5-item checklist to write converting call-to-actions
A call-to-action (CTA) is a message at the end of a marketing piece, like a newsletter, article, or website, that tells your reader or website visitor what you would like them to do next. It can be as simple as telling someone to “click here to learn more”, but if you want people to really crave what you can offer, it might be time for a CTA revamp. Here’s what you need.
1. Clarity and precision
The effectiveness of a CTA depends on the clarity of the copy. Ambiguity or confusion can deter users from taking action, while a compelling CTA conveys a clear and specific directive, leaving no room for uncertainty. It articulates exactly what your website visitor or content reader should expect when they click - a discount offer, free trial, access to exclusive content, and everything in between.
2. Persuasive language and value proposition
Language is the cornerstone of compelling CTAs. By using persuasive language in your copy, entrepreneurs and marketers can use strategic messaging that actually resonates with the audience's needs and desires. Highlighting the value proposition—what users stand to gain—fuels the motivation to act. Phrases like "Unlock exclusive benefits," "Start your journey today," or "Get your free guide now" evoke curiosity and urgency, compelling your potential clients to take action.
3. Design and visibility
Your CTAs should stand out visually, commanding attention without overwhelming the overall design of your marketing collateral. Use contrasting colors, strategically placed buttons, or a double-take-worthy design to draw the eye toward the CTA. Pro tip: make sure the CTA is easily identifiable and accessible across various devices.
4. Strategic placement
The placement of CTAs within content or on a webpage is incredibly important! They should always align contextually with the content by being at natural breakpoints (this is where your users will likely be ready to take the next step). Whether it's at the end of a blog post, within product descriptions, or as pop-ups, strategic placement can help maximize their impact.
5. Integrating CTAs across your marketing channels
Website and landing pages
Websites and landing pages serve as your prime real estate for CTAs. Each page should have a purposeful CTA aligned with its content—whether it's directing visitors to shop, sign up for a newsletter, or explore related content.
Email marketing
Emails can be effective for nurturing leads (piquing potential client interest) and driving conversions (getting them to download, sign up, buy, etc.). Compelling CTAs in your email marketing can prompt subscribers or soon-to-be ones to take action. This could be by visiting your website, making a purchase, or engaging with tailored content.
Social media and ads
Social media and advertising are great opportunities for CTA creation. Having CTAs in your social media and ad copy can significantly impact click-through rates and conversions. Clear directives and enticing language within social media posts or ads can encourage users to engage further or explore what you offer.
Compelling CTAs can help businesses stand out, and their significance just can’t be overstated! Great copy means great CTAs - which can mean better sales and engagement for your brand and business.