craft them in context with the surrounding text. For example, if a CTA is placed at the end of your sales copy, phrase your CTA so it feels like an extension of your sales copy.
You should always have at least one call-to-action (CTA) above the fold. Preferably, two. One CTA should direct visitors to contact you in some form, whether it’s through a phone call or requesting a free quote through a web form. Your contact CTA should be toward the very top of your website where your contact information is located. This should be on every page.
Any other CTA visible above the fold should be related to your conversion goals. For example, do you want visitors to make a purchase, download a file, or watch a video? That CTA needs to be visible above the fold, but separate from your contact CTA.
CTA statistics gathered by Protocol 80 show that click-through rates increase by up to 90% when using first-person phrases. For example, “get my free report” is more effective than “get your free report.”
If you’re not convinced, start split testing your pages to find out what CTA works best. Run two identical PPC ad campaigns that go to two identical web pages where the only difference is your CTA phrasing. Phrase one CTA in first-person and the other in second-person. See which page gets a higher click-through rate. It will probably be the page with the first-person CTA.
Copywriting is no joke. No matter how many DIY videos there are on the internet, copywriting isn’t a skill you can just pick up on the fly. It takes years of training and professional experience to master.
It might sound like overkill to hire a professional copywriter to write your calls to action, but it’s actually one of the best investments you can make. The stronger your CTAs are, the more clicks and conversions you’ll get. Copywriters are trained to write copy, including phrases, that hook people.
You’d be surprised what a small amount of professional copywriting can do for your entire website.
Your CTA will be more effective when it’s not surrounded by clutter. Clutter is distracting to website visitors and even though your phrasing might be perfect, clutter can kill a visitor’s inspiration.
Place your CTAs in a clean space on your webpages. Preferably, use a solid, light-colored background. If you had a high contrast theme created professionally, you’re probably fine using a dark background. However, if your site isn’t high contrast, don’t use a black or dark background just for your CTA.
Continually test and tweak your CTAs
Test your CTAs with split testing continually. Over time, you’ll eliminate phrases that don’t work and find phrases that generate more conversions.
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