Often, marketers aim for significant impact through large-scale projects such as expansive email campaigns, extensive website redesigns, and comprehensive social media plans. However, time constraints can make executing these projects challenging. If your schedule only allows for sporadic moments, like the 43 minutes between a hurried lunch and a weekly client call, investing in major campaigns might seem impractical. Fortunately, impactful changes don’t always require grand gestures. One of the most potent yet smallest adjustments you can make is revamping your call-to-action (CTA).
At HubSpot, we’ve witnessed modest CTA modifications leading to a remarkable 30% increase in conversions. So, if you find yourself with just a few minutes each week to enhance your conversion rates, consider upgrading your outdated and lackluster CTAs. To ensure you cover all essential components, follow the comprehensive checklist provided below.
11 Essential Elements of an Effective Call-to-Action
To illustrate the anatomy of a well-crafted CTA, let’s dissect the primary CTA recently featured in our blog post addressing the most significant issue in PR.
- Use actionable language.
- Align CTA copy with landing page copy.
- Include a clear value proposition.
- Play up its time-sensitivity.
- Make it big.
- Create a highly contrasting design.
- Make the button look clickable.
- Add alt text.
HubSpot’s CTA tool facilitates the creation of click-worthy CTAs. Contrary to grade school teachings, writing in the second person (“you”) is ideal for CTAs. Effective copy revolves around action-oriented, second-person verbs. Opt for verbs like “discover,” “unearth,” and “find” over passive ones like “be smarter.” In the example below, sentences begin with “Learn” and “Download,” empowering readers to click while keeping the copy concise and impactful.
Ensure coherence between your CTA copy and landing page copy. The promoted item’s name, whether it’s an ebook, whitepaper, template, guide, or presentation, should match on both the CTA and the landing page. Consistency in naming and messaging matters for clarity and user trust.
Your CTA is unique to your business, but users need clarity on why they should act. Address their questions about the specific benefits and differentiate your offer. Clearly describe what users gain by clicking, building trust and setting your offer apart.
Online audiences are busy, so leverage urgency in your CTAs. Incorporate words like “now” or “today” to encourage immediate action. Adding a sense of urgency increases the likelihood of prompt responses, keeping readers focused.
In the realm of CTAs, size matters. Ensure your CTA is prominent, covering a significant portion of your page. This prevents it from being overlooked and aligns with users’ natural reading patterns, increasing visibility.
Design your CTA to stand out from the overall page design. While matching brand colors and fonts, use contrasting elements strategically. In the example below, the blue CTA background pops against a white background, ensuring attention-grabbing visibility.
Design your CTA button to resemble a clickable element. Incorporate shadows and borders to provide a familiar appearance, making users more inclined to click. Experiment with designs that enhance the perceived functionality of your CTA.
Despite the web evolving, adding alt text remains crucial for accessibility and SEO. Ensure your CTAs include descriptive alt text, enhancing user experience and search engine visibility.
By incorporating these essential elements into your CTAs, you can maximize their impact, driving higher conversion rates even with limited time resources.
