Let’s start this article with a question:
What is the point of investing in a magnificent website that has traffic but does not convert?
Let me explain: why spend several thousand euros on a website that simply welcomes visitors (even a lot of them) but does not engage them and does not convert them?
Far too many companies invest in a website to create an online presence and “go digital”, which is nothing more than a simple online showcase for their business and serves only to disseminate content and information to their visitors without leading them to take a concrete action that will ultimately generate value for the company.
And yes, it is a bit hard to hear, but at Webmecanik Pipeline we believe that a website should not be reduced to a showcase but that, on the contrary, it should be conceived as a real business driver for the company.
A website that does not convert is a website that creates no value for the company.
The lack of conversion on company websites is notably explained by the lack of Call-to-actions (CTAs) present on these sites.
In English, this is called a call to action.
You have all already come across them, most of the time in the form of a button on websites, but you would be wrong to think they can only take that form.
A CTA can take different forms: button, link, text, video, etc. Their goal is to encourage the user to take action.
They can be placed in all your content, media, websites, social networks, online ads, even in print.
By encouraging a visitor to take an action, the goal is for it to bring value to your business.
You must therefore maximize the chances that your visitors take this action.
To do this, make sure the user can benefit from the promise made by the call-to-action.
If you offer your users the chance to download a white paper for free in a call-to-action, you must ensure that the landing page allows the user to easily download it.
That landing page must therefore be designed and optimized for this.
Also keep in mind that if you offer free downloadable content to your visitors, you can ask them to provide their contact details in exchange.
In this way, you convert your visitors into potential prospects and create opportunities.
We will discuss customer data acquisition techniques in a future article.
Your call-to-actions are part of your website strategy and must be carefully thought out accordingly.
It is important to remember that your CTAs should always encourage and direct visitors toward remarkable offers, actions that create a lot of value for your business, and not toward your website’s standard content.
How do you build a good call-to-action?
There are 3 important elements to building a good CTA.
The first is the placement where you will position your call-to-action to maximize the chances that it will be seen and used.
The text, the words you will choose to attract your visitors.
And finally, the design and how you will integrate it into your website.
Placement:
The placement of a CTA can vary depending on the type of website, page, or medium where you will integrate it.
On a website, the main Call-to-action is often placed above the fold to make sure it is seen by visitors.
Here, the Lydia app website has integrated its main CTA above the fold. Their main call-to-action encourages the user to enter their phone number to benefit from the app.
The goal is to place your CTAs in the most relevant places for your user.
You can also implement CTAs in pop-ups and banners and trigger them at the most relevant moment according to your users’ browsing.
It is important to remember that they must not prevent or hinder visitors’ navigation, otherwise they will not fulfill their objective, converting your visitors into prospects.
They must also not be intrusive.
Remember to remain reasonable about the number of call-to-actions per page so as not to lose your user.
The text:
How you phrase your call-to-action is very important.
This is how you will communicate with and encourage your visitors to take action.
So depending on the action to be taken, your target audience and your editorial line, you will need to adapt your message, its conjugation, and its punctuation to maximize the number of clicks.
When building your message, favor short, direct sentences and action verbs.
Make your user understand in a few seconds what they need to do and the benefit they will get from it.
Your CTA must be extremely clear, 70% of the call-to-actions on SME websites are not clear enough.
On its website, Decathlon offers sports advice to its users. Call-to-actions are placed between the paragraphs of the articles to encourage visitors to discover their products. Their yellow CTA (red box) stands out clearly from the explanatory text above (green box), which allows the CTA to be placed in context.
It is important to put a CTA back into its context and accompany it with a short explanatory text in order to make the user understand the interest and benefit of clicking on your call-to-action.
The design:
During the process of building your CTAs, it is important to align them with the design of your website and for them to be fully integrated to offer the best experience to your users.
However, it is important to think about their design so as to catch your user’s eye and therefore optimize their click-through rate.
I therefore advise you to imagine them with bright colors that contrast with the rest of your site. The shape of your call-to-action must also be designed to be easily recognizable and stand out from the site.
A good CTA design is a design that allows the user to spot what is a CTA and what is not on your site at a glance.
Thus, while browsing your website, your visitor will be able to find their way more easily; you will then offer them a better experience and increase your conversion rate.
The brand Le Slip Français positioned a call-to-action above the fold on its website (red box). Its shape and color are in line with the site’s overall design. However, the shade of blue used is slightly different and it is easily visible, so here it is easily distinguishable from the rest of the site.
To sum up, a call-to-action aims to encourage your visitors to take action and therefore increase your conversion rate in order to create value for your business.
A CTA can take different forms, but it must be easily recognizable, understandable and clear in the benefit it offers.
I hope this article has helped you understand the importance of integrating clear and effective CTAs into your website.
Webmecanik Pipeline
Let’s start this article with a question:
What is the point of investing in a magnificent website that has traffic but does not convert?
Let me explain: why spend several thousand euros on a website that simply welcomes visitors (even a lot of them) but does not engage them and does not convert them?
Far too many companies invest in a website to create an online presence and “go digital”, which is nothing more than a simple online showcase for their business and serves only to disseminate content and information to their visitors without leading them to take a concrete action that will ultimately generate value for the company.
And yes, it is a bit hard to hear, but at Webmecanik Pipeline we believe that a website should not be reduced to a showcase but that, on the contrary, it should be conceived as a real business driver for the company.
A website that does not convert is a website that creates no value for the company.
The lack of conversion on company websites is notably explained by the lack of Call-to-actions (CTAs) present on these sites.
In English, this is called a call to action.
You have all already come across them, most of the time in the form of a button on websites, but you would be wrong to think they can only take that form.
A CTA can take different forms: button, link, text, video, etc. Their goal is to encourage the user to take action.
They can be placed in all your content, media, websites, social networks, online ads, even in print.
By encouraging a visitor to take an action, the goal is for it to bring value to your business.
You must therefore maximize the chances that your visitors take this action.
To do this, make sure the user can benefit from the promise made by the call-to-action.
If you offer your users the chance to download a white paper for free in a call-to-action, you must ensure that the landing page allows the user to easily download it.
That landing page must therefore be designed and optimized for this.
Also keep in mind that if you offer free downloadable content to your visitors, you can ask them to provide their contact details in exchange.
In this way, you convert your visitors into potential prospects and create opportunities.
We will discuss customer data acquisition techniques in a future article.
Your call-to-actions are part of your website strategy and must be carefully thought out accordingly.
It is important to remember that your CTAs should always encourage and direct visitors toward remarkable offers, actions that create a lot of value for your business, and not toward your website’s standard content.
How do you build a good call-to-action?
There are 3 important elements to building a good CTA.
The first is the placement where you will position your call-to-action to maximize the chances that it will be seen and used.
The text, the words you will choose to attract your visitors.
And finally, the design and how you will integrate it into your website.
Placement:
The placement of a CTA can vary depending on the type of website, page, or medium where you will integrate it.
On a website, the main Call-to-action is often placed above the fold to make sure it is seen by visitors.
Here, the Lydia app website has integrated its main CTA above the fold. Their main call-to-action encourages the user to enter their phone number to benefit from the app.
The goal is to place your CTAs in the most relevant places for your user.
You can also implement CTAs in pop-ups and banners and trigger them at the most relevant moment according to your users’ browsing.
It is important to remember that they must not prevent or hinder visitors’ navigation, otherwise they will not fulfill their objective, converting your visitors into prospects.
They must also not be intrusive.
Remember to remain reasonable about the number of call-to-actions per page so as not to lose your user.
The text:
How you phrase your call-to-action is very important.
This is how you will communicate with and encourage your visitors to take action.
So depending on the action to be taken, your target audience and your editorial line, you will need to adapt your message, its conjugation, and its punctuation to maximize the number of clicks.
When building your message, favor short, direct sentences and action verbs.
Make your user understand in a few seconds what they need to do and the benefit they will get from it.
Your CTA must be extremely clear, 70% of the call-to-actions on SME websites are not clear enough.
On its website, Decathlon offers sports advice to its users. Call-to-actions are placed between the paragraphs of the articles to encourage visitors to discover their products. Their yellow CTA (red box) stands out clearly from the explanatory text above (green box), which allows the CTA to be placed in context.
It is important to put a CTA back into its context and accompany it with a short explanatory text in order to make the user understand the interest and benefit of clicking on your call-to-action.
The design:
During the process of building your CTAs, it is important to align them with the design of your website and for them to be fully integrated to offer the best experience to your users.
However, it is important to think about their design so as to catch your user’s eye and therefore optimize their click-through rate.
I therefore advise you to imagine them with bright colors that contrast with the rest of your site. The shape of your call-to-action must also be designed to be easily recognizable and stand out from the site.
A good CTA design is a design that allows the user to spot what is a CTA and what is not on your site at a glance.
Thus, while browsing your website, your visitor will be able to find their way more easily; you will then offer them a better experience and increase your conversion rate.
The brand Le Slip Français positioned a call-to-action above the fold on its website (red box). Its shape and color are in line with the site’s overall design. However, the shade of blue used is slightly different and it is easily visible, so here it is easily distinguishable from the rest of the site.
To sum up, a call-to-action aims to encourage your visitors to take action and therefore increase your conversion rate in order to create value for your business.
A CTA can take different forms, but it must be easily recognizable, understandable and clear in the benefit it offers.
I hope this article has helped you understand the importance of integrating clear and effective CTAs into your website.
Webmecanik Pipeline helps you create high-performing Call-to-actions that increase your website’s conversion rate thanks to our contact capture tools.
With Webmecanik Pipeline, convert your visitors into hot prospects and never miss another opportunity
helps you create high-performing Call-to-actions that increase your website’s conversion rate thanks to our contact capture tools.
With Webmecanik Pipeline, convert your visitors into hot prospects and never miss another opportunity.
