{"id":500,"date":"2019-09-27T08:00:03","date_gmt":"2019-09-27T08:00:03","guid":{"rendered":"https:\/\/www.regexseo.com\/blog\/?p=500"},"modified":"2022-02-23T06:53:29","modified_gmt":"2022-02-23T06:53:29","slug":"how-to-make-b2b-calls-to-action-that-actually-convert","status":"publish","type":"post","link":"https:\/\/www.regexseo.com\/blog\/how-to-make-b2b-calls-to-action-that-actually-convert\/","title":{"rendered":"How to Make B2B Calls-to-Action That Actually Convert"},"content":{"rendered":"\n

In this day and age, how do you get visitors to actually notice and react? You combine visionary copywriting<\/a> and a compelling call-to-action (CTA). Keep reading to learn how to create a clear call-to-action without the cliche hook.<\/p>\n\n\n\n

Intention<\/strong><\/h3>\n\n\n\n

The CTA is the most important content on a webpage, so always treat it as such. Start by asking \u201cwhat do I want my visitor to do?\u201d When you\u2019ve got your answer, whether it\u2019s sign up for a subscription, download a webinar, etc., it\u2019s time to craft the language.<\/p>\n\n\n\n\n\n\n\n

Craft a CTA that asks for a click instead of simply presenting the option. A strong action verb\u2014\u201cbuild,\u201d \u201chalt,\u201d \u201cinvent\u201d\u2014usually does the trick. Need ideas? Download this mega-list.<\/a> The right verb could add more clarity or broaden the meaning of your CTA, but it could also confuse the visitor. <\/p>\n\n\n\n

\"business<\/figure>\n\n\n\n

Tip: Skim through the list<\/a> and write out 10 or more options. You may be surprised of the extent different verbs can change a CTA. For example, inserting \u201cDon\u2019t\u201d or \u201cDo Not\u201d in front of a verb (\u201cDon\u2019t Miss Out\u201d) completely changes the feel.<\/p>\n\n\n\n

Sometimes, the best CTA is the one you wouldn\u2019t expect. Stay away from clich\u00e9. Instead, add some spark. Check out this example from the NYC agency, Huemor<\/a>. The page features a flying astronaut with a CTA that reads \u201cDo Not Press.\u201d <\/p>\n\n\n\n

HubSpot<\/a> found that a targeted CTA converts 42% more visitors into leads than an untargeted CTA. Your CRM can help with this by providing a different CTA depending on the visitor\u2019s stage in the buyer\u2019s journey.<\/p>\n\n\n\n

Finally, using \u201cyou\u201d or \u201cyour\u201d will certainly tone down the command and warm up the copy, but BeemDigital<\/a> found a 90% increase in click-through rate by implementing \u201cStart my <\/strong>free 30 day trial\u201d as opposed to \u201cStart your <\/strong>free 30 day trial.\u201d Use of the first-person voice gave customers the feeling of control.<\/p>\n\n\n\n

Content<\/strong><\/h3>\n\n\n\n

No matter the type of webpage you\u2019re crafting, the copy should always point towards the next step in the journey. Give the visitors just a taste\u2014enough that when they arrive at the CTA they\u2019re hungry for more.<\/p>\n\n\n\n

\"good<\/figure>\n\n\n\n

Axial Healthcare<\/a> gives visitors a taste with infographic-style statistics. With a click, the visitors are presented an interactive graphic with even more clicks to explore targeted information.
<\/p>\n\n\n\n

Digital Reasoning<\/a> presents their case in a way that promotes interaction and meets visitors where they are. The eye-catching statement in green revolves to present different solutions. Each solution directs to the same page, but depending on which one is clicked, it directs the visitor to a specific section of that page\u2014immediately addressing their problem.<\/p>\n\n\n\n

\"how<\/figure>\n\n\n\n

Upon entering Palinode<\/a>\u2019s website, they waste no time in telling the visitor what they do and how they do it. They even provide a personalized taste of how much their automated platform would benefit the visitor\u2019s ROI. The visitor enters the website, immediately understands the function and attractiveness of Palinode\u2019s platform, and is then met with data that motivates them to learn more about the product.<\/p>\n\n\n\n

\"\"\/<\/figure>\n\n\n\n

Design<\/h3>\n\n\n\n

CRM platforms like HubSpot and Eloqua have CTA tools that create links, facilitate easy placement, and automatically resize the CTA depending on the device. Once you settle on content, it\u2019s up to the designer to employ it effectively. <\/p>\n\n\n\n

The CTA should be placed after<\/em> the solution has been presented. Effective CTAs are most commonly at the bottom of webpages<\/a>, but it\u2019s not a hard rule. It doesn\u2019t hurt to place an additional CTA near the top or side of a webpage, but don\u2019t overdo it. Giving the visitor too many options could result in choice paralysis\u2014the visitor gets overwhelmed and avoids making a decision. Don\u2019t surpass two CTAs per webpage, and make sure the most compelling and easily noticed CTA comes after the content. Visitors are looking for answers to their problems. Give them a solution and you\u2019ll get their attention in return. <\/p>\n\n\n\n

White Space<\/h4>\n\n\n\n

White space, also known as negative space, draws your eye to the object in the middle of it. Golden Spiral <\/a>Designer Kyoko Eng, says, \u201cThere are no groups without space. One of the cornerstones of visual design is to group information to be easily digested in a particular way by the viewer. We can’t do that if there is no separation.\u201d<\/p>\n\n\n\n

Hubspot<\/a> claims that busy space can cause cognitive fatigue, and when our brains are experiencing information overload, they have difficulty absorbing anything at all. When elements or text is pushed too closely together on a page, it becomes unapproachable and indigestible. White space\u2014on its own or working with color and size elements\u2014helps to focus the eye on what\u2019s important. <\/p>\n\n\n\n

Size and Shape<\/h4>\n\n\n\n

To contain enough space for a thumb to comfortably land, the size of a touch screen button should be 44 px by 44 px or larger. It could be telling to test whether a larger CTA (assuming there\u2019s enough space on your webpage) vs. more white space around the CTA raises the CTR. <\/p>\n\n\n\n

Our brains tend to find curved edges more attractive<\/a> than jagged or sharp edges, so it couldn\u2019t hurt to experiment with the shape of your CTA. Your audience may find a change in frame to be drastically more inviting.<\/p>\n\n\n\n

Color<\/h4>\n\n\n\n

The common guideline for crafting a CTA is simple text on a solid color button. What people don\u2019t always take time to consider is the color. Make sure your designer includes a contrasting color in their color palette to house the CTA. Visitors won\u2019t convert if they don\u2019t notice or can\u2019t find the CTA. Remember, with clarity comes conversion. Many organizations have found that red and green<\/a> are colors that generally convert well, but what truly matters is your audience. Colors are easy to test, so pick a couple options that contrast the webpage, yet still make sense within the color palette, and see which one works the best for you. <\/p>\n\n\n\n

In Conclusion<\/h3>\n\n\n\n

Intentionality gets better results. It\u2019s as simple as this: if you focus on intention, content, and design to create or upgrade your CTAs, you\u2019ll see a positive effect in your conversion rates.
<\/p>\n","protected":false},"excerpt":{"rendered":"

In this day and age, how do you get visitors to actually notice and react? You combine visionary copywriting and […]<\/p>\n","protected":false},"author":10,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[5,1],"tags":[],"yoast_head":"\nHow to Make B2B Calls-to-Action That Actually Convert - Regex SEO Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.regexseo.com\/blog\/how-to-make-b2b-calls-to-action-that-actually-convert\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Make B2B Calls-to-Action That Actually Convert - Regex SEO Blog\" \/>\n<meta property=\"og:description\" content=\"In this day and age, how do you get visitors to actually notice and react? 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