For those who are not new to how websites and social media work, then you surely would not be new to what’s referred to as a call to action (CTA).
A CTA is a popular term in the business and marketing spheres which has become an integral part of traditional and digital marketing campaigns.
In real estate websites, these are often represented by “Call Us Right Away” or “Sign Up Now” and are suggestive of actions readers must do to start their online journey or to find solutions to their real estate concerns or options.
Why is CTA important?
The primary objective of the CTA is as obvious as day- to motivate and drive people to venture to the next step in a website or social media post.
One classic example is a CTA found below a blog post that offers readers a free e-book or signs up to receive a regular newsletter.
In a sales page, a CTA is a vital element and plays a big role in directing readers to take action that could result in a sale. The goal is to mutually convince potential buyers to take action by offering them a service, product, or solution to a problem that concerns them or are best suited for them.
An effective call to action is usually combined with a good copy that convinces readers to take action without reservations or hesitations in taking the next step, which is why developing compelling content that moves people to click on the CTA is essential.
What are the main components of the CTA?
When thinking about CTA’s for your real estate website, you need to consider the following;
- What should it look like that attracts attention? (It can be a picture, banner, link, etc.)
- Where is the call to action positioned on the webpage?
- What texts should it contain and what texts can be found preceding it?
The placement of the CTA relies heavily on the content that is found on that page. For instance, the CTA would be strategically positioned right underneath the products or services that are being offered.
Similarly, CTA’s in a blog post is also found below the article.
If you are targeting readers sign up or create a profile on your website, placing a registration form on the side or a CTA that directs them to a registration page.
Make sure that CTA’s are noticeable and grabs attention. This can be done by designing the button with vibrant colours and aligned properly with the rest of the page, but not overly emphasised that it becomes annoying instead of eye-catching.
How to make the most of your CTA
Remember that there’s a thin line between having too little or too many calls to action in webpages.
For instance, avoid placing too many CTA buttons or banners on one page especially when visitors are still not sure of what actions are expected of them and can be distracting enough to cause them to leave the page without reading through the content that they could have benefitted from.
Avoid overwhelming readers with too much information lest they can be driven to abandon the page.
Experts point out that you can benefit much from having one CTA per page, especially with your sales page.
Do take note that transparency in the intention of the CTA is important so that your visitors would appreciate the effort of informing them and setting expectations when they click on your CTA.
Another hack for an effective CTA is to offer something tangible and useful for them, such as a gift, free trial subscription, or a free e-book that they can avail by downloading it from your site
So, don’t forget the importance of an effective call to action. Just remember to spur your visitors’ interest by convincing them about your products or services, that way they will feel confident that they can count on you to help them or provide them with a solution to their real estate concerns.