Do you feel as though your website has everything it needs, such as strong keywords, good site structure, and content? But, if it just doesn’t seem to be driving as many conversions as you would like, you might be missing a critical aspect, and that’s a call to action. In this blog, we are going to break down how to use calls to action on your website, with best practices and call-to-action examples to inspire your own.

What is a Call-to-Action?

Call-to-actions are text or graphics that are strategically placed on a website to entice visitors to engage with your business. In most cases, it should be a phrase of 3-5 words that conveys a sense of urgency, prompting your users to take action.

Call-To-Action Best Practices

When it comes to call-to-actions, they should:

Use Precise Language: Regardless of what your call to action is, make it very clear to the viewer. Use precise language that explains exactly what the action is.

Be Easy to Access: If your contact form asks individuals to provide their name and email, it should be simple for them to populate these fields and for you to receive the information.

Give an Incentive: How does a client or prospect benefit from doing what you are telling them to do? What do they get out of the deal? Viewers are going to be more likely to take action if there is something in it for them.

Motivate Action: The copy of your call-to-action should ask the reader to act now.

And when they are done correctly, CTAs can help with great engagement, lead capture, and lead generation.

As you can see in the image above, 70% of small business websites lack a call to action. They are missing out on this crucial aspect of their website that makes advisors take that next crucial step down the sales funnel. Additionally, when it comes to incorporating them on your website, there are different ways to go about this and get creative.

4 Ways Advisors Can Get Creative with Call-To-Actions

Now that we’ve established what call-to-actions are and how they can be used, here are some call-to-action examples:

1. Use More Than One CTA for Multiple Audiences

First, even though we tell advisors that catering to a specific niche is the best way to connect with specific audiences, there are times when advisors are going to serve more than one audience. And using more than one CTA for each audience is a great way to seamlessly lead prospects around your site and create sections for each niche.

2. Bring Up A Problem, Then Show A Solution

In a study by 1st Financial Training Services, they found that 96% of unhappy customers don’t complain; however, 91% of those customers will leave and just not return. A way to fix this is to write your CTA in the following way:

So, determine the pain points of your niche, pique their interest, and then offer a solution. It’s a great way to draw in your audience and make more people click your CTA.

3. Offer Something Free

Next, people love free, so whether you offer them the opportunity to sign up for a newsletter, download an eBook or whitepaper, or whatever it may be, make sure you are using this in your CTAs. If prospects simply provide a name and email, then they can receive this useful information that shows the value you provide, and you get their contact information so you can drip on them. It’s a win-win situation!

4. Personalize Your Call-To-Actions

If you personalize your CTA, you can boost your conversion rate by over 200%. So, make sure you are paying attention to the data that you have and then subtly adjust the wording of your CTA based on the user location, whether they’re an existing customer or new lead, and other relevant factors that may make your visitors more likely to click the button.

6 Call-To-Action Examples from Advisors

1. Great River Financial

As our first call-to-action example, Great River Financial has incorporated multiple calls to action throughout its website. After clicking on the “Start Here” button on their hero image, visitors are then led to many options where they can schedule an introduction call with Josh Wolberg. Below there, visitors can follow the five simple steps where they can either schedule a call or download a questionnaire. It is incredibly streamlined and gives multiple options to take the next crucial step.

2. Sustainable Wealth Management

We are loving the tranquil feel of Sustainable Wealth Management’s homepage as the waves roll in. Immediately upon landing on their website, you have the feeling of serenity and are met with beautiful images and two CTAs that very clearly stand out against the natural background. We love the casual yet enticing phrase on their main CTA below the header, “See What We Can Do For You.” By clicking on this, visitors are taken to a page displaying their offerings and process so that they can find out more.

Not only do they have the main CTA in the middle of the hero image, but the static one in the bottom right-hand corner takes visitors to their Calendly page so that they can easily schedule a complimentary 30-minute meeting with Linde Carroll or Justin Curtiss.

They are really nailing the tone of their calls to action throughout their website. As visitors navigate to the Process page, they encounter another one with the phrase, “It All Starts With a Conversation,” and then below that, the CTA says, “Start Yours.”

The whole feel of their website is one that puts prospects at ease, making that next step much easier for them. They have nailed it with their CTAs, and we love how they incorporated them into their website.

3. Pillar Capital

How cool is Pillar Capital’s homepage? The drone shot above the street and lush trees give visitors the feeling that they are soaring towards a stronger retirement. And the text, “You only get one retirement. Make it a great one,” immediately followed by the CTA, “Are You Retirement Ready?” really gets visitors thinking about their next big step. Once you click on the call to action, you are taken to the Riskalyze page to determine your risk number so you can plan for a stronger retirement.

4. Sage Financial Advisors

Based out of Reno, Nevada, Sage Financial Advisors provides financial advice for individuals and business owners. With beautiful Lake Tahoe in the background, the CTA “Create A Better Wealth Plan” stands out, prompting visitors to take action. Once clicked on, visitors are taken to the “process” page. Here, they can discover exactly what to expect from working with the firm.

Once a visitor scrolls down further, they notice the CTA, “Discover If We’re A Fit,” where visitors can learn more about the Sage Financial Advisors’ team to see if working with them would be a good fit.

5. AssetWise Financial Group

By clicking on the main CTA of AssetWise Financial’s site, visitors are taken to the contact page, where they can easily reach the team. And in the bottom right-hand corner, the static CTA, “Schedule Time To Talk,” leads visitors to a Calendly pop-up where prospects can easily schedule a 15-minute meeting with Ned Tyree.

Once visitors scroll down, they will see another strategically placed CTA near the bottom, with the option to “Explore Their Offerings.” This section goes into detail about the types of clients that they serve. It makes for an incredibly streamlined feel where visitors can navigate the site with ease.

6. Oswego Wealth Management

Oswego Wealth Management has a beautiful homepage, much like the one above. With water as clear as glass, it’s easy for not one but three different calls to action to stand out. Whether you are an individual or a family looking to work with an advisor or a business owner, they make it easy to choose your path on the website. And located in the bottom right-hand corner. By clicking on “Schedule A Call,” visitors arrive on the contact page. Here, they can schedule a call with Managing Partner Dave Riback through OnceHub or reach out via phone.

That’s a Wrap!

How good were these calls to action examples? In the crowded financial industry, it’s more important than ever to do the things that help you stand out from the competition. And including creative CTAS is the perfect way to do this. When it comes to getting visitors to take that next crucial step to find out more, these advisors nailed it.

Create a Gorgeous, Traffic-Driving Website

Your website should reflect the same attention to detail as your office space. It’s your prospects’ first impression – a virtual welcome. We can help you make sure it’s a great one.

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