How to Strategically Use CTA’s on Your Website
Hey. How’s your CTA game?
Did I already lose you? Hang tight and lemme explain:
When we think of our websites, we typically think of the visuals.
Bold images. Stunning banner photos. A sweet ass logo.
We want our website to look pretty and sexy. But what most people overlook is making sure it actually spurs people to take action (aka: convert).
Look: we all love pretty, sexy things. That's why god gave us Jeff Goldblum. Obviously.
But even pretty, sexy things need to have substance (I mean, hello, Jeff Goldblum released a jazz piano album. So. I rest my case).
Okay, so anyway. How do we get people to land on our website and then actually convert?
By telling them EXACTLY what to do next...
In marketing speak, this is a CTA or Call To Action. And they're way more important than pretty images and colors.
So effing simple but you'd be amazed how often this gets overlooked. Never everrrr assume that just because someone's on your website, they magically know what step to take to engage with you further.
Case in point: I was recently on the hunt for a grocery delivery service after many, many subpar experiences with curbside pick-up at our local store (1st world pandemic problems, I know I know).
Got a rec from a trusted friend and was like, "Cool. I'll sign-up today."
I go to the website --with the express purpose of becoming a paying customer-- and guess what? Site made no damn sense. It was so vague that after scrolling the homepage --twice-- I still had no idea:
a) exactly how the service worked
b) how the f*ckity f*ck to sign up
Know what I did? Immediately found a competitor. Went to their site and within 10 seconds knew exactly how the service worked and was happily putting in my Visa info. Bingo, bitches!
So. How to avoid someone bouncing off your site and going elsewhere? CTA's all day!
Two quick tips to up your website CTA game:
Placement matters: plz plz plz be sure and have a CTA button "above the fold" (aka the top half of your website before a visitor starts scrolling) and not to get super specific here but the best placement is either top right corner or middle center (you could even do both!). On a homepage, it's also a good idea to have your CTA button at the very bottom so peeps don't have to scroll all the way back up.
Don't make it cute: it's really tempting to have our CTA button say something clever like, 'Step Into Your Power' or 'Embrace Your Future' or whatever. But don't. Your CTA should be direct and clear. Think: 'Register' 'Contact Us' 'Shop Now' 'Book a Consult' 'Sign Up' etc.
So here's your quick challenge: take a look at your website (no really, go do it right now) and see: do you have clear, direct CTA buttons on your homepage in MULTIPLE places? If not, it's a quick fix so chop-chop!
I swear there's literally nothing else you can do right now --that takes so little time but's guaranteed to have instant, positive impact on your business-- like adding strategically placed, direct CTA buttons on your website. NOTHING.
P.S. for the record: it's not weird, or sleazy or annoying to have CTA buttons on your site. People like me --who wanna spend money on your organic carrots without solving the riddle of the Sphinx FFS-- will be grateful you made our life easier by giving us simple directions to follow.