Want to know what the golden rules are to ensure that you get the best Call to Action (CTA) which will improve your business performance?

1. Andrew Scaife Consulting
online marketing made easy
www.andrewscaife.com
EFFECTIVE
CALLS-TO-ACTION
(CTA)

2. Andrew Scaife Consulting
online marketing made easy
www.andrewscaife.com
What is a Call To Action (CTA)?
• It’s more than just a button
• It’s now you connect to visitors
• How can you help them take action
• It’s about CTA copy, placement, size and
colour
• It’s about creating a significant increase in
performance?

3. Andrew Scaife Consulting
online marketing made easy
www.andrewscaife.com
Rule 1 – Mindset with visitor
Does the CTA match the value your visit is
looking for?
• What is your visit looking for?
• What are they most interested in?
• Does your CTA speak their language?

4. Andrew Scaife Consulting
online marketing made easy
www.andrewscaife.com
Rule 2 - Timing
Are you presenting the CTA at the right time?
• Where is your visitor in the engagement?
• Don’t rush to sell
• Test above the fold/below the fold CTA
• Don’t have more than 1 CTA

5. Andrew Scaife Consulting
online marketing made easy
www.andrewscaife.com
Rule 3 – Are CTA’s clear?
Is your CTA clear to see?
• Is the button or text link clear?
• Reduce copy on page to make CTA stand out
• Do links look clickable?
• CTA needs to be quick to process

6. Andrew Scaife Consulting
online marketing made easy
www.andrewscaife.com
Rule 4 – Is CTA logical?
Avoid contradictions on the page.
• Button and text colours
• Ensure links do not contradict CTA
• Ensure copy do not contradict CTA

7. Andrew Scaife Consulting
online marketing made easy
www.andrewscaife.com
Rule 5 – Belt and braces
Are there any guarantees you offer or good
testimonials that you can show around the CTA?
• At important stages reshow guarantee
• At important stages reshow testimonial
• At important stages reshow key offer

8. Andrew Scaife Consulting
online marketing made easy
www.andrewscaife.com
MORE ADVICE
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