What is a call to action?
A call to action, or CTA, is a prompt for your audience to take the next step.
For example, if a potential customer is on your website reading about your services, you want to encourage them to move forward by contacting you or scheduling a meeting.
Though it might seem obvious that someone interested in working with you would need to get in touch, having a call to action makes it easy.
Why is a CTA important?
You might assume that if people want to get in touch that badly, they’ll dig through your website to find out how. So many people think that having their contact information in their header, footer, or even a contact page is enough.
The reality is most people are lazy and won’t take the time to search. Adding a call to action makes for a smoother user experience because you’re providing them with information when and where they need it.
When would you use a call to action?
We’ve already talked about using CTAs on a services page, but it’s also really important if you are selling products online, as you want to encourage people to “buy now!”
But CTAs are not just about sales. They can be used throughout your website, especially on pages that draw people to your site, like blog posts.
While someone may not be ready to hire you after reading a blog post, they may be open to hearing more from you in the form of an ebook or a webinar. That’s why using CTAs to guide people to a lead magnet is an effective way to grow your email list and kick off the sales cycle.
Tips to Create the Perfect CTA
Keep it simple
Tell your audience exactly what you want them to do, for example “Sign Up Today” or “Download Now.”
Make your CTA clear and concise!
Highlight the benefit
Are you offering a discount? Should they contact you because your services will help them save time? Or maybe, you’ll give them a free instant download when they enter their email address.
Whatever your desired action is, making the incentive apparent can help push your audience towards converting.
Don’t let it get lost
For longer content or key pages on your website, you can maximize your audience’s engagement by including more than one call to action. Just be strategic about it!
A well-placed CTA in the middle of your content can:
- spark interest
- make it clear what the next step is
- offer an extra opportunity for a conversion
Just make sure it fits naturally and makes sense in context.
Make it bold
People tend to skim and scan on the web, so a link within the text can get lost. Make it easy-to-see and inviting by using:
- Eye-catching buttons
- Colorful banners,
- Pop-ups
Using creative phrases can also be attention-grabbing and impactful. For example:
- “Start your journey and reach out today,” can evoke a feeling of hope or excitement
- A button that says, “Make a Difference Now,” creates a sense of urgency.
As long as the phrase you choose fits your organization’s image and goals, it can help offer a taste of your personality and nudge your audience to follow through on your CTA.
Example of an Effective CTA
Here’s an example of how we insert a call to action on our blog posts:
Why it works:
- The banner stands out from the background of the post and features attractive design elements.
- Clear call to action for folks to enter their email addresses with an incentive (Hello reputation boost & topical authority!)
- Creative button text that captures our brand’s personality.
- An additional contact CTA is hyperlinked in our post, so no one has to dig.
- Most important? When someone enters their email address, it allows us to begin a relationship with them, bringing us one step closer to gaining a new client.
Now, it’s your turn to craft a great CTA. And hey, if you need help, feel free to drop us a line. < see what we did there?
