By now, you already know what are the characteristics of a good call-to-action and where to place them on your website page. However, aside from proper placing and good design, call-to-actions should be specific, and not one size fits all. You can’t just insert ‘download here’ anywhere you want on your website and expect to cultivate leads and customers.
Efficient CTAs are more intricate than that if you got many audiences of your site and you want each group to do different things. Moreover, if your company offers various products or services, jack-of-all-trade type of CTA is highly not recommended!
Also, if your business offers various products/services, then you should create different CTA’s for each of them. Then you can place CTAs linking to each offer on the website pages that are most relevant to that offer.
Remember the buyer’s journey? Each visitor has unique needs you need to address thus you can’t serve them the same CTAs to accomplish different goals. It’s like serving one type of food to your entire restaurant customer.
The Solution
You have to create different offers on different pages to help different visitors so that you will have an effective lead generation strategy. Here are three basic types of call-to-action you need to create when starting out with lead generation and use these CTAs to promote offers on product pages.
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Lead Generation CTA
Creating an engaging call-to-action is a vital aspect of a successful lead generation strategy. Your goal for this CTA is to turn visitors into leads. Thus you might as well place them on your website blog. It could be put on after the blog content, in-between, or at the sidebar. The characteristic of this should be eye-catching and concise on what value they will get upon clicking. Here is an example of a lead generation CTA:
- Subscribe to Newsletter CTA
If the visitor doesn't want yet the value you offer, but they are interested in your blog content, they’ll want to subscribe to your newsletter to receive more interesting content from you, this could also be your strategy to nurture your subscriber’s interest to buy your offer ultimately.
Make sure to only ask only for necessary information. The fewer fields you have, the more likely they will sign up.
- Closing a Deal CTA
So you already have a lead generation button and lead nurturing button, it’s time to create the ultimate goal - turning leads into customers or closing a deal. This type of CTA is sales-focused as you want them to buy your product or avail the service, right now. Here’s an example of a closing a deal CTA:
