Why do you need a compelling Call To Action (CTA)?

Brands must understand that any piece of content they publish reflects a piece of who they are. Typically, content is published with a specific goal in mind. When this goal is achieved, we usually refer to this as a “conversion”. These conversions are largely influenced by a Call To Action(CTA) and as the term suggests – you are asking your audience to complete a certain action to move them down into the sales funnel.


Now, you may be wondering, why you would need a CTA, and which CTA’s have a higher conversion rate and so forth. These questions can be daunting, however, with a clear content strategy and clear objectives at hand, it can be simplified.


Now let us first understand the importance of a call to action. There are a myriad of reasons why a brand would integrate a call to action on to their ads, posts, newsletters and so forth and there is a really good reason for this. A call to action simply tells your audience what they should do succeeding the content they just consumed. To bring this into perspective, imagine;


You own a software/platform that solves a specific problem for your target audience, however, you do not have any users yet. You decide to run ads promoting your software with taglines only pointing out the benefits of using your software. This runs the risk of not being clear of what is required from the audience. Instead, think of the same idea, however, this time you make it a point that you include a call to action that tells you audience all they need to know and what they should do after reading your ad. You can also take it a step further by including rare access to features/functions not usually offered on your standard plan.  This can be in the form of asking them to sing up for a free trial/demo or download for instant access to X and so forth. This way of providing a call to action with access to a rare function/feature hinges on the Fear Of Missing Out(FOMO) further driving clicks that lead to conversions.


CTAs are more than just a button users click, they are a powerful tool you can use to drive conversions and exponentially grow your Return On Investment(ROI).


Tips for creating compelling CTA


Be direct and specific

Don’t be shy when it comes to CTAs. Some people soften their language to avoid being pushy, but CTAs should be strong and unapologetic. When creating a CTA, it’s important to use actionable language. This means you should use action-oriented words to encourage users to click like “shop,” “join,” “sign up” or “click”. Your call to action is there to convince them to take action as the term suggests. Be upfront and clear about what you’re asking. Be direct and specific. Make the action as easy as possible that missing it is as comparable to leaving money on the table.


Make it pop

Where the CTA is positioned is important, as well as the space around it. Don’t surround your CTA with lots of clutter or it may get lost. Colour, shape, size, and typeface are all important too. Your CTA should be the most noticeable element on the page. A contrasting colour will attract the reader’s eye. Setting your CTA apart from the other elements makes it more noticeable and gives it more importance in the eyes of your visitors.


Create a sense of urgency

Create a sense of urgency with messages that encourage people to take action. You can use words or phrases like call now, hurry, limited offer, call now. However, be honest and up-front. Ensure that the words or CTA you are using do not mislead users. Remember no one wants to feel misled. This tactic will help evoke fear of missing out emotion in the target audience.


Final Thoughts

To ensure your CTA is successful, think about the goal you want the CTA you are using to accomplish. Your CTA needs to encourage users to move in the direction you want after consuming your content. Remember, one of the best ways to make sure your CTA accomplishes your desired goal is to ensure you are targeting the right audience with each piece of content and CTA you produce.

Pearlmar Chauke