A call to action is one of the most critical parts of any marketing message, whether it’s delivered by email, direct mail, on your website, Facebook page or any other way. A call to action should spur the customer or prospect to take the next step (call, click, stop by, download, “like,” tell a friend, etc).
Here are tips for creating strong calls to action:
• Set the table first. A call to action works best when customers are properly prepped. Start by identifying the problem (the pain), and explaining why your product or service solves it. The benefits you offer can become part of your call to action.
• Make it stand out: In a letter or text email, for example, the CTA can be in larger type, color or bold. On a website or blog it can be designed into a colorful button. Performable, a Web analytics company (recently acquired by HubSpot), has an online tool called the Super Conversion Button Builder that lets you create your own customized call-to-action button for free.
• Offer incentives. Consider a sweetener, such as a discount or free gift as a reward for heeding your call to action. For example, instead of saying merely “Join our mailing list” your CTA could be “Join our mailing list and receive a 15 percent off coupon.”
• Avoid scary terms. Instead of asking people to “register” or “subscribe,” (both can be scary), try friendlier terms such as “receive updates” or “stay connected.” Make it about them, not you.
• Keep it clear and simple. Avoid surrounding your call to action with too many choices. Keep the mental effort required by customers to a minimum. For example, presenting three action choices such as “view demo,” “get more information” and “buy now” all in the same place will likely reduce response.
• Place your CTA early and high. Small businesses typically place their call to action at the bottom of a page. The best place, however, is high on the page, and in a central place where the eye can easily see it, not off to the side.
• Use links liberally. Always link logos and product photos to your desired landing page or shopping cart. And don’t forget to label your photos with descriptive “ALT” tags. This stands for “alternative text” which will appear in someone’s browser or email if the image is not available.
• Be strategic. When creating your CTAs, don’t think in terms of a single offer or campaign. Try to create calls to action that can be part of your overall marketing plan. That way, the same ones can be used in a variety of circumstances. •
Daniel Kehrer can be reached at
editor@bizbest.com
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