Generating a Call to Action

The online business dictionary defines “Call to Action” as Words that urge the reader, listener, or viewer of a sales promotion message to take immediate action, such as “Write Now,” “Call Now,” or (on the Internet) “Click Here.”

A retail advertisement or commercial without a call-to-action is considered incomplete and ineffective. Therefore every time you are writing content, reviewing your website or creating a landing page, it needs to have a call to action.

Just think about how long it takes and how difficult it is to get a new customer or client. You manage to get them to go to your website and they end up losing interest because your website didn’t tell them what to do – There was no call to action!

Examples that work:

It is important to think outside the square and try to aim for something better than just using “Click here” so that you encourage your reader to act.

“Music for Everyone” This is used by Spotify so that people then hit the download button.

“Your Stuff, Anywhere” This is used by DropBox so that people then hit the sign up button.

How to create your CTA

It is not just for e-commerce websites – any website will have an objective. Your call to action will complete this objective.

  • What are your ideal client’s pain points and how can you engage them with your call to action?
  • Identify your client’s problem and provide them with a solution.
  • What is the reward for completing a CTA – e.g. sign up and receive a free e-book
  • Limit the choices people have on your website
  • Always be pointing your website visitors in the direction where you want them to go
  • Use active language – Call, Buy, Subscribe
  • Use urgent language – Limited number, Limited offer, Expires soon, Order now to receive a free gift
  • Ensure the placement is high and central to the page
  • Have free space around your CTA so viewers are drawn to it
  • Highlight the CTA through colour, font or size
  • Aim to direct your website visitors with every page of your website, so they do what you want them to do
  • If you are asking people to subscribe, limit the amount of required information. Perhaps just an email address alone is enough.

There are lots of ways to help your ideal clients take the next step towards working with you. Always be considering your business from their perspective and always be looking to improve your content.

What are some great “Call to Action” slogans that you can recall from your favourite brands?

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