If you want to turn prospects into leads, create a powerful call-to-action. A call-to-action, or CTA, is a button or banner placed on your website that prompts prospects to take some action:
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These enticements, or lead magnets, are designed to draw prospects into the sales funnel where they can be turned into leads. As such, a lead magnet must have greater value than the ungated content on your website.
CTAs serve many purposes outside of lead generation. A call-to-action may be used to encourage website visitors to share your site with others on social media or even to close a sale. However you choose to integrate this tool into your website, you should follow a few guidelines.
CTAs don’t provide much room for elaboration - about five words at most, so you need concise but compelling copy to persuade prospects to click that button. Begin with a verb that lets consumers know what action they should take. Be sure that you clearly and honestly state exactly what the consumer will get in return for clicking. The key is to delight not disappoint the prospect.
Choose a color that compliments your branded color scheme but that is distinct from it. You want the CTA button to be immediately visible to consumers.
A CTA, in general, should be “above the fold,” or at the top of your web page. However, they can be placed throughout a website to give prospects many opportunities to take advantage of the offer. If the lead magnet is relevant to blog posts, add the CTA at the bottom of the post.
Creating a powerful CTA and corresponding lead magnet and landing page takes time, knowledge of your market, and creativity. That can be a tall order for a busy insurance agent. If you don’t have time to build a CTA for your agency website, get in touch with the insurance marketing specialists at AgenciesOnline to see how we can help.