A call-to-action (CTA) does exactly what it says on the tin; it calls the reader to take a specific action.
The CTA will characteristically be presented in the form of a line of text, an image or a button and it will lead the customer through to a specific web page in order to carry out a defined action. The CTA will typically encourage the user to do something such as sign up to a newsletter, download an e-book, purchase a particular product or subscribe to a service.
Call-to-actions are key for directing your traffic to a specific location on your website or persuading them to complete a prioritised action, but the all-important question is:
How do you get readers to engage with the CTA?
Here are 7 steps to help you see clicks and conversions from your call-to-actions!
Be clear
One of the most important points is to ensure your call-to-action is simple, clear and concise. It should be obvious to the reader exactly what you want them to do and your CTA should offer a link or steps, making it as easy as possible to carry out the action.
Stand out!
The reader needs to be aware of your CTA so make sure it’s attention-grabbing. This could be something as simple as using a bright coloured button, or you could develop a creative design to create greater visual engagement. It’s also important to consider the placement of your CTA on the page. Don’t make the reader hunt for it!
Clutter is counterproductive
Embrace the white or ‘empty’ space around your CTA button or link. If the page is too cluttered with text and images or you try to include too much information, you may find that the call-to-action is lost amongst the other content.
Give them a reason to click
It’s important to highlight what the reader will gain from carrying out the action. Consumers are discerning and won’t click on just anything! Be sure to communicate the value they will receive from carrying out the desired action. You could even offer a freebie or special promotion if they do complete the action.
Mind your language
Use active or urgent language in your CTA to motivate the reader to take immediate action, rather than letting them click away and disengage with your business. It’s also important to consider using positive, not negative language. The wording should encourage and inspire the reader to take action (such as discover, learn or gain). Avoid language that suggests effort or work to carry out the action.
Always include a CTA
Wherever a potential customer may be on your website, there should be a CTA. The actions can vary depending on the webpage or type of content they are viewing, but every area of your website or piece of marketing should be an opportunity to convert.
Don’t forget the journey
Once you’ve perfected the copy, design and location of your CTA, it’s crucial that you consider the surrounding content and the process once the reader has clicked through. The neighbouring content should give context to the CTA and lead the reader towards it. Once the reader has clicked on the link, it must be easy for them to carry out the action. Ensure they are directed to the appropriate webpage and have all necessary information available.
A great call-to-action can be the difference between a conversion or a lost prospect so it’s worthwhile to put some time into developing an effective, engaging call-to-action.