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7 Call to Action Tips to Increase Lead Generation

Written by: Collin Burke, Content Marketing Intern

Getting your audience to take action can be difficult. That’s why calls to action (CTAs) exist — their sole purpose is to get users to click. Sounds easy, right? Well, there’s a lot more to CTAs than meets the eye. Minor tweaks can make a world of difference. Here are seven tips to get your audience clicking on your CTAs:

1. Align your CTA with your landing page

This is a must! If your call to action isn’t aligned with your landing page, you will miss out on opportunities. Clicking on your CTA should bring users to the landing page that they are expecting. For best results, use similar copy and creative to keep users focused on your offer.

Below is an example of robust alignment between a CTA and a landing page, with consistent copy and creative to reassure users that they’re in the right place.

CTA Landing Page Alignment

2. Feature CTA buttons in your Facebook ads

Call to action buttons on Facebook ads tell users specifically what action you want them to take once they leave your ad. They are located in the bottom right hand corner of News Feed ads, instructing users to Shop Now, Learn More, Sign Up, Book Now, or Download. Clicking on one of these buttons will take users to a landing page on your website or your Facebook page. If you’re looking to drive traffic to your website and generate leads through Facebook advertising, putting CTA buttons in your ads will help drive conversions.

In the ad shown below, a “Download” button brings users to a landing page where they can download the offer featured in the ad.

Marketo FB CTA

3. Customize button copy

Tell potential customers exactly what they are getting themselves into. Feel free to use a few words or a full sentence, just be creative with your language to entice your audience.

The call to action below encourages users to “GET STARTED!” learning code interactively, for free. Language matters — this page would be dull if the CTA button simply read “Submit.”


4. Create a sense of urgency

One way to gently persuade users to click on your call to action is to introduce a sense of urgency. Making users feel like they need to act now — or otherwise miss out on a great deal — can increase click-through rates. Use active language to further inspire users to click on your CTA button.

Below, the call to action uses active language, encouraging users to “Order Canvas.” The banner above the CTA prominently displays a significant discount that is only available for a limited time. This pressures users to act now or miss out.

Canvas Urgency

5. Size matters

This may seem intuitive, but increasing the size of your call to action will draw users’ eyes to it. Especially if your CTA is featured on a crowded website page, such as a blog post, enlarging your CTA will help it get noticed.

In the example below, a large call to action is featured at the end of a blog post. As you can see, it’s hard to miss.

6. Don’t be shy

The most effective CTAs are easily identified. Use strong colors and stark contrasts to direct users’ eyes to your call to action. Position your CTA front and center to make it obvious that you want users to click on it.

This prominent call to action on Spotify’s homepage cannot be ignored.


7. A/B test color, copy, and positioning

You’d be surprised at how many minor changes can improve the click-through rates on call to action buttons. Don’t believe me? Then see for yourself. No, but seriously, you should be A/B testing the color, copy, and positioning of CTA buttons on your website. It’s worth your time.

Looking for more ways to improve your landing pages and generate more leads? Well, you’re in luck. Click the button below to read our tips on optimizing website forms.

7 Landing page form tips to increase lead generation

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