Types of Call-To-Action for Your Landing Page

Call-to-action is the button that leads to conversion. It is basically a text or an image that prompts the visitor to act and become a lead or a customer. As the name suggests, it is literally a call that asks the visitor to take action. For instance, click here, download here, etc., are some of the examples of the CTA. 

In the inbound marketing conversion path, even though the CTA comes in the end, it holds a lot of importance because it is the CTA button that helps in bringing flourishing results. 

Adding CTA on the landing page may seem as easy as slapping the words in dark color or highlighting them. But it is not the case. Just like all other elements, CTA is equally important. You just can’t place the words mindlessly here and there on your website.  

Effective CTA is a bit more complex than you think. You will not just get visitors, but also customers, leads, promoters, and you will have to design the CTA that matches the needs and requirements of all.  

The ultimate purpose of crafting landing pages is to generate leads. You want the visitors to become leads, leads to turn into customers, and finally, customers to become promoters. See, each one of them will reach you at a different time, for a different purpose. So, you cannot serve them the same CTA.  

What’s the solution? 

You will have to create multiple CTAs to serve the needs of different audiences so that you can bring them down to the lead generation funnel. To understand about the lead generation funnel and its working, read our blog, how to build your first lead generation funnel? 

You do not have to create zillion CTAs at a time. However, there are different types of CTAs. Firstly, you must understand these types before adding one on your webpage.  As we will proceed further, you will also learn about the need to switch up CTAs as per the changing requirements.  

For now, let’s get started with the types of CTAs. 

Lead Generation CTA 

No matter the number of times it has been said, CTA is crucial to generating leads from the website. Since your aim is to turn visitors into leads through the CTAs, you would want to place them anywhere on your website with a high percentage of new visitors. 

The best and the popular spot where most people place the lead generation CTAs is on the blogs. These are placed anywhere at the end of the posts, in the sidebar, or maybe even as a floating banner in the corners.  

To convert leads, these CTAs must be attractive, effective and action-oriented. These must be designed in a manner that the CTA communicates the value by clicking on it. The CTAs should not be misleading. Instead, these should present exactly what the visitor is looking forward to get in return.   

‘Submission CTA’ Asks the Visitor to Submit 

This is another type of CTA which asks you to submit the form. The visitors get to this CTA when they reach your landing page. Before reaching to the final point, i.e., the CTA, the visitor will have to perform two tasks: One, they will have to fill out a form. Second, they will have to click on the submit button. After this, their contact information will get added into your database.  

This is the point when your visitors are close to becoming your leads. You would never want your visitors to slip through after coming this close. This should be the point where the visitor just clicks without giving a second thought. But how would do that? This would definitely not work with a CTA button that lacks luster. So, it is crucial to trade out your “submit” button copy for something more actionable and exciting offer in exchange of which they would give their information.  

For instance, if you are giving a guide, or a report, say it directly on the CTA button – ‘Download the Guide’. If you only write ‘Download’, your potential lead may get confused or may even forget the purpose they are on your web page. So, be as clear as possible. Write straightforward and do not mince the words.  

‘Read More’ Button 

Many of you might not know about this button. This CTA button is placed where content is displayed, like your blogs, case study, or anything that is lengthy and might have more information in it. You may not want to display the entire content in a single post. To make the reading process easy, breathable, you add this CTA. But here’s a trick. This CTA does not work with all sorts of content. Your initial paragraphs should be so enticing that the reader wishes to go ahead and click the button to read more. If you content in the initial paragraphs is boring and fails to hook the visitor, your CTA may not work as expected.  

So, this ‘Read More’ CTA button makes sure that your engaging posts receive the stats, and leads that they deserve. Instead of scrolling down, people will click through the post and read further. This way, you can ensure immense traffic on the post and can also begin the lead generation process.  

‘View new features’ CTA 

This is the kind of CTA used for new products or services. Suppose someone just landed on your website and is looking for information about your product or service. They may be looking forward to know more about your company, or any product. So, for such visitors, you would want to make their experience a bit easy. You would not want any of such visitors to get lost in your website. What would you do then? Create a CTA that does not have any fancy images, but simple text that can say ‘Learn more about its features’, ‘View new features’ etc. Such button does the trick, but remember, the CTA should stand out against the background else the efforts may go in vain.  

‘Share’ CTA  

This is the simplest type of calls-to-action. This CTA is used to encourage the visitor to share the piece of content with their friends and family. The social sharing buttons are a low-commitment way for visitors. These does not require much effort from the potential leads. So, make sure you include sharing button CTAs in different places on your website –like your blogs, and landing pages.  

Be very careful, just because it is easy on the part of visitors, you cannot just flood your website with theses CTAs. Do not include these at the places where people are giving their personal information.  

The best part about this CTA is that it is easy to customize. So, why not go easy? 

‘Free trial’, ‘Free demo’ CTA  

Next type of CTAs are the ones used for nurturing the leads. These CTAs come to use when someone has become your lead but is not ready to make a purchase. Until and unless they buy something, they won’t become your customer. So, to make sure your leads turn into the customer, you will have to nurture them by giving free demos, free product or service trial. These are another type of offer through which you entice them. Make sure these are more in sync with your product offering. Do not forget your goal and it is to take your lead to the last step of the marketing funnel. Other than the free demos, you can give free guides, e-books, quotes, and anything that aligns with your product.  Play smart and provide another offer at the bottom of the thank you page. Do not forget that once you earn a customer, you have to keep them engaged. Make them feel the part of your business, also called lead nurturing. 

‘Sales-focused’ CTA  

These are the type of CTAs used to close the sales. Once you are done with the lead generation and lead nurturing, next step you would want is to get down to the business and turn the leads into customers. Every CTA repeats this point, and you should remember it too because your ultimate aim is to bring in ROI through customers. Such CTAs focus mostly on sales. These are added on the webpages or on the landing page to compel the customer to buy the product or service without thinking, but just buying.  

With the smart CTA, you can do this in the end of the blogs, landing pages, or on the product pages.  

‘Register Now’ CTA  

These CTAs are particularly for events. If you are organizing an event, whether online or offline, you would want people to register and attend. For that you will have to create a CTA where you invite the visitors to register. For events, you can use event promotion CTAs to get in more ticket sales and raise awareness.  

The best part of this CTA is that you can put it at endless places, depending on the situation and need.  

You can place this on the login pages, dashboard, or even on the pages you offer your customer a receipt. If you want to generate leads, you can make this CTA appear in the blog sidebar. The possibilities are endless. 

Tactics to Effective Call-To Action 

Whichever CTA you may use as per the need and situation demands, you must learn the tactics for effective and result-oriented CTA.  

Here are some points you may must consider while creating CTAs.  

Show Benefit 

Your CTAs are for your potential customers. Those should be designed and written in a manner that builds trust in the customer. They should know if they click on the CTA, it would bring them a lot of benefits. If you want to turn a potential lead into your customer, you will have to add value through product or service offering.  

Instant Gratification 

No one likes to wait. Neither your customers would want to. So, make sure your customer service is quick and easy. Do not test your customer’s patience. Satisfying your customer is the reason why you are into the business. So, provide them instant gratification. For instance, you deal in products and your customer wants to buy a product but have some queries. If they do not get instant reply, you may lose your customer. Even a slight delay can affect your conversion rate negatively. So, you would never want that right. Understand today’s consumer want nothing but instant satisfaction and if at any point you fail to deliver that, your business may suffer. 

Evoke Interest, and Curiosity 

If your CTAs are able to invoke curiosity, you are likely to get more leads. If the CTAs are deadpan, the opposite will happen. Curiosity means to know something. If you write your call-to-action message in a way that builds desire, the potential customers will be willing to click on it, thereby giving you a lead.  

Conclusion  

Call-To-Action is the button that cannot stand alone. All other elements that help in lead generation process must also sync with the button. Your landing page, contact us page, campaigns, promotional banners, all can get you leads only when these pages have the Call-To-Action button. If you create an effective CTA, you would also want to build a responsive landing page. To understand the lead generation process from websites, and landing pages.