Calls to Action (CTAs) are the forms and links on your site, blogs, emails, EBooks, and landing pages where you ask leads to go for more information. Here’s what they look like: 

  • Download Now

  • Get Started Today

  • Try Now for Free

A No-Consequences Test

Here’s a test: which of the CTA buttons below will likely convert better; a) Submit; b) Download Your Free EBook.

If you said “Submit” well, try again. Your prospective new lead maybe just did not feel up to submitting and genuflecting, so he didn’t submit – rather, he bounced. He wanted information and education, but your call to action asked him to submit. Not good. So he did not request additional information, and you did not have a chance to start a conversation.

What Action Do You Want Your Prospects to Take?

It’s great to have a blog, but what do you want your reader to do next? Pick up the phone and call you? It may happen, but the likelihood that your prospective client will call for a consultation or chat – based on a single blog post – is about 4%, according to a 20×14 study.

​The sales cycle?

What’s more likely is that your prospect is somewhere else in the sales cycle:

1. Attract. The first stage is where you attract strangers. Your CTA is the friendship magnet. Or at least the beginning of a wonderful business partnership. By converting the CTA, strangers to get to know you – by their requesting a free downloadable EBook, whitepaper, fact sheet, podcast, or video, for example – you

2. Convert. The second stage is where you convert those strangers into leads, based on any combination of a series of getting-to-know-you emails, phone conversations, and in-person visits.

3. Close. The third stage is to close the sale.

4. Happy. The final piece of the pie is delivering on your promise and making your new clients happy.

What Impacts Click Through Rates

  • Button design and colors. Orange and green tend to convert better than red, black, and colors with little contrast to the rest of the design

  • Button size. Bigger is not always better. Context is king.

  • Clarity. Have a single message…all text should be directed metaphorically and physically to the CTA.

  • Simplicity. If you want your prospect to click “here” don’t add links to your website, your homepage, or your favorite recipe for mimosas.