Digital Sales & Marketing
Digital Sales & Marketing
Close

Free digital sales and marketing courses

Immediately start seeing better digital sales and marketing results with dozens (and counting) of free online courses inside IMPACT+.

View all free coursesView all free courses

Digital Sales & Marketing World 2021

The premier, hybrid event for growth-focused business leaders, digital marketers, and sales pros. Virtual passes are free for IMPACT+ Pro members. In-person passes on sale soon.

Learn moreLearn more Watch past events on demandWatch past events on demand

Digital sales and marketing services

Discover the full array of IMPACT services, including inbound marketing training, web design, paid media management, and more.

Learn moreLearn more
They Ask, You Answer
They Ask, You Answer
Close

Free They Ask, You Answer course

Learn the principles of the They Ask, You Answer by taking our most popular course, taught by Marcus Sheridan himself.

Take the course nowTake the course now

Hire a coach

Turn your company into a high-performing digital organization with our flagship coaching program, Digital Sales and Marketing Mastery.

Learn moreLearn more

Case studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

View case studiesView case studies

They Ask, You Answer, the book

“One of the 11 Marketing Books every CMO should read.” — Forbes

Learn moreLearn more Buy the bookBuy the book
Virtual Selling
Virtual Selling
Close

Virtual Selling Mastery

Equip your sales team with proven methods to connect with today’s buyer, shorten the sales cycle, and close more deals, faster.

Learn moreLearn more

Virtual Selling Summit 2021

Your one-day virtual selling crash course! Today, sales reps are struggling to sell remotely. Learn how to close more deals in a virtual world.

Register NowRegister Now
Video
Video
Close

Free video sales and marketing strategy course

Zach Basner teaches you the fundamentals of making video for sales and marketing work inside your organization.

Take the course nowTake the course now

Video Sales and Marketing World 2021

Video Sales & Marketing World 2021 is in the works. In the meantime, enjoy the 2020 event on-demand - free for IMPACT+ Pro Members.

Watch past events on demandWatch past events on demand

The Visual Sale, the book

Learn how to use video to ignite sales, accelerate marketing, and grow your business in a virtual world in this book from Marcus Sheridan and Vidyard’s Tyler Lessard.

Learn moreLearn more Buy the bookBuy the book

Master video inside your organization

Video is a critical component of any high-performing digital sales and marketing program, and is a key part of Digital Sales and Marketing Mastery.

Learn moreLearn more
HubSpot
HubSpot
Close

Free HubSpot sales and marketing courses

Taught by Carina Duffy, IMPACT’s lead HubSpot trainer.

Marketing automation mastery (with HubSpot workflows)Marketing automation mastery (with HubSpot workflows) Inbound lead generation and conversion optimizationInbound lead generation and conversion optimization Getting started with sales technologyGetting started with sales technology

HubSpot Training Day

Following INBOUND 2020, IMPACT and HubSpot co-hosted a full-day of deep dive sessions to help HubSpot users get the most out of the new features fast! On-demand access is free for IMPACT+ Pro Members.

Watch on-demandWatch on-demand

HubSpot training and implementation

Maximize your investment in HubSpot's marketing, sales, or service platforms with guided training and implementation services.

Learn moreLearn more
Web Design
Web Design
Close

Website Optimization Summit

Learn how you may be unwittingly undermining the money-making potential of your website and how to fix it! Watch the opening keynote for free on-demand inside IMPACT+.

Watch on-demandWatch on-demand

Website design and strategy services

Get a beautiful, user-friendly HubSpot or Wordpress website that is easy to update, consistently generates leads and revenue, and grows with you.

Learn moreLearn more

7 Stellar Examples of Aligning CTA Copy With Your Value to Get More Clicks

7 Stellar Examples of Aligning CTA Copy With Your Value to Get More Clicks Blog Feature

August 20th, 2015 min read

aligning-cta-copy-featuredDeciding on the right CTA copy is never an easy thing. You can spend an hour writing content, but then carelessly slap “submit” or “continue” on your CTA.

Why would someone click on your CTA if it doesn’t interest them and soothe their pain?

Write amazing CTA copy and get more clicks by aligning it with your value proposition. You want visitors on your site to take some sort of action, don’t you? Pick a verb that illustrates what you can achieve for the visitor; what value you offer them and make your CTAs reflect that.

In the words of Unbounce’s Michael Aagaard, “when the prospect has to make up her mind, the copy itself is what she’s going to interact with.” Make it something they want to interact with. If the action is something undesirable, they’ll be far less likely to click.

It’s well-documented that you should have consistent journey: around an offer, download, sign-up page, and your site in general. Your CTA buttons are an integral part of this. Here are some examples of companies that are doing it right and using their CTAs to drive conversions for their products and services.

1. Cladwell

“Generate your personalized wardrobe”

7-stellar-examples-of-aligning-cta-copy-with-your-value-to-get-more-clicks

How they did it right: Cladwell does what its button promises. They generate a personalized wardrobe for members using a specialized algorithm. The copy stays away from styles, looks, colors, and all the other aspects of clothing, and focuses on the wardrobe instead.

Cladwell’s customers never have an easy time picking out clothes, and they might not have the foresight to plan out an outfit - let alone a wardrobe. Choosing a closet of clothes is a daunting task for, but one that visitors can overcome with Cladwell in just one click.

2. EOS Worldwide

“Check your company’s strength”

7-stellar-examples-of-aligning-cta-copy-with-your-value-to-get-more-clicks

How they did it right: The CTA copy here forces me to consider something I may not have thought of before: my company’s strength. It doesn’t delve into the details (those who follow EOS know that there are six key components to the program), but instead forces the reader’s thoughts to the company’s actual value.

While the landing page that this button takes you to is for the Organizational Checkup, the button directly probes at the pain points of entrepreneurs and executives that do not have a solid grasp on the strengths and weaknesses of their organizations. By pushing the right emotional buttons, EOS gets their prospects to do the same.

3. Shopify

“Create your store”

7-stellar-examples-of-aligning-cta-copy-with-your-value-to-get-more-clicks

How they did it right: I came here to create an eCommerce store, and I came here to create it now. This button tells me exactly what I’m going to get from Shopify, and makes an online store seem extremely simple to setup. The 14-day trial and the ease with which I can get started make me want to give this a try.

4. Kickstarter

“Back This Project”

7-stellar-examples-of-aligning-cta-copy-with-your-value-to-get-more-clicks

How they did it right:  It’s very clear what the goal of this page is: to pledge support for a certain project. I came to this site because I wanted to explore innovative new ideas and support a cause I believe in. \

I’m not “paying”, I’m not “donating”, I’m backing the creators of the project that put their blood, sweat, and tears into this campaign. The team behind this project needs my help - and the most efficient way that I can help is by having their back by hitting that green button.

5. CrazyEgg

“Show Me My Heatmap”

7-stellar-examples-of-aligning-cta-copy-with-your-value-to-get-more-clicks

How they did it right: This button tells me exactly what I’m going to get after I click it: a heatmap of my website. I want to know why my visitors are leaving, where they’re leaving from, and what they did before they left. By giving me what I expect to get in a clear, direct manner, CrazyEgg is increasing the chances of me liking their service, and eventually becoming a paying customer.

CrazyEgg’s ideal customer is someone that wants to know the best way to track what their users are doing, reduce bounce rates, and increase conversion rates. Showing you a heatmap of your website can identify exactly how all that jazz plays out.

6. HelloBonsai

“Create A Contract”

7-stellar-examples-of-aligning-cta-copy-with-your-value-to-get-more-clicks

How they did it right: If I’m a freelancer and I don’t know how to make a contract, I’m going to love a way to create a contract that is simple and secure.

Although I have to input my information and create an account, the verb used here is ‘create’, something that will resonate with designers and developers - the key target market for HelloBonsai.

If I don’t know what a contract looks like, I’m definitely going to want to see what one looks like before I attempt to create one on my own. With minimal content, HelloBonsai has found a way to both address their prospects objections and curiosities and also give them a way to take action.

7. ProductHunt

“Awesome Drone Products”

ProductHunt always has a clear and consistent journey when it comes to their Inbound Marketing. .

From the subject line of their email: Awesome Drone Products, to the button inside:

...to the page that it brings you to:


7-stellar-examples-of-aligning-cta-copy-with-your-value-to-get-more-clicks


How they did it right: ProductHunt never strays from the topic at hand. It’s consistently about drones; there’s no bait and switch. From the email subject line straight through to the website, you’re getting exactly what they promised and you expected -- and basically everything a drone enthusiast could ever want. .

While this doesn’t encourage a particular action, its consistency closes all the doors in the hallway except one and brings you right into the candy store. Drone enthusiast in a drone store?

This is a great example of targeting. If you have a drone or are interested in them, chances are you’ll click through and look at one (or more) of the websites on this page. After this email has enough data to track open and click-through rates, ProductHunt has an excellent idea of the number of interested subscribers that are interested in drones, and can use that information for further targeting.

What you can do right now

Align your CTA copy with your value proposition! Your value proposition should be short and sweet, and offer your personas a strong way to fix their problems and combat their fears. Turn it into an action that they can perform on your website, and you’ll be generating highly qualified leads in no time.

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE