A call to action, or CTA, is a piece of content that encourages website visitors to take action. CTAs usually take the form of an instruction, like Get a Quote or Call Now.
CTAs can fit well into your insurance agency website homepage with the right design and wording. They can drum up interactions in the form of quote requests, phone calls, and more.
Here’s how to go about creating a CTA for your website.
Before deciding on a CTA, first ask yourself two questions.
- Who am I trying to reach?
- What do I want them to do?
Knowing your target audience is key to any decision about your website’s appearance, functionality and content. You must know who is on the receiving end of the message to know what to say.
According to online marketer Laura Lake, people need to be able to relate to the tone and content of a message to buy into a product or service.
By understanding your target audience, you'll be better able to make a personal connection and establish trust.
Once you've identified your audience, direct them to what you want them to do. Take a look at the following CTAs. Think about how your target audience would respond. And remember, keep it simple!
Get A Quote
Is your agency’s end goal to receive quote requests from your website? You’ll want to have a CTA front and center about quoting. This will direct the viewer exactly where you want them to go.
This agency’s quote form acts as a central call to action on the homepage. It is almost completely alone on the page. This minimizes the number of decisions and clicks visitors make. The less clicks, the less distractions, and the more conversions.
Some agents prefer more of a hands-on approach. They would rather the prospect contact them directly to get started versus requesting a quote online.
In this case, the CTA should be a Contact Us Today or How Can We Help You button.
These types of phrases connect more on a personal level. They broadcast we can help, we are here for you. Visitors like to know you're there to help them.
Who We Are
Like the previous call to action, visitors are directed to learn more about the agency with this CTA. The end goal here is to gain full trust and make that personal connection.
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This type of agency thrives on community and one-on-one assistance. You can tell by this homepage they want to prove they truly care.
This CTA is concerned with building the insurance agency’s online presence. Descriptive text helps online visitors and search engines identify the agency and its purpose.
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The primary CTA button is complemented by a simple navigation menu. Remember, when in doubt, keep it simple!
For your CTAs to succeed, it is imperative to know and understand your target audience. If you do not know who you are trying to reach, you will miss that target every time. Once you are aligned with your audience, start to build and focus your agency’s CTAs.
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