inbound-marketing

Convert Visitors into Leads133PROMINENTTo encourage conversion, your offer needs to stand out—itshould pop! What can you do to ensure that your offers areprominent?Placement on the page is critical. The call-to-actionshould sit near the top page so that the visitor can see itwithout having to scroll down the page.The call-to-action should also be a clickable image witha relatively large font—versus a text link buried amid pageclutter—with white space around it so that the eye is drawnnaturally to it. It should also be highlighted with color tomake it stand out. (See Figure 8.2.)Every page on your site should have a call-to-action,not just your home page and landing pages, and the calls–to-action should be context sensitive. For example, yourproduct page might have a “see a demonstration” call-toactionwhile your services page might have a “get a free30-minute consultation” call-to-action.ACTION ORIENTEDYour call-to-action should begin with a verb and tell thevisitor what action to take. Here are some of the actionorientedcalls-to-action we have seen work well:Screen Shot of a Call-Figure 8.2to-Action