By TLC Marketing Consultants
A Call-to-Action (CTA) is a piece of action, usually at the end of a writing that is intended to induce the reader, listener, or viewer to perform a specific act, typically to buy or do something that benefits the company. If a CTA is done well, it will get the audience to do the intended action, leading to high conversion rates and engagement. In this blog, I will share elements to help you create compelling CTAs.
Placement Matters
One of the most important parts of an effective CTA is the placement of it within your writing. A CTA should follow the natural flow of your content to where it makes the most sense, this is commonly at the end of a writing piece or blog. CTAs don’t necessarily have to be at the end of writing, for example, if in an email, it can be towards the middle of a newsletter with a big button to direct viewers to the intended action. Ultimately, before sending or publishing writing, you should test different locations for your CTA to see where it fits best.
Clarity and Conciseness
CTAs are most effective when they are clear and concise. Conciseness is critical as your CTAs should get straight to the point and not dance around what action you want the reader to perform. A clear CTA helps tremendously to make sure the viewers understand what your CTA is asking of them and how it helps them. For example, instead of saying “click here”, which is vague, say “get a free coupon” or “start your free trial”. Clear and concise CTAs improve viewer understanding and guidance toward your CTA.
Action-Oriented Language
Action-oriented language is a great way to steer viewers into taking the desired action of a CTA. Using verbs such as “Download”, “Register”, and “Subscribe” are direct and commanding, prompting users to act. Avoid CTAs that suggest actions to viewers, a good CTA is very direct and gives strong order to readers rather than just suggesting an action. “Discover More”, “Sign up Now”, and “Try for Free” are excellent phrases that display direct instructions and urgency.
Design to Pop
A CTA should easily be seen and noticeable within your writing or email to your viewers. If a CTA is on your email, utilizing a button that links to a landing page where the desired action is completed makes it pop off the page, especially if used with contrasting colors. When CTAs are in writing, create a separate paragraph with a header and hyperlink to the landing page, this will help direct the audience to the CTA. Overall, the goal is to make sure the CTA is not hidden and that viewers will not be able to miss it.
Emphasize the Value
Effective CTAs clearly state and emphasize the value that the audience will get from it. Users need to understand the benefits of the CTA, or else they simply won’t waste their time. Whether it is signing up for a discount, exclusive content, or even business help with social media management, the value should be obvious. For example, “Sign up now to get 20% off your first month” distinctly shows the value viewers will get from the CTA.
We Are Here to Help
Did you know that most small businesses don’t have CTAs on their website? According to Sixth City Marketing, 70% of small businesses are leaving out a CTA in their digital marketing initiatives. CTAs are an aspect of business that can be overlooked by small companies as they try to grow, that is why we want to help you. Visit our website at tlcmarketingconsultants.com, email us at in**@*********************ts.com, or call 913.904.2125 for assistance today!
