woman browsing an online store

Writing a Call to Action: What You Should Know

As consumers become more tech-savvy and selective in their purchasing habits, marketers need to step up their game and find ways to compel people to move from spectators to buyers. Your brand might have an in-house marketing department or enlist the help of a reputable digital marketing firm or SEO services agency.

Whichever it is, an effective and compelling call to action (CTA) is necessary for the success of any digital marketing campaign. These skilled marketing specialists may help you get your website found, but your website needs to be the best it can be—with a killer copy and CTA—so that you can effectively turn your leads into sales.

What is CTA?

A call to action, also known as CTA, is a short piece of copy or written work that was laid down to get a visitor to take the desired step—like availing of a service, subscribing to a newsletter, or purchasing a product. It is also a short written piece that directs a visitor to click a link. CTAs usually come in the form of a banner, pop-up box, or a button on a web page.

Here are some tips for ensuring that your CTA moves your audience from visitor to customer.

Make it catchy and concise

Research both old and new finds that web viewers scan web pages or skim through them; they don’t necessarily read everything on the page. A series of studies that span over 13 years found that this behavior remains constant, even as web design grows in sophistication and aesthetic.

For this reason, your copy or CTA need not be the length of a comprehensive blog post. It just needs to be concise (meaning it has every information your reader might need to know) and catchy (meaning it is appealing, unforgettable, and gets their attention quickly).

Make it an imperative

The whole point of a CTA is that you want your visitor to choose a specific path or to do something. They will be more inclined to follow where you lead if you use an authoritative—but not bossy—tone. Use action words like “join,” “shop,” “subscribe,” or “click.”

man typing

Be persuasive

Now is not the time to pretend to be “chill” or to play hard-to-get. Effective copywriters know how to use language so that they can persuade customers in the direction they want them to go. You can do this by emphasizing value and benefits over the features and specifics of your product and services. It’s all about creating a value proposition or one that makes your audience feel like they are investing in something worthy. Some incentives include lower prices or anything that can help them save money.

Establish a sense of urgency

Good CTAs have a sense of urgency in them. Some phrases include “limited time offer,” “buy one take one,” and “until supplies last.” You can also incorporate some form of a ticking clock to help create a sense of FOMO or “fear of missing out” in your reader.

Make them feel like the choice is low risk

One thing that might turn your audience from following your lead is if they feel like the risks of doing so are too high. An excellent CTA manages to convince the reader that they are gaining something of high value without risking too much. You can do this by using a zero-pressure strategy—it’s simply providing your reader with the opportunity to learn more about what you have to offer, instead of them having to commit to anything too expensive or long-term.

Complement good copy with excellent design

It won’t matter how well-written your CTA is—if the web layout is poorly designed, you lose your audience. Make sure that your CTA button pops out by using a white background and a vibrant color for the button. Ensure that the fonts are easy to read through whatever device, whether it’s a laptop, smartphone, or tablet.

Give them a reason to choose your desired action

A good landing page offers value and benefits to its visitors. Give your audience a clear reason they should subscribe or purchase, and show them what value they will get from following your lead. One good example of a brand using a value proposition is Apple’s “the experience is the product” tagline.

Your landing page and its content can make or break a visitor’s desire to engage with your brand further. Don’t leave everything to chance—partner with an agency that knows the best strategies, write the most compelling CTA, and give your visitors-turned-buyers the best customer experience of their lives.