Why Are Calls to Action Important?

In today's day and age, investing in digital marketing is a crucial part of any business and marketing strategy. However, if you are underwhelmed by the return on your SEO, PPC and other digital marketing investments, it's important to make sure that you are maximizing the traffic you generate using those techniques.

What Happens to Your Acquired Traffic?

If you are investing in digital marketing, it is imperative that you have a firm understanding of what happens to the traffic you generate once it lands on your website. Questions like:

• What page are they landing on?

• How long are they staying on the site?

• What pages are they exiting from most often?

• What percentage of the audience is converting to a lead or sale?

Free tools like Google Analytics can provide incredible insight into these and many other questions.

The Benefit of a Call to Action (CTA)

If you don't have a clear and obvious CTA, chances are your conversion rates are much lower than they could (and should) be. As a result, your ROI on digital marketing will suffer, and you might even consider giving up on the endeavor altogether.

This is why you need an effective CTA.

A CTA gives the reader a clear and compelling next step. That might be making a purchase, setting up an consultation meeting, joining an email newsletter, or whatever else makes sense for your business. The key is for the reader to see one clear, concise and compelling CTA on the page -- don't overwhelm or confuse them with multiple CTAs at the same time.

Ideally, the CTA will be customized for the specific page they are on. For example, if they are reading a blog post about PPC, offer a PDF guide on "10 steps to make your PPC campaign more effective" in exchange for a first name and email address.

If they are on an e-commerce page for iPhone accessories, offer a CTA with a 10 percent coupon in exchange for a first name and email address.

Ultimately, a CTA is critically important in producing a return on your website traffic. If you are investing in digital marketing, a CTA is 100 percent mandatory.