CTAs Start the Process of Lead Generation

Category: Inbound Marketing Lead Generation

Written by: Lacey Wilcox

Posted on: October 2, 2017

Now that you’ve created something valuable to offer your audience, you need a way for them to get it (and a way to learn a little more about potential customers). This is where a CTA comes in.

In this blog, we’re going to look at what a CTA is, why it’s important, and the best way to create it.

What is a CTA? 

CTA stands for Call-To-Action. It’s basically what it sounds like: something that calls a user to take action. CTAs can take different forms: they can be a link within text, a simple button, or an image. 

When users take action and click this link, button, or image, it begins the process of making that person a lead. Here are the steps:


Why a Call-To-Action is Critical to Lead Generation

Without a CTA, there is nothing to start the process of someone becoming a lead for your business. No one wants to spend the time searching all over your website to find how to subscribe to your blog, how to contact you, or where they can download one of your offers. CTAs make it as clear and easy as possible for visitors to show you they want to know more.

What Makes a CTA Worthy of Clicking? Best Practices

Not all CTAs are created equal. Those calls-to-action that perform the best share a few common characteristics and traits.

Action Oriented:  It’s named a Call-To-Action appropriately, because the desire is that the user will take an action. But don’t leave visitors with any doubt as to what that action will be--let them know with key phrases like, “Download your free guide here.” “Claim your keyword template now.” “Learn more about creating SMART Goals.” 

Consistent Keywords: Keywords matter, and they should be handled with care. And they should be included in everything you do, including your CTAs. Including keywords in your Calls-To-Action is not only good for your placement in search; but also, it gives your audience a clear idea about what they’re getting.

Attention-grabbing: The best offer in the world will never be claimed if it’s not placed behind a CTA that catches visitors’ attention. Choose a color that both complements and contrasts your visual branding, use a font that is easy to read, and consider using arrows to help guide users’ eyes to where you want them to click. 

Appropriate On-Screen Placement:  Along with a design that catches the eye, appropriate placement on the screen is important to helping your CTA be seen and followed. Usually, the best placement is at the end of a blog or email. This gives the user a chance to take an action based off what they have just learned and read. If you’re using a link-based CTA, you can place it in the middle of a blog or email, but your most important CTAs will do better at the end.

Testing: Do you know if Calls-To-Action made from an image perform better than those that look like a button? Do your users seem to prefer a specific color or wording? Take the time to test different options (one at a time) to see what gives you the best results.  

How Do You Create CTAs? 

Creating a CTA isn’t quite as complex as it may sound. If you have a subscription to Adobe Illustrator (or a similar program), you can get started right away. Here are some free options you can try as well:

  • Powerpoint 

If you’re new to these sites, each one comes with helpful tutorials you can follow. In no time at all, you’ll be creating a wide variety of buttons and images you can use for CTAs. Once you have created those, you can upload them to the blog post or page on your website where you want people to click.  

Want a little help creating CTA buttons to use on your site? We’ve put together 15 to get you started. Download them by clicking the image below! 

Get Your 15 Free CTA's

This process is made even easier with a software like Hubspot. Not only is it incredibly easy to use, it saves each CTA you create so you can use them in multiple places.