Calls to action (CTAs) provide customers with a path to follow to achieve their goals, whether that’s completing a purchase or requesting a consultation. Despite being one of the last steps in the customer’s journey, CTAs have gone overlooked as brands adopt a generic approach in this final, crucial solicitation, using messages like “Click here,” “Join now,” and “Read more.”
Creating descriptive CTAs takes time, but it can also signal relevance to search engines, guide your users and improve conversion rates. At SMX Convert, Billie Hyde, senior account manager at The SEO Works, shared several tactics she uses with her own clients to improve the experience for users while furthering business outcomes.
Ditch the generic CTAs
“There are two types of calls to actions . . . subtle calls to action or glaringly obvious,” Hyde said, “These super obvious ones . . . they appear everywhere on the page, so they can be in the meta description or in the actual content or on the product description towards the end.”
CTAs often serve as anchor text, but generic wording may downplay the relevance of the link for users as well as search engines. Hyde recommends that marketers go beyond these bland CTAs to provide more value.
“Try to put something relevant to the page you’re trying to take users to,” she said. Instead of a CTA like “Browse our collection today,” Hyde recommends “Browse our collection of gold earrings today,” she provided as an example. “So I’m still saying to Google that...
Read Full Story: https://searchengineland.com/3-tactics-to-improve-ctas-for-increased-relevance-and-conversions-376775
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