Call-to-Action Best Practices: 5 Tips to Get More Leads

Hi there, I hope you are having a great day.

Let’s begin our newsletter with something funny.

Judge says "After reviewing your case Mr. Smith, I have decided to give your wife $445 per week."

"That's very fair, your honor." The husband said "And now and then I’ll try to send a few bucks myself"

You’ve set up a fancy website for your wellness business. Unfortunately, without a compelling call-to-action to persuade your target audience, visitors will scroll through your landing page and then move on.

According to the Von Restorff Effect, we remember things that stick out in a particular setting. Psychology suggests that humans respond to the reward that comes after clicking on the call-to-action—CTA for short. Our neural pathways are programmed so that we can’t help it, we easily take action, and we click, sign up, and hopefully become a client or patient.

The trick is, you must design and craft a CTA that stands out but doesn’t make you seem desperate or salesy. How do you master this art? Here we’ve outlined five simple landing page call-to-action best practices to ensure your business obtains more leads and conversions.

1. Create a sense of urgency

Creating a sense of urgency with your call-to-action piques curiosity and instills a fear of missing out (FOMO) that makes your visitors more likely to take action. By simply adding the words “Now” or “Today”, your CTA will garner an extra element of urgency and encourage more clicks. Some data suggest that creating that urgency may increase conversions by 147%.

2. Be very specific and personalized

Nowadays content is created specifically for the user. You have Netflix recommending shows to you, Amazon suggesting products to you based on previous purchases, and Facebook showing you advertising based on your interests. Internet algorithms are designed to take personalization to the next level.

From the moment a visitor lands on your website, they should feel like you are speaking directly to them. At the same time, your CTA should also speak their language. Personalized CTAs can outperform basic CTAs by 202%. What does this look like in practice? Rather than being vague and telling your visitors to “Book now”, instead speak to them and say, “Book your class now.” What are you more likely to click on? Some research also suggests that replacing “your” with “my” may increase visitors clicking on your CTA.

3. Use actionable copy

The goal of a CTA is to empower and guide visitors to take an action. Therefore, your verbiage must be actionable. Beginning a CTA phrase with “Learn”, “Download”, “Book”, or “Discover” will prompt visitors to convert. Here are some examples:

·                            Learn how to get started

·                            Download your free workout video

·                            Book your workout now

·                            Discover how to build muscle today

4. Focus on value

A CTA is unique to your business and the offer or service that you’re promoting. However, visitors need to know what value they will get from “booking your class” or “downloading your workout template” right now. Why yours and not your competitors? Why is your offer worth their time and money?

Visitors should learn the value of all the benefits of your offer either in the CTA button or surrounding copy—i.e., other written text or content.

• In your surrounding copy text, you may highlight a few benefits: Book now to discover how yoga can reduce your stress, increase your energy, and improve your flexibility.

• Where your CTA button may get more to the point: Book your FREE yoga class today!”

5. Short and simple

How do you keep your CTA short and sweet, while still being strong and specific at the same time? As you aim to be more specific yet short, the fewer words the better. Your CTA should have at least two to three words, and no more than five to six words. Mention any benefits in the supporting copy and focus on what happens when visitors click on the CTA.

Which CTA is more simplistic?

 “Book your FREE trial now!”

 “Schedule your FREE class for 24 hours only”

Lastly, the words won’t matter unless your CTA stands out.

People will miss it if they can’t see it, so you need it to be large enough for visitors to notice. The entire CTA should take over and entice visitors to read it, while the button must appear big compared to other elements on the page.

I hope this helps.

At FlexPods, we empower independent fitness and wellness professionals to build their brands, and businesses by providing them with the space, tools, and support they need to be successful entrepreneurs.

Contact us today to learn how to grow your fitness and wellness business in 2023. 

A bientôt

Laurent