What is a Call-To-Action and Do You Need One?

What is a Call To Action

Let’s take it from the top. In its simplest form, a CTA, call-to-action, is a way to communicate and urge your viewer to take action or some kind of next step.

CTA marketing helps gain agreement and encourage buy-in to some concept/service or product you’re showcasing. 

Since you aren’t having a real-life, in-person conversation, the digital convo automatically ends once a person finishes reading your content. 

...Unless a CTA bridges the gap to the next step of the interaction. A CTA is a vital part of the online rules of engagement that keeps the discussion and relationship moving forward. 

CTAs always accompany sales copy and ads. The ad copy would be incomplete if it didn’t usher the consumer to learn more, buy now, or find out how —to name a few. What if you see a killer discount for 45% off sweaters but can’t find the coupon code or how to purchase? Frustrating if you can’t locate the next step, right?

Not to mention, a call to action can piggyback any content you create. It’s a way for you to serve your potential buyer by allowing them to find out more by self-selecting that option. Calls to action also encourage engagement, which builds relationships and community.

Knowing this, including CTAs in your content, should never feel cringy to you. Think of it as a natural part of your interaction

How can a CTA work for you?

Calls to action can be revenue drivers.

They close the deal or move a prospect forward in the buying process. 

You can use urgency and scarcity in your CTA copy to promote faster action.

Calls to action drive traffic to your website (an indirect revenue driver).

The more traffic to your website, the more buyers you get, patients that book with you, or purchase services and products you sell.

A website call to action can be in a button or link.

CTAs build your audience on social.

Having a CTA on your website requesting a follow helps grow your following on social channels. And once you have an audience on social, you can start interacting with them in your captions and comments.

[leave a comment] [share your experience] [has that ever happened to you, let us know in the comments] 

A newsletter CTA asks readers to sign up to start receiving communication from you.

Once you have subscribers on your list, you can add CTAs in your emails that direct people to your website, blog, sales page, and product pages.

Try, “read more on the blog”, “check out these products we’ve picked out for you”, “limited time discount”.

You can also encourage sharing and following on your website, email, social and video or podcast via a call to action.

Use CTAs to request reviews on services, treatments, products, and podcasts.

Try things like, “head here to leave a 5-star review”, “love the product write us a review”, and “please share your experience here”.

When consumers react and respond to your CTA, it gives you feedback. Whether it’s more sales, more sign-ups, shares, and comments, a CTA is a digital way of saying, “can I call you later?” 

“here’s my number, text me when you’re ready.”

“so what’d you think?” 

“how’d your service go?”

How to write a CTA

As you’re learning, CTAs are appropriate in almost every form of communication. ✔Effective CTAs are clear and specific for the action desired. 

✔Put them in buttons or hyperlinks. 

✔The idea is for a CTA to be visible and direct with action words. It’s a great time to add a little personality too. 

✔Add excitement with an exclamation and focus on the value of a product or service is free. 

✔Highlight ease of use and include motivational words that encourage the buyer to see themselves winning or moving forward. 

✔Words like Risk-Free trial helps remove barriers and uncertainty. 

✔Whether it’s in a hyperlink or button, make sure your CTA pops. 

✔Use bright, contrasting colors that lead the eye exactly where it needs to go.

✔Try to make it a simple 1-step process —obtaining the goal with 1 click. 

Eek, don’t forget to optimize for mobile. If the button doesn’t show up on a mobile screen, it becomes an annoyance for the potential buyer/shopper. As soon as they leave your mobile site, their likelihood of returning is slim. Ensure the button is accessible and functioning.

Did I answer them? All your most pressing questions about CTAs? Let me know in the comments if this was helpful!

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