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Mandatory - Don't forget 'Calls to Action'

Updated: Mar 2

by Bonnie Chomica


Calls to Action – help your reader take next steps


Do you leave people on your website, blog, or email waiting for more? Are they just hanging there thinking about ‘what do I do now?’


When you present content to your audience whether it’s on your website, brochure, email, or any marketing material, your reader will look for the next thing you want them to do. It’s up to you to give them direction on what that is.


That’s a Call to Action, or CTA.


Why do you need a Call to Action?


CTAs are a form of communication that help move readers to take some form of action. Let’s dive deeper into what they are and how to make them effective.


A Call to Action could be a colourful button, a link, or even just text.

  • “Discover more now” – a button on your website, or landing page

  • “Read it here” – a link in your email newsletter pointing to your blog post

  • “Visit our website at yourwebsite.com” – in a direct mail or brochure.

Basically, you want people to take action. Not necessarily to buy now, but even just to contact you for more info. That's a CTA.


Don’t leave people hanging after reading your content – lead them. Tell them what to do next.


Let’s look at some ideas and examples.


Benefits

Before someone clicks on a CTA link or button, it is usually preceded by some kind of benefit. Why would they click?

  • Will the next step take them to something that will: improve their romance, get better results, make their hair shine, etc.

  • The CTA comes after you’ve provided what’s in it for them. What is your value proposition for the reader’s benefit?

  • Progress them to the next step in your sales process - Call today to schedule a free estimate/consultation


Language

Clarity is the goal with Calls to Action. Make your language simple and easy to read.


Use verbs, action words – buy, shop, download, subscribe, donate, send it now

  • Instead of “Our e-book on dog grooming tips is now available” Try “Download the grooming tips now”

  • Using the verb ‘download’ and rearranging the words shortens the CTA, and there is a sense of urgency – do it now.


Excitement, enthusiasm. If your CTA exudes enthusiasm, it should instill that in your reader also.

  • Buy now and get 50% off

  • Plan your Dream Trip today!


Try an element of urgency, scarcity

  • Last chance, sign up today

  • 3 days left, Book now

  • Register before all spots are gone


Make them personal – not just ‘Subscribe here’.

  • Educate me

  • Take me there

  • Yes I want x

  • Give me the report


Make CTAs readily visual – button or link – colourful, bold, prominent on the page. If they are scanning and are already willing to get more info, they’ll scan to the CTA and click with enthusiasm when they see that verb!


Set Expectations

What is going to happen when they click the link, or call? What are they going to get? What will they have to do next?


If they just read your blog post, then that is the end of that particular audience event. If you have multiple steps for them to follow, say to register for a workshop or a program, then set them up one step at a time.


Here’s a simple process example:

  • “Register Here” (button) – This will take you to a registration page to fill in your details

  • After completing the registration form – “Check your inbox for an email confirmation”

  • After they receive email confirmation – “Visit our Facebook Group to connect with other members”

The Calls to Action in this example take your reader one step at a time. By telling them what to do next, you are actually building a relationship with them through your communications.


Final Thoughts

That’s an overview of what Calls to Action are all about. It can get more complicated the more sophisticated your marketing and sales funnels are, but the basics apply throughout:

  • Action verbs

  • Simple language

  • Be clear on what they get

  • Include benefit

  • Suggest urgency /scarcity

  • Use them everywhere

I’d love to hear your feedback on this info. If you have any comments or questions about CTAs, leave them in the comments below.


Or book a 15-minute Discovery Call to dig deeper.


Portions of this post were previously posted on MarketingDoneWrite.ca

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