Marketing Journals is a series where I share small adjustments and ideas I've made while working with various small and medium-sized businesses on their websites and copywriting. Sometimes, even minor tweaks, like optimizing a Call-to-Action (CTA) button, can significantly improve marketing outcomes. These tips are especially useful for small businesses looking for inspiration in their marketing efforts.
Today’s focus is on how to enhance the impact of Call-to-Action (CTA) buttons.
What is a Call-to-Action (CTA) Button?
A Call-to-Action (CTA) button is an element designed to guide users toward a specific action, usually presented as a button. Whether you want users to make a purchase, sign up, or learn more about your product, an effective Call-to-Action (CTA) button is an essential tool in driving conversions.
Why are Call-to-Action (CTA) Buttons so important?
- Boosting website conversion rates: A well-placed Call-to-Action (CTA) button can effectively turn visitors into customers or leads, directly impacting your business goals.
- Guiding user behavior: With a strategically designed Call-to-Action (CTA) button, you can guide users through your website, encouraging them to complete specific actions like making a purchase or filling out a form.
- Enhancing user experience: Clear and prominent Call-to-Action (CTA) buttons improve user experience by making it easy for visitors to find the information or services they need.
Case Study 1: Replacing Multiple CTA Sessions with a Fixed Sticky Bar to Ensure Call-to-Action Button Visibility
- Background: A small clinic wanted to create a landing page for their ads to attract more sign-ups.
- Change: Initially, the clinic planned to repeat several Call-to-Action (CTA) buttons across the page. I recommended consolidating them into a sticky bar. This ensured that the Call-to-Action button stayed visible without interrupting the visitor’s reading experience.
Case Study 2: Adding a Call-to-Action (CTA) Button to the Navigation Bar to Encourage Visitor Contact
- Background: An educational institution redesigned its website to boost organic traffic.
- Change: During the redesign, I added a prominent Call-to-Action (CTA) button to the navigation bar. This strategically placed CTA button encouraged visitors to contact the company.
- Result: After launching the redesigned website, content improvements helped the company’s Google ranking, but more importantly, the Call-to-Action (CTA) button transformed engagement—from zero contacts to several potential leads reaching out each week.
