You could have the most amazing landing page sales copy in the world but unless you have some well-placed CTAs, your conversions will suffer for it. As silly as it sounds, the modern consumer is so used to the way the internet typically works, that if you don’t include CTAs (or don’t get them right), your audience won’t know what steps to take and will eventually abandon the funnel altogether.
Don’t mess it up!
In this article we’re going to share 5 rousing tips for writing click-worthy CTAs and ultimately increase your conversion rates. Ready?
Table of Contents
1. Bold is beautiful
Your CTAs need to stick out like a sore thumb. That’s not to say that they shouldn’t fit the overall design of your page, however, if they otherwise blend into the background or are overshadowed by other nearby features, you’ll be losing out on a lot of potential.
2. Short & sweet
You need to find a healthy balance between short & sweet, whilst also having enough detail to inspire action.
Your audience needs to know precisely what it is they can expect when they read your CTA and click on the action button. But, if you go overboard and add too much information (or indeed not enough), they’ll either keep on scrolling or abandon the website altogether.
Balance.
3. Location, location
Another important consideration is where to include your CTA buttons. As briefly touched on earlier, if your CTAs get lost between bold imagery and blocks of text, you’ll lose out on a lot of opportunities.
There are three main places to locate a CTA on a landing page:
- The top
- The middle
- The bottom.
If you are placing a CTA at the top, then make sure that you are offering value. The fact is, anyone who lands on the page likely won’t be ready to buy immediately, so offer them something they weren’t expecting, like a free download, etc.
As for the middle of the page, this is generally a good time to offer information on pricing or to connect the reader with a representative for further consultation, etc.
And of course, if your reader has made it to the bottom of the page (which is usually a good sign), you’ll want to clear and concise CTA that reminds them of the value to come should they move forward.
4. Use exciting visuals
You need to get your readers excited by the prospect of “what comes next”. You can do this with compelling sales copy and having a clear and unique value proposition but you also need striking visuals to complement this as well.
Your CTAs should be irresistible – like the giant red ruby that Abu simply had to get his hands on in The Cave of Wonders in Aladdin!
5. Use “effortless” language
The language that you use on your CTA buttons should be seemingly “effortless”. The language needs to hint that the next steps will be easy, as opposed to asking too much.
For example, if you are trying to get sign-ups for your email list you could try: “Claim your FREE eBook” as opposed to “Register now!”
In this example, “claim” is a lot less cumbersome than “register”.
Similarly, this SEO agency in Miami uses power language in the CTA above their contact form: “Let’s increase your sales.”
The reason why this is so effective is because it implies that everything will be done for them. The agency is essentially saying: “Let us do the hard work” rather than asking the customer to burden themselves.
Conclusion: Experiment
Take your time and experiment with various versions of your call to action. The beautiful thing is that you can A/B test (or split-test) multiple CTAs until you find a solution that helps you reach optimal conversions.
In any case, you must put the time and effort into making your CTAs bold & beautiful, short & sweet, and well-placed – with exciting visuals and inviting, ‘effortless’ language.