This is part 2 in the Creating Calls to Action Series
Every piece of content you create needs to have its own call to action. All the stages of your customers’ buying cycle need a strong CTA. The right call to action at the right time is imperative if you expect a good return on investment, keep building your list, and influence your audience with your products and/or services.
One key to ensuring your calls to action deliver the results you want, is their placement on your website. There are several places you can put a strong call to action, and each one will deliver different results.
Here are 3 of the most common places to put calls to action on your site.
Placement #1 -
Above the Fold
One piece of advice that’s commonly given to website owners is to place their call to action “above the fold.” This means you place it near the top of your page, so that it’s on the first screen your visitors see before they start to scroll down.
It’s why you often see lead magnets and sales offers at the top of a page.
This is good advice when you already have a relationship with your audience. But what about new visitors who don’t know you yet?
For new visitors, you need to give them a chance to get to know you before you try to sell them anything or capture their email address. You want to tell them how you’ll solve their problems, before they get to the call to action. For them, seeing the CTA first may not necessarily be the best option.
Because you will have visitors in varying stages of relationship building with you, it makes sense to have multiple CTAs on your page.
Placement #2 -
At the Bottom
Most people are used to scrolling today, especially on mobile devices. Therefore, always putting a CTA at the bottom of your content is a great way to ensure that your audience members who make it to the bottom of the page know what to do next.
The last thing you want is for people to get to the bottom of the page and wonder “what’s next?” Having a call to action, such as an opt-in box or “click here for more info” button gives them a clear direction to take after they’ve consumed your content.
Your mission is to make it easy for people to engage with you. Strategically placing calls to action at the bottom of your content is a way to accomplish that.
Placement #3 -
Below the Fold
Placing your call to action “below the fold” where your visitor has to scroll to find it is always an option. But, if you choose to go that route, you need to have something to tell them there’s an offer near the bottom of the page.
You can do this with content, images, and even actual arrows. This works great when you’re using a storyboard or infographic to explain to your audience the information they need to know in order to make a choice to buy from you.
This is part 2 of a 10-part series on creating effective calls to action. Subscribe below to be notified when there's a new post.