A good call to action can be the difference between a site visitor and a company customer. These simple yet powerful items help kick off the inbound marketing process of converting visitors into leads — and leads into customers. With that in mind, you'll want to make sure your site's CTAs are up to par by following these five suggestions.
1. Remember: Color Matters
Your CTA should stand out from the background of your site so that it's impossible to overlook. Try choosing a color from your brand’s color palette that does the trick.
2. Provide Value
Make it clear what your potential customer will get out of clicking on your call-to-action button. Whether it's saving time, saving money, making their job easier or becoming smarter, tell them what they will get. And if you promise it, you must follow through. It's essential that you deliver to your lead whatever was promised.
3. Test, Test, Test
You never know until you try. Test your call to action with different colors, text and placement to see which one performs the best and gets the most clicks. By studying the analytics, you may discover that the button or verbiage you think will perform best actually ends up getting fewer clicks.
4. Choose Your Words Wisely
Effective copy is an essential part of a good CTA. Don't be afraid to be bossy and tell the reader exactly what to do. Words like "learn," "discover," and "download" are concise, clear and actionable. It can also be effective to add a sense of urgency with words like "now" or "today." A good rule to remember: Keep your CTA between 90 and 150 characters.