A call to action (CTA) is wording that tells your viewers what to do next. It’s the part of the copy that tells your viewers to call now, subscribe now, buy now, or directs them to do something else that leads them toward making a purchase choice. A CTA can live on a sales page, a blog post, or any page or landing page that offers something to your audience that requires them to take action to get it.
While sometimes people new to selling claim to hate calls to action, the problem is they work. Studies show that including more than just a “buy” or “add to cart” button is much more effective and for that reason, learning to craft a good CTA is something that will increase your bottom-line exponentially.
Calls to action that are on well-written and targeted content like blog posts, sales pages, and landing pages perform much better than display ads to make sales. Because of this, learning to craft words that sell, including an effective CTA, is imperative. Let’s look at a few tips to help you craft an effective CTA.
Make Buttons Stand Out
When you create a CTA, one of the first things you should think about is how you want it to look on the page. Some of that information will define how long the CTA can be, including available fonts to use to make it look good.
Use buttons that have contrasting colors and fonts that are easy to read. Remember that some of your audience may be looking at this page on their mobile devices. You want it to stand out regardless of which device the audience is using.
Use the Right Words
Using verbs that stand out and make the reader think is one of the best ways to create a good call to action. Some people like developing the words before they decide how they’ll design the page to make it look good. That’s up to you. Using words that explain what they’re buying, the benefits of it, and makes them feel safe is a good option.
Depending on your audience you can be funny, serious, or even irreverent in a call to action. You have likely seen some of those types of CTAs. Especially ones that give you a “yes” or “no” option. The yes might say “Yes! I want more traffic.” While the “no” option may say “No! I don’t care about traffic.” Your audience might think that is cute, but they might not. Always test everything.
Consider Placement
You can put CTAs on blog posts, social media posts, sales pages, landing pages, newsletter sign up boxes, and more. Where the CTA is going to go is as important as what you’re wanting them to do. You may have more space or less space to determine which words to use. Testing out different words and placement will help, too.
Know Your Audience
The process of getting to know your audience will include things like understanding the type of words they want to use to find you. Using those keywords within your CTA is going to get their attention and help them make the choice.
As you’re crafting the CTA, think about the things mentioned above and then also address what you want them to do, what’s in it for them to do it, why they should do it now, and what your promise to them is if they do it. When you get all that included, you’ll find that your CTAs are very effective.
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