{"id":1327,"date":"2025-06-13T17:03:53","date_gmt":"2025-06-13T15:03:53","guid":{"rendered":"https:\/\/smallbusinessmarketing.co.za\/?p=1327"},"modified":"2025-06-13T17:09:04","modified_gmt":"2025-06-13T15:09:04","slug":"unlock-more-sales-tailoring-your-website-ctas-to-the-buyers-position","status":"publish","type":"post","link":"https:\/\/smallbusinessmarketing.co.za\/?p=1327","title":{"rendered":"Unlock More Sales: Tailoring Your Website CTA\u2019s to the Buyer’s Position"},"content":{"rendered":"\n

Introduction`<\/strong><\/p>\n\n\n\n

You have recently built a new website. The user experience is fast and responsive, works on both desktop and mobile. On both profiles it is visually clean, the amount of information is light, the typefaces are easy to read and all the links and tabs work. Traffic data indicates that search is working too. People are finding the site and are reading and engaging with the content.<\/p>\n\n\n\n

Technically the website passes, but the leads it generates are limited. The orders you receive are repeats from loyal customers, not from new customers, which was the new site\u2019s objective. Your new website isn\u2019t commercially working. What should you do?<\/p>\n\n\n\n

The solution to the situation lies in applying a data testing mindset. We will get to the testing mindset but first we must overlay this with an understanding of the buyer’s journey.<\/p>\n\n\n\n

1       The buyer\u2019s journey<\/h3>\n\n\n\n

Not all visitors arrive with the same readiness to buy. Some are starting the section process and only want to gather information, others might want more detailed information. Your communication must say what the prospect wants to hear, not simply what you want to say.<\/p>\n\n\n\n

This post will illustrate the journey by examining a couple who are building their new holiday cottage and are being asked by the contractor about the flooring they desire Let\u2019s imagine the couple as they move through the journey. We will use the AIDA Model<\/a>,whichis an acronym for the four stages a buyer goes through.<\/p>\n\n\n\n

1.1        Awareness: <\/strong> <\/h4>\n\n\n\n

The couple are aware that they must make a decision about their flooring. Its early days and they might not yet be familiar with their options. Here your objective is to educate them. You want to gently grab their attention. No selling yet.<\/p>\n\n\n\n

1.2        Interest:<\/strong> <\/h4>\n\n\n\n

They now start actively looking for more information about the solutions; lifestyle, design, colour, maintenance and durability. It is still too early for selling. Your goal is to provide more in-depth information and nurture their interest in your solution.<\/p>\n\n\n\n

1.3      Desire:<\/strong> <\/h4>\n\n\n\n

They have started to narrow down their options and are now seriously considering you. They understand your product and are starting to develop a preference for wooden floors. Your marketing object is to build their trust and showcase your value proposition.<\/p>\n\n\n\n

1.4      Action:<\/strong> <\/h4>\n\n\n\n

They are now ready to make the purchase decision. You must make the final step as easy and seamless as possible. You must prevent any \u201csecond thoughts.\u201d<\/p>\n\n\n\n

It is worth noting that this model has been in popular use since the 1920\u2019s<\/a> and is still as relevant today as it was 100 years ago. Your entire communication, including the CTA\u2019s, must reflect that.<\/p>\n\n\n\n

2       What is a call to action (CTA)?<\/a><\/h4>\n\n\n\n

A call-to-action<\/a> is a prompt that encourages website visitors to take a specific action. That might be \u201cBuy Now\u201d<\/em> or \u201cSign Up\u201d. <\/em> Usually it is visual button, an element of your marketing that directs users along their journey, moving them from passive browsing to active engagement.<\/p>\n\n\n\n

3       Strategically Mapping CTA\u2019s to the Buyer’s Journey<\/h3>\n\n\n\n

We return to the couple looking to decide on flooring for their new beach cottage. Your CTA\u2019s must map to what the consumer is looking for at that stage of their buyer\u2019s journey..<\/p>\n\n\n\n

For example if the buyer is at Awareness stage <\/strong>that buyer is looking for information, and is not yet ready to buy. Thus the CTA\u2019s should offer value without requiring a significant commitment. That might be “Read our latest blog post\u201d, <\/strong>not \u201c<\/strong>Buy now”<\/strong><\/p>\n\n\n\n

 But if the buyer is at the Action stage <\/strong>that consumer is ready to buy. The CTA\u2019s should give the prospect the opportunity to do that. “Buy now”<\/strong> or “Contact us for a consultation” <\/strong>are the right CTA\u2019s.<\/p>\n\n\n\n

Each stage of the buyers journey will have its own CTA and your communication must reflect that and say the right thing at the right time.<\/p>\n\n\n\n

By understanding the buyer’s journey and implementing relevant CTA\u2019s at each stage, you can guide potential customers effectively towards becoming buyers.<\/p>\n\n\n\n

Themost effective CTA\u2019s should be clear, concise, action-oriented statements that highlight the benefit the user will receive when clicking the CTA.<\/p>\n\n\n\n

You should optimize the CTA\u2019s you use by testing different CTA\u2019s to see which resonates best.<\/p>\n\n\n\n

4       Testing for success: A framework for optimizing CTA\u2019s<\/h3>\n\n\n\n

Continuous evaluation helps improve performance and increases conversions over time.<\/p>\n\n\n\n

The most effective way of achieving this is through A\/B testing<\/a>, testing one element at a time. This might be copy, such as comparing \u201cGet started\u201d to \u201cStart free trial\u201d.<\/p>\n\n\n\n

Track metrics like click-through rates (CTR), conversions and time to action to evaluate success.<\/p>\n\n\n\n

When testing is complete and analysed you will know which CTA\u2019s perform better, that performance optimisation proven by real numbers.<\/p>\n\n\n\n

Now that you have identified and tested CTA\u2019s for each step of that buyers journey, they should be integrated with the content you have identified for those same steps.<\/p>\n\n\n\n

What you now need is a CTA content calendar.<\/p>\n\n\n\n

5       Integrating the content calendar and the CTA content calendar<\/h3>\n\n\n\n

You should already have a content calendar, strategically mapping the buyer\u2019s journey.  Add a CTA calendar to that content calendar, and for every piece of content add relevant CTA\u2019s. That will strategically align each piece of content and the CTA to optimize improve conversion rates. A specific “CTA content calendar” might not be a common off-the-shelf product, but the practice of integrating your CTA\u2019s into your content planning is a crucial element of an effective content strategy.<\/p>\n\n\n\n

6\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 A final thought for the smaller business operation<\/h3>\n\n\n\n

Big brands often start at the top end of the buyer\u2019s journey with image and branding. Marketing for the SME must generate results and move people to act. Effectively that means the SME might rather focus on the bottom of the journey.<\/a> .<\/p>\n\n\n\n

7       Conclusion<\/h3>\n\n\n\n

By optimizing your investment and understanding the buyer’s journey through the AIDA model and testing CTA\u2019s, then strategically implementing them at each stage, you can guide effectively guide potential customers towards becoming loyal buyers.<\/p>\n\n\n\n

About Garth Sutherland<\/strong><\/h4>\n\n\n\n

Garth Sutherland has an extensive multicultural understanding.<\/p>\n\n\n\n

He has worked with local brands (creating independent strategic positions) and international brands (integrating the international brand vision with the local demand to optimize the \u201con the ground\u201d brand presence). His strengths include bringing a strong strategic focus into all aspects of marketing delivery, working with multi-agency perspectives, independent thinking & implementing with a consistent and practical interdependent teamwork focused delivery. <\/p>\n\n\n\n

He is currently heading up  www.smallbusinessmarketing.co.za<\/a>, a fractional marketing consultancy that specialises in the SME sector.<\/p>\n\n\n\n

And writing on modern marketing.<\/p>\n\n\n\n

If you are looking to maximize the strategic value of your brand opportunity, Garth is the ideal resource to task.<\/p>\n\n\n\n

Contact him at garth@smallbusinessmarketing.co.za<\/a>  or  +27 (0) 81 265 5803<\/p>\n\n\n\n

Other posts in this series can be read at https:\/\/www.linkedin.com\/in\/garthrsutherland\/<\/a> or on http:\/\/www.smallbusinessmarketing.co.za<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

You have recently built a new website. The user experience is fast and responsive, works on both desktop and mobile. are finding the site and are reading and engaging with the content. Technically the website passes, but the leads it generates are limited. The orders you receive are repeats from loyal customers, not from new customers. Your new website isn\u2019t commercially working. What should you do?<\/p>\n","protected":false},"author":1,"featured_media":1328,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[4],"tags":[],"class_list":["post-1327","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-traditional-marketing"],"uagb_featured_image_src":{"full":["https:\/\/smallbusinessmarketing.co.za\/wp-content\/uploads\/2025\/06\/Buyers-Journey.jpg",1280,390,false],"thumbnail":["https:\/\/smallbusinessmarketing.co.za\/wp-content\/uploads\/2025\/06\/Buyers-Journey-150x150.jpg",150,150,true],"medium":["https:\/\/smallbusinessmarketing.co.za\/wp-content\/uploads\/2025\/06\/Buyers-Journey-300x91.jpg",300,91,true],"medium_large":["https:\/\/smallbusinessmarketing.co.za\/wp-content\/uploads\/2025\/06\/Buyers-Journey-768x234.jpg",768,234,true],"large":["https:\/\/smallbusinessmarketing.co.za\/wp-content\/uploads\/2025\/06\/Buyers-Journey-1024x312.jpg",1024,312,true],"1536x1536":["https:\/\/smallbusinessmarketing.co.za\/wp-content\/uploads\/2025\/06\/Buyers-Journey.jpg",1280,390,false],"2048x2048":["https:\/\/smallbusinessmarketing.co.za\/wp-content\/uploads\/2025\/06\/Buyers-Journey.jpg",1280,390,false]},"uagb_author_info":{"display_name":"Garth","author_link":"https:\/\/smallbusinessmarketing.co.za\/?author=1"},"uagb_comment_info":0,"uagb_excerpt":"You have recently built a new website. The user experience is fast and responsive, works on both desktop and mobile. are finding the site and are reading and engaging with the content. Technically the website passes, but the leads it generates are limited. The orders you receive are repeats from loyal customers, not from new…","_links":{"self":[{"href":"https:\/\/smallbusinessmarketing.co.za\/index.php?rest_route=\/wp\/v2\/posts\/1327","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/smallbusinessmarketing.co.za\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/smallbusinessmarketing.co.za\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/smallbusinessmarketing.co.za\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/smallbusinessmarketing.co.za\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1327"}],"version-history":[{"count":3,"href":"https:\/\/smallbusinessmarketing.co.za\/index.php?rest_route=\/wp\/v2\/posts\/1327\/revisions"}],"predecessor-version":[{"id":1331,"href":"https:\/\/smallbusinessmarketing.co.za\/index.php?rest_route=\/wp\/v2\/posts\/1327\/revisions\/1331"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/smallbusinessmarketing.co.za\/index.php?rest_route=\/wp\/v2\/media\/1328"}],"wp:attachment":[{"href":"https:\/\/smallbusinessmarketing.co.za\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1327"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/smallbusinessmarketing.co.za\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1327"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/smallbusinessmarketing.co.za\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1327"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}