Deathcare Ebook Marketing CTAs: Where You Need Them, How to Write Them

On Tuesdays in December, we’ve covered topics related to using ebooks for deathcare marketing. Last week, we talked about the importance of a strong landing page to promote your ebook. This week, we’re offering tips for including CTAs on that page.

Calls to action (CTAs) are the instructional bits on your landing page that tell people how to take the next step. You must have at least one strong CTA on your landing page.

However, the number of CTAs that work best for you depends in part on the length of your landing page. If your landing page doesn’t dip below the fold—meaning no one has to scroll to view it all—you can stick with one prominent CTA. If you have a longer landing page, incorporating multiple CTAs can increase conversion rates by as much as 220 percent.

Next, consider what type of CTA you might have. Common options include buttons and in-text anchor links. Buttons are great because they stand out and make it obvious what you want someone to do. For example, the button might say “Click to get the ebook.”

Anchor text links are also a strong choice because they’re native to the text. People will read them naturally as they review the information on the page. You may want to try buttons and anchor text links on the same page to meet the needs and preferences of different visitors.

Here are a few other tips for more powerful CTAs:

• Use white (or negative) space around CTAs to ensure they stand out. Don’t shove so much on the page that someone can’t easily scan to find the next step. When page visitors can find the CTA in three seconds or less, conversions go up.
• Tie CTA copy as much to headlines as possible. Around 90 percent of people who read the headline on your page will also read the CTA, even if they don’t read anything else. Ensure these two elements together provide a miniature summary of the entire page.
• Use visual cues to make it even more convenient. Use arrow images to point out a CTA button or colorful, bold, or underlined text to highlight CTAs in a sentence.
• Test CTAs and work on improving them if necessary. Try out two versions of your landing page to see which CTA copy, placement, and design work best.