5 tips for Call-to-action (CTA) buttons that convert – Inbound #10

Would you like to use your website as a prospect magnet and lead generator? With a user-focused communications strategy (inbound marketing), you are on the right track! However, this approach involves several steps that you will need to implement on your website. Here we share a few pointers for succeeding at one of them: creating call-to-action (CTA) buttons that convert your prospects!

Your prospects' journey through your website

First, a quick reminder. In user-focused communications (inbound marketing), the goal is to take the visitor from point A (usually a blog article) to point B (usually a free downloadable file). The typical journey for a visitor is: blog article > call-to-action button > landing page > thank-you page > downloadable offer. Starting from a blog article that interested them, they will click on a call-to-action button (or CTA) which takes them to a landing page where they fill in a form that asks for, among other things, their email address. Once the form is submitted, the visitor arrives on a thank-you page where they can download the file they came for. The visitor leaves this process with a high-value file. You, in turn, obtain information about them (whatever they entered in the form, starting with their email address) and therefore a lead to nurture into a client. Call-to-action buttons are the second element a visitor will encounter in this journey (after the blog article). For you, they will be the penultimate step to complete. Indeed, we recommend creating each of these steps in reverse order. First define and create your offer (the downloadable file), then create your thank-you page, then your landing page, then your Call-to-action buttons. That way, when you reach your final step (the blog article), the entire journey will already be ready to use.

1. Use clear, concise, action-oriented Call-to-action buttons

First, a quick reminder. In user-focused communications (inbound marketing), the goal is to take the visitor from point A (usually a blog article) to point B (usually a free downloadable file). The typical journey for a visitor is: blog article > call-to-action button > landing page > thank-you page > downloadable offer. Starting from a blog article that interested them, they will click on a call-to-action button (or CTA) which takes them to a landing page where they fill in a form that asks for, among other things, their email address. Once the form is submitted, the visitor arrives on a thank-you page where they can download the file they came for. The visitor leaves this process with a high-value file. You, in turn, obtain information about them (whatever they entered in the form, starting with their email address) and therefore a lead to nurture into a client. Call-to-action buttons are the second element a visitor will encounter in this journey (after the blog article). For you, they will be the penultimate step to complete. Indeed, we recommend creating each of these steps in reverse order. First define and create your offer (the downloadable file), then create your thank-you page, then your landing page, then your Call-to-action buttons. That way, when you reach your final step (the blog article), the entire journey will already be ready to use.

2. Find the right balance between visibility and consistency

Your Call-to-action button must stand out visually — visitors should spot it easily. Think carefully about its colours and shades, and define its area clearly with adequate white space around it. Also consider the overall consistency of your page. Your Call-to-action button should not clash with your brand guidelines.

3. Use the same words as in your articles

If your blog article introduces a concept that is new to the visitor, such as Content marketing, include that term in your Call-to-action button ("Download my Content marketing guide").

4. Pay attention to the placement of your buttons

Ideally, place one button in the sidebar of your articles and another at the very end. Visitors who are already interested in your offer (the free downloadable file) will click directly on the Call-to-action button placed at the beginning of your article, on the side. Visitors who prefer to explore your article in more detail before taking the plunge can take advantage of your lower CTA button, below the article, without having to scroll back to the top.

5. Optimise the SEO of your CTAs

Remember to fill in the alt tags of your Call-to-action buttons. Just as with every image you use on your site, doing so will improve the organic search performance of your content.

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These 5 points should help you improve your buttons and achieve a higher conversion rate. Do not hesitate to contact Http5000 for any further information about inbound marketing!

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