5 Fatal mistakes that are sabotaging lead generation & visitor conversion on your website

The call to action is an essential element for generating leads within the context of an inbound marketing strategy. It conveys key information that will enable you to capture the attention of your leads and convert visitors on your website.

However, it is important to pay particular attention to the design of the CTAs or calls to action. Here are five errors to avoid:

Error #1: Your CTA is not visible

It is obvious that, in order for it to work, your call to action must be visible to potential leads. This is why we recommend that you place it at the top of the web page so visitors do not need to scroll down to see it. According to an analysis of viewing behaviour, everything placed below the fold will only be viewed by 50% of visitors. Therefore, by doubling the visibility of your CTA, you dramatically increase your rate of lead generation.

Error #2: Your CTA is not clear 

In order to generate leads and convert visitors on your website, your calls to action must be clear.  Keep your message simple. Avoid using ambiguous sentences, even if they highlight the intelligence of your offer. Combine clarity and precision and your calls to action will generate results. At this stage, it is better to focus on the benefits for your visitor. You will have the opportunity to explain your offer in greater detail when the person clicks on the call to action.

Error #3: Your CTA does not stand out on your webpage

If your calls to action do not clearly stand out in the design of your webpage, then you can forget about converting visitors! You must attract the attention and capture the interest of visitors. To do so, you must make sure that your design highlights your CTA and, above all, do not forget to specify to your designer that it must be clickable. This is crucial. In short, your design must have captivating images and clearly visible buttons.

Error #4: Your CTA does not lead to a dedicated landing page

You cannot convert your visitors unless you lead them to a dedicated landing page. For instance, if you promise access to a privileged content and then direct your potential leads to your homepage, it will not work. Visitors will not waste any time trying to figure out how to take advantage of your offer. Instead, they will quickly leave your website. Therefore, be sure to direct your visitors to a page where the offer in question is clearly explained and where they can take the desired action!

Error #5: Your CTA does not correspond to a specific product

In most inbound marketing campaigns you will want to promote multiple services or products. That’s why you need a call to action that corresponds to each of these services or products. Trying to sell everything in the same way is a sure way of reaching no one. You need to create calls to action adapted to each of the products or services you want to promote.