Are people not downloading your content offers? Are you getting mediocre results on your blog and CTAs?
Don’t worry, you’re not alone. Tons of businesses run into this problem and it’s actually a pretty easy fix.
The First Problem with Website Conversion
When doing website reviews, the first problem I notice is a lack of call-to-actions.
Marketing teams will group together and decide to create amazing content, yet when it comes to promoting it, they go cold.
“Check out our new ebook” instead of “Get higher conversion on your marketing campaigns. Our ebook walks you through the complete process.”
Stuff like that.
In all, I feel people don’t want to be salesy or shove content down their audience’s throat. This is admirable, but we’re keep in mind too, these people are on YOUR website. They don’t have to be there or browse your pages. This is why I feel it’s justified to integrate CTAs throughout your website. At the very least, CTAs will guide visitors to different parts of your website.
Don’t Overthink Your Inbound Strategy
This is a classic mistake.
Marketing teams rally together to create an Oscar-winning inbound strategy then will be extremely skeptical about including any call-to-actions on their webpages.
They overthink the whole strategy and wind up becoming a content house (blog posts, webinars, videos, etc). All the while never making an attempt to sell their product.
Bad Inbound Strategy Example: “The goal is to create loads of content and, eventually, people will magically decide to buy our products”.
There’s a whole piece of inbound marketing that is rarely talked about – marketing automation.
Marketing automation is the magic behind inbound strategies. They’re the piece of machinery that turn blog readers into customers.
Where to Place CTAs on Your Website
Your website should feature a number of call-to-actions. This section will highlight where to put them.
CTAs for Your Home Page
The home page should point to other sections of your website (encouraging browser behaviour).
Start by linking to the product page or your leading conversion opt-in, you’ll want to quickly guide people to where you can best serve them (with your app, product, or service).
Next, lead people into softer sections of your website, such as your blog. These softer sections aren’t heavy-hitting sales pages, rather they attempt to build trust with visitors; proving your credibility, expertise, and experience.
CTAs for Your Product or Service Page
Your product or service page should feature action-driven CTAs.
I see a lot of businesses avoid being salesy on their product pages; feeling that CTAs create pressure for visitors.
This page is meant to convert. Avoid trying to convert people and your page results will drop.
CTAs for Your About Page
Next to the Home page, your About page will get a lot of traffic.
I don’t recommend you try to sell your products on your About page, but try to encourage softer action like connecting on social media or visiting your blog.
CTAs for Your Blog Pages
There are many areas to place CTAs on your blog. Typically, I suggest people place CTAs on the sidebar, at the bottom of blog posts, and even in-line with post content.
This is an in-line CTA. See how discrete they are?
Other common places to feature ads include header ads and pop-ups. Blend them into the page, but don’t over-do it.
Watch Out for Remarketing: If you’re not going to write compelling copy or include CTAs AND you’re going to run remarketing ads, it’s likely your team will place the same mediocre messaging on the ads. This will continue the chain of poor performance, low conversion, and poor results.
Getting the Click – The Truth About Content Offers
Based on the data I’ve seen working in the B2B space, conversion rates for ebooks, blogs, and checklists are going down.
Ebooks have become content items that people skim. Blogs have become support articles. Checklists have become guidelines for strategies.
The way we collect and consume information has changed. Where people once read guides about car care, they subscribe to YouTube channels for tips. Where people once read textbooks about advertising, they now buy online courses.
If you ask people about their content consumption habits, they’ll tell you they don’t have time to read things like ebooks, yet they’ll buy physical books and online courses which may require more time and attention.
Don’t Be Mediocre
Generally speaking, when you read a blog post and see the CTA for an ebook at the bottom, how likely are you to download it? I’d say the majority of people for the majority of websites wouldn’t.
Would YOU want your content offer? Would YOU give your email address? How would YOU consume YOUR content?
If you answered with things like flipping or skimming, your missing the mark on your content offers. This means your CTA will get mediocre results, the people who go through your nurtures will be mediocre, and you’ll likely see mediocre conversion rates.
I’m not in the business of being mediocre (and neither should you).
If you want real growth, keep iterating and trialing ideas until you hit amazing results. Do not get caught up in half-baked ideas or content items because you had a bump of traction.
If you don’t keep iterating on your offers, your competitors will. Eventually they’ll creep up on you and your market. That’s when your business is at risk.
Advice for Auditing CTAs
Here’s a little checklist of questions to ask when auditing your CTAs.
- Does the headline relate to a specific need?
- If so, how much value will people get from this content offer?
- If a decent amount, what’s the likelihood that someone could find a better resource online?
If people can immediately conclude that there are better resources online, they will leave your website and search for alternatives.
Think about it. People run to Google, YouTube, and Amazon to search for information and products to help solve their needs. If they don’t find a free step-by-step guide on Google, they’ll probably wind up watching tutorials, buying courses, or purchasing books.
So how is your content offer going to hold their interest? What value proposition are you going to give them that others don’t?
These are the questions you really need to ask.
Conclusion, Summary, and Takeaways
If you’re going to run content offers for lead gen, make sure they’re amazing. Mediocre content means mediocre leads means mediocre results. Don’t be mediocre!
Integrate CTAs throughout your website. Drop the attitude of being seen as salesy.
- Sales Pages include landings pages, opt-in pages, product pages, service pages.
- Soft Pages include pages like your Home page and About page.
The song and dance of CTAs and Inbound Marketing is a complex game. When reviewing your inbound strategy, be thorough. It’s important to know what other types of content offers are emerging in your space.
Stay innovative. Stay relevant.