What is a call to action and why should I care if I’m making mistakes with one? A call to action is a crucial piece of your plastic surgery marketing puzzle.
When you get a visitor to your website, do they know what to do next? If not, you need to focus on creating strong, attention getting calls to action.
A call to action (frequently abbreviated as CTA) is an image or text link that prompts your visitor to do something. Usually that something is the next step in your sales funnel. So your plastic surgery marketing efforts can be greatly enhanced by using calls to action that are effective in getting conversions and generating leads.
Here are 4 call to action mistakes you should never make:
Mistake 1: Not Using Calls To Action
The biggest mistake you can make is not using calls to action at all. You can’t rely on your prospects finding their way through your website’s navigation menus to give you their information so they can become your customers. If you make them work to do business with you, they will leave you and head over to your competitor who has made it much easier for prospects to find what they’re looking for.
Having a call to action takes the guess work out of it for your prospects. You have to guide and direct them quickly and clearly to the next step in your online sales funnel.
Mistake 2: Using A Call To Action That Doesn’t Stand Out
Once you’re using a call to action, you’re ahead of the game. But in order to ensure that you get the maximum engagement with your call to action, you must make sure that it stands out from the page it is on.
Contrast is key. If you have a light page use a dark color for your call to action and if the page is dark use a light color. Try to use colors that aren’t part of the website’s color scheme. Those colors would make your call to action blend in instead of stand out.
Also make sure that the if you’re using a graphic call to action with text that the text stands out by also having very good contrast.
Mistake 3: Using A Call To Action With No User Benefits
If your call to action is offering your prospect some downloadable content like an ebook, for example, you want to make sure that you tell the prospect how that ebook will benefit them right in the call to action. Make sure not to make the mistake of listing features. Always use benefits. Benefits are how the ebook will help them or what it will do for them.
You can reinforce the user benefits in many place on your call to action. Your call to action should have a headline. The headline is a great place to put that user benefit. You can also have a few bullets on the call to action, again, benefit benefit, benefit. If you’re using an ebook, the cover of the ebook can be shown on the call to action and that cover should have a user benefit.
Mistake 4: Using A Call To Action With No Button
Your call to action should always have a button. A button is a clear sign to your prospect that they need to click your call to action to take the next step.
The text on your call to action button is a great thing that you can test. You may find that your prospects respond more to one sent of button wording than another. You can also test the color of your button. Regardless of the colors you test, make sure they highly contrast with the background of your call to action.
So avoid making these 4 mistakes when building your calls to action for your plastic surgery marketing campaigns and you’re sure to have great success.