As an insurance agent, the success of your business is based not just on the strength of your customer service, but also on your ability to convert a lead into a client in the first place. One of the best ways to convert leads is by getting them to respond to your call-to-action, which isn’t always easy – after all, the average person gets about 88 emails a day! That’s a lot of noise to contend with, and can mean that yours might be just another email that they delete – so how do you make yourself stand out, and more importantly, how do you get leads to open your email and click on your call-to-action (CTA)?
What Is A Call-To-Action?
A call-to-action is a directive used in marketing campaigns to encourage customers or leads to visit your website or contact you. The main goal of your call-to-action is to keep potential customers, or leads, engaged and interested in your business, and clearly direct them what to do next to find out more information or to make a purchase.
A call to action can be:
- A text link
- A button such as “Download Now,” “Subscribe,” or “Get More Information Here”
- Plain text without a link
The right CTA can be extremely effective: did you know that 83-93% of post leads come from an internal CTA link? How about that emails with a CTA saw a 371% increase in clicks and a 1617% increase in sales? Those are very impressive and attractive numbers.
What Makes A Good Call-To-Action?
An effective call-to-action is interesting and engaging – after all, who wants to click on something that isn’t enticing or that doesn’t provide the answers to their questions? Here are some tips to consider when creating a killer CTA:
- Use strong actions words– Start with a verb, followed by an adverb. A great example of this would be “Buy Now,” “Call Now,” or “Enter your email for a free quote.”
- Avoid using words that will create a negative response– Steer clear of words like “Stop” or “No.” This will scare away potential customers.
- Keep it short– Don’t confuse leads with a long call-to-action, instead keep it short so they understand what you are offering and the value of it. Your CTA should be between 90 and 150 characters.
Go for an emotional response– Everyone loves to save money, especially when looking for an insurance plan, because let’s face it, they aren’t cheap. A great example of a CTA that evokes an emotional response might be “Click here to save $50!”
- Create urgency– The whole point of your call-to-action is to get a click. One way to do this is by creating a sense of urgency, which you can do by using the words “now” and “today.” Use CTAs such as “Get a free quote today!” or “Act now to lock in your discount.”
- Use contrasting colors to jump out at the viewer– Studies show that a red CTA button increased conversion rates by 21%, while orange increased other companies’ conversion rates by over 32.5%.
- Add images near the CTA– This can increase conversion rates up to 20%.
Make Sure They Can Find Your CTA
You need to think about how to make your CTA clear and effective, but you also need to think about proper placement of your CTA: according to Neil Patel, placing the CTA too early in your email or on your webpage decreases conversions by 17%. The most effective CTAs are placed after the fold, not in the beginning or the middle of a paragraph; in addition, don’t be tempted to have too many CTA buttons or links. Instead, stick to just 2 or 3 differently phrased CTAs within the email or webpage: you want to present the opportunity for them to take action, without pushing it down their throat.
Calls-to-action are important for your emails and website, because they are a great way to attract leads and convert them to clients. Just remember, after you’ve created what you feel is a compelling call-to-action, test it out! Test out the different types of CTAs, different placements, and different colors – this will ensure you find what works best for you.