What is a Call-To-Action and How Do I Write One?
Learning any form of jargon can be difficult so let’s start off with the basics.
What exactly is a call-to-action?
A lot of things can be considered a call-to-action.
- Free Trial!
- Subscribe to see more…
- Want to Get Started?
These are all common examples of eye catching CTAs.
It is literally a ‘call to action’ which calls your reader to take a specific action on your web page.
Usually, a CTA will need a direct response from the reader which gets them to interact with the content you have created.
As a nation we’re bombarded with emails, content and adverts that all aim to get us to do something. Whether that’s to sign up to a service, place an order or download an eBook.
To peak your audiences’ interest and get them to choose your brand to convert with out of the hundreds of thousands out there, our CTA’s need to stand out from the crowd.
In this blog post we will be covering:
Why Should You Use a CTA?
A CTA can be the difference between a reader and a lead.
If the world was a perfect place, every person who clicks on your blog or website would be directly looking for the services your business offers.
However, that isn’t always the case.
Sometimes, someone can stumble onto your page or maybe they’re hunting around for the best information, offer, service or product. The aim is to keep them interested.
A call-to-action does just that.
You’re looking for an article about how to build a social media strategy.
You find one on a website that peaks your interest and offers you valuable information.
It fits all your criteria and it offers all the information you need, the probability of you downloading an eBook is pretty high.
On this hypothetical website, you’ve received a pop-up form with a CTA to to download an eBook titled ‘How To Build A Kick-Ass Social Media Strategy’.
Which of course, would peak your interest – leading you to input your details in exchange for the downloadable PDF of holy information!
Now imagine, you are the one who owns the website.
You want people to click on your page, interact with your posts and download your content.
The more they read, the more they learn about your company.
When is it Appropriate to Utilise a CTA?
The short answer is, most of the time.
It should be part of your checklist for blog writing.
- Got a working title? Check.
- An eye catching introduction? Check.
- Done your keyword research? Check.
- Formatted your post? Check.
Add Call-To-Action should be high upon your checklist. By adding a CTA to the bottom of your piece of content, you are bound to get more sessions.
Infact, having CTAs on your landing pages increases your conversion rates by 80%.
Talk more about the places you could use CTA’s.
What do you want to accomplish via your CTA? Do you want readers to sign up for your mailing list? Download something? Visit a product page or landing page? Buy a product?
Decide exactly which action (just one) you want your readers to take, and then make it really clear within your CTA.
Make it compelling, make people want to click that button or link.
How to Write a Compelling Call-To-Action!
Okay, now we have established what they are and when you should use them. Let’s talk about how to write a CTA.
Firstly, your colour scheme matters.
According to this graphic, colors can impact user’s choices and purchasing habits.
Apparently blue and green are the best for advertising. Green is associated with wealth and is also the easiest colour for the eyes to process. Notice the Solution17 colour scheme..
Blue creates a sense of trust and security, optimal for businesses.
Contrasting colours work and have been reported to work best when creating striking buttons that stand out.
So whilst you’re creating your CTAs, keep your colour palette in mind.
Secondly, make your text legible.
Put it in bold, write them in capital letters, do whatever you need to do to make sure it is readable for your audience.
Nothing is worse than a frustrated reader who can’t understand the message you are trying to get across. They won’t stick around for long and they definitely won’t become a customer.
Finally, use some really powerful verbs.
Remember your tone of voice matters!
Be clear about what action you want your reader to take next.
Here are some examples:
- Sign up now!
- Download this eBook.
- Get started today!
This not only gives an urgency to your call-to-action but also, it makes it clear to the reader what they should do next.
And really, that’s all there is too it.
Call-to-actions have become a fundamental part of digital marketing.
Use CTAs in your content and on your website to keep your visitors interested and generate more leads.