Make your homepage CTA obvious

When someone lands on your website, there’s a chance they’re already poised to engage, not just casually browsing. If your site assumes everyone is in the latter category, you might miss out on serious business opportunities.

It’s crucial to remember that while some visitors will want to explore, read a blog, or learn more about your mission before deciding, others are ready to jump right in. For those go-getters, any obstacle in their path—like a hard-to-find call to action (CTA)—can send them straight to your competitors.

That’s why your CTA needs to be as clear as day: obvious, simple to follow, and impossible to miss.

Make it easy for them to take action

Believe it or not, not everyone on your site is just window-shopping. Some visitors are ready to take action the moment they arrive. They could be referrals, folks who’ve already done their homework, or just decisive souls ready to dive in.

Here’s what they need:

• Instant visibility: Your CTA shouldn’t be a scavenger hunt. It should pop out right when the page loads.
• Clarity in action: There should be no guesswork for the next steps.
• Seamless navigation: Don’t make them click through hoops; they should be able to act with a single click.
• Repetition: Don’t overdo it, but the CTA should be close by no matter where your visitor is on the page.

If your CTA is lost in a busy menu, hidden among other text, or several scrolls down, you’re not just inconveniencing your users—you’re likely losing them.

One CTA done right: National Wildlife Control Consulting & Staffing 

One of our clients, National Wildlife Control Consulting & Staffing, keeps it straightforward with a prominent “Contact Us” CTA. It’s bold and upfront, located above the fold, ensuring it’s one of the first things visitors see. This approach minimizes confusion and streamlines the visitor’s journey to becoming a lead.

While there are some other buttons on the home page, they’re intentionally less prominent than the primary CTA. The company also smartly sprinkles the primary CTA across the page to remind visitors of the action without overwhelming them. This tactic is golden for businesses that thrive on direct interactions, like real estate or consulting.

Two CTAs for diverse needs: Mannford Church of Christ 

Another client of ours, Mannford Church of Christ, cleverly caters to different visitor preferences with two distinct CTAs: “Join Us Online” and “Join Us In Person.” This strategy is perfect for acknowledging varied customer needs right from the get-go.

The primary CTA invites physical participation, ideal for local engagement, while the secondary, less-committal CTA offers an online interaction option. This dual approach ensures visitors can find a comfortable way to connect, whether ready to fully engage or just get to know the church.

Where businesses often misstep with CTAs

A common pitfall is burying the CTA. A mere “Contact” link lost in your menu doesn’t cut it. Your CTA must be bold, straightforward, and accessible at first glance.

Also, steer clear of vague directives like “Learn More.” Instead, opt for action-oriented phrases such as “Schedule a Call” or “Get a Quote” that leave no doubt about what happens next.

And remember, while it’s good to have your primary CTA above the fold, don’t shy away from repeating it lower on the page—just ensure it’s not the only place it appears. Plus, the web is now over three decades old, so people do know to scroll down now.

Offering a secondary CTA 

Not ready to commit? No problem. For visitors not quite ready to take a big leap, consider a secondary CTA like signing up for a newsletter or downloading a free guide. This keeps them in your orbit and provides another opportunity to convert them down the line.

Some tips for your secondary CTA:

• Design intentionally – Use design to make it less prominent than the primary CTA while still easy to see and click on.
• Position strategically – Be sure the positioning makes sense for your goals and the flow of content.
• Differentiate clearly – Ensure the action requested in your secondary CTA is clearly different from the action requested in the primary CTA.

Empowering your online interactions

Your website’s CTA is more than a button; it’s a gateway for potential customers. Make it clear, make it simple, and make it count.

Let’s chat if you’re unsure about your current CTA’s effectiveness. At Backslash Creative, we craft marketing strategies that clear up any confusion, simplify the user journey, and drive solid results. Let’s optimize your CTAs and turn those site visits into valuable engagements. Reach out today!