The importance of call-to-actions

As a business, your website provides information on your products and services and you work very hard to bring readers to your site in the hopes that these visitors ultimately turn into clients. Through search engine optimization and online advertising, you can generate qualified traffic to the various pages of your website, but then what?

Your website’s pages are informational, but you want to make sure the customers that have gathered your information and who are willing to buy will be able to do so easily. That’s when you have to implement a powerful tool that, surprisingly, not many companies utilize to their full advantage, call-to-actions or CTAs.

A call-to-action is simply a button or graphic positioned on a webpage or in a newsletter, or any other digital form of communication, that provides an easy-to-understand link towards a subsequent action. A call-to-action can be a “buy now” or “sign-up” button, or something along the lines of “book an appointment today”.

The idea is simple. You are trying to make the user do something on your site that will him or her your new client! Your call-to-action can lead to a specific product page, or a contact form where the user can book an appointment. What matters is that once they have followed the action, your potential client is leaving the digital world and entering your business, either by buying something or by booking an appointment.

Remember, a call-to-action is your best friend when it comes to increasing conversions and return on investment. By giving the reader a clear way to learn more about your product or buy your product, you are able to instantly convert those visitors who are interested. If the user does not see how he or she can get more information about your business or services, it is probably that they will leave your website.

It is a mistake to assume they will search for your phone number or e-mail address unless they are very interested in only your product. That said, your business probably has many competitors, and if your competitors are effectively using call-to-actions on their website, there is a good chance they will get the client, not you.

A study performed in 2013 demonstrated that a Swiss school’s website generated 12 time more leads after they placed a simple “request a copy” call-to-action. The CTA was placed at the end of various blog posts related to a particular academic program offered by the school in question.

Call-to-actions need to be everywhere you are providing information about a given product or service. That means that blog posts pertaining to that subject need a CTA, as well as static pages and newsletters. By doing so, you will see your conversions increase!

To learn more about SM360 can help you get the most out of call-to-actions, contact us today!