A compelling call to action (CTA) can do wonders for marketers and business owners – from driving more traffic to your blog, to generating new leads, and increasing sales.
A CTA prompts your audience to do something – whether it be signing up to a newsletter, downloading an ebook, registering for a webinar or clicking through to a certain landing page.
CTAs are a great way to see how engaged your followers are – if they are listening and paying attention.
But with so much digital noise, it’s getting harder to compete for people’s precious attention. For this reason, your CTA needs to stand out.
Remember, when creating a CTA that you need to think not only about your audience and what you want them to do, but also which platform you’re catering for. The CTA on your website may vary slightly from say your Facebook Page.CTAs are a great way to see how engaged your followers are - if they are listening and paying attention. Click To Tweet
These tips will help you compose a winning CTA:
Use actionable language
The whole point of a CTA is to request your reader(s) to perform a distinct action. Using verbs such as discover, find, or explore can help intrigue your audience, and prompt them to take the desired action.
Create a sense of urgency
By setting a deadline, your target audience will feel more inclined to take immediate action. Don’t give your audience any reason to pause or think for too long. A sense of urgency creates a fear of missing out.
There’s a big difference between ‘Get it now’ and ‘Get it before midnight’.
Think about it. If you’re doing some online shopping and see an item you like that says ‘Almost gone’, your inclination is to buy it before it runs out. There is a sense of urgency.
Be clear and direct
Cut to the chase. Tell the reader exactly what you want them to do. If you want them to visit your website, tell them. Put yourself in your audience’s shoes. Make every word tell. Be clear and concise.
Have a clear value proposition
If you want the reader to take a certain action, you have to offer value. Most of us are driven to do things based on incentive – so be clear about how the reader will benefit.
A good CTA with a clear value proposition answers the question, ‘What’s in it for me?’
Evernote does this really well…
In this example, the leading benefit is that your team members will be aligned and on the same page as each other. The supporting tag line supports this by telling visitors that they can get organised and collaborate effortlessly in one place.A good CTA with a clear value proposition answers the question, 'What’s in it for me?' Click To Tweet
Use the same tone as the rest of your content. Not only does this shape the perception of your brand, but it’ll help visitors make sense of your CTA make them more likely to take the desired action.
If your blog posts use a casual or relaxed tone, your CTA should do the same.
Drop the jargon
When it comes to CTA writing, clarity is key. Avoid jargon and don’t try to be clever – your CTA could end up confusing people. Simplicity is key.
Make it easy
We have attention spans similar to that of goldfish, so carefully crafting a CTA that grabs attention and is easy to do is important.
Netflix is a good example of a CTA that gets straight to the point – it’s easy, and caters to the shortest attention spans…
I’d even go so far as to say that this is an irresistible CTA. It immediately presents the primary benefit of being able to watch movies anywhere, and quickly addresses any concerns people may have with committing to a contract. The phrase ‘Cancel anytime‘ puts our mind at ease because we know we don’t have to lock ourselves into anything. And a free one-month trial is hard to say no to.
Test different CTAs
Use A/B testing to determine which CTA best suits your marketing goals. Never stop tweaking, moving, and polishing up your CTA.
Content marketer, blogger, author and tech geek.