When it comes to creating Call-To-Action (CTA), there is no single design that is equally valid for all and for all types of web pages and objectives. We cannot expect that by adding a simple button we will be able to generate leads, buy something or download some type of material.
There are many variables to take into account when we want to design and incorporate a CTA to a website, social profile or email. In our article "How to optimize your CTAs to increase conversion" you can learn how to adjust CTAs to achieve their maximum effectiveness. But on a web page there are different CTAs depending on the type of audience. And the fact is that the action of a visitor who comes to your website for the first time will not be the same as that of a lead, nor that of someone who is already a client of yours. Therefore, it is essential to have different types of CTAs on your website.
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Having all these types of CTAs will allow you to manage to lead visitors to become Leads, to leads to Customers, and to keep customers, that is, everything is perfectly structured so that your Inbound Marketing strategy works The perfection.
Here we propose 8 different types of CTA that cover all these actions necessary for your strategy, and that well edited and placed on your website can achieve a great improvement when it comes to attracting customers.
1.Generation of Leads
The basis of any Inbound Marketing strategy goes through the generation of Leads on your website, and for this it is essential to have CTAs in those sections of the page where visitors are received for the first time. The most normal thing is that they are received in the blog articles, or on the main page. Therefore, in the blog articles the CTAs must be present as in the sidebar.
2. Contact Form
Calls to action or CTAs are the first step to grab the visitor's attention and get them to click, and directly be sent to a Landing Page. Once on the landing page, they should find a brief but clear explanation of the offer and a contact form that leads them to receive the offer and become a lead. The contact form must have the minimum number of possible fields to fill in, since otherwise it may generate rejection and leave the page. In addition, the "send" button is recommended to change it to a text that describes what will happen when you click it, either "download the ebook", "request information", or "buy now".
3. Read more
In general, when accessing the blog, we find the latest articles published, with their headline and a small fragment of text, which if we want to read the rest we must click. It seems very obvious but sometimes the simplest thing is the most necessary, and that is that we must add a link "Read more" that leads to the complete article to attract the attention of the visitor and encourage her to read the article completely. Incorporating the latest blog posts on the front page with these little CTAs can be very helpful in attracting visitors to your blog and converting them into leads.
4. View a product or Service
But not everything is to bring visitors to the blog and capture leads. Those who are already Leads or other types of visitors are looking directly for information about the products or services you offer. Therefore, it should be easy for these visitors to access this type of information. And in the cases of launching new products or special promotions, they must be clearly highlighted. In addition to the main navigation menu, we can use Sliders, buttons, pop-up images or other types of CTAs on the main page that in a few seconds allow to locate this type of content
5. Share on Social Networks
Including CTAs in your blog that encourage visitors to share your content is very important to promote it more and generate more traffic to your website, which means more leads, more customers and more sales. Therefore, both at the beginning and at the end of each article there must be a CTA to share in those Social Networks where your potential clients are.
6. Content for Leads
As we have already mentioned, not all visitors are in the same decision phase and therefore need different CTAs that provide them with different information and value. In this case, we refer to those who are already Leads but are still in the process of learning more and are looking for some more information. We must have other types of somewhat more specific incentives, which provide more in-depth information about the company and its methodology to offer this type of Leads. In addition, these CTAs must be located where this type of Leads will arrive, such as Thank You Pages, Landing pages, or emails.
7. Convert to Customers
Although lead generation is fundamental in the Inbound Marketing strategy, the process of converting those leads into customers, and therefore into sales, cannot be missed. You must have a series of CTAs aimed at this type of visitors who already know what you need, and who know the company in depth and build trust.
Isabella di Fabio - 8. Events or special offers
In the case of wanting to promote a type of event or temporary offer, we must create specific CTAs for it. For this type of CTA, the blog is the best place to locate it, since it is where your website will receive the most visits. You can use different shapes or combine some. Fixedly in the sidebar, a pop-up pop-up after a few seconds, or a floating window on the side of the web page are some of the most recommended. Do not forget to also promote through Social Networks and via email, creating a CTA in each of them that sends users to a specific Landing page.