This document provides guidance on using calls-to-action (CTAs) within a HubSpot marketing hub to drive traffic to website content, promote social media engagement, generate leads, and build email lists. It offers tips for CTA placement within content streams, using overlay/gating CTAs, and writing compelling CTA copy and designing visual elements to increase conversions.

2. CTA

3. Link

4. Promote Website Content
Drive traffic to key product or pricing
pages on your website.

5. Highlight Hub Content
Promote specific streams of content,
campaigns within your Hub or premium
content to fuel lead generation.

6. Promote Social Networks
Encourage visitors to follow you on
social networks like Linkedln, Twitter,
Youtube, Soundcloud or subscribe to
your blog's RSS feed.

7. Drive Registrations
Drive traffic to pages where visitors can
sign-up for future events like
conferences, webinars and sales calls or
register for free trials and interactive
demos.

8. Provide a Visual Menu
Create a visual menu experience on your
Hub homepage to promote specific
Streams of content and encourage
discovery among your organic visitors.

9. Form

10. Build Your Mailing List
Make it easy for visitors to subscribe to
your mailing list so you can keep them
informed with the latest content.

11. Contact Requests
Make it easy for your prospects to raise
their hand and request a call or demo
with your sales team.

12. Gating Premium Content
Fuel your funnel by gating premium
content like eBooks, white papers and
videos.

13. Placements

14. Stream-level Placement
Placing your Link and Form CTAs near
the top of your Hub will increase
conversion rates.
CTAs placed at the top of the Hub
outperform CTAs placed below the fold.
No more than 2-3 CTAs per Stream
(unless used as a menu).

15. Grab a reader's attention when they're
most engaged with your content and
promote a relevant next step.
Suggest content or actions that will
drive them further down your buyer
journey.
Show Beside CTA

16. Overlay/Gating CTA
Skip the 'hoops' of landing pages
Gating / Overlay CTAs create a better
user experience, can be applied to every
item inside your Hub and integrate
directly with your MAP!

17. Overlay/Gating CTA
When using a CTA to gate a Flipbook or
video, add a description below. Provide
a summary, context and sell the reader
on why they should complete the CTA.
Enable the "Show ltem Body" feature.
Use a 250 word description for all
content ltems with an Overlay / Gating
CTA to maximize SEO benefits.

18. Overlay/Gating CTA
Use Delay and Dismiss features to
create passive CTAs for TOFU content
like blog posts and infographics. A
great way to build your email list.

19. Copywriting Design

20. Copy Matters
Compelling copy works!
Makes it easy to build a better, more
authentic connection with visitors.
Converts visitors into leads at
significantly higher rates.

21. How Much Copy?
Links CTAs
• Average # of characters in body = 46.6
• Average # of words in body = 7.2
Form CTAs
• Average # of characters in body = 34.6
• Average # of words in body = 5.6

22. CTA Button Copy
Top 5 Copy for Link CTAs
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Top 5 Copy for Form CTAs
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23. CTA Background Images
Enhance the visual appeal of your CTAs
with Custom CTA Background lmages.

24. Textures & Patterns
Use simple textures, patterns and/or
gradients that align with your brand
colors.

25. Repurpose Website Images
A great way to incorporate images from
your website into your Hub.
Consider adding a colored overlay to
your images and/or darkening them
slightly so your taglines still pop!

26. Icons
lcons can go a long way in helping you
communicate with less text on your
CTAs.
Statistics have shown that CTA
conversion rates start to decrease as the
length of your tagline increases.

27. Align With Campaigns
Are you using a CTA to promote a
specific campaign, event or piece of
content?
Use design elements from those
initiatives to align your branding across
all of your web properties.