Calls-to-Action (CTA) turn visitors into leads and fills your sales funnel.
At industrial Marketing, we focus on your lead-generating pages. And what better way to get a lead than making it easy for a visitor to get in touch with the right people on your team?
CTAs are powerful elements to include on each of your website's pages to support your inbound marketing by prompting your audience to take a specific action. A visitor on your website who provides their contact information through a CTA has become a lead and is now entered your sales funnel.
Successful CTAs must be noticeable, enticing, and well-defined, as well as simple to use. Adding a couple relevant CTAs on a single page provides multiple opportunities for a visitor to be come a lead (but too many can cause choice paralysis).
Without CTAs on your pages, your conversion rate won't be anywhere near where it could be with them. CTAs make your website work for YOU.
Creating a Strong CTA
When you are preparing to create a CTA for your website, there are two main questions to ask yourself:
- What is your goal?
- Who is your audience?
What is Your Goal?
Why do you want someone to take action? Do you want them to ask an expert questions? Do you want them to download a spec sheet? Do you want them to subscribe to your blog or newsletter? Maybe you want them to sign up for a demo?
Be specific and straightforward. Keep the form simple. Make sure the follow up is in line with what they took action on. If they asked for some product information, don't try to sell them a demo (yet!).
Who is Your Audience?
Who are you trying to connect to? Are you trying to work with engineers? Sales people? An Inventory manager? If you know who you are trying to reach, you can understand their needs and fears.
The Power of Because
Give them a reason to take action on your CTA. Don't just tell them to do something, tell them WHY they should do something. How does this benefit them?
>> The Power of the Word "Because" to Get People to Do Stuff
The Three Important CTAs Industrial Marketing Focuses On
Request for Information (RFI)
This is a call-to-action for the middle of your sales funnel where visitors can reach out to start a conversation about additional information they might need to make a purchasing decision. This can be a simple form that includes their contact information and a short message.
Ask an Expert
This CTA captures visitors in the middle of the sales funnel, where they reach out with specific questions about your services and if they can work with you. This tends to be a long-form form that captures not only their contact information and a message, but also project specs with the ability to upload documents.
Request for Quote (RFQ)
This is our favorite CTA, where someone is ready to buy and needs to get a quote for your product or service. This is a qualified lead from a motivated buyer! This form can be simple or more detailed like the Ask an Expert contact form.
CTAs and the Sales Funnel
There are many calls-to-action you can include on your website! These bring in leads to different parts of your sales funnel.
The top of the funnel is the awareness stage. A broad range of knowledge educates your audience through blog posts, ebooks, white papers, reports, and infographics. Visitors at this stage aren't considered qualified leads, yet! Your CTAs should focus on Learning More and Free Downloads.
The middle of the funnel is the evaluation stage. Your site visitors are aware of your company and your offerings and are committed to finding a solution. At this stage your goal is to continue educating them by positioning your services and products as the ideal choice. Visitors are on their way to being a qualified lead through relationship nurturing. You're CTAs should focus on Asking an Expert or a Request for Information.
The bottom of the sales funnel is the purchase stage. Visitors are ready to buy! Your CTAs should focus on requesting a quote, signing up for a demo, or purchasing a product on your site.
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