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CTA Strategies for Small Businesses

by | Published on May 23, 2024 | Content Marketing

In digital marketing, producing engaging content like blog posts, website landing pages and case studies is crucial for improving visibility on search engine results pages (SERPs). However, creating content is just the beginning. To truly capitalize on this content and engage your website visitors, small businesses need to effectively guide potential customers through their website visit using calls to action (CTAs).

Why CTAs Matter

CTAs serve as guideposts for your audience, directing them to take actions that benefit both their interests and your business goals. When a visitor lands on your website, CTAs should guide them to take their next action, whether that’s to go to related, relevant content, or to redeem an offer from you – a guide, demo, consultation etc. 

Your CTA needs to be relevant to their needs, compelling, and strategically placed to convert casual browsers into leads and then again into customers. This is particularly important as the attention spans of consumers continue to decrease, now averaging about eight seconds.

Where Should You Consider Inserting Calls to Action Throughout Your Blog Post

Here’s how you can optimize your CTAs to maximize engagement and conversions:

  • Universal Placement: Each page of your website should host a CTA, transforming every page into a potential point of engagement or conversion. Whether a visitor lands on a blog post, an FAQ page or a service page, a well-placed CTA can turn their visit into the next step on their purchase journey.
  • Clear and Honest Messaging: Your CTAs should clearly state what you want visitors to do and what they’ll gain from doing so. Avoid ambiguous or misleading promises that could erode trust and damage your brand’s credibility. For instance, if a CTA implies a reward, such as a free download or contest entry, make sure the outcome is exactly as described.
  • Strategic CTA Placement: To address short attention spans, place CTAs in high-visibility areas such as above the “fold” (or the first time they have to scroll on the page) to capture attention immediately, at the conclusion of content to capitalize on reader engagement, or as a floating button that remains visible as users scroll. Additionally, consider deploying CTA blocks, such as for newsletter subscriptions, on pages where they are distinctly set apart from other content for enhanced visibility and impact.

Leverage Emotional and Behavioral Triggers

  • Personal Appeal: Use first-person phrasing like “Get My Guide” to create a more personal connection.
  • FOMO: Phrases like “Join your peers!” or “Don’t get left behind” can tap into the fear of missing out, which remains a powerful motivator.
  • Exclusivity: Offering something unique or exclusive can make the CTA more enticing, such as “Access exclusive tips here!”
  • Design and Accessibility: Consider the color and size of your CTA buttons. They should stand out on the page and be easy to tap on mobile devices. Contrasting colors and larger buttons can significantly improve visibility and click-through rates.

Additional CTA Strategies

To further enhance your CTA strategy, consider the following:

  • Multiple CTAs: While it’s important to maintain a singular focus per page, multiple CTAs with the same message can be placed strategically throughout the page to cater to different engagement points.
  • Integrate with Visuals: Including CTAs in captions of images or videos can increase engagement, as these elements naturally draw the eye.

Testing and Maintenance

Continuously test and refine your CTAs. Regular A/B testing of different elements, such as wording, design and placement, can help you understand what resonates best with your audience. Keep track of performance metrics like click-through and conversion rates to gauge the effectiveness of your CTAs.

For small businesses, CTAs are not just a marketing tool; they are a necessity for converting visitors into leads and then customers. By strategically designing, placing and continuously optimizing your CTAs, you can significantly enhance the effectiveness of your online content and grow your business.

Remember, the goal is to make it as easy as possible for potential customers to take the next step. With thoughtful implementation and regular updates, your CTAs can become powerful catalysts for business success.

Need some help crafting and implementing powerful CTAs in your content? Stephanie is but a phone call or email away. (This is a CTA.)

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CTA Strategies for Small Businesses – Savoir Faire Marketing & Communications

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