Unlock More Sales: The Website CTA Optimisation Guide for Busy SMEs

In the competitive world of business, every website visitor counts. In this blog we show you how optimising your website's Call To Action can generate your business more leads and sales.
letters CTA on a keyboard

Spencer Neal

11 April 2024

Imagine this: a potential customer lands on your website. They’re interested in what you offer, but then… crickets. They browse for a bit, then click away without taking the next step. Sound familiar?

This is where a powerful Call to Action (CTA) comes in. It’s the bridge between website visits and conversions, turning curious visitors into leads or paying customers.

Why Optimise Your CTAs?

In the competitive world of SMEs, every website visitor counts. Optimizing your CTAs can dramatically increase your conversion rate – the percentage of visitors who take a desired action on your site. This can mean more qualified leads, boosted sales, or a surge in newsletter signups.

Ready to unlock the power of CTAs?

This blog post will equip you, the busy SME owner or marketing manager, with actionable strategies to craft high-performing CTAs that drive results.

Here’s what we’ll cover:

  1. The Power of the CTA: Guiding Visitors to Action
  2. Beyond the Bland: Ditching Generic CTAs
  3. The CTA Advantage: Guiding Visitors on the Right Path
  4. A/B Testing: Unveiling Your Audience’s Preferences

The Power of the CTA: Guiding Visitors to Action

As we’ve established, a Call to Action (CTA) is the nudge that prompts a website visitor to take the next step in your sales funnel. It’s the bridge between browsing and taking a desired action, whether that’s signing up for a free consultation, downloading an ebook, or making a purchase.

Imagine this scenario:

A visitor lands on your bakery’s website, enticed by mouthwatering pictures of your pastries. They scroll through your menu, clearly interested. But then what? Without a clear CTA, they might simply leave, their craving unfulfilled.

Here’s where a compelling CTA steps in:

“Order Your Freshly Baked Treats Today! (Free Delivery on Orders Over $50)”

This CTA is clear, concise, and action-oriented. It tells the visitor exactly what to do (order) and highlights a sweet incentive (free delivery). This increases the chances of the visitor taking the desired action and converting into a paying customer.

By strategically placing CTAs throughout your website, you guide visitors towards conversion and ultimately, boost your business goals.

This section emphasises the importance of CTAs with a relatable example relevant to SMEs. It also highlights the elements of a strong CTA (clear action, persuasive language, and potential incentives).

Beyond the Bland: Ditching Generic CTAs

While “Contact Us” might seem like a safe CTA option, it fails to capture the visitor’s attention or highlight the specific value proposition. Generic CTAs don’t resonate with the reader and ultimately lead to lower conversion rates.

Let’s see an example:

Imagine you’re on a website offering free website design consultations. A generic CTA like “Contact Us” wouldn’t be very compelling.

Here’s a more effective alternative:

“Get Your Free Website Design Consultation Today! (Limited Spots Available)”

This revised CTA is specific, action-oriented, and highlights the benefit the visitor receives (a free consultation). It also creates a sense of urgency with “Limited Spots Available,” further encouraging the visitor to take action.

Crafting Contextual CTAs:

By tailoring your CTAs to the specific page content and target audience, you can significantly increase their effectiveness. This means using action verbs that align with the page’s goal – whether it’s “Download Now” for an ebook offer or “Start Your Free Trial” for a software product.

The CTA Advantage: Guiding Visitors on the Right Path

Optimising your CTAs is crucial for ensuring your website guides visitors towards the actions that align with your business goals. A well-crafted CTA should seamlessly blend with the context and content of the page it appears on.

Imagine this:

You run a landscaping service and have a dedicated page showcasing your garden maintenance expertise. A generic “Contact Us” CTA wouldn’t be very effective. Why? Because it doesn’t capitalise on the visitor’s current interest in garden care.

Here’s the power of an optimised CTA:

“Transform Your Garden: Get a Free Quote for Custom Maintenance Today!”

This CTA is specific to the page’s content (garden maintenance) and uses action verbs that resonate with the visitor’s desire for a beautiful garden. It also offers a clear benefit (free quote) that incentivizes them to take the next step.

By optimizing your CTAs, you can create a clear path for visitors, leading them from initial interest to conversion.

This section builds on the previous points and emphasises the role of optimisation in creating a cohesive user experience that drives conversions. We can now move on to the next section and explore the key elements of crafting strong CTAs.

A/B Testing: Unveiling Your Audience’s Preferences

So, you’ve crafted compelling, context-specific CTAs – fantastic! But how do you know which ones resonate best with your unique audience? Here’s where A/B testing comes in.

A/B testing is a powerful marketing strategy that allows you to compare two variations of a single element on your website, like your CTA button. You then show each variation to a portion of your website traffic and analyse which one generates a higher conversion rate.

Why A/B Test Your CTAs?

A/B testing removes guesswork from the equation. Data-driven insights help you refine your CTAs and identify the versions that truly resonate with your target audience. This can lead to significant improvements in your conversion rates.

Here’s a simplified example:

Imagine you’re testing two CTA variations on your landing page for a new marketing ebook:

  • Version A: “Download Your Free Marketing Ebook Now!”
  • Version B: “Unlock Growth Secrets: Get Your Free Marketing Ebook!”

By A/B testing these variations, you can see which one generates more ebook downloads. This data will help you determine the most effective language and approach for your audience.

Ready to A/B Test Your CTAs?

There are numerous A/B testing tools available, some even free for basic use. Many website building platforms also offer built-in A/B testing functionalities if you are unsure simply reach out to us and we can help you

Remember: A/B testing is an ongoing process. Experiment with different CTA variations, analyse the results, and continuously optimise for maximum impact!

By including this section, your blog post equips readers with a practical strategy to further refine their CTAs and maximise conversions.

Ready to Unleash the Power of CTAs?

Now that you’re armed with the knowledge of crafting compelling CTAs and the importance of A/B testing, it’s time to take action! Here’s a quick checklist to get you started:

  1. Audit Your CTAs: Take a critical look at all the CTAs on your website. Are they clear, concise, and aligned with the page content?
  2. Refine and Optimise: Rework generic CTAs and tailor them to match the specific goals of each page.
  3. Embrace A/B Testing: Experiment with different CTA variations and leverage data to identify the high performers.

By implementing these steps, you can transform your CTAs into conversion powerhouses that drive real results for your SME.

Thank you for reading this blog.

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About The Author

Spencer is a seasoned WordPress web designer and travel aficionado with almost as many countries travelled to as websites built!

When not designing and blogging about business friendly websites he is a passionate foodie exploring global cuisines, convinced that great meals foster unforgettable connections.

Ready to transform your digital presence or swap travel tales over a virtual coffee? Contact him today

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