CTA (Call To Action), or tiny copy as I like to call it, is what prompts your readers or customers to take action.
CTAs are often ignored or forgotten during content development. However, one of our tips for writers in 2020 is to begin paying close attention to this tiny copy because it can turn your entire blog around!
Why Are CTAs So Important?
You can read the entire article, and at the end of the day, you will only remember the Call to Action.
- CTAs and revenue go together. Think of CTAs at the door that will open the next stage in the buyer’s journey, bringing your client closer to purchasing your product or service.
- CTAs are a clear instruction to your consumers about what they need to do next.
- CTAs are wanted and expected by your audience. Do not let them down! For example, many people who are reading your blog want to subscribe to your alerts. They expect to see a Subscribe button (a clear CTA) at the bottom of the page.
- CTAs can showcase your company’s personality, boost your sales and help you become very popular.
Part of our tips for writers in 2020 is to learn the art of using CTAs as soon as possible, and begin deploying them on your website.
What Are the Most Common CTAs?
No matter what type of website you are running, whether it’s a blog, e-commerce, non-profit or simply an informational site, CTAs are critical as they help your audience navigate to the next important step of the process.
Some of the most important CTAs include:
- Sign up
- Learn More
- Get Started
- Free Trial
- Try it For Free
- Join Us
- Join the Community
- Get Access
- Create a Profile
- See More
- Get it Now
- Show me More
The list is endless, but a good CTA is usually a tiny clickable copy that takes your user from the hand and shows them where they need to go.
You can keep it super professional or experiment. Depends on your branding guidelines and your company’s personality.
Content in marketing has as a main objective to convert your readers to consumers.
Keeping this in mind, you can understand why CTAs are the key to high performing content.
What Makes a Good CTA?
It is easy to just throw one of the common known CTAs at the end of our article, or on a website. However, there are components that we need to take into consideration if we want to harness the power of a good CTA.
Of course, the overall content of the website or the article is important.
Assuming you held your readers interest in place and now you have reached the part where you need to guide them using a CTA, there are a few things to consider:
- You might want to use a few landing pages to explore different CTAs and see which one converts the most.
- Coloring of the button or the link. Is it clear enough? Is there enough color contract between your CTA and the rest of the content to help it stand out?
- What other visual aids can you put in place to help your audience see your CTA easier?
- Is your CTA link or button placed at the right place on the page?
There are no right or wrong answers.
There is just plenty of experimenting you will need to do.
I remember a friend of mine got very creative and spend days crafting the perfect CTA for her homepage. She then launched the website and during a focus group, everyone was super unclear if they wanted to click the button or now.
At the end of the session, there was a uniform decision from everyone that a simple ‘Learn More’ would have been better.
As a general rule you need to think if you were to land on this page for the first time, does the CTA button, its placement, the colors, the message, and the overall design make you want to click it?
CTAs need to get clicks otherwise what is the point?
What Are Some Insider Tips to the Perfect CTA?
Among the great tips for writers in 2020, we sometimes reveal insider tips to help you get more from your content.
1. Place the CTA in the Middle of the Action!
Do not wait for the entire article to be done before you invite your readers to take the next step by clicking on the CTA button. Instead, when appropriate, interrupt the reading experience with a smart CTA. For example, if your article is about a concert, you can easily place a CTA button to RESERVE SEATS after the first paragraph and also in the end.
2. Personalize Your CTA
It has been observed that anything that makes the reader take ownership over their action to click, yields better results. For example, instead of saying ‘download your free copy’ you should say ‘download my free copy’. This can increase your click-through rate by 90% or more.
3. Use Small Descriptions Under the CTA
When readers know what they will get once they click, it makes it easier for them to do so.
4. Do Not Misguide Your Readers
If you need your readers to download something, then use the CTA ‘download’ and not the CTA ‘learn more’. Be as specific as you can.