A call to action is a key element on any website or webpage that acts as a signpost that prompts a user to act and/or what to do next. A call to action makes it clear to potential customers which course of action to take next and moves the user down the sales funnel.
If you find for some reason that your leads and prospects are not taking the next crucial step in your sales process. Whether that be buying or simply requesting for more information – the problem could be due to a wrong or a non-existent call to action.
One perfect example of this is if a reader lands on a blog article on your site without encountering any clear call to action, or next steps at the bottom and during the post. Your reader will just leave the site after reading without completing any other tasks, as their job is done. This can be considered a lost opportunity.
A call to action at the bottom of a post encourages your readers to read more articles or sign up for your newsletter, among other calls to action you might make. A call to action creates an avenue for your audience to continue interacting with you and your website.
What is a Call to Action (CTA)?
A call to action (CTA) is a prompt on a website or webpage that tells a user to take a specified action. It is typically written as a command or any action phrase that is presented in button form or inserted as a hyperlink.
The most obvious use for a CTA is in sales, where you may prompt a user to Buy Now, or Add to Cart, however, calls to action can also be useful in other areas. For example, if you have products or services that may take time to encourage someone to buy, a CTA acts as a road map that can lead to a sale or even just promote actual lead generation.
A CTA can also be used to help you build your email list by prompting your audience to sign up in exchange for free resources, reports, tips, freebies, etc. Or you can keep your readers on your site by encouraging them to read more.
Why are Calls to Action Important?
Calls to Action are essential for any business aiming to convert prospects into customers or nurture existing customers to retain their business. Think of a call to action as sign a post, a signboard, or even a lighthouse that guides prospects and customers on what they need to do next on their buyer’s journey or customer’s journey, offering them a path to the thing that they need or want.
The absence of clear CTAs may cause users to struggle or see the routes to buying your products or signing up for your service. Believe it or not, people want instructions and expect them. It saves them time and effort looking for ways to contact you, for instance.
Key Points Why You Need Calls to Action
- A call to action is designed to acquire an immediate response from prospects and existing customers.
- CTAs help in improving a positive user experience and move them through the sales funnel.
- Calls to Action help in generating leads and building up your customer base.
- They are an essential part of turning leads/prospects into customers.
- CTAs create a sense of urgency that helps in increasing conversions.
- They can create a clear path to your products and/or services.
- They can help lead a customer to a sale.
Just if your CTA encourages potential customers and existing ones to stay engaged and continually interact with your site, then your call to action is effective and has done its job.
What have Calls to Action got to do with Sales?
Calls to action are an essential part of any business marketing strategy in getting your target market to respond by acting. It basically tells prospects and customers what to do next if they are interested in whatever it is that you offer. However, a sad fact is, that there are some business owners who do not use CTAs in their marketing and sales pitches, which results in many lost opportunities.
These new business owners assume that their prospect/s already know what to do if they are interested in learning more or are interested in buying. Some also assume that CTAs are obnoxious that only serve to annoy potential customers. However, if done right, this is not the case, in fact, calls to action give the customers the path they need to take the next step when they desire to.
Regardless of their reasons, omitting CTAs from marketing materials can mean losing prospects and money. A call to action is the finishing touch on any type of content that is your subtle or blunt way to tell your customer that they should act now should they want the desired outcome your product or service offers.
Never assume that people automatically know what to do when they encounter your ad or any of your marketing materials. You’ll have a greater chance of garnering results by being clear about what you want your prospect/s to need to do next.
Tips to Creating the Perfect CTA.
The term hook, line, and sinker are basically what a call to action is. In marketing, your CTA is that part of your ad that tells your target audience what they should be doing once they click on your PPC ad and hit your website or landing page. The best call to action is catchy, short, and gets your audience to click through.
1. Use Strong Commands or Action Words.
Start strong. The whole reason behind a CTA is to convince a person to do something. Employ authoritative language that directs people to “click,” “buy,” “shop,” or “join.” Let your audience know what it is exactly what you want them to do.
2. Provoke Enthusiasm and Emotion.
An enthusiastic CTA can trigger your audience to be enthusiastic too. You’d want to be able to elicit a strong response because of this enthusiasm. For example, Plan your dream vacation today! can get them excited about the prospect of a family vacation that makes them eager to click your CTA. Adding an exclamation point is a small yet effective element, provokes that enthusiasm and makes your CTA pop with a little extra kick.
3. Take Advantage of FOMO
This is one of the better tactics when it comes to a successful CTA. The fear of missing out (FOMO), is an extremely effective motivator. When people think they might miss out on an opportunity that may come only once, they might quickly hop on the bandwagon.
4. Give Them a Reason to Take Your Desired Action
In a nutshell, what is in it for them? This will tie in nicely with your unique selling point, or your value proposition. A great example of this is something like, Book now and gain INSTANT access today! Not only have you stated the action you want them to take (book now), but you have provided them with a reason why they should act (gain instant access).
5. Know Your Audience
A great CTA will only be of fantastic use to you if your audience can see them. Ensure that your prospects and consumers will be able to see your CTAs not only on your website or socials but ensure that they are prominently displayed on desktops and mobile devices in key areas where the eye travels.
6. Get Creative
Getting creative works because you can design your CTAs that use the same language your users commonly use, such as Shop Now & Love Your Curves Today! (Pear Collections.)
Do note that CTAs typically require supporting text to strengthen them. But once you learn how to write compelling copies with persuasive CTAs, you will be able to see dramatic conversion rates and a higher likelihood of leads/sales coming in.
Are you ready to put these call-to-action tips into practice, or want to learn more? Book for The Growth Manager’s Guide to Call to Actions Guide, gain instant access and start creating high-converting campaigns today (see what we did there??). 😊
