First, an example of an in-text CTA from our blog — since link building is one of the services we offer at Page One Power, this CTA appears towards the end of a mid-funnel article about link building for a company in the health niche.
Note that the CTA is very clear — it’s set off from the rest of the content, has a different color of text, includes a specific description of what the reader will be viewing, and has a captivating image to go with it.
This next in-text CTA from The Write Life breaks the rule about placement at the end of the post, but it’s very clear with its value proposition.
Note that you know exactly why you should click on the link — you can “ditch your entry-level writing jobs and find higher-paying clients.” The editor knew the reader clicked on the article to find freelance writing jobs, so it makes sense that they might be interested in reading an ebook on the subject right out of the gate.
Here’s an example of a CTA from one of the most successful digital newspapers going today: The Guardian.
This CTA comes at the end of articles on the website. Note that the newspaper is very thorough and convincing about its value proposition. Due to the nature of the site and its content, The Guardian makes the safe assumption that readers are leads who may be willing to contribute. Also, placement at the end of the article makes sense — the reader who makes it all the way through an article is more likely to appreciate and pay for what The Guardian has to offer.
This next CTA is the type you’ll find as part of the page layout on a blog.
This appears at the bottom of a blog post. Note that this is the type of CTA that should be seen when a visitor is not yet a lead. After they sign up for email updates, further CTAs can prompt them to head farther down the sales funnel.
Here’s an example of a CTA at the end of an Entrepreneur blog post specifically tailored to the type of content preceding it:
The blog post is about Netflix and its movie Murder Mystery, so Entrepreneur infers the reader may be interested in performance information about privately held companies (such as Netflix). The CTA gives you the opportunity to access this information.
Speaking of Netflix:
This creative CTA illustrates the offer vividly. Note that the CTA is specific. It’s not “Try Now,” it’s “Try 30 Days Free.” The “free factor” is hard to pass up (but the email reminder about the trial expiration will be easy to ignore). There’s a reason why Netflix has so many subscribers.
To make great CTAs, think about the placement, specificity, visual appeal, and relevance of the message. Tailor your CTAs to where the visitor is in the marketing funnel and you’ll see the best results.
