If you’ve been putting more effort into content marketing, then you may already have created some fantastic website content. Great! But is that web content performing as well as you’d hoped it would?
Some businesses that are just starting out with content marketing may find that the content they create doesn’t really seem to achieve its goals. However, the problem may not be the topic, the tone, or the style of the content itself. It may be that the web content is lacking one very important element – a call to action.
It’s reported that around 70% of homepages don’t have a call to action, or CTA. However, a CTA is an essential aspect of website content; it helps to guide the visitor through the online buying journey.
Why is a CTA Important?
Quite simply, a CTA encourages visitors to take action; to act upon what they have just read. The ‘action’ could be anything, and really depends on what it is you want your website content to achieve. It could be directly related to sales and profits, for example, such as ‘Buy Now’. Or it could be related to improving visitor engagement and increasing brand awareness, such as encouraging visitors to read related content. This can help to minimise bounce rate and keep potential customers on your site for longer.
How to Create an Effective CTA
Here are two great tips that we use at our own web design company for creating great CTAs:
Targeted CTAs have been shown to convert 42% more visitors than untargeted CTAs. ‘Targeted’, in this instance, means being specific and targeting a particular action in the CTA. This could be ‘learn more about our services’, rather than ‘learn more’. There are actually around 1.4 billion instances of ‘learn more’ on the web, but the problem with this is that it creates uncertainty. Visitors are unsure what you want them to do; a good CTA should always guide the visitor onto the next step of the buying process.
Try to use the same keywords in your CTA that you’ve been using for Google SEO in your website content. Not only are these SEO marketing keywords familiar to your visitors, but they also help to create a natural progression from the web content to this CTA request (that’s what a CTA really is: a request from the business for the reader to do more). This consistency through your content works to ‘prime’ the reader so that by the time they arrive at the CTA, they are ready to click through and take the next step.
However, it’s important to remember that there is much more to a great CTA than simply words and phrases. What colour converts best? Where is the best place for a CTA? Is text or image better? What’s considered to be good logo design for a CTA image? CTAs are definitely one of the most challenging areas of content marketing, so it’s always best to ask your web design company for a helping hand!