CTA (Call To Action) Are the buttons that you click to force action on your website.
It could be a passive ‘Read more’ link or a more direct ‘Click here’ or ‘Buy Now’ button.
If you want someone to download content you would have ‘Download Now’ With an online store, ‘Add to Checkout’ or ‘Buy Now’ are the most direct calls to action on your site.
Every website needs CTA’s, and these are the connectors that bridge the gap between strangers to your website and viable leads who you can track.
A lead is a set of contact details for a particular visitor to your website. This might be as simple as a first name and email address or it could also include a telephone number and a list of any other information that you require to help you decide where your visitor is on their buyer’s journey and how you can offer them the best information at the correct time.
Call to actions can be many things and are dependent on what product or service you offer. Whether you are regional, national, international, B2B or B2C.
If you want someone to give you their contact details, you must give them back something in return.
No one is going to visit your site and leave their email address and name in return for nothing. If you can show them genuine value in something (If you have a lettings website and want to attract new landlords:
‘Click here and download our fact sheet on the Top 5 mistakes made by new landlords in South East London’)
You have created an opportunity that any new landlord might consider filling out their Name and email in return for your fact sheet or guide. This does assume that you have worked out who your Personas are and that you have your purchase funnel worked out.
Your fact sheet must be genuinely helpful, provide the correct information on the buyer’s journey and demonstrate that your level of knowledge of the subject is superior to your competitors.
It is not a sales pitch or an opportunity to mention how brilliant you are, but a list of genuine advice that you have built up from years of experience that will give your visitor information, they can take away, share, forward to a friend or print out.
The Fact sheet and all downloadable information should be branded in your colours, your logo and your contact details as standard.
I have listed below the different types of downloadable content and how they can be used with your sales funnel.
Downloadable Content within Sales Funnel
Top of funnel: Research & Awareness
Middle of funnel: Consideration
Bottom of funnel: Decision
Subscribe Now (e.g: A Newsletter) – Top of Funnel content
PDF Download (e.g: A Guide) (5 or 10 pages) – Top of Funnel content
Download 10 Top Tips – Top of Funnel content
Download 5 mistakes to avoid – Top of Funnel content
PDF Download our Fact Sheet – Middle of Funnel content
Download Our Case study – Middle of Funnel content
E Book Download – – Middle of Funnel content
Download Our Whitepaper – Middle of Funnel content
Product Specification Sheet – Middle of Funnel content
Book a consultation here – Bottom of Funnel content
No Obligation Quote – Bottom of Funnel content
Make an inquiry – Bottom of Funnel content
Request a call back – Bottom of Funnel content
Free Trial – Bottom of Funnel content
Free Sample – Bottom of Funnel content
Depending on where your persona is on the buyer’s journey, reflects the type of call to action they will receive. For example, you can’t give a first time visitor who is in the research and awareness phase (At the top of the purchase funnel) a download link for the precise specification of a product, when they are not fully informed to make a correct judgement.