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Blog - Call To Action

 

What’s a Landing Page and How Can You Use It to Get Leads

Posted Thu, May 25, 2017 by Julie Short


With so much jargon to sort through, it’s easy to get confused about where to spend your time and effort in online marketing. If you’ve ever wondered what a landing page is and why it matters for your business, now you can find out!

The basics: A landing page is a static page on your website that’s built for a specific purpose, usually as part of a campaign, promotion, or other marketing effort. In the B2B space, landing pages are often used for lead generation. For example, a company may develop a white paper and make it available for download if a web visitor fills out a short form on the landing page with their name, company, position, email, and phone number. Assuming the white paper is still relevant five years down the road, it can still be collecting qualified leads for your sales team if you’ve got a landing page that converts well. Here are four quick tips for how to get it right.

Keep It Short and Sweet
In the B2C world landing pages are often long form sales letters. In B2B, that type of landing page simply isn’t appropriate (although if you can figure out how to write a landing page with a “buy now” button that convinces a buyer to place a $120,000 purchase order, we’d love to see it!) For a B2B landing page, most of the content should be viewable without significant scrolling.
The visitor should know from the link that directed them to the page what to expect. And that’s what they should find, presented as succinctly as possible. Never do a bait and switch! Don’t be afraid to use video to make landing pages more engaging. But keep these short as well. Thirty seconds is a fine length if you want visitors to actually watch the whole thing.

Match the Offer to the Buyer
A digital resource that can be delivered immediately is a great offer. But you should tailor the type of resource to the stage the buyer is in along their journey. They might be just learning about the brand or seeking information to solve a specific problem. Often, a landing page is used at the beginning of the journey or closer to the top of the funnel, when buyers are marginally aware of your company, looking for answers to specific questions, and potentially open to engaging and learning more.

A whitepaper is best for people doing initial research to make a better purchasing decision down the road while a checklist is a great idea for people who are trying to solve an immediate problem. The type of offer visitors respond to can tell you whether a lead is just warm enough to start a drip campaign or if they are ready for a call from a sales person.

Ensure Your Call to Action Counts
Always start with the call to action in mind and design every element of your page from the visuals to the text with that final step as the focus. Otherwise, you may create interesting content but deploy it ineffectively. Also remember that a call to action shouldn’t be a demand. It should be an invitation. For example, it’s appropriate to use words like “discover” and “explore” when buyers are in the information gathering stage and you are offering a resource that helps them in their quest. That type of terminology is in alignment with what they are already in the mood to do.
It’s a best practice to have only one call to action on your landing page, even if visitors could conceivably take more than one action. Don’t ask the prospect to call, email, text, sign up for a newsletter, share your content, connect with you on social media, and enter to win. Pick the action that matters most and make that the focus.

Make It Easy to Get Results
User experience is critical for a landing page to convert well. Design the page so the user can get what they want and you can get what YOU want with the least effort. For example, determine the best number/type of fields for your form so you don’t scare people away by asking for too much information. A form with more than five fields is usually a deal killer.
Ensure that the buttons or other elements that give direction on what to do next are easy to locate. Remember, people scan content online rather than reading it word for word. You may have some great copy on your landing page, but visitors must be able to jump immediately into taking the desired action if that’s what they want.

Finally, don’t be afraid to experiment. Landing pages are a great place to do A/B split testing or multivariate testing. You know exactly what you want visitors to do and can track which version of a page delivers the best results.

Need to add landing pages to your website to help you achieve your marketing goals this quarter? Web Revelation can help you develop and launch your next campaign.
Posted in : Website Content , Websites | 
Tags : Call to action , landing page


Button, button: creating call-to-action buttons that work!

Posted Thu, May 8, 2014 by Julie Short

Having a social media campaign is a huge step forward for any business – but social media marketing doesn’t stop at just maintaining a website, your Facebook page, and your Twitter account. To develop loyal followers who can eventually be converted to customers, you need to go one step further and entice your viewers to become involved by using a call-to-action.


Even if you don’t know it by name, you’d recognize a call-to-action (often abbreviated CTA) even if you were blindfolded. It’s your kid following up a surprisingly practical list of reasons for owning a dog with a less practical plea to get the puppy. It’s getting “The Look” as you drop your date off at her door. There’s a reason for you to go through with something – you just have to agree to do it.


On a website, a traditional call-to-action might be a reminder at the bottom of the page for customers to call your company today. But in today’s market, you are more likely to ask the potential customer to click on the call-to-action button to connect via social media. A few factors can help you make your call-to-action buttons more successful.


What is the purpose of your call-to-action button?


Your call-to-action buttons should be geared toward a specific purpose – not just be on your web page or blog simply because you think they should be there. If your goal is to increase likes or followers on Facebook, include a button linking to your Facebook account. If you want to encourage visitors to download an informational pamphlet, the pamphlet could be the focus of your main CTA button.
Determining the purpose(s) of your CTA buttons can help you prioritize which ones you want to display. One or two buttons are typically sufficient; having more than that can confuse customers and distract attention and energy from your main goals. If you are unsure about which actions have the highest priorities, list out the result of each (revenue generated, technical complication). Then decide which buttons deserve the prominent space on your page.


Make your buttons informative


People tend to skim, not carefully read. They may be unlikely to read the entire web page to find out why they should click on the call-to-action and what the results will be. A more successful approach is to develop a button that includes text stating exactly what the button does or why visitors should click on it. Here are some generic examples:

  • “Click here to like us on Facebook.”
  • “Limited time offer - get your free download now!”
  • “Take our survey and enter to win a prize.”
  • “Click here to follow us on Twitter and reveal the rest of this article!”


The call-to-action can be more effective if you create a sense of urgency by placing a time limit on an offer or offering to reveal interesting information once the viewer clicks the button.


Consider other details of your call-to-action buttons


Your call-to-action buttons need to be visible but not overwhelming, easy to use, and represent your business as credibility and trustworthy.

  • Be sure that the color of the call-to-action button contrasts with the background color of your website so that it is easy to see.
  • Make the call-to-action button big enough to see, but not so big that it appears to be a paid advertisement from a third party.
  • Consider a floating button or set of buttons so that the reader can click on the call-to-action button from any point on the web page without needing to scroll up or down to find it.
  • Include your privacy policy near the buttons to increase user trust.

You can increase conversions by making your call-to-action buttons easy to use and encouraging for readers. Track your button conversions and see whether you can make them more effective for your business. (We bet you can now!)

 

Posted in : Website Content , Tips and Tricks , SEO/SMO/SMM | 
Tags : call to action buttons


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