What is your call-to-action (CTA) strategy? We all know including them in our ads, blog articles, and site content is important. Many businesses tend to sandwich their content with a CTA at the beginning and at the end. The logic behind this is sound: putting a CTA button at the top is the first thing that is seen, and for readers who are still there at the end of the page, another one serves as a friendly reminder. This recent Hubspot article that turned their own articles into a CTA experiment discovered something different, however. They found that their internal CTAs had much higher conversion rates than their end-of-post CTAs.
This inspired us to consider how H2 or H3 headers can do more than emphasize our keyword focuses. Internal CTA links that are embedded seamlessly in your text or serve as headers are great ways to give your reader more opportunities to see other resources after starting and before finishing the article. This allows for reader’s natural and immediate curiosity to be satisfied at different points of their choosing.
It may be advantageous for you to use unique tracking for each of your CTAs to see where your readers are more likely to respond. Perhaps it will be the end of post CTAs that work best for you, or maybe you’ll discover that your strength is in seamlessly embedding CTAs that inspire readers to take action. Either way, testing for the most effective CTA location will help you know where to concentrate on your most important links.
Another great thing about focusing on internal CTAs is that it will ensure that your content stays focused on the value that you have and is available immediately for interested readers. Whatever information you are sharing is directly related to what you have to offer, which is great for readers. Anything they are learning from your landing page or blog article can go straight to taking action if it’s a service or product they are interested in, and you’ve made it as simple as a click for them.