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Graphic illustrating the value of Calls to Action with the words "If you're Going to remember one thing, it should be..."

Posted on 12/02/2020 at 03:41 PM

Grabbing the attention of someone is difficult.

People are inundated constantly with a barrage of messages vying for them to pay attention. So, when they finally latch onto a particular message, what happens next? It really comes down to one thing: the strength of the call to action (CTA).

The CTA is a foundational element to any successful digital marketing strategy. It provides an opportunity; an opportunity for a potential client or customer to go from having a fleeting moment of interest, to respond to the sales process, and result in a conversion. In other words, a great CTA acts as a lead magnet as it moves prospects down the sales funnel and helps a lead become a convert. 

"An effective call to action is quite possibly the most important thing to include in an advertisement campaign or website." - GRIP Tip

What Is a Call to Action, and Why Is It Important?

A proper Call to Action tells people what to do next. Think of the CTA as a tour guide. Tour guides are there to help you navigate or to really get the most out of the experience. Any good tour guide will be knowledgeable, entertaining, and only point out the things that really matter.

In this case, your CTA tour guide highlights products or services. So, just like an excellent tour guide, a CTA creates a better user experience.

A strong CTA will eliminate any guessing a user might have about how to proceed. Oftentimes in the world of digital marketing, CTAs come in the form of brightly colored buttons that catch the reader’s eye. With a simple click or tap, the reader can engage with the invitation of the CTA and move forward in the sales process.

Example screen grab of multiple calls to action

Can you identify the two "Calls to Action" above?
 

By utilizing CTAs, customers or clients are plainly given the next step and do not need to problem solve. People expect CTAs to be on a page and look for them. Using them is both good for the customer and good for business.

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Not All CTAs Are Created Equal

While a CTA has the potential to be a powerful and effective marketing tool, it does take some crafting to perfectly fit into your content marketing plan/marketing strategy. There are a few things to consider when it comes to creating a rockstar CTA for the target audience: placement, design, and copy/text.


"For your CTAs to work, two things need to happen. First, visitors need to be able to spot them without any effort. Second, visitors must instantly know what they do."

-Tim Ash, CEO of SiteTuners

Global Reach Graphic illustrating various Calls to action on a website

Placement

Remember that the CTA is like a tour guide. So, when they show up, it should make sense where they’re located and what they’re suggesting the target customer do next. Every landing page on a site should have them, too – give users the opportunity to engage! It’s also okay to have more than one CTA on a page, but they shouldn’t compete because a user with too many choices will tend to make no choice at all.
Finally, make CTAs prominent, receiving maximum attention. Typically, marketing tactics like CTAs will do best when placed in headers, side-panels, or at the end of a page, article, or post.

Design

Remember that oftentimes in digital marketing, the CTA is a button. Creating something that is recognizable, well-defined, and striking is important. Although you may not be an expert in design, with a little online searching you will find plenty of helpful articles to give some direction.

Copy

There are a wide variety of ways a user may be asked to take the next step in the process. Some of the most common kinds of text used on CTAs include:

  • Buy Now

  • Read More

  • Call Today

  • Subscribe

The problem with the above examples, however, is that they don’t clearly communicate the benefit of engaging. Why should I be convinced to take an action? Instead, utilize stronger language that truly motivates and clearly communicates value. For example, try something like:

  • Add to Cart – Save 25%!

  • Get Your Free E-Book

  • Call Today for a Free Consultation

  • Get More Tips

Whatever the ultimate goal is of a business to move a lead from the top of the sales funnel to the bottom of the funnel, CTAs are must-have marketing tools.

Get to Calling for Action

Creating effective content that grabs the attention of customers is essential for any business. Perfectly utilizing a call to action demonstrates a masterful understanding of marketing and why conversion rates and click-through rates matter. Guiding users through the sales funnel using inspiring CTAs is a must-do for marketing goals.

Ultimately, if there is only one thing you remember… call to action buttons are the most knowledgeable, helpful, and entertaining tour guide, providing memorable experiences users will want to talk about.

One Final Tip...

Good calls to action also help improve your Search Engine Optimization (SEO), as they provide effective cross-links, increase Click-Through-Rate (CTR), and drive conversion! It's okay to have multiple calls to action to meet multiple marketing goals. For example...


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