Why is it so important to have good CTAs and Landing Pages?

Inbound methodology is the process of converting visitors into customers (your goal conversion) through a 4-step funnel. This funnel consists of attracting the visitors to your website (using CTAs) and once they’re there, getting them to convert (by having a good landing page). Then close them as customers and retaining their interest in your brand.

CTAs and Landing Pages

There are three main steps you need to consider when creating CTAs and landing pages. Firstly, as soon as someone comes to your website, they need to be told what to do. This is the fun bit, you can be as bossy as you like, and it’s allowed! Secondly, once you’ve got them to click, you need to reinforce why they’re there. Thirdly, thank them for doing so.

For all of this to work, you need to understand the motivation your visitor has. Think about it like this; what will the visitor get from you and how much effort are they going to have to put in before they receive that benefit. That’s their motivation.

“Motivation = perceived benefits – perceived cost”

Step 1 - Tell them what to do

CTAs come in various forms - from banner to anchor text and even animated CTAs, there are many different types so take your time choosing the most appropriate one. We always stick to the LAWS of CTAs when choosing which CTA will work best.

Laws of CTAs

L - Less is more

A – Use action orientated text

W – Know who it’s for

S – Keep it striking (big and bold works best)

A CTA is a collection of 4 things: placement, shape, the message and colour. If all these aspects are in line with each other, you’ll have a great CTA.

And don’t forget, always test. Whatever CTA you decide to install, make sure you analyse its performance and track the results. This way you will continuously get the best out of your CTAs and in turn, create more conversions.

Psychology of colour

As we touched on before, colour is one of the aspects that makes a good CTA. Everyone knows that every colour evokes a different feeling or mood with people. These different moods result in a different reaction when seeing the colour. This is great for marketers because we can somewhat guide our users through our funnel, letting them make the choices, influenced by the colours that we use. When it comes to choosing the right colour there’s no right or wrong. Surprisingly, many studies have shown that red outperforms green every time, despite the connotations that green means ‘go’ and red means ‘stop’.

“The red button outperformed the green button by 21%” Hubspot blog

However, it can’t be said that if you use red CTAs you will have more conversions than if you use green CTAs, this will vary depending on your industry and for each individual customer.

Step 2 - Let’s talk about landing pages

Landing pages should be used to reinforce why your customer (to be) has clicked on that CTA you have worked so hard to perfect. Tell them why your product, your services or you are good for them.

A good place to start is removing all the distractions for the customer. This can include things like the navigation bar, your social icons or any other piece of information that may distract them from why they’re there.

Next, use a short, simple, yet savvy sentence to explain your main selling point. Also, make sure all the information on that page is necessary. For example, if it’s a form, only ask for the information you actually need. This goes back to the ‘perceived cost’ point I spoke about earlier: you don’t want to ask too much of your customer.

Lastly, make it trustworthy. If you’ve got any testimonials or awards, definitely put them on your landing page. Remember to optimise your landing pages for mobile as well, scrolling CTAs and simple forms are great ways to do so.

Again, test, test, test. See what works best and don’t be afraid to make changes.

There are lots of tools available out there that can help you with testing your landing pages, Hotjar being one them. Hotjar works by heat mapping your webpages, visually representing clicks, taps and scrolls which are the strongest indicators of visitor motivation and desire. This is a great way to test your CTAs and make improvements accordingly.

Step 3 - Thank them

However small the task you’ve asked them to complete, they have taken their time to do so, so make sure you thank them. A nice way to do this is to reference your goal in this step. For example, if your customer has signed up to a magazine subscription, you could say something like ‘thanks for signing up, your first ever SONDR® magazine is on its way!’ A clever next step is to direct them to where you want them to go now. Essentially starting the process over again, but loosely. This could be directing them to your blog, or social account and can be a great way to instantly retain their interest.

Things to remember

  • CTAs and landing pages are essential in leading customers to convert, so they need to be on point.
  • Step 1, 2 and 3. Tell them what to do and reinforce why they’ve done it, whilst not forgetting your manners.
  • The LAWS of CTAs.
  • Short, simple, savvy landing pages.

How can we help?

Our team at SONDR® are experts in creating successful, impressive websites and webpages, and we are more than happy to help your business. If you have any questions or want any further advice, contact us here.


Catherine Eaton

Catherine is responsible for planning, creating and scheduling social media content for our clients.