A call to action or CTA is a popular and common term in business and marketing that has become an integral part of traditional and digital marketing campaigns.
In real estate websites, these are often represented by “Contact Us” or “Sign Up Now” suggestive of actions that readers are expected to take to begin their online journey or explore solutions to their real estate issues or concerns.
The importance of CTA’s
The main objective of the CTA is to motivate and drive people to take the next step in a website or social media post.
A classic example is a link situated below a blog post that offers readers a gift such as an e-book or signs up for a regular newsletter.
On a sales page, a CTA plays a crucial role in directing readers to take action that results in a sale. The aim is to convince potential buyers to take action by offering them a service, product, or solution to a problem affecting them or find it relevant to their needs or preferences.
An effective CTA is usually combined with a good copy that urges and convinces readers to take action without reservations or hesitations to take the next step, which is why having compelling and informative content that pushes people to click on the CTA is crucial.
The primary components of the CTA
When considering CTA’s for real estate websites, the following must be noted;
- What the CTA must look like to attract attention, such as a link, banner, image, etc.
- Where it is positioned on the webpage.
- What should it contain and what texts precede it.
The CTA’s placement relies heavily on the content found on that page. For instance, the CTA is strategically positioned right underneath the products or services that are offered.
Commonly CTA’s in blogs are also found below the article.
If you are targeting readers to sign up or create a profile on your website, placing a form to register on the side of the post or a CTA link that directs them to a registration page.
Remember to make CTA’s noticeable and attention-grabbing. It can be done by designing the button with vibrant colours and aligned accordingly with the rest of the page. Take note not to overly emphasise it that it becomes annoying to the reader instead of being eye-catching.
Maximise your CTA
There’s a thin line between having too little or too many CTA’s in web pages.
For instance, avoid placing too many CTA buttons or banners on one page especially when visitors are still not sure what actions are expected of them. It can be too distracting and cause them to abandon the page without reading through your content that could have benefitted them.
Also, avoid overwhelming readers with too much information lest they decide to leave the page.
As a rule of thumb, experts point out that you can limit having one CTA per page, especially on a sales page.
Don’t forget that transparency in a CTA’s intention is important so that your visitors would appreciate your efforts in informing them and what they expect when they click on your CTA.
Another way to make your CTA effective is to offer something tangible and useful for them, such as a gift, free trial subscription, or a free e-book by downloading it from your website
Take note that it is important to have an effective call to action. Spur your visitors’ interest in your products or services by convincing them. Once you have done so, they will feel confident that they can rely on you to help them or provide them with a solution to their real estate concerns.