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9 Do's And Don'ts For Creating Effective Call-To-Actions


Calls-to-action (CTAs) are one of the most critical elements of an inbound marketing campaign. Whether in the form of text links, images, buttons or promotional tiles on your website, CTAs are there to motivate and direct your visitors to take a desired action, usually on a landing page. It is the conduit between the offer they are seeking and the information you require from them to start the lead nurturing process.

Visitors to a website like custom content so a clearly focused CTA that leads to a landing page offer makes great sense.

Here is 9 critical do’s and don’ts for adding CTAs to your lead generating website;

Firstly the to do's...

  1. Your CTA should be easily visible on the form and not crowded by type and imagery, try using a contrasting background colour for example
  2. When creating your offer for your CTA, make sure it is of value - your visitor should see it as something they would be willing to pay for (so in effect will have no problem sharing some information about themselves with you in return for accessing the content)
  3. Make the button look like a ‘clickable’ item
  4. In real estate terms - location, location, location! Position your CTA to the right of the page and above the fold where possible, generally this is where a person would naturally look for one, but it can depend on your layout and your product/service of course

And now the don’ts…

  1. Don’t use words like ‘submit’ as these show a lower click through rate, instead use ‘action’ terms like ‘register now’ or ‘download my free e-book’
  2. Don’t rely on just one CTA – if possible, use A/B testers for your CTA so you can see how subtle changes can make a big difference
  3. Don’t end after the download - use Thank You pages with an additional CTA or special offer
  4. Don’t oversell and under-deliver - many call-to-actions make fake promises. Visitors have high expectations that your CTA will deliver what’s promised.
  5. Finally, don’t link a CTA to your Home Page, always use a specific landing page that relates to the offer

Remember, in today’s interpersonal and somewhat disconnected world, 61% of consumers say they feel better about a company that delivers custom content and that they are also more likely to buy from that company (source: Custom Content Council).

CTAs are not about selling, they are about serving – about helping a potential customer find the right information at the right time in their buying journey.

To help you implement and understand what you can do to increase your website performance and online presence we have created for you a free guide that outlines '25 website must haves for driving traffic leads and sales’. Download this guide by clicking the link below and begin the journey today.

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Topics: Lead Generation