Call to Action (CTA)is the text on your landing page that informs your visitors what they should do. Unlike the heading, which tells your visitor what the page is about – the CTA tells your visitors how to achieve your goal of creating the landing page. Make your CTA clear and to the point such as Buy now, Get your free report now and Subscribe.
Examples of common actions that need to be called out are: purchasing a product, subscribing to a newsletter, calling you on the phone, downloading an ebook or whitepaper, watching a demo or requesting information.
Do not use bait and switch, this is promising one thing but delivering another. Bait and switch will create a lead that does not trust you. You may get their email address, but it will be useless to you.
Try not to oversell with adjectives like Awesome! The Best! Amazing etc. You will come off as overselling and could cause your potential lead to leave the site without completing your CTA.
Make effective use of white space – don’t crowd your CTA. Allow the CTA room to breathe visually. Use color to have it stand out against other items on the page. It is best to stay within your color scheme, try and pick a color from your logo if possible.
Make sure it is one of the first items your visitor sees by keeping it above the fold. You can also repeat at the bottom of the page.
Give an alternative CTA in case the visitor isn’t ready to commit to the primary CTA. This is better than having them leave and go to another site, it will also help to build trust. The alternative could be to contact you with any questions, download a brochure or additional product information.
Your primary CTA should be carried out throughout your campaign from ads such as PPC, email, banner and social to the final lead landing page. Keep your goal to one message and action. Don’t offer the main menu that could lead your visitor away from your goal.