7 Tips to Creating a Compelling Call-to-Action

Posted by David Murton on Wed, Mar 20, 2013 @ 11:20 AM

A compelling call-to-action can go a long way in helping you increase conversions and grow your base of leads.

However, sometimes achieving that "compelling" element of a CTA can prove arduous and uncertain. To help you improve your chances of crafting CTAs that truly drive clicks and conversions on your website, I have listed 7 tips that will assist you in getting there.


1. Don't ask people to "submit"

It may seem like a minor detail, but when you're wanting to display the worth of the offer your CTA is promoting, asking people to "submit" in your copy gives off the sense you expect people to do what you ask. Instead, as part of the copy's language you employ on CTAs, consider using action terms such as "download now" and "get your free trial", or even just note the nature of the offer - for example, "free download".

If your prompt either inspires people to take action or let's them know that the offer has a perk, such as it being free, then they'll find it more appealing. The word "submit" is a little too corporate.


2. Be succinct, clear and compelling with your copy

In terms of the length of the copy you should have on in your CTAs, you want to keep it short. Really, you should be able to get the entire worth of your offer across in less than 15 words, and even then that length is pushing it. One important factor to remember with your call-to-action copy is that it is supposed to drive people to take action, hence the name. So you want the copy to be short but also create both a sense of urgency and worth, and drive the user to click through.


3. Make sure your CTAs link to dedicated landing pages

Your CTAs act to promote specific offers, so when someone clicks on any of your CTAs, you'll want them to then direct the user to a dedicated landing page which offers more insight on what the offer is and includes a form for the user to fill in and actually accept the offer. If someone is interested in what your CTA is promoting, you remove a host of potential distractions that could cost you a valuable lead by having it link straight to a complementary landing page.


4. Ensure your CTAs align with visitors' interests and needs

Ultimately, making sure your CTA's align with your visitors' interests and needs will depend heavily on the content and and nature of your offers. For example, you'd want to be certain you've written an ebook that will address a common pain point or question your audience has.

So, first of all, figure out what offers and content you will be promoting through your CTAs and landing pages. And, of course, make sure these offers are actually relevant. From there you can design your CTAs. Where possible, place your CTAs on pages where people will be more likely to take an interest in the CTA. As an example, on the page where you list your restaurant's dessert menu, you could have a CTA promoting your latest ebook which is full of homemade dessert recipes.


5. Make your CTAs stand out

In the same way your CTA copy should compel users, so should their actual design. Most of all, you want them to stand out. Here are some ways to achieve this:

  • Big and bold: Your CTAs should be relatively large and full of design choices (e.g. colour and font) that make them stand out from the rest of your page
  • Place them in the user's line of sight: Firstly, always have at least one CTA positioned above the fold; secondly, any other CTAs you have placed on a page should all fall within the user's typical line of sight when they're viewing a webpage
  • Keep your CTA's colours different from those in the background: An extension of the "big and bold" point, make sure that the colours you use in your CTA designs don't blend in with your background colours, otherwise they'll become difficult to notice
  • Avoid oversaturating your page with CTAs: Make sure that if you are displaying more than one CTA on any given page that you all give them plenty of space to breathe from others (utilising white space is a great way of achieving this); if there are too many CTAs crammed into one area, they'll lose their impact and won't stand out as well


6. Mobile optimise your CTAs

Don't forget that mobile web browsing is continuing to grow more and more in popularity, and the expectation is that it will eventually become the number 1 way people access and surf the web. So, first of all, you'll want to make sure you have a mobile version of your site and that your CTAs look just as good on a mobile phone or tablet. Secondly, that means you should never create your CTAs out of Flash as certain mobile devices - notably, Apple products - don't support it.


7. Promote your CTAs

Remember that your CTAs don't have to be restricted to your website alone. You can promote new offers and include relevant CTAs in your email marketing efforts, lead nurturing endeavours and on certain social media accounts, provided the social network in question allows for CTAs. The more you promote your CTAs across a number of different digital channels, the greater your likelihood of getting clicks and conversions.


Margin Media is an inbound marketing company based in Brisbane. We offer a range of digital marketing solutions to help your business increase its website trafficqualified leads and customer base. To find out more about our services, give us a call on 1300 798 848 or visit our contact page.


* Image source: FrameAngel

Topics: Generating & Nurturing Leads

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