When someone visits your website, you ALWAYS want them to take some sort of action.
What is the goal action you want users to take? Fill out a lead form? Call for a quote? Purchase a product?
Whatever it is, emphasize the action you want them to take early and encourage users to take the desired action by having several Calls to Action (CTAs).
Don’t depend on the menu or one button or form at the bottom of a page to get the job done.
Website visitors are almost always going to see one of two things first:
- Central or featured images
- Colors that have a high contrast to what’s around them
While there is a balance between effectiveness and simply annoying users, try to ride that line to your benefit and think about what you want users to see (and click).
Most visitors are trying to find an answer to a question or solution to a problem (often both).
Your job is to present the solutions TO THEIR PROBLEM in a way that’s easy to find, and CTAs are a great way to do that.
Do you have several different types of services? Don’t info dump and explain everything you do at once.
Instead, create CTAs with images and buttons to encourage users to click through your website to learn more.
- It signals that this is where to go to solve your problem
- Multiple CTAs on a page keeps potential leads from having to find the button that takes them to where they can get help
- It gives you an opportunity to test different CTA messaging to see which converts best
We’ve tested this on dozens of websites, from lead generation to e-commerce, and guess what?
Having multiple CTAs on each web page converts 3-4x better than one CTA (a lead form, for example) at the bottom of the page.
But how many CTAs is too many? And what are the best kind of CTAs? Should I have 2, one to fill out a lead form and one that’s “click to call”?
Glad you asked!
How Many Calls to Action Should You Use?
In our experience, a good rule of thumb is to have 3-5 CTAs per page. It’s also best to make sure each CTA leads to the same place.
The idea is that each page has one major goal. If you have more than one major goal, you introduce too many decisions.
For example, on our Lead Generation Websites page, the major goal is for a visitor to apply up for a Website Conversion Audit.
Do we still include our contact info on our website? Yes! It’s at the bottom of every page.
We also include our phone number on our general contact page, so visitors who prefer to call will be able easily.
We’ve found after a few years of testing, though, that across ALL industries, lead generation isn’t just about quantity. Generating qualified leads is where true ROI happens.
Every business is different, but for us, directing visitors to a lead form is the best way for us to qualify them.
Someone visiting our Lead Generation Websites page is prompted to answer 1 question: Do you want to apply for a Free Website Conversion Audit?
The answer is “yes” or “no.” That’s it.
Each time they see the CTA, it re-introduces the opportunity to take action, which causes the visitor to answer the question you want them to have on their mind: Am I interested or not?
That answer might be “no” when they come across the 1st or 2nd CTA.
After learning more about your offer and reaching the 3rd or 4th CTA, they might be interested enough at that point to say “yes.”
Every time that CTA appears, though, so does the question (Am I interested?). And the mind has to answer it!
Where did you have lunch today?
We see a question and our brain automatically finds the quickest answer. It’s the way we’re wired.
You should take advantage of that with your offer!
Introduce 1 major question leading to 1 major goal several times until they say “yes.”
Should Every Button Link to the Same Place, Though?
We highly recommend that each page on your website leads visitors to take 1 major action, so each CTA will lead them to the same action.
When you introduce 2 options, what happens in the brain is a bit more complicated.
Instead of deciding whether they want your offer or not, your potential lead has to make a second decision:
Do I click button A or button B?
So back to the example of our Lead Generation Website page:
If we added CTA “Click to Call” buttons alongside the Website Conversion Audit buttons, each potential lead would do twice the mental work to convert.
Guess what that does to conversions? Cut them in half?
If only it were that good!
In tests with our website and client websites early on, we learned that having 2 main CTAs on a page cut conversions by nearly 70%!
Lesson learned. We’ve used 1 major CTA per page and see much better results from it for the websites and landing pages we build.
Should All the Buttons on the Page Say the Same Thing, or Should I Change My Messaging?
This is one of the benefits of having multiple CTAs on a page that all direct visitors to take the same action!
You can experiment with your messaging on each CTA to see what works best.
You’ll notice on our pages, often the text on our buttons changes slightly from one to the next, even though it’s clear all are leading to the same place.
We’re always testing!
- Each page should focus on getting visitors to complete 1 major goal
- Use 3-5 Calls to Action on each page that direct visitors to that 1 major goal
- Experiment with slightly different message with each CTA to see what performs best