This image is a Call-To-Action button and if you don't have a variety of these on your website you are missing out on the opportunity to turn visitors into customers. Click on it and see what I mean.

One of the key elements of an inbound marketing strategy is a strong call-to-action. In most cases, a call to action is a descriptive button found on your website that promises additional information when the buttons are clicked upon. These buttons take the viewer to a landing page where information, such as a guide, brochure, or presentation is provided in exchange for the name and email address of the viewer. Landing pages should explain the value of the offer. A good website design strategy requires some call-to-action buttons that speak to different buyer personas at every stage of the sales process. Here are some tips on creating a call-to-action that will turn leads into sales.

Identify your Target Market

Make your calls-to-action specific to segments of your target market. Effective calls-to-action target different stages of the sales process. Be thoughtful about their placement, as an example, you wouldn't put a call-to-action looking to the secure payment page on a website. They're already buying so don't take them away from the page. Instead, place calls-to-action on your homepage or blog and send the viewer to a landing page where prospects can enter contact information in exchange for valuable information. This lead-nurturing approach will enable you to send them emails that encourage them to return to your website for further information on your services. The idea is to move a potential lead into the next stage of the sales process.

Homepage CTA's

Prominent call-to-action buttons on your homepage will enjoy more visibility than those on your interior pages.  Tailor each to the buyer persona of your different target markets. The only place a call-to-action does not belong is a landing page. Everywhere else is fair game. 

Test CTA's on Social Media

One of the best tips on creating a call-to-action is to examine what has worked when using CTA's on a social media pages like Facebook, Twitter, or Houzz. Social media web sites have statistics, including viewer demographics, to show you how successful your posts have been. They show you how many users have seen your page, how many people have clicked on your posts, and subsequently, how many times that post has been shared. These statistics can give you a clear understanding of the posts that your viewers would like to see. 

The title on your call-to-action is just as important as how well it targets prospects in the appropriate selling stage. Based on the viewer statistics, use the most successful content that you included in your last marketing campaign and determine what your target audience (stage-specific) would want to see next. The goal is always to be turning viewers from leads into clients. Remember the ABC's of Glengarry Glen Ross?