This 8 Step Call to Action Guide will help you create compelling and relevant calls to action. A call to action (CTA) tells your website visitors what you’re offering on your landing page, and links to that landing page. It can be an image/button or text, and you should have a call to action on every page of your website.
Here are the best practices you should apply to your CTAs:
Step 1: Make it Clear What the Offer Is
Your CTA should clearly describe what the offer is. If you’re giving away a whitepaper about getting more Twitter
followers, you may want to say something like “Download the FREE Whitepaper on How to Get More Twitter
Step 2: Make it Action-Oriented
Begin with an action verb like “download” or “register” that makes it very clear what action visitors will be taking
on the subsequent landing page.
Step 3: Keep it Above the Fold
Make sure that your site visitors don’t have to scroll down the page to see your CTA. According to our data, this
will increase your click-through rates.
Step 4: Make it Stand Out
If your CTA blends in with the rest of your page, you won’t get much traffic to your landing page. Make it contrast
with your website’s color scheme so that it stands out on the page.
Step 5: Make the CTA Match Your Landing Page Headline
The CTA should match the headlines on your landing page. It has been proven through testing that the more
consistent you can keep the two, the higher your landing page conversion rate will be.
Step 6: Include CTAs for Different Stages of the Buying Cycle
Different offers appeal to different segments of the traffic visiting your site. A whitepaper might appeal to an
early sales cycle visitor while a free consult or a free trial might appeal to a later sales cycle visitor. In order to
capture the maximum amount of traffic hitting your site you need to cast a wide net. We recommend having at
least three CTAs on your homepage, one for early, one for mid, and one for late sales cycle visitors.
Step 7: Place CTAs on the Most Relevant Website Pages
Aside from your homepage, place the most relevant CTAs on each of your website pages and blog posts. For
example, Evolution Media has created blog posts about Facebook and SEO. On the Facebook blog posts, you’ll see a CTA advertising a Facebook whitepaper. On the SEO blog posts, you’ll see a CTA advertising a SEO whitepaper.
Step 8: Test, Test, Test
You should implement the first 7 steps as best as you can, but you must test your CTAs to see what will resonate
well with your audience. Test varied messaging, colors, and placement on your pages, and see if you can get more page views on your landing pages.