When it comes to businesses (especially small ones), marketing is crucial.
Obviously small businesses can utilize free tools such as social media to promote their business and the services they provide, but often their own website represents the best potential investment and the bulk of their marketing via content, sales, and more.
With social media, businesses can create posts or share content (helpful articles from other sources, for example) and add their own take with a few words - a time-efficient and low effort way to make the most of memes and trends while staying relevant and in the conversation.
While not all of your content should be focused on promotion (social media is a great example of this point), it is crucial to be able to close when it counts. This step helps your audience take that next step and do things like join your newsletter, start a free trial of your service, sign up to be notified of future product releases, and more. This step is known as a call-to-action.
A call-to-action is a section of a webpage, ad, or other piece of content that directs your audience to take a particular action. You give a suggestion, and the audience takes action. A call-to-action (CTA) is the closer that influences your audience to convert and drives various beneficial actions, depending on your goal.
A call-to-action is vital because it lets your user know what to do next. If you do not have a clear CTA, the user is drastically less likely to take those next steps you need, like claiming a free trial and entering their information. Without the CTA, the user's needs are unfulfilled, and you don't accomplish your goal.
However, with the right CTA, both users and your business win.
There are several ways a business can use a CTA to their advantageA call-to-action can be simple (and direct), making it easy for users to take action. Simple phrases like "get started," "learn more," "subscribe," and "sign up" all are great examples of how call-to-action phrases can be straight to the point and lead to a user's action.
When creating a call-to-action, there are a few things to keep in mind. Your site should have a clean design, and your CTA should have high visibility, include words to provoke thought or enthusiasm, and should never be afraid to tap into FOMO.
Let’s take a look at a few examples of great CTAs used by some of the major players in today’s market:.
Slack offers a freemium service model. This means that -- while you can use many of the features of their service for free -- you don’t have access to all the premium features they offer to paying customers. This model manifests itself in their ever present CTA, “UPGRADE YOUR PLAN”.
When you first open Netflix, what is one of the first things you see as an unregistered visitor? A big red box on the screen that draws the eye and call you to “Get Started”.
My Perfect Resume is straight to the point. With the tagline The Perfect Resume for 2021 and a large green button that calls out the phrase "BUILD MY RESUME".
OkCupid is a dating app where you can meet other people in hopes of making a connection.
Their old homepage was a simple blue page where you’d describe yourself. For example, you'd select your gender and orientation. Then, you'd hit the CTA, which was simply "Continue." It was a simple yet exciting process that took you one step closer to finding love. Now, their homepage has more engaging and colorful imagery and two new CTAs, "Join OkCupid" and "Get the app". Either way, love is in the air.
In the past, Uber’s homepage had two CTAs, which targeted two different audiences: drivers and riders. For drivers, their call-to-action was "Sign up to drive." For riders, the call-to-action was "Start riding with Uber."
Now, they've added a few things. For example, if you're looking to use Uber eats, there's an "Order now" call-to-action that gets your attention. Or, if you want to use Uber's electric bikes and scooters, there is a "Get a ride" CTA. Uber has leveraged their integrations with other services and provided several desirable options to draw in an even wider crowd than ever before.
Pinterest offers countless images to share and add to your own board,in order to see them, you need to first follow their call-to-action. Pinterest will let you see their homepage, but to see more, you have to do one of two things: “Sign up” or “Continue with Facebook” or Google. They make wise use of supporting copy that reads “Sign up to get your ideas”.
Pinterest takes a different approach to the other many of the other services detailed above. It creates a walled garden that is only accessible if you fork over your information. While it may be a less desirable sell than some of the others listed, it’s no less compelling for those who want access to its vast library of imagery and features.
Nailing your CTA can be a struggle when you’re going it solo.
Many businesses are wasting money on marketing and advertising, sending traffic to websites that don’t convert.
At KangoMedia, We design websites and digital marketing campaigns that convert website visitors into leads and paying customers so that you get a positive return on investment.
Clients that work with us often see dramatic results in the form of an increase in website leads, requests for quotes, service calls, and sales. Businesses choose to work with KangoMedia because of our focus on growing their business. We are more than a service provider, we are your partner in growth.
Give us a shout, and let’s talk about your business.