---
title: Are You Picking the Right Calls-to-Action?
description: Make sure you are picking the right calls-to-action to create big hit content that drives significant traffic.
image: https://www.jonespr.net/hs-fs/file-2655199365-jpg/Blog_Images/Blog.Feb.17.2015.PicktheRightCTAs.jpg
---

[![](https://www.jonespr.net/hs-fs/file-2655199365-jpg/Blog_Images/Blog.Feb.17.2015.PicktheRightCTAs.jpg) ](https://www.jonespr.net/eight-arms-blog/are-you-picking-the-right-calls-to-action)

# Are You Picking the Right Calls-to-Action?

BY:  

[ Kristin Jones ](https://www.jonespr.net/eight-arms-blog/author/kristin-jones)

![are you picking the right calls-to-action](https://www.jonespr.net/hs-fs/file-2655199365-jpg/Blog_Images/Blog.Feb.17.2015.PicktheRightCTAs.jpg?width=417&name=Blog.Feb.17.2015.PicktheRightCTAs.jpg "are you picking the right calls-to-action")

When making a transition into inbound, web-based marketing, calls-to-action (CTAs) are one of [four elements essential to lead generation](https://www.jonespr.net/inboundaccelerator/4-keys-to-creating-successful-inbound-lead-generation-campaigns). These in-text links, social media updates and buttons take website visitors directly to specific landing pages where they can access a content offer, contest, or consultation by completing a form. It is the call-to-action that begins the process of converting a website visitor (or blog reader or social media follower) into a lead.

Picking the right calls-to-action will ensure you have something to offer visitors and prospects at all stages of the buying cycle.

**Create CTAs for Top-Performing Offers**

One of the most obvious places to start in creating CTAs is with offers that have historically been popular on your website with a high visitor-to-lead conversion rate. Offers that have an established track record of converting visitors into leads will likely continue to do so.

Craft CTAs for your top marketing offers and continue to promote them through your website, blog, emails and social media.

**Create CTAs for High-Quality Offers**

While it is likely that your best-performing offers in terms of visitor-to-lead conversion are those that are focused on education and awareness, with a low commitment level, you need to also focus on the offers that are farther down the [sales funnel](https://www.jonespr.net/content-strategy-for-all-stages-of-the-sales-funnel).

These are the offers, such as sales consultations and product pricing, that are more tightly related to the bottom of the sales funnel. This makes them valuable in qualifying prospects and driving business results. Including CTAs for these offers can move leads further down the sales funnel toward the sale.

**Create CTAs Based on Behavior**

You can also create CTAs based on what you know about your prospects and their past behavior. For example, if they have already downloaded an ebook on creating calls-to-action, you could create a CTA offering them your [CTA Placement Checklist ](https://www.jonespr.net/call-to-action-placement-checklist)or [CTA Report Card](https://www.jonespr.net/call-to-action-report-card).

On the thank you page that appears after a webinar describing your service, you could place a CTA offering a free trial. Craft these thank you page CTAs specifically to fit the context of the previous offer.

HubSpot does this by offering a free trial of their service on the thank you page after downloading an ebook about personalized marketing by highlighting the company’s personalization tools.

![Blog.Feb.17.2015.ThankYouCTA](https://www.jonespr.net/hs-fs/file-2629821896-jpg/Blog_Images/Blog.Feb.17.2015.ThankYouCTA.jpg?width=582&name=Blog.Feb.17.2015.ThankYouCTA.jpg)

**Create CTAs for Upcoming Campaigns**

CTAs should also be created for upcoming campaigns. That could mean an annual conference, a new product release, contests, or a new offer such as a webinar. Be sure to include CTAs in a variety of formats to use on a wide range of platforms, from your blog and social media to paid ads and emails. In fact, there are at least [11 places you should be placing some kind of CTA](https://www.jonespr.net/hs-fs/file-2443440974-jpg/Blog_Images/Graphic.Jan.23.2015.Where.CTA-27.jpg).

By using CTAs for your campaigns, you can continue to generate awareness and increase recognition for the campaign. As with any CTA, these should link to a specific landing page, such conference registration or a contest entry page.

Social Media Examiner features a CTA for their upcoming conference prominently on their website’s home page, along with including it in social media updates and blog posts.

![Blog.Feb.17.2015.CampaignCTA2](https://www.jonespr.net/hs-fs/file-2652584663-jpg/Blog_Images/Blog.Feb.17.2015.CampaignCTA2.jpg?width=331&name=Blog.Feb.17.2015.CampaignCTA2.jpg)![Blog.Feb.17.2015.CampaignCTA](https://www.jonespr.net/hs-fs/file-2655199360-jpg/Blog_Images/Blog.Feb.17.2015.CampaignCTA.jpg?width=184&name=Blog.Feb.17.2015.CampaignCTA.jpg)

 

These four guidelines will help you pick calls-to-action that address all stages of the buying cycle (also called the sales funnel). But don’t just create something and throw it up without planning. Download our free [Comprehensive Guide to Designing and Executing Calls-to-Action](https://www.jonespr.net/the-comprehensive-guide-to-designing-ctas-download-request-page) in order to maximize lead generation and sales conversions.

## 6 Steps To Creating Enviable Brands

Download our guide 6 Steps to Creating Enviable Brands to learn the crucial steps you should follow to create an enviable brand for your company.

[![Download](https://no-cache.hubspot.com/cta/default/402746/63d8c289-feca-4c85-9a13-63fa2e9331e4.png)](https://cta-redirect.hubspot.com/cta/redirect/402746/63d8c289-feca-4c85-9a13-63fa2e9331e4)

![sb_6StepsToEnviableBrands](https://www.jonespr.net/hs-fs/hubfs/CTAs/Campaign%20Name%20Scorecard/sb_6StepsToEnviableBrands.jpg?width=220&height=260&name=sb_6StepsToEnviableBrands.jpg)

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---

## **Keeping Up with Kristin**

![Kristin Jones BW photo 2017](https://www.jonespr.net/hs-fs/hubfs/Kristin%20Jones%20BW%20photo%202017.jpg?width=640&height=640&name=Kristin%20Jones%20BW%20photo%202017.jpg)

<https://www.facebook.com/KristinCJones>

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[![Red Twitter Icon](https://www.jonespr.net/hs-fs/hubfs/Jones%20the%20Agency%20Website/Images/Blog/Blog%20Post%20Page/Red%20Twitter%20Icon.png?width=39&height=39&name=Red%20Twitter%20Icon.png)](https://twitter.com/kcjonespr)

I enjoy traveling the globe to meet with clients, educate companies about all things PR and Inbound Marketing, and speak at industry events. Meet up with me when I’m in your city. Where will I be next?

[Meet Kristin](https://www.jonespr.net/meetings/kristinjones/networking-call-with-kristin-jones)

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## Related Posts

[![Your Call-to-Action Checklist_ 7 Things To Ask Yourself When Creating CTAs](https://www.jonespr.net/hs-fs/hubfs/Your%20Call-to-Action%20Checklist_%207%20Things%20To%20Ask%20Yourself%20When%20Creating%20CTAs.png?width=352&name=Your%20Call-to-Action%20Checklist_%207%20Things%20To%20Ask%20Yourself%20When%20Creating%20CTAs.png) ](https://www.jonespr.net/eight-arms-blog/your-call-to-action-checklist-7-things-to-ask-yourself-when-creating-ctas)

### [Your Call-to-Action Checklist: 7 Things To Ask Yourself When Creating CTAs](https://www.jonespr.net/eight-arms-blog/your-call-to-action-checklist-7-things-to-ask-yourself-when-creating-ctas)

[![](https://www.jonespr.net/hs-fs/hubfs/Blog_Images/10_Steps_to_Building_Better_Calls-to-Action-207508-edited.jpg?width=352&name=10_Steps_to_Building_Better_Calls-to-Action-207508-edited.jpg) ](https://www.jonespr.net/eight-arms-blog/10-steps-to-building-better-calls-to-action)

### [10 Steps to Building Better Calls-to-Action](https://www.jonespr.net/eight-arms-blog/10-steps-to-building-better-calls-to-action)

[![](https://www.jonespr.net/hs-fs/hubfs/Blog_Images/Blog_177_CTA.jpg?width=352&name=Blog_177_CTA.jpg) ](https://www.jonespr.net/eight-arms-blog/7-hallmarks-of-highly-effective-calls-to-action)

### [ 7 Hallmarks of Highly Effective Calls-to-Action](https://www.jonespr.net/eight-arms-blog/7-hallmarks-of-highly-effective-calls-to-action)

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