Learn what being a member does for you
The Seller Styles
Learn the styles and take your free assessment
See a summary of all our programs and certifications
Certified Professional Sales Person (CPSP®)
Develop your potential as a certified sales professional
Certified Professional Sales Leader (CPSL®)
Grow your impact as a certified sales leader
Learn foundational sales behaviors, strategies, and skills
Power of Contact Marketing
Learn from marketing expert and author Stu Heinecke
Join the top 1% of sales professionals in the world.
Next Level Virtual Coaching
Join our ongoing dynamic virtual coaching community
Explore job postings from some of the best companies in the country looking for sales professionals
Daily Dose of Influence!
Enjoy our video series of influence tips and strategies
Leads To Growth
Dig into our podcast featuring industry leaders and experts
Learn from our high-level sales coaching video series
Women of Sales & Influence – Facebook Live Series
Be inspired by our Facebook Live series spotlighting top women influencers
Women of Sales & Influence – Video Blog
Enjoy valuable, high-level sales strategies to empower your sales goals
The Growth Quotient
You’ve heard about IQ, but what is your GQ?
Our Commitment to You
We are here to help your approach to sales, how you interact with others, and how you perform and execute
NASP Sales Blog
Learn from our member-submitted articles for sales professionals
Write For Us
Share your sales expertise and insights with our community
About Our CEO
Standards of Conduct
Common Questions and Answers
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.
This content originally appeared at 8 Characteristics of Powerful Calls-to-Action for B2B Lead Generation
About the author