October 19th, 2017

Understanding Inbound Marketing

Having a Call-To-Action is necessary on your website. By encouraging readers to fill out a contact form, you can collect email addresses and begin building a database of potential clients. Understanding the different methods of CTA’s and how best to implement them will set your site apart from the competition. Below are descriptions of the four most popular styles of CTA, detailing how they work and when to use them. 


Popup CTA  

Just the name “pop-up” drives fear into the hearts of marketers. Images of the early internet when popup ads made many websites impossible to use have given this form of advertising a bad name. Today, modern pop-ups used as CTA buttons are sleeker, friendly, and work at converting user information.   

Designed with friendly text and a simple to fill out contact form, implementing a popup guarantees the reader cannot ignore your CTA. It is a good idea to offer a free download or the promise of being updated when the blogs are. Remember to stay friendly, it’s still a popup, after all, no need for the text to be pushy and confrontational.   

Limit your use of this style of popup. Having readers bombarded with popups on every page will encourage them to never visit your website again. I would suggest setting a timer for two hours before showing an IP address the second popup.   

Anchor Text CTA 


Popularized by Hubspot, this form of CTA promises the highest conversion rate. Unlike banner ads or popups, these seemingly benign CTA’s attract the reader’s attention almost subconsciously. Commonly positioned between the 2nd and 3rd paragraph, anchor text CTA consists of “headline 3” type font and are written with keywords related to the reader’s search query. Only one or two sentences long, clicking on the font will take the reader to a contact form and usually a free download of a product.  


The reason this CTA works is that it is giving the reader what they want. Right away, its location draws in the potential user. Nearly at the top of the article, even the heaviest scanner will not miss it. The font is also different as is the color scheme, automatically drawing the reader’s eye. On top of the visual benefits, the text itself features all the keywords the reader was looking for originally. It is no wonder this style of CTA is among the most engaging available. 


Bottom of the post  

Maybe the oldest style of CTA, placing a banner style ad at the bottom of your blog post is never a bad idea. It won’t make up the majority of your conversions but it does target the most important readers. Anyone who has actually read your blog and made it to the bottom is most likely very interested in finding out more about your business. Write these ads with an understanding that these conversions will be from genuinely interested individuals.  


Blog Subscription CTA 


Your all-important blog has another trick up its sleeve. Not only is it operating as your content generator, social media backbone, and community engagement space but now, you can use it to garner email addresses. Once again, maintaining an interesting blog with relevant content helps you grow your subscriber base. If you have a new post once a week that is answering people's questions and adding value to your reader’s lives, subscribing for updates will be a natural tendency. Create a sidebar CTA or even a popup that proclaims how awesome the blog is. Time it to 30 seconds, waiting for the viewer to be engrossed in the content when the ask appears. This is a great method to grow your readership and continually grow your business.  


Make Your CTA’s Look Like Buttons 


Nobody wants to click on a banner ad. Ugly advertisements scream download problems and potential viruses. By making your CTA embedded into your website in the shape of a friendly, clickable button, it helps build trust. It is important to treat your readers as rational adults, after all, they are on your site, reading your content. Make the user experience of filling out your contact form fun and easy. Your CTA’s is the lifeblood of your website. Customize them and enjoy higher subscription rates because of it.