A call to action (CTA) may look innocent enough but don’t let those little words fool you – a well-crafted CTA is one of the most powerful weapons in your digital marketing toolkit.
Get your CTA right and you’ll notice a huge impact on your business – from more engagement and mailing list sign-ups to an increase in enquiries and sales.
But what is the best way to write a call to action that connects with your target audience and compels them to take the next step?
What is a call to action?
A call to action is a signpost to take the next step. It’s a word, phrase or sentence (often positioned in a button) that prompts your audience to take a specific action. It usually involves clicking on a link to move your potential customer towards your desired goal – for example directing them to make a purchase, fill in a contact form or make an enquiry.
Why is a call to action important?
Without a clear call to action, your audience may not know the next steps to take to purchase your product or sign up for your newsletter. Without a compelling CTA, they are likely to leave your website or social media post without taking any action at all.
Here are seven tips for writing an irresistible call to action
Stand out – use a button to catch the reader’s eye
Be concise – keep your CTA to less than five words to make it easy for the reader to decide to click eg subscribe for writing tips, let’s work together
Provoke emotion – give the reader a reason to take action by using appropriate language to evoke emotion and enthusiasm
Start with a command – use a command verb that tells the reader what to do eg claim your free ebook, join the mailing list
Use active or power words – use powerful, emotive words to encourage the reader to take action eg skyrocket your sales, book your dream holiday
Create a sense of urgency – encourage the reader to act immediately by using time-sensitive words eg claim your free guide today, book now and get 50% off
Show the value – explain what you can offer that no one else can – your unique selling point
Where to place a call to action
Once you’ve crafted your irresistible call to action, you need to make sure it’s visible.
The more places you put a CTA button, the higher your conversion rate could go up but be strategic and don’t overwhelm your audience with options so they end up not taking any action at all!
On your website, you may wish to include a CTA in a pop-up box or banner or at the end of the copy on each page of your site.
You should include at least one CTA at the end of every blog post, email newsletter or social media post you write.
You can also use a CTA to point the reader towards your other content. Direct the reader from your latest blog post to a relevant archive blog post, from your email newsletter to an Instagram guide on a similar topic, or from a social media story with a hyperlink to your online shop.
Let’s create irresistible content for your business
If you’re still feeling stuck about creating compelling content for your business, let’s chat! I can teach you how to improve your calls to action in a Copy Coaching Call or create copy that converts with a website copywriting package. Email me to find out more or to book.
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