When you design a landing page, it's important to know its purpose. A landing page is an excellent way to generate leads for your agency or business online. However, if you're returning low conversion rates, it may be because of your CTA or Call-to-Action.
What's a CTA?
A CTA is a call-to-action that prompts users on your website to take definitive action. It's the unbroken link between an interested party taking a leap of faith in your offering. That's how you get conversions and sell your idea to internet users.
It could be something as simple as filling up a contact form or clicking on a read more button. The goal of a CTA is to summon the urge to take action and continue the user journey with your website or direct to another page.
CTAs are not only vital to the user experience and the decisions people make on your website. In this post, we're going to cover five ways to craft your landing page CTA for better results.
Attention to visuals
Your CTA for a landing page should be the first user interaction with your website. Your goal is to generate conversions, and your CTA's distinct visual representation will make your intentions clear.
By using contrasting colors for your CTA button, you can stand out. Colour contrasts subconsciously urge people to take action, and that's what you need. An example would be an orange CTA button on a blue background that stands out and provokes a reaction.
Although many marketers use brand colors for the landing page CTA, it's always good to experiment with your brand's colors scheme and bring in a few variations that help your CTA stand out.
Additionally, list out your value propositions and position your content in a way that it's flowing towards your CTA. Make effective use of white space and let the layout be easy on the eye.
Use words to act on!
Your CTA for the landing page should evoke a quick reaction from viewers. You can do this by using short, simple, and commonly used action words. For example, "let's get started" sounds pretty adventurous. If your content sold your idea, they would probably be looking to get started with your brand.
Whether you like it or not, most online visitors are skimmers and scanners. The simpler your word choice, the better your chance of appealing to them. They have to resonate with your words for them to take action.
Make your offer obvious
Every visitor on your website expects something. The best way to ensure that you deliver on your promise is to make your unique offering obvious at first glance.
Your CTA for the landing page is going to tell them what they get. Let the visitor know that your business is trustworthy by using personal words like "you" and "me." Keep the concept clear and pitch your idea without any hesitation. They are going to take up your Call to action when they are convinced that you have exactly what they need.
For example, dedicate a landing page exclusively for each marketing objective. That way, your visitor has a way of navigating through your website to know more about each of your services. Don't confuse them with too much information on one page. Make the Call to Action simple and straightforward.
An important element of your CTA for the landing page is its size. You want people to notice your CTA and click through, and it should be easily noticed. That's one reason why your CTA should be big and expressive. But not too big!
Be sure that the landing page CTA is big enough to stand out and not so big that it takes the user's attention away from other elements of the website. A careful balance of visuals and clever wording can do the trick.
Also, position your CTA in a way that matches what your website is talking about. Check out Neil Patel's blogs, for he is the king of large CTAs and CTA pop-ups. While this may work for him, it's also not the friendliest method. The best way to find out what works for your landing page CTA is to try and test a few options out yourself.
Positioning your CTA
If you're just starting out with your landing page, it's recommended to follow the industry best practices. Based on research, people tend to read websites in an "F" shape from the upper left to the lower right of a page. So, where do you position your call to action?
The honest opinion is that your landing page CTA is entirely dependent on your unique design and layout of content. You have to put the call to action where it gets the most conversions. A good way to find out where to position your CTA is by testing your website with a heatmap.
Find out where your users are likely to click. The content should be structured in a way that you nurture people towards the spot where they click the most. And if multiple tests don't give you the best results, you can always stick to the F-shaped website reader's intent. Bear in mind, the location of your landing page determines whether people click or bounce.
We've covered how important word choice, visuals, and content layout is to the performance of CTA for landing pages. We've also learned that there are some choices you have to make as the pioneer of the website's offering.
If you follow the tips in this blog, you can optimize your landing page CTA for favorable results. And if you need any extra help thinking up CTA words, you can always look up a call-to-action generator and improvise. Just remember, evergreen content is king, so keep it royally acceptable.