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Content Won’t Convert Without Calls-To-Action

Each month the Marketing Technology Blog would generate a great handful of leads for sponsorships, advertising and consulting opportunities. As the site continues to grow in popularity, though, we weren’t seeing a subsequent increase in leads. I had finally had it – I analyzed the site and reviewed where our calls-to-actions were throughout. It’s something we pay a lot of attention on with our clients but I had failed to review our own strategies for well-placed call-to-actions.

There are 3 typical placements for your calls-to-action on any given page within your site:

  1. In-Stream – this is the strongest CTA, placing a link, button, or image that’s relevant to your content will convert those who are interested who are reading the content you’ve shared.
  2. Adjacent – you’ll notice some dynamic and static CTAs adjacent to our content. We made sure that they’re adjacent on our RSS feed, our mobile site and our mobile applications, too.
  3. Site – these are general CTAs specific to the products and services your business offers. As people continue to read your content, many will become curious how you could help serve them… site wide CTAs like header and footer advertisements.

The exception, of course, are your landing pages. Landing pages should be the destination – not a place for other CTAs and options. Looking at a page on your site, are your pages built with solid call-to-actions in-stream, adjacent, and across the site?


We aren’t done yet, but we’ve increased our number of leads from ~5 per month to over 140 leads per month. That’s an off-the-chart improvement! And without us changing the volume of people visiting the site. Same site, same content… but a 2,800% improvement in conversions simply by ensuring there are calls-to-action on every piece of content that we produce. These aren’t in-your-face blinking banner ads… they’re just simple buttons, graphics or even textual links.

Finding a call-to-action within your content and site should be easy. Your audience shouldn’t have to wonder about what action they might do next, be sure to tell them what to do next. If you do tell them, they will come.

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About Douglas Karr

Douglas Karr is the founder of The Marketing Technology Blog and recognized MarTech expert. Doug is a Keynote and Marketing Public Speaker. He's the CEO of DK New Media, an agency specializing in assisting marketing technology companies with their inbound marketing - leveraging social media, blogging, search engine optimization, pay per click and public relations. He's assisted SaaS companies like Angie's List, GoDaddy, Salesforce, Webtrends, and SmartFOCUS with their digital marketing and product strategies. Douglas is also the author of Corporate Blogging for Dummies.

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