A good call to action (CTA) leads a reader to learn more about a product or service by continuing to the next step set out by the writer.
While the main content of the writing itself will either make or break a reader’s intent on using a CTA, the CTA needs to be enticing enough on its own for a reader to want to actually engage.
A CTA is usually as simple as clicking a button. Whether it’s “Add to Cart” or a “Contact Us Today,” they all lead to the reader signing up for what you’re trying to sell.
So make it attractive!
Don’t be afraid to use more than one CTA per page.
CTAs can also be worked into the writing in a fluid, discrete way so that your reader doesn’t feel pushed but still has many different ways to be led through to the next point.
Place CTAs in prominent places. Separate them from the core text so that they are in plain sight.
Make sure the CTA is emphasized so that it is not passed over.
Make it recognizable so that readers associate it with your brand.
Make it striking and interesting in its design and colors.
Be clear and concise with your words. Say what you mean, and mean what you say.
Make it intriguing – something the customer needs and wants to click on.
Use active verbs to make it as strong and motion-oriented as possible.
Communicate value – Let your readers know that they will get something worthwhile.
Provide assurance so the reader will trust your CTA – Assurances like “unsubscribe at any time” or “no credit card required” are good ways to gain trust.
With the words, design, and placement of a call to action calculated, every CTA has the power to persuade a reader to buy what you’re selling just as strongly as your writing can.
Any company, regardless of size, industry, or general marketing activity, can benefit from understanding the power of public relations.