Any digital marketing agency or expert understands that a call-to-action (CTA) can make or break your digital marketing efforts. But some business owners may not take the time to optimize their digital call-to-action placements, which could drastically hurt their return on digital marketing efforts and search engine optimization (SEO).
A CTA is simply the main conversion or action that a business wants an online user to engage in at the end of a specific marketing campaign. CTA placement is important to ensure that users at the end of an email outbound campaign, a live marketing event, or from organic SEO efforts over time. Ultimately, a call-to-action itself can be flexible, such as a direct purchase or simply a content download, but the user needs to easily make that decision.
When a call-to-action doesn’t have optimal placement on a landing page, then it could lower the overall potential of your marketing efforts. This concept is critical for SEO.
When call-to-actions are buried underneath the main content of a new service page, blog, or content pieces, it becomes hard for a user to convert. In fact, users find it frustrating or taxing have to put additional effort in call to actions when they decide to engage in your website and content.
Here are a few CTA basics that can help you determine if your call-to-actions are impacting conversions, and the next steps for improvement:
Poor Call-to-Action Placement Basics
Content is king when it comes to SEO, but having great content includes optimizing the call-to-action on your pages, blogs, home page, and elsewhere on the website. Your call-to-action may be improperly or ineffective if it placed in the following ways:
- The call-to-action is at the bottom of the page, without additional call-to-actions throughout the content
- There are too many call-to-action on the pages, which potentially overwhelm or over-advertise your services.
- The call-to-action isn’t prominent on the page and isn’t featured outside of an internal link
- The call-to-action isn’t formatted into a clickable element like a button, image,
- The call-to-action isn’t clear and potentially confuses a reader
- The call-to-action isn’t appropriate for the context of the landing page
Improving my website’s CTAs
The fundamentals of call-to-action placement include making a featured, simple, and verb-oriented phrase to help consumers get the services they need. Below are some tips to help those call-to-actions dramatically improve:
- Place most call to actions at the top of your page
- Use a button-format to make it easy to determine what a user has to click
- Simple, verb-oriented phrases including “call now,” “book appointment,” “order today,” “buy [product,” are effective and straightforward CTAs
- Personalize CTA language based on the lead visiting your website or the content on your page. Personalized CTAs convert much higher and indicate that a specific user still needs to complete a new step or action.
- Use bright, but not overwhelming, colors to make your CTA stand out
- Avoid using too many of the same CTAs on a page or blog. Use limited CTAs on the sidebar if you have a well-designed page
If you need an expert to further optimize your CTAs and SEO campaigns, then give Boston Web Marketing a call at 857-526-0096.