Where should I place calls-to-action on the webpage?

If you're not sure where to put calls-to-action on your webpages, there are ways to determine the best placement for them. The key is understanding the psychology behind the call-to-action and the page on which it appears.

How Calls-to-Action Influence Visitor Reactions

A call-to-action is, in many cases, a psychological trigger. Marketing agencies and individual marketers should evaluate and utilize these triggers to help improve click-through and lead generation rates. Calls-to-action can spike visitors' curiosity, particularly if they're visually appealing and inspire the visitor to make a move. The best calls-to-action are ones that evoke an emotional response to get the user to perform the specified action.

Calls-to-Action Both On- and Off-Site

Landing pages should have calls-to-action, occupying a space on the page where users are likely to click—anywhere near the header, in a popup opt-in form, footer, or the sidebar in some cases. These calls-to-action should also be consistently placed in each webpage. Social media sites are where you should place off-site calls to action, which is free to do. Facebook, LinkedIn, and Twitter make it easy for you to create CTAs that attract visitors to your website. Don't forget to include calls-to-action in emails, presentations, ebooks, webinars, or any other promotional materials you offer. The people who see these off-site CTAs are more likely to actually take action because they're already invested in your product or service.

Think About When a Prospect Will Want to Click

With every CTA, you need to make sure you think from the prospect's perspective to determine the best placement and message. By empathizing with the prospect, you can more effectively construct and utilize calls-to-action that get you the best results.