In order to generate leads, you have to start by getting your visitors attention. In Enticing Clicks with Calls-to-Action, you’ll learn what an effective call-to-action looks like, understand how they fit into a successful conversion process, and learn how to apply best practices to your own calls-to-action.

1. Inbound Certification
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Enticing Clicks with Calls-to-Action
Professor: Angela Hicks
CLASS 06

2. 1 HOW DO YOU USE A
CALL-TO-ACTION (CTA)?

5. YOU CAN’T GET LEADS
WITHOUT A CONVERSION
PROCESS.

6. The Conversion Process
Call-to-Action Landing Page Thank You Page

7. WHAT IS A CTA?
A CTA is a button that promotes an offer and links
to a landing page.

8. A CTA kicks off the conversion process.

9. The Conversion Process
Call-to-Action Landing Page Thank You Page

10. 2HOW DO YOU CREATE
SUCCESSFUL CTAS?

11. WHICH SEQUENCE MAKES UP A
COMPLETE CONVERSION PROCESS?
A. Call-to-Action > Blog Post > Landing Page
B. Landing Page > Call-to-Action > Thank You Page
C. Blog Post > Call-to-Action > Landing Page
D. Call-to-Action > Landing Page > Thank You Page

12. WHICH SEQUENCE MAKES UP A
COMPLETE CONVERSION PROCESS?
A. Call-to-Action > Blog Post > Landing Page
B. Landing Page > Call-to-Action > Thank You Page
C. Blog Post > Call-to-Action > Landing Page
D. Call-to-Action > Landing Page > Thank You Page

13. Make it action-oriented.
Use strong and appropriate on-page placement.
Test changes and analyze their results.
CALL-TO-ACTION BEST PRACTICES
Make it attention-grabbing.
Include keywords consistent with offer & landing page.

14. Make it action-oriented.
Use strong and appropriate on-page placement.
Test changes and analyze their results.
CALL-TO-ACTION BEST PRACTICES
Make it attention-grabbing.
Include keywords consistent with offer & landing page.

15. Make it action-oriented.
Don’t make your visitors think too hard about what they need to do next. Just tell them!
Download the Free Dog Training GuideDownload the free Adventure Travel Guide
Action-oriented
verb

16. Make it action-oriented.
Use strong and appropriate on-page placement.
Test changes and analyze their results.
CALL-TO-ACTION BEST PRACTICES
Make it attention-grabbing.
Include keywords consistent with offer & landing page.

17. Includes keywords consistent
with the offer and landing page.
Without keywords, would you know what this offer is about?
Download the Free Dog Training GuideDownload the Guide

18. Includes keywords consistent
with the offer and landing page.
Using the same keywords and phrasing for the entire conversion process helps your
visitors understand what they are going to get.
Download the Free Dog Training GuideDownload the Adventure Travel Guide
Keywords

19. Make it action-oriented.
Use strong and appropriate on-page placement.
Test changes and analyze their results.
CALL-TO-ACTION BEST PRACTICES
Make it attention-grabbing.
Include keywords consistent with offer & landing page.

20. Your CTA needs to stand out,
so that visitors will know to click on it.

21. Make it action-oriented.
Use strong and appropriate on-page placement.
Test changes and analyze their results.
CALL-TO-ACTION BEST PRACTICES
Make it attention-grabbing.
Include keywords consistent with offer & landing page.

22. Looking for more?
Get the full class experience and more
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23. Use strong and appropriate on-page placement.
CTAs should seem like they belong and are not forced onto the page.

24. Place CTAs at the end of your blog posts.

25. CTAs in the sidebar should be general offers.
This way, they are applicable to the widest variety of people reading your blog.
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26. Place CTAs in emails.
CTAs can be placed at the end of the email, at the end of a paragraph, or sentence.

27. Make it action-oriented.
Use strong and appropriate on-page placement.
Test changes and analyze their results.
CALL-TO-ACTION BEST PRACTICES
Make it attention-grabbing.
Include keywords consistent with offer & landing page.

28. 1-2%CTA click-through rate goal.

29. 10%CTA clicks-to-submissions goal.

30. Make one small change
and see how it performs.
Download the Free Dog Training Guide
Download the Adventure Travel Guide
Download the Adventure Travel Guide

31. Make it action-oriented.
Uses strong and appropriate on-page placement.
Test a change and analyze the results.
CALL-TO-ACTION BEST PRACTICES
Make it attention-grabbing.
Include keywords consistent with offer & landing page.

32. WHAT DOES AN
EFFECTIVE CTA
LOOK LIKE?
3

40. Ready for more?
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