If you are familiar with any kind of marketing then you are familiar with what a CTA (Call To Action) is and the importance of having a good one. However, you also know that creating a good CTA is often easier said than done. According to Hubspot, there is no one size fits all when it comes to CTAs. There are several types of CTA’s that can be used for your webpages and social media. There are CTAs for lead generation, product or service discovery, social sharing and more.
So what is a CTA?
A CTA is something that prompts your reader to do something. A Call To Action. You are calling your readers to do some kind of desired action that you have set before them, that most likely adds value to that reader. CTAs are usually found at the end of blog posts, the bottom of web pages, or even on the side of web pages. CTAs can also be in pop ups, asking for subscriptions or to download your latest e-book. You can also include CTAs to social media posts to get more click on links, driving traffic to your website.
Here area few tips on writing good CTAs:
- Actionable language: The whole purpose of the CTA is to call for an action. You want to spark an action from your readers and website visitors.The best way to do this is by using actionable language. Actionable language is much more interesting to read than passive language. It’s all about nudging them toward the desired action by making it clear what you want them to do.
- Clear Value: What value are you proposing to your reader if they click on your CTA? If it isn’t something of value to them then odds are they won’t click on it. It needs to answer the question “What’s in it for me?”
- Consistent tone: Consistency is important in any kind of marketing effort. A consistent tone will let your readers clearly perceive what your are trying to say to them. Consistency creates clarity and eliminates confusion.
- Lead Into it: You need to give your reader a ‘gentle nudge’. Supplementary copy can create better clarity for what you want them to do do and the value it will add if they do it.
- Make it easy for your reader to do: Your CTA should grab their attention and be easy to do. Make forms easy to fill. Don’t ask visitors to do anything that takes too long. If it takes too long people may not see the value of your CTA and not follow all the way through to get the end result.
- Test CTA’s: Do experiments to test and see which works best for you. You can experiment on almost all elements of the CTA. Anything from the color of your CTA buttons, to your text and images. Even the placement of your CTA can be tested to see what position best captures your audience's attention.
- CTAs aren't meant to be subtle: They aren't supposed to be in your face either. Just make sure it’s not merely a little whisper that is barely heard. Make your CTAs bold and clear.
- Use ‘You’: This personalizes the reader's experience. It adds a human touch to your business so your readers can better connect to the value you are giving them.
In all, the importance of a good CTA is enormous. However, it takes time and patience to get it just right. Don’t be discouraged when you have a CTA that doesn’t perform right away. Use these tips to improve your CTAs and run tests to find what works best for you!