You’ve formed a marketing strategy
, written great content
(with carefully chosen keywords, thanks to your keyword research
), but there’s still plenty of ways to increase sales conversions. To do this, you’ll need a clear Call to Action (CTA). Creating a Call to Action is fairly simple. Many websites leave out a Call to Action because they’re afraid it will seem obnoxious or annoying to the customer. And besides, it’s completely obvious that the interested prospective client already knows what they should do next, right? Wrong. What may seem obvious to you, may not be as obvious to them. This is where the Call to Action comes in. Call to Action is a marketing term that refers to the next step the marketer wants the audience to make.
Calls to Action and Their Many Uses
The most obvious use of a CTA is to get a potential customer to make a purchase, but there are plenty of valid uses for a CTA. You can use a CTA to not only make a sale but move the audience closer to becoming a customer. For example, a CTA can:
- Build your email list
- Bring in more newsletter subscribers
- Lead to a consultation
- Expand your social media following
- Direct them to more of your content
- Lead them to a similar product
How to Create an Effective Call to Action
An effective Call to Action is a statement designed to get an immediate response and direct the end-user to the next step in your marketing strategy. The best Calls to Action:
- Are clear and concise; CTAs shouldn’t take up too much space. It’s recommended that they be no longer than 35 characters.
- Clearly communicate what you are offering; don’t just say “sign up for our newsletter!” Readers aren’t going to want to read a newsletter unless there’s something in it for them. Tell them what subjects you are offering, and how the information will help them with their problems.
- Take advantage of the fear of missing out; promote limited-time offers. Give them a reason to act right now!
- Reiterate your unique selling point; are you cheaper, faster, better?
Use Compelling Words
The most effective CTAs use action verbs and emotion-provoking words. Luckily, you don’t have to reinvent the wheel here. If you’ve spent any amount of time on the internet you’ve probably seen CTAs with these words. Here is a handy list of effective words and phrases to use in your CTA:
|eCommerce||buy, shop, order, save, add to cart, view|
|Newsletter||download, subscribe, join, sign up, refer|
|Expanding Social Media||follow, subscribe, share, like|
|Service||subscribe, sign up, try, get started|
|Non-Profit||donate, volunteer, adopt, support|
|Requesting Information||Call, fill out a form, find out|
|Freebies/Giveaways||click here, download, get, claim|
Placing your CTA on Your Webpage
Every page of your website, each sales conversation, every article or piece of media you produce should have a clearly defined CTA present. Make it easy to find. Strategically place it above the fold, where it can be seen without scrolling. Place a CTA on the first page of your site. Common locations include in the navigation bar, in the margin, and above the footer. Don’t use CTAs in excess. Too many CTAs will overwhelm visitors and just looks desperate. If you have multiple objective CTAs, say you are trying to sell something and promote your product newsletter, prioritize your main objective, selling, first. Once they have purchased something it is safe to offer a newsletter sign-up.
The Benefits of Call to Action
A well-put-together Call to Action actually improves the user experience as it helps them do what they were already interested in by taking out the guesswork. Leaving out calls to action means losing prospects and money. For more on improving the user experience on your website, check out our post on tips for effective web design
. (See what we did there? That’s a Call to Action to view more X(US) Hosting content!