As an integrated marketer, you’re a master of words who can conjugate like nobody’s business and you probably know a thousand ways to say “quality.”
Well, forgot about them.
Effective calls-to-action (CTAs) are all about short, unambiguous commands that move a potential customer across your website and down the funnel. The CTA is your opportunity to tell your customer exactly what to do, and it may be the most important thing on your website.
Here’s your cheat-sheet for writing CTAs that get your audience moving.
Focus On One Thing
If you’ve laid out your customer journey from email or search to your site, then you probably have a series of steps to take your customer through education to the acquisition. You eventually want your customers to go through all of these phases, but your CTA should focus on doing one thing, and one thing only: getting them to the next phase, be that signing up to download a white paper, entering their contact info, and eventually, buying.
It may seem counter-intuitive to give you customers fewer options, but in your CTA—and indeed, your whole digital customer journey—instead of confusing your customer with dozens of options, lay out one choice at a time. Include a phone number, a contact form, or an email address, but not all at the same time.
Switch Up The Language
Don’t give your readers déjà vu: even if they’re doing the same thing (calling, clicking, reading more), use different words to describe it.
Instead of constantly directing a user to “click here,” invite them to find, do, learn, view, or get started. Keep the language active—think verbs–and make your sentences short.
Bake A Benefit Into Your CTA
Take a look at the following CTAs. Which one is most compelling?
- See how Brand X can reduce your costs by up to 25%!
- Read more about Brand X
- If you would like to learn more about Brand X’s industry-leading safety features, click here or call us.
If you picked the first one, congratulations for thinking like a customer! The CTA should remind readers of why they want to do what you’re asking them to do.
Don’t be afraid to get a little creative. Wherever appropriate, use colorful and evocative language. And don’t be afraid to use an exclamation point (!)—they convey excitement and timeliness.
The Finished Product
It’s quick, descriptive, action-oriented, features a benefit, and conveys urgency. Now it’s your turn!