Call to Action Overview
Now you have an offer and a landing page. The last thing you need to start driving sales and capturing visitor information is a call to action (CTA). The call to action drives people to your shopping cart and your landing pages. It can be linked text or a linked image.
Dowload a Sophos Call to Action
You can download several call to action buttons that Sophos has provided. Just choose the one you'd like to use from the table below, right click the image and save to your desktop or download folder.
Upload Calls to Action to Your Homepage
Once the image is saved, just upload it to your website in a place that someone will find it, i.e. your homepage or another heavily-trafficked page on your site. You can use the HubSpot "Visits By Page" tool under your "Analyze" tab to tell what pages are getting the most traffic.
At the very least, you should place two calls to action on your homepage:
- A CTA that drives someone to your Sophos Shopping Cart
- A CTA that drives someone to a landing page with an introductory offer
If you're not sure how to add an image to your current website, please check with your Website or Content Managment System provider or IT manager.
Create Your Own Calls to Action with our Simple CTA Generator
In the future, you can create your own calls to action with the HubSpot call to action button generator. We've included some best practices for designing call to actions buttons below.
Call to Action Best Practices
Make It Pop
No one will reach your landing page if your CTA isn't attention-getting. If you can, make your CTA into a linked button. You can use HubSpot's Call to Action Generator to do this, make one yourself in Paint or Photoshop, or get one made by a member of the HubSpot Services Network for $50.
You might be tempted to have your CTA blend in to your color scheme. This is a mistake. You don't want it to blend in, you want it to be the first thing a user sees when they hit your page! If your site is predominantly blue, make your button orange. Ask a friend to look at your page and tell you what they looked at first - the answer should be your CTA!
Don't use "Contact Us" as a CTA on your product page, use "Ask Us A Question About [Product X]!" You're reducing the amount of thinking a user has to do to take their next action. You're planting the idea in their head. You're being inspirational.
One Offer, Many CTAs
Bear in mind that the same offer could have several different CTAs. You might find that if you're offering a free consult you get more leads when you call it a "Free Half Hour Analysis" rather than a "Free Consult." The way to identify which version of your CTA is best is to try out different options over time and see which one produces the most leads.
Cast a Wide Net
Different offers appeal to different segments of the traffic visiting your site. A whitepaper might appeal to an early sales cycle visitor while a free consult or a free trial might appeal to a later sales cycle visitor. In order to capture the maximum amount of traffic hitting your site you need to cast a wide net - we recommend having at least three CTAs on your homepage, one for early, one for mid, and one for late sales cycle visitors. These CTAs will act as the net that catches the traffic hitting your homepage.
Make Sure Your Landing Page Reflects Your CTA
A user clicks a CTA because they were interested in what it offered. If they reach your landing page and it doesn't immediately follow up on that expectation, you'll lose them. If your landing page is all about a Free ROI Analysis, make sure that's what your CTA is advertising.
Put Your Call to Action on Your HubSpot Blog Using the HubSpot CMS
Below are the steps for adding a call to action on your HubSpot hosted sub-domain.
- Go to www.hubspot.com and click the Customer Login link at the top right of the screen.
- Log in with your existing HubSpot account. If you don't have or can't remember your username and password, log a Support request here.
- Go to Create / Website Pages.
- Click on the name of your homepage. Select View/Edit.
- Click Add Module somewhere on the page.
- Select Content as the type of module you want to add.
- Hit Edit on your new module and then click the tree icon.
- Go to the Upload New Image tab.
- Click Browse to choose your CTA image file to upload. Select the "Automatically resize image" checkbox.
- Hit Upload.
- Delete the extra text and title around your image.
- Link your image to your landing page.
- Select your image.
- Click the link button in the module toolbar.
- Select your landing page from the dropdown on the Internal Link tab.
- Select the "Open link in a new window" checkbox.
- Hit Insert.
- Navigate to your homepage and click on your CTA to make sure it takes you to the right place. If you run into problems just contact HubSpot Support.
- Now that you've tested your CTA and landing page, tell your network about your new offer! Whether you send an email, post a message on LinkedIn, or even just have your sales team mention the offer on their sales calls, pushing some traffic to your homepage will help you get conversions.