Have you ever noticed how every website has a call-to-action button requesting customer action? Perhaps it’ll say, “call now,” “learn more,” “start your free trial,” or “schedule an appointment.”
Well, creating the perfect call-to-action does not entail a one-size-fits-all approach. Every company is unique in their own way, which means that they need a unique call-to-action that best suits their company message.
Also, many of the common call-to-action triggers won’t get you the results that you desire, especially since your target audience is more knowledgeable than ever before. You must be creative to capture your audience’s attention.
If you want to learn how to create the perfect call-to-action that will engage and captivate your audience, then this in-depth article may have just what you need.
What Is A Call-To-Action?
Before we get into how to create a perfect call-to-action, it’s essential that you know what a call-to-action is.
Call-to-actions, or CTA’s, are digital marketing tactics performed as introductions to the audience. They’re designed to provoke an immediate response or action from the consumer. These are usually used with imperative action verbs, like “call now,” “learn more,” or “find a location near you.”
CTA’s offer an important piece of content used to increase your click-through rate (CTR), which, in turn, will improve your conversion rates. Along with being displayed on your landing page, they can also be implemented into marketing campaigns, blog posts, or email marketing.
Write A Benefit-Oriented CTA
People are more inclined to click your CTA button if they believe that there’s a benefit on the other side. Otherwise, your click-through rate might suffer.
Your CTA must prove that customers will benefit from what you’re offering. They should feel confident that your CTA will deliver on the promise that it’s making. Add value to your CTA by providing a free brochure or course for potential customers to engage in.
The placement and color of your CTA are just as important as the message that you’re trying to portray. The color of your CTA button should contrast and stand out against the main theme color of the landing page. For instance, if the color scheme of your website is blue, white, and black, make the CTA orange or red so that visitors will notice it and take action.
The button should be center-stage, attracting the immediate attention and intrigue of your prospects. Placing the CTA in the center of the page will draw more attention and take precedence over other areas.
Provide A Free Trial
Offering a call-to-action trigger that says “free trial” works especially well for companies that sell software or other subscriptions. You can also offer free brochures or eBook downloads to maximize your conversion rates.
People like to see the word “free,” and you could significantly boost your click-through rates by giving customers free options. Along with this free trial, you must guide your visitors as they navigate through each stage of the purchasing process.
This allows you to identify what is essential and what isn’t up to the point where the visitor clicks that big, bright CTA button. If you want your customers to take action, you must provide some assistance. Remove all unnecessary obstacles and get them to the purchase point as quickly and effectively as possible.
An excellent way to accomplish this is to hook, line, and sink your customers by providing a free trial of your service.
Offer Instant Gratification
The average attention span of the user is approximately 8 seconds. This may seem like a short amount of time, which is why you need to capture their attention before that time is up.
If you want to grow your business line, then you must ensure that your customer service is up to par with the demands of the average consumer. Testing your customer’s patience with long wait times or too many click-throughs will compromise your conversion rates.
Your consumers will have a poor experience and will be much less likely to further their interest in your business. Satisfying your customers is the main reason why you’re in business. When a potential customer visits your landing page, they start asking questions, such as, “will I benefit from buying this product or service by subscribing to an email list?”
When your customers subscribe to your email list, you’ll be able to craft your CTA’s to orchestrate alongside the message being portrayed in the email. This will motivate visitors to convert, as well as maximize your lead generation efforts.
Arouse Curiosity & Intrigue
They say that curiosity killed the cat. While this may be true, it certainly didn’t kill the consumer. If someone is curious about what you have to offer, then you already have their attention. This means they’re becoming more likely to make a purchase as long as they’re inquiring about your business.
Curiosity explains the desire to know more about something. If you craft your call-to-action message in a way that arouses curiosity and sparks an interest, then they will be more willing to click. They want to know what is on the other side of the CTA, so it’s your job to give them something that they would want.
This may be in the form of in-depth information about your business, team members, prices, coupons and promotions, product gallery, and more. Increasing your customer’s curiosity for your product or service is all about evoking an emotional response. These responses include trust, surprise, connection, delight, fun, excitement, satisfaction, and of course, curiosity.
When your customers are more inclined to trust you, they become more willing to click your CTA buttons. When it comes to the business/customer relationship, emotion could matter more than logic. Creating urgency can help to spark some added curiosity in the customer.
Creating a sense of urgency compels consumers to act now before it’s too late. The consumer also responds well to rewards or benefits, such as a free brochure or eBook. When you have both elements present, then you’ll improve your click-through and conversion rates.
State The Problem, Offer A Solution
After identifying a problem, it’s essential that you rattle its cage a little. Agitating a problem will make it more apparent to the visitor, thus making them curious and more anxious to solve the problem at hand.
Stating a clear problem that the consumer may identify creates a sense of urgency. This type of emotional response will make the consumer more curious as they navigate through your website. A recent study revealed that 45% of U.S. consumers would abandon a transaction if they receive that their problems aren’t addressed.
The problem-solver sales tactic has been effective since the beginning of time. Your target audience might not be aware of the implications of the feelings that they’re experiencing as a result of their problems. If this is the case, then your duty is to educate them on the problems that they’re facing (preferably because they haven’t yet purchased your product or service.)
You want your customers to perceive your products or services as a necessity to solve their problems rather than a luxury.
Use Commanding Action Verbs
First and foremost, a call-to-action is a content marketing tactic used to provoke profitable customer actions. This means that they must be written in such a way that persuades the visitor to click the CTA button.
Using action verbs like, “order,” “subscribe,” “learn,” “discover,” etc. are strong, motion-oriented verbs that have been proven to be highly effective in improving click-through rates. It shows the visitor that there is something beneficial on the other side of the CTA button, which inclines the visitor to click through and find out what it is.
You also want to ensure that you’re communicating the value of your CTA through the content. Use content marketing skills to create a message that is worthwhile in return. Online action is an investment in time and effort, so one’s ROI must be apparent. You may want to consider the exact words that you’re using when creating the perfect CTA for your business.
For instance, instead of “download,” you could say, “get your free brochure.” Instead of “buy now,” you could say, “Use PROMO CODE: Alpha123 & Save 20%.”
The possibilities are endless for how to write your CTA messages. Remember, words matter when it comes to your CTA. Add value to your message, and the customers will follow.
When your visitors click on your call-to-action buttons, you’ll be able to generate high-quality leads and optimize your conversion rates. A high click-through rate will ultimately result in a higher conversion rate, thus helping your business grow online.
You can add call-to-action buttons on just about any platform from your website landing pages, services pages, PPC ads, social media ads, marketing campaigns, emails, and blogs.
Create a sense of urgency using strong, commanding action verbs so that they will be anxious to solve a problem that you brought to their attention. There is no definitive rule for creating the perfect call-to-action. However, the suggestions stated in this article were established as a result of years of research on the effectiveness of call-to-action triggers.
The most important lesson to take away from reading this article is to discover a CTA that best-suits your business. Remember, not all CTA’s are constructed the same. They are individually designed with the company in mind. Now, it’s your job to find out just how to create the perfect CTA for your business.
Or, better yet, hire a top-notch digital marketing agency to handle all of your CTA’s for you! iDig Digital is a recognized leader in digital marketing, content marketing, web design & development, and so much more. We have the knowledge and expertise necessary to design the perfect CTA’s for any business. Perhaps, we can create some for you as well.