A call to action instructs your audience to take a particular step. It focuses their attention where you want it, and if it’s well written and effectively placed, it spurs them to download, request, call, email, order, or buy. You can place a call to action practically anywhere you want, but some places are more effective than others. Here’s are some placement recommendations:
- Your Most Visited Webpages: Use a site analytics website to identify which pages on your website get the most visitors. Then, analyze which types of visitor are most likely to see these pages. Go ahead, and add a call to action to these pages, and make sure it’s well matched to not only the content on the page but also the type of visitor who is most likely to view it.
- Your Site’s Homepage: Since much of your website traffic will enter via your homepage, it makes sense to include a call to action here. Adding one here helps ensure that all of that traffic doesn’t go to waste. In fact, you may find it more effective to include two different calls to action here. Place your calls to action for this page above the fold.
- Your Blog Post: If you’ve created an interesting, credible blog post and your reader has read to its conclusion, you have a perfect opportunity to encourage your reader to take the next step. Write a relevant call to action and include it at the end of your post. For example, you may ask your reader to download your free report, call you for more information, click for a discount or sign up for your free course. Some marketers go right for the sale at the end of their posts, but this is sometimes too much too soon. Often, it’s better to move your prospect through the sales cycle gradually, including a free offer at the end of a blog post.
- Your Blog Sidebar: The sidebar section of your blog also has valuable space you can use for calls to action. Add two here. Include a call to action for those just entering the sales cycle as well as one for those who are ready to buy.
- Anywhere and Everywhere: Once you’ve included calls to action on various pages of your website, in your posts, and in your blog sidebar, don’t decide you are done and stop there. Include relevant calls to action in your emails, in your newsletters, and in your social media profiles as well.
Use the above information to position your calls to action effectively. Then, test your placement, moving and changing your position and wording to determine what works the best for your target market. Test variables like font, coloring, and page design as well. The keepers? They are the wording and placements that get the most clicks and conversions.
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