How to Use a Call To Action to Get More Leads


One of the key guidelines of marketing, is to include a call to action, also known as a CTA. These are very short phrases that urge your audience to do something, like making a phone call, scheduling an appointment, or learning more information. The headline above, “Scroll Down to Learn More,” is an example of a call to action.

CMS Guidelines prohibit using more urgent CTAs like the common “Call now!”, “Limited Time Offer!”, or “Hurry, Before They’re Gone!” These phrases are common in many marketing strategies, because they create a sense of urgency, but can result in impulsive plan changes or making beneficiaries susceptible to scams, so they are not allowed in Medicare marketing.

Fortunately, there are many other methods of attracting potential clients other than using a sense of urgency. We want to help you learn about what you can do in this book! Scroll down to learn more about how to compliantly use a call to action to get more leads!

 

How to Use a Call To Action to Get More Leads

The CTAs can be placed anywhere you reach out to clients. If you want clients to learn more about what you offer in an email, the phrase can be in a button that takes them to a learning library on your website. If the goal is increasing the leads from phone calls, a button on your mobile website can link directly to allow them to make a call to speak to you.

Another great option is a CTA that links to a scheduling app linked to your website, allowing clients to choose a meeting time from appointments you pre-select. You can also use a CRM program to help manage these interactions.

Learn more about CRM programs we recommend in our article CRM Software Suggestions to Help Manage Your Business.

How Can We Attract Clients Through Marketing and Calls to Action?

It’s important to know the persona of your target audience to know how best to engage them. Younger audiences are more often receptive to out-of-the box CTA text, while older members may respond better to more conventional copy.

Three Main Action Options Are:

  • Encouraging them to learn more about what’s available
  • Inviting them to contact you
  • Schedule an appointment to learn about the benefits they may be eligible for

The next sections of this article will explain how you can implement these methods to engage both potential and existing clients.

Encouraging Clients Toward Education

Learn More – This is the classic and most straight-forward method to invite clients to your website or other resource you host. This could be used when sending an email about general Medicare terms that links to a longer article.

Find Out More – This CTA can pique their interest, if you start out with something they may not know and is good for surprising facts or little-known information. Be sure to only give a summary, which will make them want to click for the information.

Discover – Even more enticing is “Discover,” which creates an excitement about finding new information. You could also say “Discover More” or “Discover Your Options.” This would be good to use to link to your PlanEnroll page.

Encouraging Clients To Contact You

Contact Us – A simple way of requesting clients fill out a form or send an email. If your audience is more traditional, they may respond better to a simpler CTA. You could also use, “Contact Me About Your Plan Options” to encourage them to fill out a form to start the conversation. Other examples include:

  • Questions About Your Plan Options?
  • Contact Me For Information About Medicare Changes
  • Contact Us If You Have Questions About Medicare

Get Help – As changes and new plans are released each year, it’s almost a guarantee that your potential clients will be overwhelmed. Your clients–and potential clients–need to know they can easily contact you for answers.

Include text explaining the problem and present yourself as the expert by providing the number of years you’ve been in the industry, or reviews from previous clients. Visitors will feel compelled to click to see the resources you recommend.

Encouraging Clients To Book an Appointment

Get StartedAfter introducing the options available to your audience, this will help prompt them to take the next step to claim their choice. This is similar to “Get Help”. This phrase gives them assures that you will be there every step of the way.

Check Availability – If you mention the option for scheduling an appointment in the paragraphs preceding this CTA, clients will know they can immediately click to make an appointment. This option is lower risk than “Book Now!”, allowing them to view the calendar you’ve set up or make a phone call to speak with someone who can set them at ease.

Set Up A Consultation – This option works best on a page that’s at the end of a digital journey. For example, lead clients through a path on your website while providing education along the way. If your clients have traveled to the point of filling out a form, they are more likely to take this step as they have been saying yes in smaller increments along the way. This helps filter out clients who may not be ready to sign up for a plan, saving you both time.

 

Tailored calls-to-action are essential for insurance agents to increase their potential leads. As long as these CTAs follow CMS guidelines, when paired with text that describes either a problem or a solution, a call to action will take the client on a journey from not knowing what to do to the button that guides them to your desired action.

Fidelis Consultants is dedicated to helping you succeed in all aspects of your business. If you need help or want more information about what we can provide, please contact the local Sales Director for your region.