8 Characteristics of Powerful Calls-to-Action for B2B Lead Generation

Changes don’t have to come in big packages. Sometimes, even a minor twerk on a seemingly small detail can make a huge difference, especially if it’s something that’s been overlooked for a long time.

Just like Calls-to-Action (CTA). This element may seem just a “button” or a “link” to most marketers, but if one could understand the impact of its appearance, content and position on the success of lead generation, wondrous things can happen.

How much change can you really make on CTAs to significantly alter the outcomes of the entire sales process? Apparently, a lot. Here are 8 of them:

Use actionable language. Words, if chosen intelligently, can be a very powerful tool for persuasion, and you don’t have to be a language guru to figure it out. All you need to do is to use verbs that encourage action, such as “learn” or “discover” and match them with words like “try” or “download” or “sign-up”. Not only are they clear, they’re also usefully short. Your value proposition must be clearer than crystal. The question is very simple: What will happen if they click on that sacred button? Answer that, and leave nothing out.

Be urgent. Simply putting “now” or “today” is not enough to persuade readers to click on. You need to tell them how much benefit they would gain by making that action, and how important it is that they grab this opportunity as soon as possible. Add a little size. It’s “go big or go home”. People will actually appreciate it that you made it easier for them to see the button they need to click.

Add a little contrast. If upsizing doesn’t quite do the trick, play with colors instead. Most websites position their CTAs where it’s impossible to miss because of the contrasting colors and other elements.

Make it look clickable. One of the most common mistakes is leaving a CTA appear like part of something else entirely. Make sure it really looks like a button or a key that people wouldn’t easily mistake for. Make it 3D if you have to.

Personalize. CTAs don’t have to look boring. It can take many shapes or objects, and can even be animated. But don’t overdo it, or else your website would look unprofessional. Perform tests to see which one clicks. No pun intended.

You might also like: The 3 Fundamentals of a Conversion-Friendly Lead Gen Landing Page