Creating and implementing calls-to-action—one of the most important links in the content marketing and lead nurturing chain— requires several steps and attention to detail.
We outline 8 of those steps in this guide.
But among the most important steps are those that determine where you will place those calls-to-action.
Here are four rules for placing calls-to-action on your website and in your blog.
1. Keep your CTAs above the fold. (And below the fold, too.)
You can’t count on website visitors reading all of the content on a webpage. Shocking, right?
But even if they came to your blog thinking that they would read the entire post, there is a good chance they won’t make it all the way through. And if your only call-to-action is at the bottom of the page, you’ve lost any opportunity to convert that visitor into a lead. So include some CTAs near the top of the page.
That could include a banner for an offer such as a webinar registration, or a sidebar CTA for a blog subscription, or a simple consultation request.
Don’t ignore the bottom of the page, either. We’re all inherently lazy - we don’t want to scroll back up to see if there is a way to get more relevant information. Placing a related CTA at the bottom of the page create a natural progression from awareness level content for a website visitor to deeper content that converts the visitor into a lead.
2. Make your CTAs stand out.
Contrasting colors and an obvious action command (“Download!” “Join!” “Try!” “Subscribe!”) will help your visitors recognize the CTA and understand what you are inviting them to do.
If the CTA blends in, it won’t attract attention and get the clicks you need.
3. Include CTAs for different stages of the buying cycle.
Your visitors are all at different stages of their buyers journey, so they are looking for different things. Include CTAs for different levels of the sales funnel on your website pages.
You might offer an ebook for those at the top of the sales funnel, a calculator for those in the consideration stage in the middle, and a consultation or free trial for those at the bottom of the sales funnel.
4. Place CTAs on the most relevant pages.
Match your CTAs to the pages with relevant information.
If your CTA is for a free trial of a service, place it on that service’s page and on blog posts discussing the problems that service is meant to solve. You will have a higher conversion rate when the calls-to-action you use are for offers that are relevant to the content of that web page or blog post.
Want more tips for top-notch CTAs? Check out these blog posts and downloads:
Download and share our 8 Steps to Creating Calls-to-Action with your marketing team to maximize the impact of these essential elements of lead generation.