Call to Action (CTA)

HomeCROGlossary
Call to Action (CTA)

What Is a Call to Action?

CTAs are written as direction commands and action phrases. They come in the form of captivating buttons, banners, or hyperlinks for visitors to click on.

Here are some examples of CTAs that you might see online.

screenshot various buttons - call to action

Why Is a Call to Action Important?

As the owner of your website, it’s clear for you what actions your visitors need to take when they read your offer. But, for someone who just landed on your web page, the next step might not be as clear. 

Lots of potential customers will have a hard time deciding what to do next if you don’t use a compelling CTA. And that often ends with them leaving your offer and not converting.

A compelling CTA acts as a road map that guides users down the sales funnel

It helps them take specific actions by removing any doubt or confusion. And it gives them strong reasons to download your free ebook, sign up to your newsletter, etc.

How to Use a CTA?

A call to action is used throughout the sales pitch to increase conversion rates. But, where you place your CTAs depends on the type of content you create and the offer you’re making.

Marketing experts often fuse CTAs right after their testimonial or review sections. 

screenshot landing page testimonials - call to action

We all know social proof enhances trust and creates a powerful brand identity. Getting that into the visitors’ mind allows you to move them down the sales funnel easily. 

When it comes to blogs and emails, CTAs are used at the end. 

And the reason for that is crystal clear. You can’t ask someone who has just arrived to consider your offer or buy your products.

You need to catch their attention first, then convince them of taking your desired action.

What Makes an Effective Call to Action?

The effectiveness of a call to action is measured through conversion rates. You know you have a strong CTA if lots of your visitors are converting into leads.

There isn’t a universal statement or line of text you can use to convert the most. In fact, lots of overused words and phrases may cause your CTA to convert less.

Want to create a compelling call to action?

Here are some proven tips to make your CTA more effective:

1. Keep It Short

A CTA has to be clear and precise. Keep it a few words long at most. 

Use actionable verbs and direction commands to urge your visitors to act.

2. Highlight the Benefits

There’s a difference between a button that says “Download” and another one that screams “Get A Free Copy”. 

Be sure to include your proposition’s value to highlight the benefits people will get from taking action.

3. It Must Stand Out

A winning call to action stands out on its own in a page full of content. 

Leave white space around your CTAs and create a high contrast between your elements. You can also use large font sizes and bolded words to make your buttons even more noticeable.

How Can We Help?

Need help creating some persuasive CTA’s? You should contact us and we could set you up with a team that will give your users the little extra push they need to convert.

In the meantime, you could check out our training courses for up to date and effective marketing practises that will take your business to the next level!

See what we did there?