You’ve already hired a B2B search marketing agency or business to business SEO agency to help ensure that your valued business customers can find your brand and your website online. However, once a B2B search marketing agency actually drives traffic to your website, you need to make sure that traffic is converting. A key component of any conversion strategy is, without a doubt, calls-to-action, or CTAs. How can you create effective CTAs in order to boost your website’s B2B conversion rate? Let’s take a look.
Make sure your CTAs stand out. As B2B digital marketing service will tell you, all CTAs should absolutely be the brightest and most visible element on the page. Color and proper placement are both key elements here. With regards to color, green and red tend to work best but this isn’t an absolute There is, of course, a debate raging between B2B digital marketing agencies regarding what color is that absolute best (Hubspot insists it is red, while the people at Heinz are adamant that it is green). But the truth is that there is no magical perfect color. What works for your website and successfully ensures that a CTA stands out will depend on your overall color scheme and aesthetic.
“Color usage does matter, sometimes a lot. But saying that one color converts better than another is simply stupid. There is no universal best color. What works on one site doesn’t necessarily work on another,” explains web design professional Ott Niggulis. “Visual hierarchy matters and making your call to actions stand out matters. So ‘green vs. red’ is not so much about the color, but ‘does the important stuff stand out enough’ and if not, how can we improve the situation?”
Placement also matters. As a general rule of thumb, the top right corner or the center of the page typically tends to draw the most attention. Overall, if you want to boost B2B conversion rates the key is that a customer’s eyes should instantly be drawn to your CTA the minute his or her eyes land on your page. No one should ever have to hunt around for it.
Use action words. When it comes to leveraging the power of CTAs to drive up your B2B conversion rate, it is important to keep in mind that it isn’t just what you say that matters—it’s how you say it. That’s why B2B marketing agencies recommend using powerful words.
Make sure that your copy is results oriented. When writing your CTAs, don’t focus on what a customer has to do to get access to the product or service you are offering. Instead, write compelling, results-oriented copy that conveys to a customer what he or she will get out of the particular product or service. Your CTA should always clearly answer the question, “why should I click this button?” For example, let’s say you’re offering a free white paper with industry insights into your particular business sector. Instead of saying, “Sign-up for your white paper”, say something like “Get inside industry insights here.” This approach adds value to your offer and makes it more likely that customers will click, boosting your B2B conversion rate. Remember, if you’re struggling to write compelling results-oriented copy, it is best to seek the help of a professional B2B marketing agency.
Create a sense of urgency. If a customer feels that an offer is valid forever, he or she is less likely to take you up on it. This is especially true for B2B customers, where the sales cycle tends to be much longer, as B2B customers tend to seek out more information and consider more offers before making a final business decision. Creating urgency by using phrases “click now,” “today,” or “limited time offer” can go a very long way in boosting your B2B conversion rate.
Give customers the confidence to buy. Customers, especially B2B customers, tend to be pretty risk averse, so a no-obligation statement can go a long way in assuaging fears. Of course, if you offer any kind of free sample or free trial you will also want to mention that.
The bottom line here is that a great CTA can go a very long way into boosting conversion rates. In order to convert your B2B customers, make sure that your dedicating the appropriate resources to developing CTAs that look great and make compelling offers.