When was the last time you clicked “sign up” for an offer online? Have you ever hit “share your feedback” or “book a session”? At this point, it’s likely most people have purchased a product online or signed up for a newsletter. These purchases and sign-ups are the result of compelling calls to action.
What Is a Call to Action?
A call to action (CTA) is the part of an advertisement, story, webpage, or other content that encourages its audience to act. It invites a user to take a desired action. So, that button asking you to “start your free trial” on Amazon Prime is a CTA coaxing you to click.
Persuasive writing is also full of CTAs. For instance, a non-profit organization might get people to join and share their causes through emails, newsletters, and social posts. They can invite viewers to sign petitions—with a “sign here” link—at the end of their text. If people do sign, it’ll likely be followed with a call to “share this petition” on social media platforms.
Successful CTAs motivate audiences—and can quickly turn them into subscribers, buyers, and loyal followers.
So, how can you craft convincing CTA’s? Here’s a list of five tips to help.
1. Decide what goals you are trying to achieve.
Setting goals is an essential first step. When you know what you want to accomplish, you’ll be able to do it efficiently. You may have more than one goal. Are you trying to:
- Improve sales
- Get information on your readers
- Increase subscriptions
- Encourage people to connect with your brand on social media
- Move readers to another page or content piece
2. Let the customer know what to do.
How do people answer the CTA? You will get better results by being direct: tell people what to do next—don’t assume they know. Keep the wording simple as well. Calls to action are most successful when they’re straightforward. The best CTAs are brief and use powerful verbs. They speak directly to the reader. For example:
- Explore our collection
- Reserve your spot
- Join our community
- Learn more
- Claim your offer
3. Let the customer know what they’ll get.
What is the benefit they’ll receive by responding? For instance:
- Try premium free for one month
- Call now for a free assessment
- Choose a gift when you order $35 or more
- The latest tips delivered to you weekly
For example, a realtor’s CTA might sound like: “Call now for a free home estimate.” This CTA lets the customer know what benefit they get when they call—a free estimate of their property’s value. In turn, it gets the realtor a new lead and potentially into a prospect’s home.
4. Get people to take action quickly.
Adding a sense of urgency can compel people to take action immediately. A bright sign announcing, “buy now and get a second pizza free,” is encouraging onlookers to act instantly. It’s designed to get a quick response from the person reading it. Offer a persuasive reason for a customer to respond quickly. Including a deadline can be an effective way of encouraging fast action. For example:
- Only one day left to join us at this low price
- Offer expires tomorrow
- Act before stock runs out
5. Put your call to action on all your communications.
Companies can put CTAs anywhere they know their audiences are viewing. Where they place them on a page, what color and size they are, and their contrast with backgrounds all play a part in grabbing attention. They urge people to subscribe, browse products, give information, or any other desired result.
Make sure your websites, newsletters, social media posts, and print communications have a clear call to action. Take a look at other companies’ websites and marketing materials to see how they deliver their CTAs.
Follow these tips to create compelling CTAs that get people clicking and generate more leads in 2020.