Calls to action do just that – they call a visitor to take action on your website, in an email, on an ad and more. But there’s more to it than simply putting a “click here” or “buy now” button on a webpage. As with any marketing practice, there’s a certain strategy involved. To really make your CTAs compelling, try putting the following seven tips into action.
Make Them Visible
You’d be surprised at how many marketers hide their CTAs below the fold. Others may place them higher on the page, but fail to make them stand out. Simply put, if your visitors can’t quickly and easily get to the next step, they probably won’t and you’ll miss out on countless opportunities as a result. Tell your visitors what you want them to do in a clear, concise and compelling way and use a well-placed, eye-catching button to do so.
Use Practical Language
Don’t stuff your CTA with too much junk or use confusing jargon. If you want people to click on your calls to action, you have to use practical language that speaks to them. Think about the problem you’re trying to solve for your target audience and then communicate that as simply and effectively as possible in your CTAs.
A bright yellow oval-shaped CTA on the top of your landing page, followed by a dark red square one down below, can confuse your visitors. You should most definitely repeat your calls to action as many times as it makes sense, but you should do so in a way that is consistent, both in design and in language.
Use Command Words
Calls to action are designed to gently push visitors through the funnel to the next step, whatever that step may be. As such, you shouldn’t just assume your visitors will know what you want them to do. You should tell them and in a way that commands action. For instance, “Buy,” “Download,” or “Subscribe” are all active verbs that make CTAs more effective.
People want to know what they can expect if and when they click on your CTAs. As such, you should be as honest and forthcoming as possible. For instance, including the price of what you’re trying to sell. This adds credibility and helps to build trust. And yes, it may keep someone from clicking, but if they’re that averse to what you’re offering, they probably wouldn’t have become a customer to begin with.
Create a Sense of Urgency
Fear of missing out (FOMO) is a very real thing, and it’s something that marketers can use to their advantage. Utilizing urgent language can make visitors more likely to proceed out of fear that if they don’t, they’ll miss out on an opportunity. For example, use words like “limited time only,” “almost gone,” or “time is running out.”
Keep Character Count Low
Your calls to action should be clear enough that your audience knows what to expect, but they should also be concise enough to hold the visitor’s attention. A compelling CTA is typically in the range of 90 – 120 characters, which equates to about five to seven words.
A call to action is one of the most powerful and effective weapons in your marketing arsenal, but there’s a right way and a wrong way to go about it. The seven tips above should help you craft compelling CTAs that are more likely to convince and convert your target audience on a consistent basis.