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Button text is one of the simplest, yet most overlooked tools for business owners looking to drive website conversions. Selecting the proper call-to-action (CTA), a prompt that encourages potential customers to take the next step, can ultimately be the difference between a bounce and a buyer.

Consumers often decide whether they will engage with content or move on in a matter of seconds. Clear, action-oriented CTA buttons can help guide users, while influencing how they interact with your brand. They can also help improve the bottom line for your business, as a clear, specific CTA can help increase conversion rates by 161%, according to wisernotify.com. 

Whether on a digital ad, website landing page, email or mobile app, optimizing and strategically placing CTA buttons can significantly boost your brand. To do this, businesses need to understand what motivates someone to click a button, where the most effective CTAs appear and why certain words perform better than others.

Here’s a closer look at the psychology, strategy and data behind high-performing CTA button text, and how it can help drive conversions for your business.

The Power of the Button: Why CTAs Matter

Buttons are typically the final gate between user interest and user interaction. Small prompts such as “buy now,” “learn more” and “get started” can ultimately carry significant influence in the customer journey.

A well-crafted CTA button that tells users what to do and what value they will get from taking action can factor into several business outcomes, including increasing click-through rate (CTR), driving sign ups, boosting purchases and supporting lead generation.

Color, shape and placement are important factors for high-converting CTAs. However, messaging within the button often does the heavy lifting, as users are typically motivated to click based on the text they see. Users tend to scan pages for relevance, and if your CTA doesn’t stand out or its value isn’t immediately clear, they are prone to skipping it.

It’s important for businesses to define CTA goals while focusing on button design, including concentrating on specific messaging, preventing user confusion and boosting conversion rates. CTA goals and designs should also consider what stage of the marketing funnel consumers are entering. Most often, a motivating CTA driving a purchasing decision will come at the bottom of the funnel.

What Button Text Actually Gets Clicks?

No one specific CTA button is the ultimate answer for success, but several can work well for businesses depending on their marketing strategy. Ultimately, CTAs should be easy to identify, come across as simple and deliver a compelling message that invokes positive emotion, promotes value and makes a user want to take action. This can be done through identifying customer pain points, understanding motivations and personalization. Here’s a closer look at what businesses can do when it comes to creating valuable CTAs through button text.

1. Be clear, not clever

Creativity never hurts, but clarity is a must. While buttons like “Submit” or “Click Here” send a clear message, they don’t convey the value that can lead a user to click. Some high converting alternatives may include:

• “Download my free guide”

• “Get your quote”

• “Start my free trial”

These CTAs are clear, direct and specific, while displaying ownership, benefits and personalization. Additionally, businesses should aim to avoid vague words, and clever phrases that force users to think. A confused visitor usually won’t click.

2. Use first-person language

Switching to first-person pronouns in your CTAs can significantly increase conversions. Some marketing studies have seen as high as a 90% CTR boost by doing so. As a result, businesses should say:

• “Start my free trial” rather than “Start your free trial”

• “Create my account” rather than “Create your account”

First-person language helps personalize the experience for consumers while making the action feel user-centric. According to Hubspot, personalized CTAs perform 202% better than regular CTAs.

3. Inject urgency and value

Driving urgency and presenting value are important parts of marketing strategies, particularly with CTAs. According to moldstud.com, CTAs that incorporate a time-sensitive element result in a 35% higher CTR.

Using time-sensitive or benefit-driven language can compel users to take action quickly. Some examples of this include:

• “Save my seat” (for ticketed events)

• “Claim your discount now”

• “Get instant access”

Time-sensitive words like “now,” “today” or “instant” communicate immediacy. Pairing these with tangible benefits helps increase click potential.

Why Design and Context Matter For High-Converting CTAs

Having the right button text to attract consumers is crucial. However, design and context also remain integral parts of CTAs that lead to clicks.

Button placement and context

CTAs perform best when they are:

• Placed above the fold (visible without scrolling), with wisernotify.com noting that CTAs placed above the fold outperform those placed below by 304%

• Repeated throughout long-form content

• Used after trust-building situations like testimonials, reviews or benefits

Heat-mapping tools can be beneficial when exploring where to place a CTA button, as they allow businesses to see where users are most frequently clicking or hovering on their website.

Buttons should also be large enough to be easily seen, but not so big that they overwhelm users. Each button should feel like an inviting and logical next step, not a hard sell.

Button colors and whitespace

Button color and how it contrasts with the colors surrounding it can play a big role in CTR. A study from J Suresh Kumar discovered that color can influence 85% of purchasing decisions.

Many businesses adhere to this when creating CTAs on digital and print ads, or their websites, often picking one “action color” to be placed on links and buttons. Contrasting colors further help draw attention. Using complementary colors on opposite sides of the color wheel, like warm colors (red, orange and yellow), alongside cool colors (green, purple and blue), can quickly attract the eyes of users.

Here’s a closer look at some colors that can work best for high-converting buttons, courtesy of Hubspot:

• Orange – displays confidence, creativity and boldness while also exuding energy, excitement and urgency

• Red – a bold color related to excitement, power and passion, often driving urgency with its attention-grabbing appeal

• Blue – displays security, strength and trust, often making businesses look more dependable

• Green – a color often associated with relaxation, health, prosperity and growth, often utilized by food and wellness brands

• Yellow – seen alongside youthfulness, positivity, happiness and optimism, standing out with brightness while invoking excitement

• Purple – related to royal and prestige, invokes wisdom, wealth and sophistication, often showcasing premium quality

• Pink – often associated with femininity, offers an accessible feel through its youthful and playful style

• White – gives off a clean, minimalist look that contrasts well with black

• Black – displays a sophisticated, powerful and sleek look that often promotes luxury

Meanwhile, it is also suggested that businesses utilize whitespace around buttons, helping guide eyes toward the CTA. Subtle elements like shadows or hover effects can also promote clicks, as can images of real people looking toward a button, as humans are naturally inclined to look where others look.

Mobile-first thinking

With a continually increasing number of users taking action on mobile devices, buttons should cater to a mobile interface by being:

• Tap-friendly

• Well-spaced

• Center-aligned or thumb-reachable

Even a persuasive-looking CTA will have trouble converting if the button is hard to find or press. According to w3.org, buttons should be at least 44 x 44 pixels to ensure that they’re easily accessible on both mobile and desktop devices. According to wisernotify.com, optimizing CTAs for mobile devices can improve conversion rates by 32.5%.

Words That Convert: Top CTA Examples By Intent

Businesses can use a variety of phrases when crafting high-converting button text, but here are some common and successful CTAs to consider.

Lead Generation

• “Reserve your spot”

• “Get a free estimate”

• “Try it risk-free”

Sales and Ecommerce

• “Add to my cart”

• “Buy now and save 20%”

• “Claim my discount”

SaaS/Subscriptions

• “Start your free trial”

• “Schedule a demo”

• “Join free for a month”

Educational/Informational

• “Read the full guide”

• “Learn how it works”

• “Talk to an expert”

Community and Engagement

• “Join the community”

• “Share your thoughts”

• “Become a member”

Several of these examples include specific power words that can be added to button text to appeal more to customers. Some of the most notable are:

• Best – appeals to users by suggesting the highest quality or performance

• Discover – encourages users to check out something new and exciting through curiosity

• Easy – makes the message feel more attainable and achievable

• Exclusive – helps users feel valued by promoting access only available to some of the audience

• Free – attracts attention by offering something of value without a cost

• Guaranteed – promotes trust and security for consumers with mitigating risk

• Instant – appeals to users seeking a quick solution or access

• Limited – drives urgency by making an offer appear time-sensitive and scarce

• Now – makes users feel that they need to act quickly or with immediate action

• Save – promotes benefits and value to users with a deal or discount

Common Mistakes to Avoid That Can Kill Clicks

Even well-designed buttons can fail if messaging misses the mark. Here are some common pitfalls to avoid when adding button text.

• Being too generic or overusing words – Using something too simplistic such as “submit” doesn’t explain what is happening or what benefit the user is going to get. In addition, overusing simple words can also be a turnoff when it comes to your CTA buttons. The goal should be to use language and tone that will engage your audience, keeping it simple, yet appealing.

• Misplacing the button in the wrong spot – One of the biggest reasons buttons work stems from their placement, particularly when shown on a website or landing page. Buttons that are difficult to spot or lost within other graphics or text are less likely to generate clicks.

• Coming off as pushy – Businesses want to be persuasive, but it’s important not to be overly pushy. Something like “Buy now or miss out forever!” comes off as a bit extreme and may trigger skepticism.

• Making a message difficult to read – CTAs should usually be short, typically running between 2-5 words. Over explaining can dilute urgency and look clunky. In addition, using a hard-to-read font can be a turnoff.

• Mismatching with page intent – Each button must align with the content on the landing page that it is taking users to. Something like “get started” shouldn’t be asked on an informational page. Lining up CTAs and landing pages may also enhance user trust and brand retention.

• Placing too many CTAs in one spot – Users shouldn’t be overwhelmed by multiple CTAs in one spot. A secondary CTA that complements a primary CTA button is typically fine, but it is often wise to avoid making users choose between multiple primary CTA buttons in the same location.

• Overwhelming images – It is generally recommended to place an appealing or high-quality image near a CTA button to help it stand out. However, it is important to use imagery strategically, as a clutter of images could make a CTA button difficult to find.

While CTA buttons may be small, they’re pivotal and persuasive in guiding behavior and driving conversions. Every interaction along the customer journey is important, and the rise of personalization tools makes CTAs a valuable opportunity to engage with potential clients.

Testing Can Help Optimize Your CTA Strategies

Every facet of a quality marketing strategy should be tested and analyzed, from the top of the funnel to the bottom of the funnel. CTAs, which are typically bottom-of-the-funnel tactics, are no different, as measuring their success can help businesses fully optimize their marketing plan.

Businesses will often find that no audience is the same. That makes A/B testing with your CTA buttons critical. According to scoop.market.us, A/B testing on CTA buttons can lead to a 49% improvement in CTR. That begins by testing one variable at a time:

• Wording: “Start free trial” vs. “Try it free”

• Pronouns: “Get my quote” vs. “Get your quote”

• Urgency: “Download now” vs. “Download guide”

Various tools such as Google Analytics can help track engagement and conversion metrics. Specific metrics businesses should monitor include CTR, conversion rate, bounce rate and time on site.

Examples of CTA Buttons in Action

Many local businesses have eye-catching CTA buttons on their websites. Here are some examples:

Cleaning Lovers – This Virginia-based cleaning service features a couple of CTA buttons toward the top of its homepage, including an attention-grabbing blue button with lead generation text encouraging users to “Get a Free Estimate Now.”

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A 1-star review can happen at any time, stemming from a miscommunication, a late delivery or simply an unreasonable customer. Once the bad review becomes live, it is visible everywhere, whether that be Google, Yelp or social media – platforms where the story of a negative experience can quickly gain traction.

Negative reviews can be particularly damaging for small and local businesses driven by digital marketing success. According to reviewsonmywebsite.com, 86% of consumers are less likely to purchase from a business that has negative reviews, while 13% of consumers won’t even consider purchasing from a company that has a 1-star or 2-star rating.

While a 1-star review can be detrimental, it doesn’t have to be permanent. Your response, reaction and ability to turn a negative experience into a growth opportunity can be key to turning things around and maintaining customer loyalty.

Here’s a closer look at the impact of receiving a 1-star review, how to manage it and what consistent reputation management can do for your business.

How One Bad Review Can Damage Your Reputation

Consumers rely heavily on online reviews when making purchasing decisions. According to Capital One Shopping, 99% of American consumers read online reviews before making purchases, with 93% of consumers being influenced by reviews when it comes to making a purchasing decision.

This means that negative reviews can immediately impact conversions, as well as how your business is perceived by potential customers. A 1-star review in particular can quickly diminish your average rating, especially if you don’t have that many reviews overall. Fluctuation in average rating is significant, as just a 0.1 rating increase can boost conversion rates by 25%, according to Uberall.

Getting a 1-star review impacts any business, but can be particularly detrimental to local service, SaaS, e-commerce or hospitality companies. Search engines and review platforms like Google and Yelp weigh recency and frequency when it comes to rating average, allowing a negative review to potentially send a damaging blow that might move you down search rankings.

Ultimately, one of the biggest concerns that stems from a 1-star review is a potential snowball effect. After the review is posted, businesses may begin to see a chain reaction of negatives, including fewer clicks, less traffic, lower engagement, declining sales and less visibility in search results. If the negative review goes unaddressed, it is hard to slow these damaging effects.

A Closer Look at the Digital Domino Effect

A negative review can have several significant impacts on your business in real time, including:

• Drop in search rankings – Google’s algorithm considers your average star rating, so if your business drops lower than a 4.0, you may be less likely to appear in a 3-pack for local SEO.

• Fall in click-through rates (CTR) – Listings with higher star ratings tend to receive more clicks thanks to a higher trust factor. A bad review that drops your rating could discourage potential customers before they even reach your website.

• Suffering conversion rates – According to an analysis across 40 purchase categories by the Medill Spiegel Research Center at Northwestern University, purchase likelihood peaks when the average star rating of a product or service is between 4.2 and 4.5 stars. A 1-star review, particularly one without a response from the business, can lower your star rating below this threshold, and in turn decrease conversions.

• Decline in consumer trust – It is easy for negative reviews to create a negative connotation and bias toward a business, potentially leading buyers to weigh bad experiences more heavily than positive ones.

Ultimately, each of these impacts can play off of each other and compound over time. If a business doesn’t react promptly, the negative perception can stick and become reality.

The Human Side of Reviews

It can be easy to forget that reviews come from real people. There will be times when your customer has a bad day, and other times when your team does. It’s also possible that a negative review may be disingenuous. If a business suspects that a review is fake or malicious, it should:

• Flag or report the review through the platform’s official process

• Gather documentation such as screenshots, order history or communication logs

• Stay professional in your response, as other consumers are watching

Even with fake or malicious reviews, your response can set a significant tone as to how your brand is perceived. While some consumers will judge businesses based on what went wrong, they will more often focus on how the company handled a negative situation. It’s not uncommon for a bad review to evoke negative emotion, but remaining calm and professional in all responses should benefit a business in the long run.

Turning It Around: A Step-By-Step Response Plan to a Negative Review

The impact of a 1-star review can be damaging, but it’s not irreversible. The key is responding promptly, authentically and strategically. To begin turning things back to positive, businesses should:

1. Respond publicly, calmly and timely

It’s important to acknowledge the consumer’s concern without getting defensive or personal. Using empathy can attempt to diffuse the situation. A prime example would be:

“We’re sorry to hear about your experience, [Name]. We take feedback very seriously and would like to learn more about what happened. Please contact us at [email and/or phone number].”

Businesses should stay away from responses that are generic or pre-written, which feel impersonal and lack authenticity and empathy. Responding to the review in a timely manner also shows your concern for the issue, and may diffuse it faster. According to ReviewTrackers, 53% of customers expect businesses to respond to a negative review within one week.

2. Take the conversation offline

Once you have responded publicly, the focus should be continuing the conversation offline or through a private channel, which is often where the negative issue is resolved. To do this, businesses should offer a private chat channel such as phone, email or direct messaging to resolve the issue. This will prevent any further public damage, and signals to customers that you are proactive.

3. Investigate and resolve the issue

First and foremost, businesses need to analyze if the complaint was valid, or if it was a miscommunication or just a genuine mistake. The customer feedback should ultimately be used as an internal quality check. If the issue can be fixed through things like a product replacement, refund or policy update, businesses should take action.

4. Request an update

If the reviewer’s issue was resolved satisfactorily in a timely manner, businesses can politely ask if they would consider updating or amending their review. Consumers will often be willing to revise a rating if they feel heard and helped.

5. Bury the bad with the better

To mask the negative review, businesses should further encourage satisfied customers to leave positive reviews. While incentivizing fake reviews is against FTC guidelines, nudging happy customers to leave true, positive reviews can be done through post-purchase emails, QR codes at checkouts or additional follow-ups asking for feedback. According to Bright Local, 96% of customers are open to leaving reviews.

6. Track review metrics

Businesses can use tools like Google Business Profile, Yelp for Business, or third-party platforms to monitor reviews over time, something that should be a priority in today’s business landscape. A proactive approach across all channels will help to recognize patterns and respond faster in the future.

A key takeaway is that while bad reviews are generally unpreventable for most businesses, you can control your response. Negative reviews are impactful, but businesses can also gain positive momentum by attempting to turn them into customer service wins.

The Importance of Proactive Reputation Management

Perhaps the most effective way to mitigate and overcome a 1-star review is through building a consistent and resilient online presence. That means stacking the deck in your favor before anything goes wrong through strong reputation management.

Reputation management consists of monitoring, maintaining and influencing a positive public perception of your business. This entails maintaining accurate online listings that clearly highlight everything a customer needs in order to make a decision on which business to purchase from, including things like phone number, address, location and hours.

The other main focal point of reputation management is handling reviews. Good reviews not only show customer satisfaction, but they also foster loyalty and trust, key factors when it comes to customer retention.

Negative reviews can be unfortunate, but they also give businesses a chance to build their reputation. Responding to negative reviews professionally by addressing the concern and trying to come to a resolution will hopefully solve the issue the customer had. However, the handling of the situation can be the true driver of customer loyalty. In its 2025 consumer survey, Bright Local notes that 89% of consumers are likely to utilize a business that responds to all reviews, both positive and negative.

How to Make the Best of Receiving a Negative Review 

While bad reviews are generally seen to have a negative impact, there are multiple benefits that could derive from them. Most consumers don’t expect any business to have a perfect, 5.0 rating, so a couple of bad reviews can portray your company as legitimate and trustworthy. According to Capital One Shopping, 82% of shoppers look for negative reviews to establish credibility.

In addition, negative reviews can help identify potential customer pain points, and things your business can improve on. Businesses might also be able to gain more insights on what their competitors are doing well or better thanks to a negative review.

Meanwhile, bad reviews can provide opportunity for self reflection for your business team and may strengthen customer service. It can also potentially help marketing, as businesses can use negative feedback as an opportunity to provide additional information or answers to questions that other customers have as well.

Other things you can do to help mitigate the negative impact a 1-star review can have include:

• Build review volume – The more reviews you have, the less impact one negative review will have. Ask consumers to leave reviews consistently, and make the process to do so easy across multiple touchpoints, including email and SMS, social media platforms, or reminders on receipts, websites and apps.

• Diversify review channels – Businesses should encourage reviews across multiple channels, including Google, Facebook, Yelp, Trustpilot and industry-specific platforms. Doing so spreads out your online presence, which could also heighten brand awareness and protect against significant damage on any one channel.

• Showcase positive reviews – Displaying positive reviews helps boost your company’s reputation while reinforcing trust. Businesses should look to showcase their best reviews on their website, in email campaigns or on product pages.

• Train your team – Whether it’s front-of-house staff, support agents or delivery personnel, all employees should know how to provide an experience that can lead to a positive customer review. In turn, those within the company who manage reviews should be educated on how to respond to all types of feedback, both positive and negative, in a professional manner.

How Businesses Respond to Negative Reviews

Many businesses are regularly faced with having to respond to negative reviews in order to maintain their positive image, whether that be a small local business or an industry giant. Here are some examples of how businesses have excelled at responding to negative reviews in the past.

1. Home Depot, one of the leading home retailers in the United States, was given a negative review and 1-star rating after a customer received the wrong item they had ordered and was told that they would be charged an additional fee to get the correct item. With the customer relationship needing repair, Home Depot responded with this:

“Greetings Mrs. Chance,

Thank you for taking the time to reach out to us and bringing this situation to our attention. We are very sorry to hear about your experience. 

We would like an opportunity to review your concerns and discuss this matter with you. Please call us at 1-800-Home Depot or email us at [email address]. 

A representative from our team would be happy to assist you.

Thank you for being a valued Home Depot customer.”

This message is highlighted by a personalized greeting, empathy for the customer and contact information that allows the consumer and the business to get in touch to discuss the matter further. Even if that particular customer’s issue doesn’t get resolved, the professional response helps Home Depot maintain a positive brand image.

2. A consumer left a negative review about Stamford Plaza, a hotel in Brisbane, Australia. The customer, who had previously stayed at the hotel, complimented the staff and aspects of the stay, but was concerned about an issue with the bathtub and flies around the breakfast buffet. At risk of losing a repeat customer, a manager from Stamford Plaza responded with this:

“Dear McMillan2014,

Thank you for sharing your feedback, both positive and constructive. I apologize that we did not exceed the standard you have received during previous stays. I was glad to read that the staff provided great service and the unexpected surprise of a bottle of sparkling wine for your anniversary. Your comments have been discussed at length with our pest control contractor to make sure the hotel maintains its standards.

Warm Regards,

Dale John

Executive Assistant Manager”

This review displays a professional tone and voice. By apologizing, responding to the customer’s issue and addressing the issue with a plan of action, the hotel is positioning itself to ensure that this specific customer’s next stay, and the stays of other potential customers, will be more positive.

3. UK beauty and health retailer Boots sees negative reviews as an opportunity to turn a disgruntled customer into a supporter.

“Responding to negative reviews gives us the chance to shift the way the customer feels toward us based on the way we handle their concerns,” Bonnie Berrio, a former customer service specialist at Boots, said to Bazaarvoice. “They might still share their negative experience about a product or service, but they also immediately follow with how they will always buy from us because of how well we handled the issue.

“We always answer as quickly as we can, even if it is just to let the customer know we received your inquiry, we’re looking for the answer and we’ll be back in touch. Then we direct questions to key people we rely on to answer most questions, and reach out to each other for help as needed so that we can follow through.”

According to Bazaarvoice, responding to a negative review with an apology while also offering a refund or exchange can result in a 92% increase in intent to purchase. Responding with an explanation of how to use a product that is being misused, or giving other guidance information can lead to a 186% increase in intent to purchase.

This further highlights the benefits of responding to all reviews, positive and negative, and simply engaging with customers when they have questions. Not only does it potentially increase conversions, but it also fosters a highly-positive brand image, as potential consumers can see that your business truly cares about the products or services you provide.

How Best Version Media Can Help Manage Your Reviews

Best Version Media can help your business maintain a positive reputation through its management of reviews across directories, maps and search engines – all from one dashboard.

Whether it be positive or negative reviews, BVM can assist in maintaining a positive image of your brand, which can boost your online presence, grow customer loyalty and increase your customer base.

Connect with BVM today to see how our reputation management can assist in your marketing strategy.

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That’s why it’s especially essential for local businesses to utilize ad targeting, as they often lack the extensive resources available to large corporations. Every dollar needs to count, and targeted marketing campaigns consistently outperform mass marketing efforts in delivering results.

In fact, the US Data Corporation revealed that targeted ads are twice as effective as generic ones.

However, not every targeted campaign reaches its full potential. Many local business owners fall into the same common traps that lead to wasted time, effort, and money that they simply can’t afford to lose. To help you make the most of your targeted advertising strategies, here are seven mistakes to avoid. But first, let’s define what ad targeting means.

What Is Ad Targeting?

Ad targeting is a marketing strategy that focuses on a specific group of people who are most likely to engage with a business. The goal is to avoid wasting resources on consumers who have little to no interest in a particular product or service.

There are several ways to define a target audience. Demographic factors, such as age, location, and income, are among the most commonly used, but targeting can also consider shopping behaviors, potential challenges, communication preferences, and personal priorities.

This information will vary between businesses depending on their goals and values, but the objective remains the same, and that’s to place the business and its offerings in front of the most valuable audience.

It’s an incredibly effective strategy that every local business should embrace, but be sure to steer clear of these frequent mistakes.

1. Broad Targeting

Broad targeting occurs when the targeted audience isn’t well defined. If an ad reaches beyond the population who is most likely to be interested in a business’s offerings, the message of the ad often fails to resonate, and it will result in lost ad dollars.

For example, if a beauty salon targets only individuals aged 18-29 but doesn’t refine any other criteria, their ads are likely to be shown to many people who aren’t likely to engage, such as men or those who live outside the local community.

Even if you believe the products and services your local business offers appeal to everyone, it’s still best practice to identify the most responsive audience and focus your marketing efforts towards that group. After all, the most effective ads are the ones that feel personalized.

To solve this issue, clearly define the type of consumer you want to attract and build your marketing campaigns around that profile. Just be mindful that it is possible to be too specific.

2. Narrow Targeting

While a broad approach undermines the purpose of ad targeting, narrowing your audience too much can be just as harmful. It creates the opposite problem of broad targeting, which is overlooking those who may be genuinely interested in your business. 

For example, a senior care center that only advertises to individuals over the age of 65 who actively need their services may miss out on slightly younger adults who are beginning to plan for future care needs.

To avoid missing out on valuable opportunities, take the time to evaluate what audience is ideal for you. Don’t fall into the trap that many local businesses do, which is relying on assumptions instead of data when identifying your target customer.

3. Assuming Ideal Audience

If you’ve been running your local business for a long time, chances are you’ve become an expert in your industry and can solve most problems instinctively. While trusting your gut can be an effective method of management, it’s not always foolproof.

It’s especially true when it comes to identifying your ideal audience. While you may have a strong sense of who that is based on daily interactions, more reliable methods exist to take the guesswork out of it.

Utilizing research tools like Google Analytics and others can provide valuable insights about your audience that you may be unaware of. You may discover customer behaviors or influences you hadn’t considered that could be missing from your current marketing strategy. 

These insights can come in several forms, preferred social media platforms, common interests, or behavioral trends. Analytics helps ensure you’re targeting the right audience and tailoring your campaigns based on what resonates most.

4. Popular Targeting

Identifying the most attractive demographic for your business is an important step, but narrowing it down to just one type of customer often misses the mark. This is especially true if you’re not already the leading business in your industry within your area, because the odds are that your top competitors are already targeting the most obvious audiences.

This doesn’t mean you should ignore your ideal demographic, but relying solely on it can limit your results. If you find yourself struggling to keep up with local competitors, it’s worth identifying additional segments within your broader target market to reach with your advertising efforts.

Many successful businesses have adopted this approach. For instance, SpotHero, a premier name in parking services, recognized that many similar businesses were competing to offer the lowest price point for their service. In response, SpotHero pivoted to a secondary market, the average business parker. As a result, they emerged as an industry leader.

If your goal is to attract as many customers as possible and grow your business, this is a great way to do so while making the most of your budget. Eventually, you may even become the leader in your industry and gain access to a broader consumer base.

5. Egocentric Targeting

When creating an advertisement, many local business owners fall into the trap of designing it to appeal to themselves. Some may not even realize they’re doing it, but this mindset can be a tremendous detriment to marketing efforts. 

Even if you’re an expert in your industry, basing your ads solely on what appeals to you can cause you to miss the mark with your target audience. This is another reason why gathering analytical data is crucial to marketing success. It provides genuine insights into what your customers want, rather than what you assume they want.

Egocentric targeting is another strong argument for working with a specialized marketing team. You’ll avoid wasting your ad dollars while developing campaigns that resonate with your target audience, instead of just yourself.

6. Failing to Adapt Targeting Strategies

Maximizing your marketing efforts isn’t just a one-time task. Even if you create an ad that delivers strong results and drives business, that doesn’t mean your work is complete.

Social and market trends as well as customer behaviors and needs are constantly shifting. Keeping up with these changes is a necessity for success, especially for local businesses. It’s vital to regularly review and update your marketing campaigns to evolve with your audience and remain relevant in the space.

This includes monitoring trends, experimenting with new products and features, and exploring new markets. Staying proactive ensures your business never falls behind and continues to attract your ideal customers.

7. One-channel Approach

This is perhaps the most detrimental mistake that local businesses make. A business may decide that one marketing channel, such as Facebook, sufficiently reaches its target audience, is easy to manage, and stays within budget.

However, this strategy comes with some fatal flaws. A one-channel approach severely restricts your ability to reach your target audience, no matter who it is. It also makes your efforts overly dependent on changes to the platform’s algorithm, which can change unexpectedly, reducing the effectiveness of your marketing efforts.

Instead, use insights from analytical tools to identify which platforms perform best for your business, and be sure to test several platforms to find the right mix for your audience. When in doubt, consider using your marketing budget on professionals in the industry to maximize your reach and results.

The Challenges of Ad Targeting and How Best Version Media Can Help

While these are critical mistakes to avoid, it’s not always easy to address them on your own. Hiring a team of professionals is the most effective way to get the most out of your marketing efforts and attract more customers, but many local businesses don’t have the resources to do so in-house.

Best Version Media solves that problem by offering geo-targeted display and social media ad campaigns along with listings and reviews management across multiple directories and search engines. This approach ensures you maximize your budget and reach your ideal audience, all from one easy-to-use dashboard.
To enhance your advertising campaigns and grow your business, contact BVM today.

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However, many local business owners may not realize that print advertising still plays a valuable role in successful marketing strategies. While digital ads certainly have their benefits, print advertising has several ways it can positively affect marketing efforts that digital methods simply can’t match. Some of these advantages are straightforward, while others are less obvious.

If you’re looking to take your advertising strategy to the next level, check out these five key ways that print marketing still outperforms digital methods.

1. Trustworthiness

Fostering a connection with the community is paramount for local businesses. Strong relationships can be powerful tools to enhance marketing efforts, but trust must be established before community members are willing to engage with a business. While digital advertisements are a great way to spread awareness far and wide, print marketing builds trust much more efficiently.

According to Electro IQ, 56% of consumers consider print marketing to be more trustworthy than any other type of advertisement. Several factors contribute to this perception, including the more personal nature of how print materials are distributed.

While the internet can reach nearly every demographic, print media is often consumed by specific, targeted groups of people. As a result, the ads feel more personal and relevant to the reader, which leads to more follow-through and action. Print ads also provide a sense of legitimacy to local businesses, increasing the attention and engagement with the advertisement.

2. Viewership

Building trust opens the door to greater ad engagement that digital media often can’t replicate. Marketing Dive found that only 9% of digital ads exceed one second of viewership and just 4% surpass two seconds.

In contrast, Marketing Week reports that 75% of readers view print ads for an average of 2.2 seconds. This longer engagement not only boosts retention but also provides more time to convey detailed information.

How this opportunity is used depends on the nature of the product or service and the intention of the ad. Including elements like business address, phone number, store hours and customer testimonials are just a few effective ways to maximize a print ad that not all digital ads can match.

3. Comprehension

It’s no surprise that people are more likely to engage with content they can easily comprehend. This is another area where print ads have a significant leg up over digital. A study by Two Sides North America found that, “Direct mail requires 21% less cognitive effort to process than digital media.”

This is important because readers are more likely to understand the information and intent of an ad, which helps maximize the effectiveness of a marketing campaign. When an ad is placed in a local magazine, every reader is valuable, and presenting easily digestible information can extend the ad’s impact.

This also leads to another key reason print marketing beats digital, and that’s stronger brand recall.

4. Brand Recall Rate

Before achieving the ultimate goal of making a sale, an advertisement must resonate with consumers enough to become memorable. After all, presenting a product or service that sparks interest is a critical step, but it becomes irrelevant if the consumer chooses to do business with a competitor.

This is another area where digital can’t keep up with print marketing. According to the study by Two Sides North America, consumers recalled the brand from a print ad at a rate 70% higher than from a digital ad. 

Several factors contribute to this advantage, perhaps none more impactful than the longevity of print. Per Linemark, consumers keep print ads for an average of 17 days. While digital ads may reach a broader audience, print ads tend to stick around longer and are more likely to be revisited after the initial impression.

5. Action

All of these factors show why print remains valuable, but it means nothing without the reader taking action and making a purchase. Fortunately, print ads still excel in that area as well. Southern California News Group revealed that print ads have a 20% higher response rate than digital ads.

This stems from all of the reasons previously discussed. A trustworthy, easy-to-understand ad leads to increased viewership and brand recognition, which ultimately results in readers becoming customers. 

Not only do print ads boast a higher response rate than digital, but they also generate a 112% return on investment, according to Neyenesch. At this point, the advantages of print are obvious, but that doesn’t mean a business should rely solely on physical ads to drive sales.

Combining Print With Digital

Print and digital marketing campaigns each have their areas in which they excel. That’s why implementing an advertising approach that uses both is essential to local business success. Neyenesch found that, “Campaigns that integrate print and digital see response rates increase by up to 400%.”

This boost is largely due to the common marketing principle known as the “Rule of 7,” which suggests that a potential customer needs to see a brand at least seven times before taking action. Combining print and digital is not only the fastest way to reach that goal, but it is also more effective.

While print tends to resonate more deeply with readers and offers higher brand recall, digital ads can appear more frequently and are easier to distribute. Together, they form the most powerful and well-rounded marketing strategy for any business.

How Best Version Media Can Fulfill Your Marketing Needs

Best Version Media offers local businesses a comprehensive marketing strategy through print, digital and online presence advertising solutions all from one easy-to-use dashboard. For nearly two decades, BVM has helped businesses grow within their communities and make the most of their marketing budgets.
Contact BVM today and start growing your business.

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Unfortunately, many local businesses neglect the power of landing pages and make several common mistakes. When you’re competing with others in your community, you simply can’t afford to push away potential customers because of these mistakes. 

To rise above the competition and increase conversions on your website, there are some essential tips for landing page copy that every local business should follow. Before we get into those, let’s define what a landing page is.

What Is a Landing Page?

A landing page is a standalone web page designed for a specific goal. While your homepage typically introduces visitors to your business and highlights key features such as products, services, and contact information, landing pages tend to have a single call-to-action (CTA). 

These CTAs may include purchasing a product, signing up for a service, or subscribing to a newsletter. Regardless of the goal of a landing page, they all have the same intention, and that’s to convert a user into a consumer. 

While it may seem simple, many businesses are hindering their results because they don’t adhere to a few core principles. So without further ado, here are the 6 essential tips that every local business should implement on their website. 

1. Prioritize the Headline

The importance of a headline cannot be overstated. According to The Gustavian Weekly, “On average, 8 out of 10 people will read headline copy, but only 2 out of 10 will read the rest.” It’s unfortunate, but most readers tend to skim rather than read every word, meaning your headline must grab the reader immediately.

There are several ways to accomplish this. To start, ensure your headline appears big, bold, and clear to draw attention. It should instantly give visitors a reason to continue exploring the page, so focus on what a potential customer would want to know.

This could include the benefits of your product, the problem your service solves, or the affordability of your offering. For example, a real estate agent might highlight how their service can make the stressful home-buying process fast and easy.

That’s among the most common headline strategies, but not every business has the same goal in mind for their landing pages, which invites variations in headline style.

Some businesses may want to encourage readers to browse the rest of the landing page copy, so they should consider creating a vague headline that builds anticipation. Others may prefer to filter out those who aren’t interested, so they keep their headline short and to the point. 

In any case, be prepared to write many variations of the same headline, as you may find your 10th revision is far better than your first or second. If you need help getting started, use the 4 U’s checklist for writing headlines, which includes usefulness, urgency, uniqueness, and ultra-specificity. Not every headline needs all four, but they serve as valuable guidelines to point you in the right direction.

2. Emphasize Benefits Over Product or Service

Gone are the days of “solution-selling,” where salespeople would explain to consumers how to solve a problem they were experiencing. More often than not, today’s consumers already know the type of solution they need based on their own online research.

That’s why you need to take the next step and emphasize the benefits of your solution. While you should still mention the solution to let the user know that they’re in the right place, highlighting the benefits is what will set you apart.

For instance, a local painting company could emphasize its ability to boost home value, save the customer time, and support the local economy. The solution remains the same, but creating a deeper connection with the potential customer increases its value.

After all, people often make decisions based on emotions instead of logic, so emphasizing the benefits can add more persuasiveness. It also shows that you put the customer first, which can increase your credibility.

3. Write Simple and for Humans

Speaking of connecting with your customers, all landing page copy should keep in mind that it’s being written for real people. While artificial intelligence has its advantages, it often won’t resonate with readers the same way human-written content does. 

Writing the way you speak is a great way to build a connection. Use a first-person style of writing and incorporate familiar words and expressions rather than opting for more complex language.

Avoid industry-specific jargon that could confuse or alienate visitors, and aim for short, concise sentences that directly relate to the purpose of the landing page. If an idea is intricate, do your best to explain it in an easily digestible way.

4. Create Compelling CTAs

Your CTAs are arguably the most important component of any landing page. They’re the actual mechanism that converts users into customers and are often the biggest roadblock once your website has piqued a user’s interest.

As you’re probably familiar with, many websites use some routine terminology for their CTAs, such as “Click Here,” “Start Free Trial,” and “Schedule Now.” While these are a good start, they don’t evoke the emotions needed to maximize click-through rates. 

Instead, highlight the value of the action by using more powerful keywords and addressing potential objections when applicable. For example, saying “Create My Financial Plan” rather than “Get Started” is more compelling and conveys the benefit of the CTA. If you’re offering a free trial, consider including the length of the trial instead of relying on users to click through and learn the details.

Above all, include just one CTA per landing page. According to Wishpond, “Landing pages with multiple offers get 266% fewer leads than single offer pages.” Sticking to a single goal is critical when it’s time for the visitor to take action.

5. Include Reviews and Testimonials

Even if you’ve written excellent landing page copy, your customers’ opinions of your business can be the most impactful information a visitor encounters. BrightLocal reports that 83% of people believe a business is more trustworthy when it displays reviews on its landing pages.

When selecting which reviews to feature on each landing page, make sure they relate directly to the CTA. One or two well-placed testimonials near the CTA can provide the final nudge a user needs to take action. However, avoid cluttering the page with too many reviews, which can overwhelm the reader.

If you’ve collected enough positive reviews, don’t limit them to just landing pages where a purchase is expected. Include them in sign-up pages, checkout pages, and anywhere else they can support your goals.

Finally, keep the reviews fresh and recent, as outdated reviews can hinder your ability to build credibility with visitors.

6. Implement A/B Testing

The odds of creating perfect landing pages that stand the test of time on the first attempt are slim to none. That’s why A/B testing is essential for optimizing performance and maximizing conversions. It’s proven to have made a significant impact in many instances, including for HubSpot CRO strategist Rebecca Hinton, who increased conversions on a single landing page by 20% with just a simple layout tweak.

There are several types of A/B tests you can run, including layout, flow, placement, and many more. The most influential is often the copy itself, which includes the headline, subheadings, and lists of benefits. 

These tests can range from something as small as changing a single word in a headline or CTA to completely rearranging the layout of the page. You won’t know which variations perform best unless you test them, so be sure to experiment with as many options as possible. 

Where Best Version Media Can Help

These tips will undoubtedly help increase conversion rates on your landing pages, but they’re just one part of the bigger picture. Listings, reviews, and reputation management are critical to local business success, and Best Version Media can help with all of them. 

Additionally, BVM offers the ability to bundle geo-targeted social media and display ad campaigns to help you make the most of your marketing budget and reach your intended audience, all from one simple dashboard.

If you’re ready to take your digital advertising strategy to the next level, get in touch with BVM today.

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