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1.5. How to create a Call To Action (CTA)


Calls to action (CTA) are buttons or links that live on your website pages that helps drive prospects your landing pages. This enables you to start generating leads! This CTA button should tell your site visitors what you're offering on your landing page. It can live anywhere on your site, from your homepage to your blog's sidebar.


You can create a nice-looking CTA and create A/B CTA groups that allow you to test different designs or messaging and report back the results to you! Here's how:

1. Pick a place on your site to add a Call to Action Button

Create a new button using a graphic program (ex.: Photoshop) or upload an image for a button you've already created.

2. Design a Call to Action Button

The first time you use this tool, you will first need to create a Call to Action. You can either design a brand new CTA, or import an existing one from your hard drive.

On the button you can add multiple lines of text to your CTA. When writing the copy, follow these best practices:

  • Make it clear what the offer is: A user clicks a CTA because they're interested in what it offered. If they reach your landing page and it doesn't immediately follow up on that expectation, you'll lose them. If your landing page is all about a Free ROI Analysis, make sure that's what your CTA is advertising.
  • Make it action-oriented: Begin with a verb like "download" or "register" that makes it very clear what action site visitors will be taking on the subsequent landing page.
If your CTA blends in with the rest of your page, you won't get much traffic to your landing page! Make it contrast with your website's color scheme so that it is very noticeable on the page.

3. Link your Call to Action to a Landing Page

Next, you'll be prompted to choose a target landing page for your Call to Action. You can simply enter the URL of one of your landing pages.

4. Insert CTA Button Group Into Your Sidebar

You have the option of creating another Call to Action Button so that you can create an A/B test group. Additionally, you may need to reorder your modules to place the CTA above the fold so that your website visitors can see your CTA without having to scroll down the page. Our data shows that this will increase your click-through rates.

5. Create more CTAs for Your Site

Next, create more CTA button groups to place on your site. When you click the Call to Action button in your next content module, you'll have the option of choosing an existing button group or creating a new one.

Create CTAs for Different Stages of the Buying Cycle

Different offers appeal to different segments of the traffic visiting your site. A whitepaper might appeal to an early sales cycle visitor while a free consult or a free trial might appeal to a later sales cycle visitor. In order to capture the maximum amount of traffic hitting your site you need to cast a wide net - we recommend having at least three CTAs on your homepage, one for early, one for mid, and one for late sales cycle visitors.

Place them on the Most Relevant Website Pages

Aside from your homepage, place the most relevant CTAs on each of your website pages or blog posts. For example, HubSpot has created blog posts about Facebook and SEO. On the Facebook blog posts, you'll see a CTA advertising a Facebook whitepaper. On the SEO blog posts, you'll see a CTA advertising a SEO whitepaper.
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