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How to Choose the Best CTA for Each Page of Your Website

How to Choose the Best CTA for Each Page of Your Website

The call-to-action (CTA) is an important tool for promoting your marketing offers and keeping your lead generation engine running smoothly. Indeed, we believe that your CTAs should appear on nearly every page of your website. After all, if you're putting in the effort to create fantastic marketing offers and landing pages to house them, you need to inform your website, visitors, that they exist. CTAs are an excellent way to accomplish this.

But surely there must be more to it than just slapping a CTA button on any page of your website at random... especially if you've been amassing an offer backlog and have a number of them at your disposal. So how do you know which CTA button to place on which pages of your website for which offers? 

Here's a simple step-by-step guide to help you decide.

Step 1: Align Your Offers with Sales Cycle Stages

Before you do anything else, you should conduct an audit of all the marketing offers available to you. Make a spreadsheet with all of your offers listed in column A. List their corresponding landing pages in column B as well if only to keep track of all your offers and their URLs in one place.

Determine the various stages of your sales cycle. This may vary from business to business and industry to industry, but for the sake of consistency, we'll stick with the three most widely recognized stages: awareness, evaluation, and purchase.

  • Awareness: Prospects have become aware of your product or service, or they have become aware that they have a need that needs to be met.
  • Evaluation: Prospects are aware that your product or service may meet their needs, and they are attempting to determine whether you are the best fit.
  • Purchase: Prospects are prepared to make a purchase.

It is critical to understand the stages of your sales cycle because not every offer will be appropriate for prospects at each stage of the sales cycle. For example, if you sell personal tax software, a website visitor in the awareness stage may have discovered an article on your blog while searching for information on how to do their taxes on their own. In this case, a free trial of your software is probably not the best offer for them because they may not even be aware that you sell software or that they require software to solve their problem. 

An educational ebook titled "10 Common Mistakes People Make When Filing Their Taxes" would probably be a much more appropriate offer for this new visitor who knows nothing about you or what you offer. That free trial, on the other hand, would most likely be offered to a prospect during the purchase stage.

Once you've identified the stages of your sales cycle, add a third column to your spreadsheet and categorize each of your existing offers based on these stages. The diagram below will assist you in determining which types of offers correspond to the three main stages of the sales cycle.

The content assets listed in the 'awareness' stage are appropriate for that stage of the buying cycle because they educate your lead on their need rather than your solution. However, the content assets in the 'evaluation' stage speak directly to how your company can help them solve their problems, bridging the gap between educational assets and product/service information. The assets in the 'purchase' stage necessitate more action from the lead, which the lead is more likely to take because they are now more educated about their problem and why your company is a good fit to solve it.

Some content asset types, such as webinars, appear in more than one stage of the buying cycle. This is due to the content contained within that content asset type. A webinar from the 'awareness' stage of the buying cycle would be general education, whereas a webinar from the 'evaluation' stage would be focused on your specific solution.

You'll also be able to identify any gaps in your content strategy by completing this exercise. Do you notice that you have a lot of offers aimed at prospects at the top of the funnel (the awareness stage), but very few aimed at prospects in the middle (evaluation stage) or bottom (purchase stage) of the funnel? Knowing which stages of the funnel you are lacking offers for will help to inform your future content creation strategy, ensuring that you have a well-rounded arsenal of offers that can be used in other marketing efforts such as lead nurturing.

You're ready for step 2 now that you've successfully mapped your existing offers to the stages of the sales cycle!

Step 2: Align Your Website Pages with Sales Cycle Stages

The next step is to determine how each page on your website corresponds to the stages you identified in step 1. You'll know where to place the offer CTAs that correspond with those stages if you know which pages more effectively appeal to visitors at specific stages of the sales cycle (which you've already done in step 1).

So, how do you know which website pages correspond to which stages of your sales cycle? You will need two types of intelligence: analytics and common sense. The first requires you to rely on your marketing analytics software; the latter is entirely up to you.

Add a new sheet to your spreadsheet, and this time, in column A, list all of the pages on your website. If you have a lot of pages on your site, you can make things easier for yourself by categorizing them as 'about' pages, product pages, blog pages, thank-you pages, case study pages, marketing resources pages, and so on.

Only the landing pages for your offers should have CTAs, as you never want to distract visitors from or add friction to the pages where you house your lead-capture forms. Add a new column to your spreadsheet and categorize each page/category of pages based on the stage of the sales cycle visitors are likely to be in if they are on those pages. Use a combination of common sense and marketing analytics once more. This is how.

Using Your Common Sense

Consider each page on your website logically. Are people who visit your product pages more likely to be in the awareness or evaluation/purchase stages? Isn't it the latter? What about pages such as your press room or 'About Us'? People who visit these pages are probably just getting to know your company, so they're in the awareness stage. And the pages containing your case study or testimonial content are likely to attract prospects in the evaluation stage, right? 

Other pages, such as those on your blog, may receive a mix of traffic, such as people who find your articles organically through search and know nothing about your business yet, or repeat visitors/subscribers who return to your blog and, while they may have advanced to the evaluation or purchase stages, still find your blog content valuable and useful.

Making the Most of Your Marketing Analytics

We are all aware that great marketers do not rely solely on common sense. They also rely heavily on data to make the best marketing decisions. This is where your data analytics comes in handy. 

Step 3: Using analytics, determine your best offers for each stage.

So you now know which stage of your sales cycle each of your offers corresponds to, as well as which pages on your site CTAs for those offers belong. You're almost there!

Depending on how many offers you identified for each stage, you may want to do a little more analysis to identify your best-performing offers. This is especially important if you have a large number of offers and need to narrow down a list of those to use in CTAs on your website. If you don't have many, you'll probably be creating CTAs for each one so you don't use the same CTA on every page, and you can probably skip this step. (However, you should probably devote more time to content creation in order to increase the number of offers available to you.)

Using metrics such as landing page conversion rate and submissions as proxies, analyze your offers by each sales cycle stage and identify your top-performing offers. 

Finally, add these offers to your rows of website pages in the second sheet of your spreadsheet, matching them with their appropriate stage in the sales cycle.

Voila! You now have a spreadsheet that shows which offers will be used in CTAs on which website pages!

Step 4: Create, Test, and Evaluate

Do it now that you know what to do! Add the appropriate CTA buttons to the corresponding web pages for your offers. And if you don't have CTAs for your offers, start creating some! To get started, hire a designer, and create them yourself.

And don't forget to test, especially on pages whose sales cycle stages aren't as clear as your blog's. To optimize performance and come up with your own best practices that are specific to your business, industry, and audience, test CTAs for different offers on different pages. 

BizzDesign: Your Call-To-Action Ally

When it comes to choosing the best call-to-action for your website, BizzDesign is your ultimate ally. With their expertise in user experience and conversion optimization, they can guide you towards creating compelling and effective calls-to-action that drive action and achieve your business goals.

A well-crafted call-to-action is a crucial element of any website. It serves as a powerful prompt that directs your visitors to take specific actions, such as making a purchase, subscribing to a newsletter, or contacting your business. We understand the importance of a strong call-to-action and offer tailored solutions to help you make the most of this vital component.

By partnering with us, you gain access to their deep understanding of user behaviour and engagement. They can assist you in analyzing your target audience, understanding their motivations, and designing call-to-action that resonates with their needs and desires. Whether it's through persuasive language, visually striking design, or strategic placement, we know how to optimize your call-to-action for maximum impact.

Furthermore, BizzDesign's approach to call-to-action optimization goes beyond guesswork. We employ data-driven methodologies to test and refine different variations of your calls-to-action, ensuring that you're making data-backed decisions to boost conversion rates and drive meaningful results.

Choosing the right call-to-action can make a world of difference in your website's performance and the overall success of your business. Let BizzDesign be your trusted partner in this journey, helping you create compelling and persuasive calls-to-action that inspire action and propel your business forward.

Don't underestimate the power of a well-crafted call-to-action. Start harnessing its potential with BizzDesign's expertise and take your website's performance to new heights. Empower your visitors to engage, convert, and become loyal customers. Partner with BizzDesign today and unlock the true potential of your website's calls-to-action.