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Calls to action: an essential tool to your small business site’s service

Building a website that efficiently serves the interests of your small business should flow out of a clearly defined marketing strategy. CTAs are one of those elements, they are formidable tools in taking prospective clients and making them customers or in the sales process. Here we will decipher together the roles of a CTA as well as the way to efficiently integrate them on your website.

1. What’s a CTA?

Let’s first agree on the terms… We’re talking about a call to action, abbreviated CTA.

A CTA is a hyperlink, in the form of text, image or simply a button, inviting to action, like its name indicates. CTAs have an incentive function, it should in no way be a way to impose an action in any way that can be perceived as oppressive or your users might quit prematurely!

It may not be the most efficient text, but let’s use a clear and typical example of a call to action “Read more”. The goal is to encourage the websurfer to click to access informative content hiding behind the words “Read more”.

Quelles sont les fonctions d’un Appel à l’action ?

Overall, the call to action occupies a major place in your marketing strategy. They are an additional tool to generate leads and build a customer base.

More precisely, a CTA’s functions are multiple, but all have this point in common: lead the user through a network of clearly identified steps:

3. General CTA rules

An efficient call to action must offer an answer to a promise. An efficient CTA is a CTA that provides the user a service. It must then be adequately put forth and visible, without being “spamming”.

Your CTAs must thus be visible: play with colors, textures, contrasts. Likewise, place them in clear spaces with aerated graphics so that they don’t drown in the midst of too much visual information. Their position should also make sense. Placing them just after the promise making content is ideal.

Just don’t over do it with calls to action. Define their content, shape and placing beforehand. Each one should have a well-established function and must not be inserted simply to “look pretty”! When there’s too many CTAs, the user doesn’t even see them anymore.

4. What content makes for efficient calls to action?

Firstly, a call to action that truly encourages the user to click, we recommend offering original texts, avoiding common links. We would present instead the popular “read more”, less generic text and disclosing from the get go the content behind the link, for example “Find out more about this product”.

It’s also interesting to vary verbal tenses. Rather than always opting for imperative or infinitive, it’s still common to use verbs conjugated to first person or indicative. Rather than writing “Subscribe now!” or “Sign up”, write “I’d like to subscribe”. This isn’t a big deal, but it already involves the user emotionally.

When you integrate a temporary call to action, for example regarding a promotion, it’s interesting to play with duration words. The goal is to highlight the limited aspect of your offer. For example, you can build a CTA in the form of a countdown or place words like "right now"; "quick"; etc.

Don’t forget that the text is without a doubt the most important part since it encourages your visitor to act. It must immediately produce the desire to click and discover the mysteries hiding behind the link.

5. UA call to action for each visitor

CTA placement must be thoroughly thought out and be the link between your content and your users.

4 types of surfers will navigate your site: the visitors, the leads, the clients and the subscriber. Your goal is to make the visitor a lead, the lead a client, the subscriber into a partner. Thus, the placement of your CTA is central to the pursuit of your objective.

For example, if you have a blog associated with your website, integrating a call to action in an article is an excellent way to lead readers (often just visitors) to other parts of your website.

In fact, you should know who reads what, what is your most visited content, by leads, clients, etc. The goal being to place the right CTA, visible for a specific type of surfer, on the pages which they tend to visit.