A CTA, or call-to-action, is a marketing term that refers to a prompt designed to encourage a specific action from the target audience, such as making a purchase, signing up for a newsletter, downloading a resource, requesting a demo, or following a brand on social media.
CTAs are typically short and direct, but if well-crafted, they can skyrocket customer engagement and boost conversion rates.
So, how do you create a call-to-action that your audience would find hard to resist?
The Anatomy of an Effective Call-to-Action
Action-orientated language
Make it clear to your audience what you expect them to do by starting each CTA button with a strong action verb. Different action words can be used based on the type of business you manage and the exact action you want your customers to perform. For example, e-commerce websites can use the words “Buy,” “Shop,” or “Order” in their CTAs. Meanwhile, “Call Now” or “Book Your Appointment” may be applicable for businesses that provide services, such as consulting firms, pet services, or Software as a Service (SaaS).
Brevity
An effective CTA should be clear and concise, ideally limited to just a few words. Phrases like “Shop Now” or “Get Offer” are examples of straightforward and easily digestible CTAs, allowing users to quickly understand the desired action without being overwhelmed by too much information.
Urgency
Instilling a sense of urgency can encourage users to act quickly. Techniques such as limited-time offers or countdowns can motivate users to take immediate action rather than postponing their decision. Phrases like “Limited Time Offer” or “Only 3 Spots Left!” create a fear of missing out (FOMO), which can boost conversion rates.
Strategic placement
Your CTA should be prominently displayed where users can easily see it—often at the end of blog posts, within emails, or as part of landing pages. Placing CTAs in strategic locations ensures they are encountered at moments when users are most engaged and ready to take action.
Visual appeal
CTAs should be visually distinct from surrounding content to capture attention effectively. To create a visually obvious call-to-action, use contrasting colours, follow appropriate sizing, and create captivating designs that will draw the user’s eye to the CTA button or link.
Relevant and strategically placed CTAs can boost revenue by as much as 83%. By adopting the right approach, you can convert your audience into loyal paying customers and successfully reach your marketing goals.