{"id":6727,"date":"2017-04-20T10:17:54","date_gmt":"2017-04-20T15:17:54","guid":{"rendered":"https:\/\/www.hostgator.com\/blog\/?p=6727"},"modified":"2019-04-30T11:24:06","modified_gmt":"2019-04-30T16:24:06","slug":"content-marketing-101-call-action","status":"publish","type":"post","link":"https:\/\/www.hostgator.com\/blog\/content-marketing-101-call-action\/","title":{"rendered":"Marketing 101: How to Get Better Results From Your Calls to Action"},"content":{"rendered":"

\"Better
\nYou\u2019ve launched your website. You avoided the most common website design mistakes<\/a> and you keep your blog content<\/a> fresh and interesting. You built and segmented your email list with care, and your social media is on point. So why aren\u2019t you making more sales?<\/p>\n

It could be that you\u2019re not asking for them, or not asking clearly and in a way that prompts a response. If you’re like most, your website lacks what marketers call a 'call to action'\u009d<\/a> on its main page. You may not have calls to action anywhere else, either, and that\u2019s a problem.<\/p>\n

\"HostGator<\/a><\/p>\n

 <\/p>\n

What is a call to action?<\/h2>\n

'If you don\u2019t ask, you don\u2019t get'\u009d<\/strong><\/p>\n

Human psychology being what it is, people are more likely to do what you want them to do if you let them know what you want them to do<\/em>. Maybe you\u2019d like them to join your email list, listen to your latest podcast, share your social media posts to build your audience, or buy something from you. In each case, you\u2019ll need to guide your visitors\u2019 behavior by asking them to do something.<\/p>\n

This act of asking for the sale is the call to action (CTA).<\/strong> CTAs are important because most of us encounter so much information each day that it can all run together. The experience of visiting a site or following a blog can be like walking into a big grocery store and forgetting what you came to buy-especially if the website is cluttered with information or hard to navigate.<\/p>\n

Even though you may think it\u2019s pretty clear that you\u2019d like visitors to your customized kids\u2019 clothing site to place some orders, or that you\u2019d like visitors to your email signup landing page to sign up, you\u2019ll get better results if you ask. Before you can do that, you need to know what you want to accomplish with each piece of content you create.<\/strong><\/p>\n

 <\/p>\n

What\u2019s the goal of your content?<\/h2>\n

Whenever you create content for your business, whether it\u2019s a page on your website, a blog post, a video, a social media post, or something else, it should include a call to action that lets the reader or viewer know what you\u2019d like them to do next. Your calls to action will depend on your goals, your business, and your audience.<\/p>\n

For example, let\u2019s say Snappy\u2019s getting into the vintage jewelry business and selling exclusively online. Here\u2019s how he might use calls to action in his content.<\/p>\n

 <\/p>\n

CTAs on your website<\/h3>\n

Snappy\u2019s goal is to have visitors starting browsing products in his online shop. The landing page may have some information about where he finds his jewelry and how he researches its history and prepares it for sale. There will definitely be high-quality close up images of some of the best pieces. There will also be a button that stands out: Explore the Collection<\/strong>. That\u2019s the call to action to go to the online items the next step that the history and the gorgeous pictures are leading up to.<\/p>\n

 <\/p>\n

CTAs in blog posts, videos, podcasts<\/h3>\n

This is where the calls to action can be highly focused. Let\u2019s say Snappy\u2019s building a loyal YouTube audience that eagerly awaits his latest videos on styling prom and date-night outfits with vintage jewelry. The call to action at the end of each video could be Visit the Prom Shop Now<\/strong> and a link to the shop page that features a selection of pieces that will appeal to-and be priced for–teens and young adults.<\/p>\n

\"shoppingMaybe experienced collectors are another segment of Snappy\u2019s business. The blog might cater to these customers with individual posts about unusual or valuable finds, a little backstory on those pieces, and highly detailed photography of each piece. Here, the call to action could be Shop Our Collectibles Now<\/strong>, linking to a shop page with rare, higher-priced pieces for vintage jewelry connoisseurs.<\/p>\n

 <\/p>\n

CTAs in other content<\/h3>\n

On those shop pages, a 'buy now'\u009d or 'add to cart'\u009d button is the call to action. Make it bigger than the other text so it\u2019s impossible to miss. Email newsletters can include seasonal calls to action, such as Shop the Halloween Collection Now<\/strong> or limited-time calls to action like Get These Deals Before They\u2019re Gone<\/strong>. Snappy\u2019s social media posts could be as simple as individual photos of new pieces with a link to their sales pages to Snap It Up Now<\/strong>. Or maybe he\u2019s using social media to get more people to Join the Email List<\/strong> or Read the Vintage Jewelry Blog<\/strong>. Whatever he wants his audience to do, he\u2019s asking clearly.<\/p>\n

 <\/p>\n

What are some CTA best practices?<\/h2>\n

Remember, the call to action is a deceptively simple piece of copy that moves your visitors to take action, and fast. The '\u02dcfast\u2019 part matters, because typical site visitors spend a whopping 10-20 seconds<\/a> on the site and read no more than 25% of your copy. Your CTA must catch visitors\u2019 attention immediately and get them to do something that allows you to stay connected usually joining your email list or subscribing to your blog-so you can build a relationship with them. Here are four simple ways to improve your site\u2019s CTAs for more conversions.<\/p>\n

 <\/p>\n

1.    Add a call to action to your site\u2019s homepage<\/h3>\n

Just by having a call to action on your homepage, you\u2019ll be ahead of most websites. In 2013, a survey of 200 B2B companies with fewer than 100 employees found that 70% had no call to action<\/a> on their homepage. Calls to action are what help businesses (and blogs) establish relationships and trust with potential customers-and one simple way to do that is by asking for further contact.<\/p>\n

For many businesses, the goal is to add subscribers to the company email newsletter. For bloggers, the goal is typically getting folks to subscribe to the blog. In both cases, you\u2019re collecting email addresses<\/a> you can use to reach potential customers later on with giveaways, surveys, and promotions.<\/p>\n

For some businesses, the goal is to get visitors to call or email so you can answer their questions and discuss what they need. This is especially true for consultants, designers, and writers who sell customized solutions, rather than service packages or physical goods. In these cases, the call to action can be a simple 'Contact Me'\u009d (or a more compelling variation see below) plus a phone number and email address above the fold<\/strong> on the homepage.<\/p>\n

According to that same B2B survey, though, 68% of sites don\u2019t<\/em> have the company email address on the homepage. This lack of easy-to-see contact information is madness, and now that I\u2019ve mentioned it, you\u2019ll probably notice it all the time as you navigate the web. Unless your business is already wildly profitable and your brand is ultra-exclusive in-the-know-only cachet, make it easy for potential clients to contact you.<\/p>\n

 <\/p>\n

2.    Create calls to action that serve you and<\/em> your audience<\/h3>\n

Seth Godin, the entrepreneur, author and blogger, has a call to action<\/a> on his blog that offers a benefit for readers: 'Don\u2019t Miss a Thing.'\u009d Subscribers get Godin\u2019s new posts in their inbox and avoid the fear of missing out (FOMO). They\u2019re happy to keep up with his ideas, and Godin\u2019s email list keeps growing.<\/p>\n

Meanwhile, over at Copyblogger<\/a>, the goal of the blog is to get visitors to try out their free marketing training, so that\u2019s the call to action you\u2019ll see in the sidebar next to each post. As with Seth Godin, they\u2019re gathering email addresses and offering something in return, although in this case it\u2019s a freebie rather than blog updates.<\/p>\n

\"Copyblogger<\/p>\n

 <\/p>\n

3.    Make your call to action fresh and compelling<\/h3>\n

Bland “Sign Up!” and “Join Now!” CTAs are better than nothing, but there\u2019s a lot more you can do to motivate visitors to take action.<\/p>\n

Productivity expert Carson Tate<\/a> has an email opt-in on her homepage with the CTA, 'Step One: Enter your info to get expert tools and coaching.'\u009d Taking 'step one'\u009d makes me feel like I\u2019m accomplishing something already, and I would much rather get expert tools and coaching than sign up for a general newsletter.<\/p>\n

\"Carson<\/p>\n

The pop-up CTA on the Knitpicks<\/a> yarn and fiber arts website takes a different but equally creative approach. For crafters, it\u2019s hard to go wrong with 'Why, hello there! Be the first to know about special offers, new yarns and inspiration galore!'\u009d This one hits a lot of the right notes in 16 words. There\u2019s a friendly greeting, a cure for FOMO (fear of missing out), the promise of deals, and creative ideas — much better than 'join our list.'\u009d<\/p>\n

\"KnitPicks<\/p>\n

4.    Make your call to action easy to see<\/h3>\n

You don\u2019t need to make your CTA huge or tacky.<\/p>\n

The simplest approach is to eliminate visual clutter that distracts visitors from your CTA and make sure the CTA is 'above the fold,'\u009d an old-school newspaper term that now means an item is at the top of a web page so visitors can see it without having to scroll down. Be selective about what occupies your above-the-fold space.<\/p>\n

When I launched my professional website, it had icons for all my social media channels displayed above the fold, next to my email and phone number. During a site critique, the reviewer asked me what the point of my page was. Did I want prospects to contact me or to follow me on Twitter? As someone with bills to pay, I decided to move the social media icons below the fold so they didn\u2019t distract from my call to action, which was for clients to call or email with their project requirements.<\/p>\n

It\u2019s not only freelancers who indulge in CTA overload. A promotional-product retail site I shop at has, as of this writing, two online chat tabs, one giant phone number, one coupon code link, a Shop Now button, and a field to enter a promo code all above the fold plus a blinking light GIF. It\u2019s hard to know where to look or what to do first. A competitor\u2019s site, by contrast, is promoting a seasonal sale with one large button. There\u2019s nothing pulling the viewer\u2019s eye away from that big sale button above the fold.<\/p>\n

By making your CTAs easy to see, interesting to read, and appealing to potential customers, you should see better results from your marketing efforts. For more insights on creating compelling offers and tracking your marketing efforts, check out our post on boosting site traffic<\/a>.<\/p>\n

[bctt tweet=”A good CTA uses simple wording to encourage readers or viewers to take immediate action that will benefit them.” username=”hostgator”]<\/p>\n

 <\/p>\n

Parting thoughts<\/h2>\n

Respect your audience\u2019s time and make the call-to-action process easy for them. Keep it simple, think about what you want each piece of your business content to do, and you should start seeing better results from your marketing efforts.<\/p>\n

It wouldn’t be right if we didn’t end this post with our own CTA, so here goes…<\/p>\n

Strong CTAs are key to having a successful business. So is having a great website. You can have both with HostGator.<\/h4>\n

Learn more about our award-winning web hosting. <\/a><\/span>We offer free site transfers!<\/h4>\n","protected":false},"excerpt":{"rendered":"

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