Almost every single person that comes to us lacks appropriate calls to action on their site. Even if there is some sort of action button on the page, the conversion rate is often tiny. Creating an effective call-to-action is one of the most beneficial things you can do for your business and simple enough to do yourself. If you have visitors to your site and are not making an effort to capture their information with a call-to-action, you’re missing out on a valuable opportunity.
What is a Call to Action?
A call to action is an element in a website that drives your user to take some action. Depending on the nature of your business, a call to action may be for a newsletter sign up, for a request for a quote, placing a phone call, or following you on social media. It could be something simple, like this (which is real, so please sign up!):
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A call to action like this simply asks your visitor to do something. In this case, we’re asking you to subscribe to our email list so you can receive updates, how-to’s (like this piece), specials we are offering, and more. The call to action serves as a way to capture the information of your user. In our experience, most website owners have dozens, hundreds, or thousands of visitors coming to their sites without gathering information from them. With a call to action, you can stay in touch with those that are interested in what you have to offer!
Why Implement a Call to Action?
We already touched on this a little bit by discussing the potential to capture leads as they visit your website. However, it’s important to understand the immense power of a call to action. Think about how many visitors read your blog, look at your services, or surf through your site. Chances are that the person looking through your site has some interest in your business or services. When you capture their email, get them to place a call, or are able to have them follow you on social media, you’re gaining a highly targeted prospect.
As we mentioned, your call to action may depend upon the nature of your business and services. Generally speaking, collecting emails is the best way to go. Although it is a generalization, studies show that email marketing is the most effective form of online marketing. In terms of return on investment and ease of implementation, email marketing is unrivaled in its efficacy. Of course you need to send emails at an appropriate rate with efficient subject lines and content, but it all starts with collecting the emails. If you set up an effective call to action on your pages (especially popular landing pages), you can just sit back and let the email addresses roll in. It’s doable, relatively easy, and incredibly efficient.
How to Build a Call to Action
We showed you a simple call to action above, but this may not be the most effective form of a call to action for your business. We’ll call the example above a naked call to action, which we can compare to making an offering. Both serve their purposes and work in different situations. We use both on most websites we do, depending on the situation.
A naked call to action (like the one above in this post) is a great, straightforward way to go. It can work well on blog posts, as the reader is likely to be interested in your offerings. With many of our clients’ sites, we put a big naked call to action at the bottom of every post. If somebody is looking at your blog post and actually reading the entire thing through to the end, there’s a pretty good chance they’re interested. Putting a call to action at the bottom will grab emails from truly interested users and visitors. If you are surfing the web and really enjoy something you are reading, you might subscribe to their newsletter to receive future updates. Your users may do the same.
Another great place for a naked call to action is on a home page or on social media. We do this frequently, like with this post we use for social media. Ask people directly to subscribe on your homepage and on social media. Sometimes asking directly and clearly will get you the subscribers you are looking for.
Making an Offering
One of the most effective ways to capture leads and email addresses is to offer something in return. Ask a user to put their email address in exchange for something of value to them. It could be a coupon for your store or services, something that says, “Enter your email address to receive 5% off our services.” Below is an example of a call to action which makes an offer (again, it’s real, so please subscribe!):
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If you offer something of value to your user, you may be more likely to gain a subscriber. A good example of this may be found on One Mind Dharma’s page about Meditations for Couples. This page ranks #1 on Google for the search term “couples meditations,” and gets quite a bit of traffic. There are multiple calls to action on the page offering a free guided meditation for couples, and these forms collect a few hundred emails a month for their newsletter. When somebody subscribes, they are automatically redirected to the page with the free meditation, and they are automatically subscribed to One Mind Dharma’s newsletter.
When you make an offer, you can set it up like this so it doesn’t require any extra work on your part. As you make an offering, people will join your list and receive their offering without you having to do anything further. Your site and pages generate leads by themselves, growing your list over time. If you’re not capturing emails or leads, start now! Mindful Marketing is happy to take a look at your site and find opportunities you are missing at no cost to you. We can implement a call to action, or give you some direction on doing it yourself!
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