Yesterday we discussed how important your landing pages are for lead generation. But of course, generating leads will be difficult to impossible if your visitors never find your landing pages to begin with. So today’s post about best practices for capturing leads on your website will focus on getting them there. Here’s what you should keep in mind about your call to action buttons.
What are CTAs?
Call to action buttons, or CTAs, are the buttons throughout your website that guide visitors to landing pages where they can access gated content. If, for example, you try get visitors to your website via a blog, the page on which the post is hosted should include a related call to action button that allows visitors to learn more.
So much for the (relatively) obvious definition. Now, let’s dive into what you should keep in mind when designing and placing your CTA buttons!
Above all, your call to action buttons needs to stand out. Their primary colors should contrast with your website’s background, making them easy to find for your visitors. But even in contrast, the colors should still be easy on your visitors’ eye and support your goal.
We perceive different colors to give out different vibes, so lining up your CTA’s color with the type of content your visitors see after clicking on it is crucial. This article is a great resource to read more about the psychology of color, and how it affects audience decision-making.
After deciding on the button’s color, the text should be your next consideration. Always be mindful of the CTA’s size; you should never design a button that’s too text heavy, so unless it spans over half of your page, include no more than three of four words.
These words should accomplish two goals: explain what’s next, and drive action. Explaining what benefit visitors get from clicking – a free eBook, subscription to a newsletter, etc., plays a big role in getting those clicks. At the same time, your copy should also include at least one action verb that increases the sense of urgency for your visitors.
After combining the color and text in a not-too-busy design, it’s time to determine just where your button should live. You should always have at least one CTA on your homepage, where most of your visitors can see it and take action. But even sub-pages, from the product descriptions to the ‘about us’ page, should have a CTA button to encourage next steps.
The key here is to make the button relevant to the individual content on a given page. On your homepage, your CTA should lead visitors to learn more about your core business or product. On contact pages, on the other hand, it might be helpful to include a button that encourages emails or calls to your business. Finally, placing calls to action buttons next to rich content such as blog posts allows you to guide your visitors to more in-depth content and sign-up landing pages.
Even after determining a relevant spot for your button and populating each of your individual buttons with CTAs, your work is not done. Because as it turns out, just where you place that button can have a major impact on its success.
Traditionally, keeping your action-oriented content above the fold (with no scrolling required) was the recommended practice. But increasingly, buttons living further down on the page can work as well. As a general rule, place first-touch calls to actions for visitors who simply want to learn more about you toward the top, and more involved CTAs that allow for deep dives into your content and company toward the bottom.
Believe it or not, a small item like your call to action buttons can make a large impact on your lead capturing efforts. They are the major drivers to your landing pages, where you generate the leads and begin the lead nurturing. To learn more about optimizing your lead capturing efforts and integrating lead generation into your digital marketing strategy, contact us.
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