Provide multiple calls to action on important web pages.
So you and your ad agency (or search agency or social media agency) spend a lot of time driving your target audiences to your website. Good. You conduct keyword research and write new content for SEO. You execute a plan for paid search with well-crafted ad content. You target your audience on social media and ask people to come to a page to learn more. Good. But when the site visitors land there, did they generate enough leads for you? If not, why?
One often overlooked need when developing a page’s content is asking the site visitor to do something. “Request a quote.” “Schedule a call now.” “Contact us for more information.” “Download our case study.” Or whatever is pertinent to you and your audience’s needs. Each of these is a CTA (a call to action).
Why add multiple calls to action to each of your website’s landing pages?
The longer a web page is, and the more content zones that are on the web page, the more calls to action should be implemented. Why? Because you never know at what point the user may be ready to act. So why not prompt them?
What should a call to action look like?
Calls to action can come in many shapes and flavors. They can be simple links in the web copy. They can be buttons that are links to pages on the website. They can be an entire content zone that stands out from the content before and after it, with a subhead and a button or an embedded form. They can be a floating modal with text and an icon. And, most importantly, your web page can have many of these.
Choosing the words for your calls to action.
People react differently to how they engage with a web page. The design impacts people differently, and so do the actual words. We often see websites with the several calls to action on the same page, but they use the same words each time. Such as “Request a Quote”. Why not change up the language such as “Free Estimate” or replace one of the buttons with the actual form.
Another strategy is to provide different options for the user. Maybe a few calls to action on the page about requesting a quote, but maybe another call to action is “contact us with any questions,” which is helpful and less of a commitment to the site visitor.
These different techniques for calls to action are intended to help increase your conversions rate (the percentage of sessions that complete one of those calls to action). Good luck, and if you have any questions, please feel free to contact us (see what we did there?).