CTA 101: 5 Great Calls to Action and How To Use Them

Robbie Moore

No matter how beautiful your website or informative your content, it’s all useless to your business if it doesn’t help convert your audience into your customers. You need something to turn visitors into buyers — a call to action (CTA).

Not that it’s all about turning visitors into buyers. Even if your website isn’t an online store, CTAs are still the main way to build a relationship with your website’s visitors.

You see, a call to action asks visitors to turn the one-way flow of information from your website to their eyes and ears into a two-way relationship between them and your company. And not using CTAs on your website is like a brick-and-mortar store putting up a beautiful display window, but not inviting those who stop to come inside, browse, ask questions and eventually consider buying something.

So let’s think through the actions you want web visitors to take, and how to spur those actions through five super-popular CTAs.

 Read More Buttons


Read More button example. Source: bakenjoy.com

It works like this: A Read More button allows you to show more content on your site, and Google Analytics tracks which pieces of information are getting more clicks and longer pageviews. All you have to do is periodically review the Google stats, put your thinking cap on to determine which pieces of your site are working, and rejigger the ones that aren’t in order to continually boost the chances of conversion.

The more you know about your visitors, the more valuable content you’ll be able to give them in the future. So even if they don’t turn into leads now, visitors are more likely to come back if they see your website as a place to find interesting, useful information.

Social Sharing/Follow

Social Sharing Follow

Social Sharing example. Source: vantagepr.com

This one’s a no-brainer. One of the easiest things you can do to create a two-way relationship with any of your audience groups is to put some social sharing and follow buttons on your website. Social sharing buttons make it easy for visitors to share your content via social media and social follow buttons give visitors an easy way to make more connections with your company online.

Both are low-commitment ways for people to engage with your brand. Be careful where you put social sharing buttons, though. They make the most sense on blog posts and landing pages because these contain information worth sharing.

Lead Generation Offers

Lead Generation Offers

Lead Generation example. Source: 3mediaweb.com

If you’re looking for leads, consider what you can offer your visitors in exchange for their contact information.

At 3 Media Web, we start by thinking about common questions our prospects ask. We know our prospects want to know more about SEO, WordPress and redesigning their websites, so we created downloads on those specific topics. We create helpful content that is valuable to our visitors, then ask for their email address in exchange for that content. A prospect fills out a short form, and voila, we have a lead.

Lead Nurturing Offers

Lead Nurturing Offers

Lead Nurturing example. Source: solidworks.com

So what happens once a lead gives you their information? They’ve already filled out a lead gen form, so what’s next?

You need a lead nurturing CTA. It can be an offer for a free quote, demo, sample or trial. What you’re doing is asking a lead to take the next step toward becoming a customer. You’re not selling anything yet, but you’re looking to move the lead further down your sales funnel. You’ll want to put these on pages you know get lots of visits from your leads, such as thank-you pages.



Ask example. Source: datafinitygroup.com

What if a prospect or lead wants to contact you or buy from you? When someone’s ready to purchase or take action, you can spur them on with a specific ask.

You may place these CTAs on product or service pages, which makes sense — information on those pages is more specific and requires a bit more effort to digest, which indicates a deeper interest in your products or services.

Check out your Google Analytics to identify which pages on your site get the most visitors and make sure you have calls to action on those pages. If you find that a CTA isn’t working, swap it out for a different one. It’s easy to play around with CTAs until you find ones that get results.

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