Let's imagine a prospective client is looking at your firm's statement of qualifications. We'll assume you presented an incredible body of work. Your prospect skims through the content, browses the impressive case study images, and admires the incredible layout. After reviewing the material, the prospective client concludes that you are a qualified resource for professional services.
There is just one problem. After reading your firm's qualifications statement, there is no call to action.
A call to action (CTA) is a statement or message that urges readers or audiences of promotional content to take immediate action, such as "call now" or "download now."
If you do not create a sense of urgency, a prospective client will be left to contemplate the next steps. If you do not keep up the exchange, there is a strong chance the prospect will take a look at a competitor who effectively creates a sense of urgency and takes the time to continue the conversation.
A CTA can be used to…
- I'd like you to create a sense of urgency to learn how to make a more informed decision.
- Create interest by offering advanced content (checklist, ebook, whitepaper) of real value to a specific market segment and concisely address a prospect's unique concerns.
- Could you arrange a complimentary meeting with an experienced professional?
Regarding inbound marketing, the call to action is a key component of your automated marketing campaign and website. If you need help starting a call to action, reference your client profile. Place yourself in a prospective client's "proverbial" shoes and think about the information they need to know to make an informed business decision and take the next step.
An effective CTA needs to do the following:
- Could you create a Sense of Urgency to Take the Next Step? I think a timely response message should be incorporated into your call to action. For example, "Begin planning your new medical campus today!
- Concisely State the Call to Action (CTA) or next step: It is best to be specific on the next steps that will effectively nurture a client. Download the Acme Planning eBook for Medical Campuses!"
- Align CTA Images with Your Brand: Your firm's CTA image needs to align with its brand. The CTA must capture visitors' attention and entice them to take the next step.
- Use Complimentary but Contrasting Colors: Complimentary but contrasting colors attract a visitor's attention and will effectively deliver the message to take the next step. Below is an example of a CTA using the Colosi Marketing color scheme.
- Consider the overall Layout and Position: Place the calls to action in the top half of a site's viewable page. The call to action should be located in the reader's natural path.
- A CTA needs to be Clickable. So that you know, your call to action needs to have a function. A site visitor should be able to click an image or text. The image and text must have a contrasting appearance to indicate that it has a function or links to the next step.
Your marketing efforts are too good to go to waste. Incorporate a call to action to continue the conversation with prospective clients. Ensure your CTA enhances your firm's brand and, more importantly, focuses on building a rewarding relationship with your new client!
