The first thing that most landing pages do wrong is they lack a clear call to action. This can lead your visitors to subconsciously feel as though the page has failed and move on, never clicking anything at all. The good news is, it’s easy to fix!
The “call-to-action generator” is a tool that can be used to create call-to-actions for landing pages. The tool allows users to create calls to action that are more effective than the ones they would normally use.
This is the first in a five-part series on how to generate leads online. The data utilized in this series is the product of many discussions with Andrew Pawlak, a mentor of mine and the CEO of leadPops, a cutting-edge landing page solution.
A call-to-action is a sentence that informs your visitors precisely what you want them to do once they arrive at your landing page. Most of the time, it’s only one or two lines that use urgent, aggressive language to get your visitor’s attention. In certain cases, a call-to-action may be found inside an advertising or another part of the website that sticks out from the rest.
What makes a call-to-action ineffective?
A weak call-to-action is precisely that: weak! According to Nielsen Norman Group, a well-designed landing page has a bounce rate of 70-90 percent, and visitors won’t stay on a site for more than 10-20 seconds. So if a visitor is on your landing page and is unsure what they should do, your call-to-action isn’t powerful enough.
The majority of landing pages with poor call-to-actions fall into one of four categories:
Too many call-to-actions may lead to information overload.
You have too many call-to-actions if your landing page contains more than one, maybe two. The Internet is a smorgasbord of information, but your landing page shouldn’t be one of them. Below is a sample from Lowe’s Home Improvement’s homepage page, which has six call-to-actions:
The catastrophe relief donation choices are the most prominent call-to-action. Although this is important, I don’t believe it is the best course of action for you to do when viewing this website.
There is an excessive amount of copy or content.
This is different from information overload in that it concentrates on the quantity of words in your call-to-action. The call-to-action on certain landing pages will be a headline statement with several bulletpoints supporting that assertion. Others will bombard you with information about their product or service all at once. When browsing LeadFormix, which, strangely enough, is a lead generating program, you’ll notice the latter.
This website has so much text that your head will ache, your eyes will sting, and you will leave without purchasing anything. It’s almost impossible to understand the language, much alone locate the call-to-action that should lead you into their sales funnel.
Design that is distracting
When it comes to persuading people to make a choice, design can be very effective. It may also easily go overboard, destroying a good landing page by clogging visitors’ attention with pictures and preventing them from focusing on the page’s goal. When viewing the PagePlus x6 website for the first time, this happened.
They cram six pictures down the bottom of the page, each with text and a link to the appropriate website for additional information. This draws attention away from the primary call-to-action, which is tiny and tucked away to the right (look for the small green buttons).
I don’t know what I’m joining up for since there isn’t enough information.
This is the least common of the four categories since most individuals go far beyond, but it does happen on occasion. Some landing pages use small design elements to draw attention to key parts of the page, such as the sign-up form or call-to-actions. As was the case with AtTask’s landing page, which looked like this:
The primary call-to-action seems to be “Try AtTask,” which isn’t a terrible attention grabber. However, the text size is tiny, so it doesn’t catch your eye, the color doesn’t make it “pop,” there’s no explanation of what AtTask really provides for you, and the picture supporting the call-to-action is so little that you can hardly see it. The list could go on and on, but I’m sure you get the idea.
Make your call to action more powerful.
It’s fair to presume that all of the examples above might need some tweaking. Don’t panic if your landing page has a poor call-to-action that falls into one of these categories. Here are five methods to improve the strength of your call-to-action statement:
- Be straight and to the point: Everyone believes they are busy, even if they are not. As a result, communications that concentrate on a single topic will be more effective. “Sign up here for your free trial,” say to a landing page visitor if you want them to sign up.
- Know your audience: Knowing your audience is essential for a successful call-to-action. The call-to-action message on your landing page should be customized specifically to the target demographic. If your target audience enjoys fishing, a remark like “Become the largest fish in the pond” will be effective. The use of insider lingo will be counterproductive.
- Keep things simple: Success comes from simplicity. Visitors to your landing page’s brains will fry if you overwhelm them with too much information all at once. Making a call-to-action that is easy to comprehend will be most successful, particularly since the human mind is already pre-programmed from previous experiences. Use words like “join up,” “learn more,” “get your,” and “become a…” to accomplish this.
- Make it stand out: A call-to-action that doesn’t stand out is useless. Your call-to-action must stand out amid the rest of your website’s content. Differentiating the text size, font color, and applying contrasting colors to the landing page backdrop are few methods to accomplish this.
- Add a sense of urgency: People are naturally lazy and need to be convinced to take action. On your landing page, this principle holds true. This apathy may be addressed by using a call-to-action phrase that generates a feeling of urgency. “Limited time only,” “Act now,” and “Sign up today” are all words that will enhance the chances of your visitors converting.
There are many additional methods to improve your call-to-action, but some of them are related to the design, development, and overall functioning of your landing page. These simple text-based improvements will have a significant effect on most individuals who aren’t technical.
Next week, I’ll talk about landing page problem #2, which is going for broke (aka asking for personal details too soon).
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The “how to make a call to action in an essay” is a flaw that is present on many landing pages. It can be fixed by adding an enticing call-to-action.
Frequently Asked Questions
What makes a good landing page calls to action?
A: There is no one correct landing page. It will vary depending on the niche, but I would recommend looking for eye-catching headlines that can grab your visitors attention in a second.
How many types of call to action should be on a landing page?
A: There is no particular limit to the number of call to action elements on a landing page. However, if your website has more than 3 lines of text on it, you should consider breaking up that text into paragraphs or bullet points in order for users not to get overwhelmed.
What are call to actions examples?
A: Call to actions are button prompts that appear when youre interacting with an interface. They may be helpful or not, but they cant hurt you. Some examples include press the X key and click here.
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