The 411 on Website CTA’s: What They Are, Why You Need Them, And Where They Should Go
When you became a business owner, you had a dream and a skill you wanted to provide. Months or years later, you look up and find you are knee-deep in a list of admin, marketing, sales, and finance tasks. Suddenly, you realize being a small business owner means wearing all the hats.
If we’re being honest, though, it is impossible to know everything about business. If you weren’t a Marketing or Communications major, you likely never heard of a CTA until you were a business owner. But, it doesn’t mean you don’t know what one is or have been influenced by one before.
People keep telling you to include a CTA on social media and your website, and you are just like that is great, but what the heck is a CTA, and why on earth do I need them? Thankfully, Google University is saving the day again!
Your website is a window into your business, and often, it is only the first or second interaction a potential customer has with you, which is why it should be a priority on your list of to-do’s. No matter how you market your business, it is essential to understand the role your website plays in generating and converting leads and how a CTA can help you do just that.
What is a CTA?
CTA stands for call to action. It is a prompt or action a company would like to take to move you along a buying journey. CTA’s are not just found on the internet and they certainly are not new.
We’ve all seen infomercials from the ‘90s that flash 1-800 numbers on screen to get you to buy a Chia Pet. Or have you felt the urge to call the ASPCA to save an animal's life? I apologize if Angel by Sarah McLachlan is now stuck in your head.
Although CTA’s aren’t new, we see and interact with them much more often than we used to. For example, you might click a “Buy Now” button to make an immediate purchase or take a more general next step like “Meet Katie” linking to an about page.
Even if the next step isn’t to make a purchase, the intention is to get the buyer to continue interacting with the brand so they eventually make a purchase.
Why do you need CTA’s?
You need CTA’s to convert site visitors into buyers. Without clear CTA’s you are not leading your potential customer on a buyer's journey which means, your website leads likely aren’t converting.
A key to using the right CTA’s, is understanding that everyone makes buying decisions differently. This is why you must consider the four buyer personas when designing your website.
Let’s break them down. ⬇️
Four Types of Buyer Personas
Competitive Buyers
Fast, structured, logic-based decisions
A competitive buyer is logical in their decision-making, but once they have been convinced you are the best for them, they are quick to buy.
➡️A good CTA for the competitive buyer might be “Check out my credentials!”, taking them to a page where they can find signs of accomplishments, awards or accolades.
Spontaneous Buyers
Fast, unstructured, emotion-based decisions
Spontaneous buyers are quick decision-makers but purchase from a place of emotion. Unlike competitive buyers, spontaneous buyers do not care if you are the best option. They are looking for the most convenient option.
➡️Having a clear, straightforward CTA like the “Schedule a call” or “Buy now” button in the main navigation or above the fold will appeal to this buyer.
Methodical Buyers
Slow, structured, logic-based decisions
Methodical buyers are extremely logical and do not make decisions quickly. This buyer has silently Insta-stalked you for months and has seen every nook and cranny of your website.
➡️An excellent place to take these buyers is your sales page, where you have laid out your step-by-step process. Use a button on your homepage under a glimps into your services that says “See my signature process”.
Humanistic Buyers
Slow, unstructured, emotion-based decision
Similar to methodical buyers, humanistic buyers are slow, logical decision-makers but they make emotion-based decisions. These buyers want to feel like they know you personally and how you will help them.
➡️Take these buyers to your about page where you draw out emotion through storytelling and client testimonials that speak about you specifically. An example of a CTA here would be “Learn more about me”.
Where do CTA’s go on your website?
If we know that everyone buys differently and we need to appeal to all four types of buyers that means CTA’s should be found throughout your website.
Let’s take a look at my website as an example of where to use CTA’s on your homepage.
Having an easy and visible way for your site visitors to contact you at the top of the page is a must.
Also place them strategically throughout the body of the page as demonstrated in the previous section.
Having a contact button at the bottom of your website is key to attracting those humanistic buyers that made it all the way down to footer.
How many CTA’s is too many for one page?
You may be thinking… Ok, you say I need more than one CTA, but is there such a thing as too many CTA’s? Well, you will get conflicting information on this but there isn’t a magic cut-off point.
The biggest thing to keep in mind is don’t just use CTA’s for the sake of using them. If you’ve already linked to your about page on your homepage, don’t link it again. If you do not feel like a CTA is necessary in that section, don’t use one.
Tip: Put yourself in a potential buyer's shoes when you are reviewing your website. If you think there are too few or too many CTA’s go with your gut. After all, you have experience here, you are a buyer too!
What are some CTA options people can use beyond just ‘Contact Us’?
There are endless possibilities when it comes to CTA’s. But before you go, I wanted to provide you with a quick list of fun CTA’s you can use on your website today.
For freebies:
Get the guide
Did you say free?
Free resource inside
About you:
Learn more about me
Tell me your secrets
Get the details on ____
Booking with you:
Schedule a call
Get on my calendar
I’m ready!
Other:
Check out my portfolio
See what my clients are saying
Give me the details
Let’s chat!
New around here? Welcome!
I’m Katie, a Squarespace website designer focused on building websites for service-based business owners.
I’d love to stay in touch if you liked what you read.
Here’s where you can find me:
