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Make an Offer they Can’t Refuse: 5 Tactics for Stronger Calls to Action

This guest post is by Christopher Jan Benitez of PrintRunner.com.

For site owners to increase their profit, they need to strengthen their calls to action (CTA).

Websites earn from visitors who click on a button or banner. This leads them down the conversation funnel until they reach the end of the funnel where they become a lead, if not a customer.

Getting people to perform a click of a mouse button—or any desired action—however, is never easy. It takes careful planning and strategizing to get people to heed your CTA, let alone act on it.

ProBlogger has said much about calls to action here and here. But a call to action needs to weave some factors left out of these posts together into an eye-catching and attention-grabbing banner or button.

This post discusses other essential points to help site owners maximize their earnings.

1. Color

The colors you use on your calls to action trigger different emotions in users. Whether it’s the copy or button itself, you need to use the appropriate color choices that best connect with your audience to increase the chances of people acting on your CTA.

This color wheel shows how each color is perceived by users:

Color wheel

The color you will use on your landing page will depend on the site’s theme. For the copy and button to pop out from the screen, you will have to choose a color that is complementary to the site’s theme.

If there are elements of your call to action that stick out like a sore thumb, redesign it with a color that is analogous to the theme.

2. Size

Make your calls to action appear in large buttons or fonts. If you have different calls to action set up on your page, make the priority ones larger and the lesser ones smaller, so that users can distinguish which are more important.

Don’t design the entire page with a call to action graphic design—observe subtlety at all times.

3. Placement

Theoretically, the best places for your calls to action to appear are above the fold and below the post.

When positioned above the fold, users will immediately see your call to action as the page is done loading. They won’t have to scroll down the page to see what’s in store for them.

On the other hand, placing your call to action below the post has the potential to produce more leads. Users who scroll down the page are engaged with the content of your post. Therefore, once your call to action appears on their screen, they will be more likely to heed your call.

The placement of your CTA ultimately depends on your site design. Since each site is unique, some best practices may not necessarily apply to your blog. You need to determine how your site is viewed by users by looking at a heat map. This helps you figure out which parts of your pages receive the most attention from visitors.

Slodive has a post of heat mapping tools that you can use for your site to learn the best places where you can post your call to action.

By placing your CTA on “hotspot” areas in your layout, you increase the chances of users heeding your call to action.

4. Uniqueness

It is advisable to follow the suggested practices of a particular task, but you can’t let yourself be restricted by those practices. Eventually, everybody will start using those tactics. until every other call to action ends up looking exactly the same.

Although there’s essentially nothing wrong with having a fundamentally sound CTA, a really good call to action operates away from convention.

Writer Dan Kennedy shares his insane advertising ideas for pain relievers, financial services, and skin cream product in the market in this post. “Truly groundbreaking” are words that perfectly capture the essence of Dan’s advertising ideas.

The idea here is that your CTA stands out even more from those of your competitors. When everyone else is following the best practices for their CTA, you can do ever better by going against the flow and following your gut.

Be distinct from the competition, but don’t overdo the weirdness—you may end up alienating your target audience. Let your creative side show while still being in touch with your core values and mission.

5. The “What’s in it for me?”

To effectively get people to perform your desired action, you need to put yourself in the shoes of your potential clients.

Think of your experiences purchasing goods from a store. You will find yourself buying something that gives you the most satisfaction at reasonable prices.

As a service provider, it is your responsibility to provide high-quality products and services that fill a need. Start by listening to people and knowing what makes them tick. Then develop your CTA based on the findings.

The higher the demand, the greater the possibility that your CTA will be answered. Whether you’re offering free ebooks, email subscriptions, or products for sale, ensure that there is genuine interest among users, and craft your CTA accordingly.

There’s a lot more about calls to action that needs to be discussed to help site improve their lead generation tactics and increase sales. If you have tips and tricks on how to boost your CTA that weren’t mentioned in this post, let us know by commenting below!

Christopher Jan Benitez writes helpful articles about social media, small business, and print marketing, in particular full color brochure printing. He is currently a writer for the PrintRunner Blog.

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Comments

  1. Great tips – thanks for sharing! I always struggle with calls to action, probably because my “Midwestern nice” upbringing makes it painfully difficult for me to ask people for the things I want :)

    I definitely appreciate the actionable tips, and will get to work implementing them on my blog.

    • Thanks for the kind words, Sarah! I think being nice can be an advantage to your calls to action. Instead of asking what you want from them, ask them what they want from you (i.e. better content, e-book, whitepapers, etc.) to get some more interaction going with other people, who may turn out to be your next customer in the future!

  2. Cat Payen says:

    Christopher hello,
    thanks this was just what I was looking for :)
    Cat

  3. Usefull points for using call to action in a very effective way.Thank you Christopher for your valuable tips,which will be very helpfull for newbie bloggers.

  4. John says:

    well, I think that placement and colors matters a lot. If you have used good colors then no one can refuse your call to action !
    Thank you

  5. These are all great ideas! Thanks for the post.

  6. Vikas says:

    Now this is something unique information.

  7. Some great pointers here Christopher Jan. To me, a good CTA button has to excel in 4 different categories: placement, shape (and size), message and color. All should be in line with the target audience and the goals you wish to achieve in order to persuade your visitors. I wrote a couple of articles about the psychological effects of color in a CTA-button on decision making, which maybe the readers of problogger might find useful as well?

    • Thanks for your comment, Paul! The message of your CTA is important to actually get readers to click on the button or sign up on your form. However, it also has to answer the question, “What’s in it for me?” on the side of the reader to convince them that they need to do business with you. Regarding your articles, I don’t mind if you post them here to help us learn more about approaching CTA the best way possible.

  8. LCMPros says:

    Great tips. Also, don’t forget to provide Great, Useful content on your site – like this one. Good job Christopher!

  9. Bris Truong says:

    The post is great, but making money online is not easy

    • And it never is. That’s the beauty of it. Business owners are forced to push the boundaries of their marketing strategies to stand out and be better than their competitors. Crafting compelling calls to action is part of the exercise of trying to outdo and earn more than the competition. Once your have written and designed a great call to action that draw clicks and sign ups, then making money online would be a little bit easier.

  10. JoAnne Funch says:

    thanks for the great post. I have recently been using Premise and find your tips truly helpful in creating pages.

  11. Rahul says:

    very nice tips and very helpful for newbie thanks for sharing..

  12. Great information deal here, can anyone recommend me some pinterest marketing ebook, as pinterest has got an important value for traffic i do want to leverage best from it.. i saw a guide at pinterestboardfollowers.com which claims that you can get 1 million pinterest followers, it is free to download but i am still looking for some reviews as most of the stuff like this is time wastage.