Regardless of what you do for a living, you’ve probably heard the phrase ‘call to action’ (CTA for short). So, what exactly is a call to action? A call to action is a straightforward instruction created to evoke a response from a user.
Call to actions are critical for the success of lots of different marketing materials, whether they be websites, flyers, or social media posts. Since CTAs are so important, many of us wonder if there’s a specific formula we can follow to ensure we write a successful one. Unfortunately, that’s not the case.
CTAs can’t be written one special way and magically work for everyone. They need to cater to their audience. You wouldn’t advertise to a middle aged man the same way you’d advertise to his teenage daughter. Do you research, figure out not only how your audience speaks, but what speaks to them. Having a thorough understanding of your demographic will make creating your call to actions much easier, and allow you to focus on the three main factors that contribute to a successful CTA.
A good call to action will be offering users something. Make sure what you’re offering is relative to your audience and is something they want or need. Coupon codes, free trials, and other freebies are common place and draw in users looking for a bargain.
If the offer is good but it isn’t clear what’s being said, your CTA is destined for failure. Have a strong, non-passive headline that’s heavy on verbs to draw users in, a complementary subhead, and concise button copy (if you’re on the web). Ensure your grammar is correct and your copy is free of any typos.
Now that you have a good offer that sounds nice, you need to make it look nice. The design of your call to action is incredibly important – it’s the first thing users will notice, and if they’re put off by how your message looks they may not even bother to read it. Focus on the colors you’re using (nothing aggressive or unsettling), the placement of your text (make sure it’s center stage and not hidden by imagery or other elements), and the sizing of your elements (type shouldn’t be miniscule and the button should be of adequate size).
If you have a good offer, great copy, and an awesome design, you’ll be right on your way to converting your users.
If you’re looking for conversion rate optimization services, consider Cynexis. We are a leading full service agency with the knowledge and know how to create effective call to actions for everyone in every industry. Contact us online or give us a call at to speak directly with one of our expert employees to learn how our conversion optimization services can help you and your business.