A critical part of marketing, the call-to-action, or CTA, tells your readers what to do next, provides direction, and helps you drive the outcomes you want from in marketing. In fact, the CTA might just be the most important sentence you ever write. The CTA runs from a business to its users. At its most basic level, the CTA is an appeal to readers. It invites them to respond, to take action, and to interact on a deeper level with your brand.
A good CTA is a conversion tool. Conversion, in the world of marketing, is getting someone to take action. Depending on your marketing goal, a successful conversion could mean getting someone to download your ebook, having a reader submit their email address, or convincing that on-the-fence customer to make their first purchase. In most cases, the CTA is a clickable button with text. If you want to boost your conversions, the first thing you should do is focus on your calls-to-action. While they come in many different shapes and sizes, CTAs can be adjusted to suit your needs, and will help facilitate virtually any action you want your readers to take.
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CTAs aren’t random or accidental. In fact, each has a unique set of factors that determine its success or failure. There are three main features to every CTA on the web:
These three things come together to determine how successful a CTA is and how well it works to convert customers. A CTA will be more fruitful if a customer can spot it easily, understand immediately what they’re supposed to do, and take the required action without too much trouble.
All this brings us to one major question: how do you design a high-converting CTA that’s ideal for your business?
First things first, customers have to be able to see your CTA. This means you have to place it in the right section on your website or landing page. Follow these guidelines as you place your CTAs:
There are dozens of ways to design a great CTA, and none are necessarily “right” for your business. Instead, you’ll need to consider your overall brand, your mission, and your customer base as you set out to design your CTA. As a general rule, you should consider the following factors as you create your CTA buttons:
The final step of creating a good CTA is to write the copy needed. This is also the hardest part. While CTAs perform better when they include a photo or a video, you can’t get out of using words altogether.
After all, prospects still have to make up their mind about how they feel regarding your brand, and good CTA copy is what helps them do this. To be as effective as possible, the text on your CTA must check the following boxes:
The CTA: it’s one of the most important tools in your marketing quiver and understanding how to use it correctly is essential to producing the conversions you want. Whether you’re creating a landing page for a campaign, driving awareness about an event, or starting a new business, a great CTA can make all the difference between success and failure. By using these tips to overhaul your CTAs, you can enjoy increased conversions, more engaged customers, and a smoother and more streamlined sales process, from start to finish.
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