Marketing

A guide to driving more ‘click to contact’ leads

Your website might have the best real estate photography, the most enticing copy and the snazziest design, but without good calls to action (CTAs), i.e. a reason to click a link or button to contact you, you could be losing potential buyers and new leads.

On the other hand, a well-placed CTA can help you increase conversions and turn a casual website visitor into a client. Get to grips with crafting the right clickable action for your site and boost sign-ups, enquiries and click-through rates.

Crafting a good CTA

A CTA is a small snippet of hyperlinked copy or a button that lets a reader know you’re the solution to their problem. They should be easy to spot, in a natural location on the page and fit for purpose.

While there are two main types of CTAs – buttons and contextual links – both need to be easy for your potential client to understand. Buttons in particular should always be short, arresting and to the point, such as:

Search homes.
Sell today.
Call now.
Join us.

For a contextual link, you add a CTA into an existing piece of copy, giving the reader a reason to click through, for example:
Find out how much your home is worth.
Search our property lists.
Sign up for regular property-price updates.

These give your website visitors a reason to get in touch, helping to improve leads and increase conversions.

Placing your CTAs

The real challenge is inserting the most appropriate CTA at the right time in the client’s journey. Someone curious about information on the property market might be interested in signing up to your newsletter, while someone who’s already hunting for a home is more likely to be looking for a way to get in touch immediately – don’t offer a CTA providing one piece of information when the user on the page is more likely to want the other.

It’s also important to ensure you accurately place your CTA. It should be somewhere the user is going to naturally see it and also logically positioned alongside the other elements of the page.

Property pages

When a potential client is browsing the properties on your site, you need your CTA to be front and centre in order to increase conversions. Buyers don’t want to scroll or search for a link – use a button CTA above the fold (the immediately visible part of your website that appears on screen) and make sure it’s eye-catching.

Landing pages

For landing pages, contact forms or email sign-ups, you should place your CTA under your marketing copy (as long as you keep your copy short and informative). On your homepage, your CTA should also be a prominent button, and you may want more than one to capture different users.

Increase conversions with blog posts

If you’re writing a blog post, on the other hand, a contextual CTA is a much better choice. For blogs or similar marketing materials, you want your CTA to sound natural, so only link to your products or mailing list when it makes sense in the context of your post or at the end of your piece.

For help creating enticing marketing campaigns that increase conversions and include CTAs, get in touch with Campaigntrack today.

 

Previous Article Five traits of high-performing agents Next Article Nurture leads with content marketing
Lynsey Sutherland real estate marketing

Lynsey Sutherland

After running a media content team for a multinational digital company, Lynsey Sutherland decided to go it alone and get back to doing what she loves most – writing, blogging and creating copy. Lynsey's interests range far and wide, but after buying her first property five years ago, she has been particularly interested in all things related to real estate – from market fluctuations to home renovations.