Any experienced marketer knows that an effective call-to-action (CTA) is a great way to boost conversions and inspire customers to take action. But at what point do too many shiny “click me!” buttons start to become white noise? Well, the answer is…it depends on the type of page and your business’ industry.
If you’re wondering how many call-to-action buttons you need (and how to craft an effective one), we’ve outlined some general guidelines below.
What a Call-to-Action is and Why it Matters
A call-to-action (CTA) is a simple button or prompt that encourages your customer to take action on your website. A CTA should be simple, clear, and direct so your customer knows exactly what they will be getting once they click that button.
Some examples of common CTAs include:
- Subscribe to our email newsletter
- Call now
- Learn more
- Contact us
- Register for our webinar
- Get a quote
CTAs increase your conversion rate, which in turn, ranks your website higher in Google search results. This will generate higher organic website traffic to key pages. Including a CTA on a page makes it easier for customers to take action, which leads to more business for your company.
How Do I Write an Effective CTA?
Put simply, you’ll want to write a short and sweet CTA that makes it clear what the customer is getting by taking action. A CTA like “Subscribe today” is vague and doesn’t tell the customer what they get. What are they getting when they subscribe? Why should they subscribe, anyways? Contrastingly, a CTA like “Subscribe for free marketing advice” is much clearer and tells your audience exactly what they get by clicking.
How Many CTAs do I need?
You may not want to hear this, but…it depends. Different pages will have different types and different amounts of CTAs.
- Homepages should have a variety of CTAs, but typically shouldn’t direct customers toward making a purchase, as it’s often too soon in their customer journey. Instead, provide users with various options based on your offerings and narrow down their choices as they navigate further. Consider a popup to invite users to subscribe to your email newsletter for a special offer (for example: a discount or free intro call), so they can get to know your company and offerings better.
- Support pages should direct customers to contact the company. There should be either a contact form to fill out or your customer support number and email. Contact pages should only offer CTAs that allow them to contact your company.
- Product pages should include options for both customers looking to buy and those that are browsing. Options such as “Add to cart” or “Buy now” are common CTAs on these pages.
- Landing pages should only have one CTA. These are your most important call-to-action pages, so this is especially important.
Landing Page CTAs
Landing pages should offer one CTA and nothing more. Too many options on landing pages will likely reduce clicks (and thus lower your conversion rate).
The goal of a landing page is to convert potential customers, typically through filling out a form or making a purchase. Users will typically have journeyed to your landing page via the Google algorithm, which means that they are highly likely to take action. Thus, when a landing page is a cluttered mess, potential customers are less likely to take the desired action.
Ready to Launch?
A call to action should be clear, direct, and limited in number based on the type of page they are found on. If you’re ready to create the perfect landing page, look no further. Top Fox Marketing specializes in creating effective landing pages that generate conversions. Reach out to us and we’ll take your website to the next level.