Different websites are built for different purposes. Some are built solely to provide information, some are built to generate traffic and build awareness, and some are built to convert leads through lead generation funnels. If your goal is the latest, you have likely invested in digital marketing and would like to increase your Return on Investment (ROI). This will enable you to generate more leads through your website with a powerful Call-to-Action (CTA).
The right Call-To-Action shifts a user’s focus from distractions to engaging in the action that you desire on your website.
CTA optimisation also makes the User Experience simple, easy, and enjoyable by providing easy access to the desired action such as “contact us” or “buy now”.
Blog table of content:
- What is a Call-to-Action (CTA)?
- 1. First thing first - do your research.
- 2. Placement of your Call-to-Action (CTA) matters
- 3. Hierarchy of CTAs in a website with a powerful Call-to-Action (CTA)
- 4. Design your Call-to-Action (CTA) to stand out.
- 5. Everyone wants to feel special – Personalisation of Call-to-Action (CTA) is key
- 6. Use analytics to optimise your CTA.
- 7. Offer a CLEAR value.
- Ready to gear your website with a powerful Call-to-Action (CTA)?
What is a Call-to-Action (CTA)?
A CTA is a marketing term to designate a visual element suggesting to an audience to take a specific action. For instance, a website may have a button, image, or text that prompts a user to contact a business, fill out a survey, purchase a product, or take other commercial or non-commercial actions. Your call-to-action will be consistent with your marketing goals.
A call to action can be implemented through different elements:
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- A button
- An image or video with overlaying text
- Plain text
- Menu item
Often, CTAs are obvious, but sometimes they can be subtle.
If you look at our website, our tagline itself contains a CTA: “Stand Up From The Digital Chaos”. But the CTA button is “Contact Us”.
Example of Tag line with a Call-to-Action (CTA) on Sydney Digital Agency’s Website
1. First thing first - do your research.
A Call-to-Action (CTA), like any other important marketing element, needs to be created based on market research and strategic thinking.
Here is a list of the digital marketing fundamentals you need to define to find your CTA:
- Marketing goals
- Tone of voice
- User journey
- Pain points and benefits yet
We strongly advise you to start with a marketing strategy.
The ideal CTA will guide your audience to the desired action.
It provides direction to your users towards the decision they need to make to solve their problem, with dynamism and positivity.
2. Placement of your Call-to-Action (CTA) matters
Improving the click-through rate (CTR) directly impacts the visibility and sales of a business.
Strategic placement of Call-to-Actions (CTAs) helps in numerous ways to deliver value, such as improving UX and conversion rates as well as increasing lead generation.
Regardless of the industry, a website’s CTA must be placed where users are more likely to pay attention.
A CTA should capture the attention of the visitor and therefore needs to be in a design section free of any distractions.
3. Hierarchy of CTAs in a website with a powerful Call-to-Action (CTA)
The effectiveness of a Call-to-Action (CTA) depends on various factors.
As a rule, at Sydney Digital Agency, we like to focus on one CTA through the website to streamline the experience. But sometimes, different audiences or different industries have different requirements.
Factors defining hierarchy include:
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- Format
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- Colour
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- Text
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- Font
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- Images and logos
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- Animation
There may be multiple CTAs on your website. Therefore, the CTAs’ hierarchy must be clear.
The most important action should be recognised more easily than the least important ones.
The selection of fonts and their hierarchy must be strategic as well.
Fonts play an important role when it comes to readability. Website fonts shouldn’t hinder the purpose of the message.
4. Design your Call-to-Action (CTA) to stand out.
As the goal of a CTA is to lead your audience to the desired action. Therefore, to grab their attention, the CTA must stand out.
That would be influenced by the hierarchy, the colour, shape, interactivity of the button, content, and placement of it.
5. Everyone wants to feel special – Personalisation of Call-to-Action (CTA) is key
Gif – Joey from Friends feeling special and acting shy.
Clients want attention and good customer service. That starts with a personal touch in your interaction with them.
According to Google, personalising your CTAs helps you connect with your audience. There are a few simple tips you can implement, such as using words like “you” or “your” and adapting your CTAs on each product page.
There are also many tools available to offer personalised content, depending on which content the website user has looked at.
Making your audience feel special and adapting your content and CTAs to them is key to success.
At Sydney Digital Agency, we offer the option to implement dynamic content practices to improve conversions for ad campaigns and SEO campaigns.
6. Use analytics to optimise your CTA.
Tracking and analysis are important to gather data about user journeys on your website. Analytic software such as heatmap tracking tools allows for innumerable features to track your customers’ experiences on your website.
Using analytical tools will help you to continuously improve your conversion rate and adapt quickly to the shifts in markets and customer expectations, by better understanding your audience.
Ready to start on your new website and implement analytics? Our web development experts can help you create a website with a powerful Call-to-Action (CTA).
7. Offer a CLEAR value.
A website’s Call-To-Action (CTA) must be eye-catching, as well as describe the intent clearly. But also, CLEAR.
In marketing, transparency is rare.
Transparency is a lot more difficult to achieve while trying to remain competitive, but it helps build trust. And trust is priceless!
A good value proposition encourages customers to act for the right reason.
Picking the right CTA doesn’t just help to increase lead conversion; but it also helps to filter leads.
Lead quality is to be considered as much as lead quantity in a lead generation strategy. Being clear about what value is behind that click is the first step in building a relationship.
A clean, concise, and strong value proposition is the key to CTA’s success.
Ready to gear your website with a powerful Call-to-Action (CTA)?
CTAs vary based on niche, audience, and landing page objectives. We recommend hiring an experienced agency. Didn’t you optimise your CTA or landing page yet? Email us at contact@sydneydigitalagency.com.au.
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