Once you’ve decided how to create and package a valuable offer, the next step in an effective lead generation is creating calls-to-action that convert leads.

If you read part one of our four-part series on effective lead generation, you’re familiar with the first step in creating a campaign that will generate a high volume of quality leads: creating a valuable offer. So what’s next?

In part two of this series, we’re exploring how to draw visitors from reading content on your website to taking a desired action.

When we talk about this second step, we use the term “call-to-action” (CTA). It refers to the tool that asks the reader of your content to take the next step — rather than just assuming they will do it. A call-to-action can be in-line text with a hyperlink, a button, or an image-based web-banner.

Why do you need a CTA?

CTAs are the vital step where you ask your potential client or buyer to take an action that moves them one stop closer to your objective of connecting them with your company. But plenty of marketers forget this crucial element of an effective campaign.

If you’re offering high-value content (like an ebook, webinar, infographic, or product demonstration), but you aren’t including a specific CTA, you’re not giving your audience direction for obtaining the offer — and you’re probably missing out on plenty of qualified leads.

If your CTAs aren’t effective at capturing the attention of your prospective leads and persuading them to click, then no matter how impressive your offer or how well-written your content, it’s pretty much useless. Click To Tweet

A CTA is yet another opportunity to optimize your campaign. Remember that you’re competing with every other brand in a fight for the attention of your audience, and you need to make the most of every opportunity to draw them toward your business.

Keep in mind that if your CTAs aren’t effective at capturing the attention of your prospective leads and persuading them to click, then no matter how impressive your offer or how well-written your content, it’s pretty much useless. Your CTA can be used on product pages, in display ads, email, social media, direct mail, or pretty much anywhere you’re marketing your offer.

Elements of calls-to-action that convert leads

Not all CTAs are created equal. As you think about incorporating a call-to-action into your offer, keep in mind these 4 tips for maximizing its productivity:

1. Choose your location wisely.

Back when people read newspapers, editors would place important news “above the fold:” high enough on the page so the reader wouldn’t have to unfold the paper to see it.

A well-placed call-to-action follows the same principle, and should be high enough on the page so your target lead won’t have to scroll down to see it. You should also place a second CTA further down within the offer.

2. Be clear.

You don’t want to leave your reader puzzling about what will happen when he or she follows your CTA. State the offer clearly, and be specific. For instance, rather than “download now,” say “download your free ebook.”

3. Don’t hide your light.

Your call-to-action should stand out on the page. Choose contrasting colors for your CTA, so it draws the eye and doesn’t blend into the rest of your text.

We’ve found, in many cases, our clients have the most success with calls-to-action that are image-based (particularly in emails). A really well-designed, attractive, image-based CTA can effectively draw click-throughs in a way other kinds of calls-to-action can’t. Give it a try!

4. Link to a landing page.

Send potential leads to a targeted landing page that is relevant to what they are looking for. Your CTA should send them to a page that will convert them into a lead.

For more information, check back in with our next post, when we explore how to create a landing page that converts leads.

How do you design calls-to-action that convert leads?

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