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A call to action (CTA) is a part of any kind of sales copy and it comes in many shapes and sizes. Whether you are trying to convince your readers to buy a product, join your mailing list, or even just forward the e-mail to someone else, you will need a great call to action if you want people to actually take that next step.

Writing an effective call to action can be tricky, you don’t want it to sound pushy or salesy but at the same time, you do want it clearly to state what the reader should do next.

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Here are 10 tips to help you write a better CTA

  1. Make It Clear and Concise

When writing a CTA, use words that are specific and clear. It should describe the intended action accurately and concisely so that readers can get an idea of what they need to do immediately from reading your CTA. Avoid using vague language or jargon, as this will be confusing for readers. Additionally, it’s important to keep your CTA short and sweet; too much text can be overwhelming for readers and may cause them to lose focus or ignore the message altogether.

  1. Utilize the Power of Urgency

Including a sense of urgency in your CTA is an effective way to encourage people to take action immediately. Phrases like “Now,” “Today,” and “This week” can help to motivate readers and incentivize them to act quickly. Additionally, offering a limited-time discount or bonus is another great way to create urgency and drive conversions.

  1. Focus on Benefits

When it comes to crafting a compelling CTA, the focus should be on what’s in it for the reader. In other words, you want to make sure that readers understand how your offer will benefit them if they choose to take action. This can include anything from special discounts and deals to improved customer service or a better overall experience.

For additional impact, you can also consider highlighting any exclusivity involved with the offer. This could mean limited time offers, access to exclusive content or memberships, or even something like an invitation-only program.

  1. Make Sure Your CTA Is Visible

Clearly distinguish your call to action from the rest of the content and make sure it’s easy to find when visitors land on your page. Use design elements like contrasting colors, arrows, or graphics that draw attention to it. If a user can’t find your CTA, they won’t be able to act on it.

  1. Match Words with Visuals

Use visuals to reinforce the message of your CTA. For example, if you’re asking users to “Subscribe now” then include a visual of a button with that phrase on it. This adds an extra layer of communication that can help encourage action and make sure users understand what they are supposed to do.

  1. Set a Deadline for Responding

Short-term deadlines can create a sense of urgency and motivate people to act faster than they would otherwise. Include an expiration date when possible, as this will give your readers an incentive to take action sooner rather than later.

  1. Provide a Way to Respond Quickly and Easily

Make sure there are multiple ways in which people can respond – email, phone, website form etc – and that the process is streamlined so it’s not too time-consuming or complicated.

  1. Follow Up

Once someone has taken action on your call to action, make sure you follow up with them promptly and thank them for their interest in your product or service. This will encourage further engagement and help solidify relationships with new customers.

  1. Test Your Call to Action

You should always test your call to action to ensure it is working properly and is driving the desired results. Try different versions of your CTA, such as changing the wording or color. Make sure to measure the performance of each version and use the one that performs best. Also, consider A/B testing your CTA to see what works better for your audience. This will help you optimize it for maximum engagement and conversions.

  1. Track the Performance of Your CTA

This could mean setting up analytics software on your website or using tools such as Google Analytics or Hotjar. By monitoring the performance of your CTAs, you will be able to identify what’s working, what’s not, and what could be improved. Tracking the performance of your CTA will also allow you to determine which CTAs are most effective at driving conversions and are worth investing in further.

A global team of digerati with offices in Washington, D.C. and Southern California, we provide digital strategy, digital marketing, web design, and creative for brands you know and nonprofits you love.
 
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