3 min read

Calls-to-Action: The Secret to Online Leads

I remember getting the advice to add a call-to-action (CTA) on a website that wasn’t performing well. I thought, isn’t it obvious that I want visitors to contact our sales team? Can’t they see our telephone number in the menu, footer and on our contact page? Why should I add a button when it’s clear that web visitors should fill out a contact form?

At this time, I was a one-person marketing team in charge of a website that wasn’t getting online leads or impressive web results. The website didn’t have many CTAs, and the ones that were on our site weren’t effective so visitors weren't converting into leads.

So, I added some CTAs to the website telling visitors to contact us by filling out a form. I didn't expect these CTAs to bring in website leads so I was very surprised when one of those CTAs brought us our first website lead two days later.

This was a valuable lesson to me as a digital marketer. While I know exactly what I want visitors to do on my website, my job is still to guide users through my website, and CTAs are the most effective way to do this. 

If your website is failing to bring online leads or you notice that the click-through rates or pages per session numbers are low on your site, you need to think about adding and optimizing CTAs on your web pages.

CTA Example Vertech

Example CTA from Vertech.

CTAs are instructions from you to web visitors on how they should interact with you site. CTAs help guide visitors from one web page to the next.

It’s important to note that CTAs come in many forms. A CTA can be a button on a web page that says “learn more”, “contact us today”, or “request a quote now”. A CTA can also be a section on a web page with an excerpt from a blog post instructing the reader to continue reading.

CTA Example Wineman Technologies

Example CTA from Wineman Technology.

When you're brainstorming how to implement effective CTAs on your website, start by mapping out your buyer’s web journey. Think through how your ideal clients progress through your marketing and sales funnel.

For example, a plant manager looking for a technical solution will come to your website needing specific information. He/she will want to know what services you provide, what industries you serve, some general information about your company and what makes you unique compared to competitors.

After gathering this general information from your website, your potential buyer might want to see where and how you’ve implemented a similar solution before. If this plant manager is pleased with your services and qualifications, he/she will want to contact you for budgetary information or to set up a meeting.

It’s very important to think through how users interact with your website and what information they are looking for before making the decision to contact you to start the sales process.

When you have these details, you can begin creating effective CTAs that propel your visitor through your website exactly how you want them to. You can create a chart that maps out how visitors should ideally flow through your website.

CTA Website Flow Chart

With a plan in mind, start crafting your CTAs. Keep in mind that your CTAs should explicitly describe where the button will lead so your visitor knows exactly what happens when they click. Your CTAs should be also interesting and motivating for your user to convince him/her to click through. 

It's a best practice to use a bright or differentiated color on your CTA to draw the visitors attention. To be effective, your CTAs should prompt a user to take action right away. You can include words like "now" or "today". 

Just like everything in digital marketing, you should track your CTA performance and adjust wording or design elements for any CTAs that aren't converting well.

With effective CTAs implemented and optimized throughout your entire site, you will be on your way to converting visitors into online leads. 

Ready to get started with your sales enablement strategy? Download our free white paper, How to Engineer a High-Performing Pipeline, to discover how to align your sales and marketing teams to fill and manage your growing pipeline.

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