The goal of this article is to help you understand the concepts of Landing pages and ‘call to actions’. We will take a look at the importance of these concepts, what they are, look at landing page call to action examples, and what their benefits are to your business.
What is a Call to Action Landing Page?
A landing page is a web page that appears when you click on an advertisement or search result. It is designed to persuade Visitors to take some specific action, such as signing up for a service or buying a product.
The purpose of a ‘landing page’ is to convert visitors into leads or customers. A good landing page does this by communicating the benefits of the product or service and providing a clear call to action.
Landing Page Elements
A good landing page will include elements such as:
- a headline
- a sub-head
- a value proposition
- testimonials and social proof
- and a call-to-action.
What is a ‘Call to Action’?
A call to action (‘CTOA’) is an imperative instruction for users that tells them what they should do next in order for a desired outcome to be achieved, like filling out a form or clicking on an advertisement.
The purpose of a call-to-action is to provide the reader with an easy next step.
It often appears on a website page as a ‘clickable button’ or hyperlink, generally presented on the website page in a vibrant color to help it stand out. It tells visitors to take some sort of action, such as signing up for a newsletter, downloading an ebook, or purchasing a product.
The most common example of a CTA is when businesses slap a “Buy Now” at the end of a product page or social media post.
Types of CTOAs
There are a couple types of CTOAs:
1. Primary CTOA – This is the main call-to-action on the page and should always be visible to the visitor. The primary CTOA should be placed in the most prominent location on the page and it should be easy for visitors to find.
2. Secondary CTOA – A secondary CTOA can be placed elsewhere on your landing page but it should not distract from your primary CTOA. Your secondary CTOAs may include links to related content such as an article, video, or downloadable resources.
So, what is the Difference Between a Landing Page Headline and a CTOA?
A headline is a short and catchy phrase that grabs the reader’s attention. A call to action (CTOA) is a phrase that encourages readers to take some sort of action.
The main difference between a headline and a call to action is that the latter usually includes an invitation for the reader to take some sort of action.
Types of Calls-To-Action and What They Mean ?
There are four types of calls for actions:
- product – used to promote products or services
- service – promotes services and goods that can be bought or sold on the website
- event – used to promote events on the website
- newsletter – promotes newsletters and other information that can be sent by email
There are many different types of calls for actions in marketing strategies and advertising campaigns, but they all have one thing in common: they are all trying to convince the reader to do something.
What is an example of a call to action?
Below, we are going to take a look at some of the most common ‘calls-to-action’ that you could use to convert a website visitor to a client or at least to begin a ‘conversation’ with them.
Free Trial
A free trial ‘call-to-action’ landing page offer allows users to try out your product or service without committing to anything. This type of page is perfect for businesses who offer products or services with a limited time frame. It gives potential customers a chance to see what your company has to offer without having to commit to buying anything. Here are some examples of this type of call to action at instapage.com.
Buy Now
If you’ve been looking for ways to improve your conversion rates, then you need to make sure that your call to action (CTA) is clear and easy to understand. Make sure that your CTA is clearly visible and stands out from the rest of your website.
Sign Up
A good landing page will also provide an incentive for visitors to sign up for your email list. This is especially true when you offer something free as part of the process.
Learn More
If you’ve ever tried to build a website without a call to action (CTA), then you know what we mean by this. It’s one thing to put together a beautiful site with lots of images and text; it’s another to make sure that people actually do anything once they arrive at your site.
Contact Us
A good landing page will have a clear call to action. This means that visitors should be able to see exactly what they need to do next. In other words, they should be able to click through to your contact form, download an ebook, or buy something right away.
What Can You Do to Improve Your Website’s Calls-to-Action
The following tips can help you improve your website’s call-to-action:
1) Review the pages that you are inviting people to come to your page. Is it just your homepage? Sometimes the broader message on the homepage is not narrow enough for all of your visitors.
2) If you have different products and/or services, consider inviting people from your social channels to go to a landing page that is NOT your homepage. On this landing page, you can focus all of the message and imagery on that one product/service.
3) Keep it simple – The more complicated the Call-to-Action (CTOA) is, the less likely it will be clicked.
4) Put it in a prominent place – It needs to be visible and in a spot where people can find it easily.
5) Consider repeating the same call-to-action at the top of the landing page (above the fold/before the scroll) and lower down on the page. If they are not ready to click the button at the top of the page, they may be ready after reading all of the information… don’t make them scroll back up to the top to find the CTOA.
6) Make sure there’s enough information – Visitors need to know what they are getting into before they click on it.
7) Use specific language – Your CTA should not just say “click here.” Instead, you should use words like “sign up now”. There are call to action generators online that might help you get inspiration, like at rytr.me and copy.ai.
8) Test your call to action by testing them on different pages to see which version gets more engagement.
Turn Your Website into a Sales Machine
We hope that these landing page ‘Call to Action’ Examples will inspire you to look at your website as a strong sales tool for your business. If you would like to dig deeper into the topic of ‘call to action’ examples, consider reading this earlier post on the topic.
