There should be purpose and intent behind every piece of content you create. Whether you’re writing an educational article to help your readers achieve their goals, writing a product description, or crafting the perfect email marketing campaign, your message, and the next step for your reader to take, should both be clear. Ending your content piece with a strong call-to-action is therefore essential.
A call-to-action is a phrase, sentence, or button text that does as the name suggests, and calls your reader to take action. A call-to-action explicitly tells your reader what their next step should be. Among marketing and web development professionals, a call-to-action is also often referred to as a CTA.
- When writing your call-to-action have a clear goal in mind. Be direct and clear.
- A call-to-action can be a couple of words, or a few sentences. There is a time and place for both. Either way, a CTA should always be concise.
- Don’t just tell your reader what to do, but tell them why. Give them a reason to take the next step.
- Always direct your reader to the next step with hyperlinked text and/or a CTA button.
- Shop now
- Buy now
- Learn more
- Get started
- Sign up
These call-to-action examples all tell the user precisely and directly what to do next, using verbiage that encourages them to act. This kind of verbiage is often found on CTA button text. All these short call-to-action examples can be prefaced with a longer call-to-action sentence or two.
- “Get groceries delivered to your door, and save more time for the things that matter. Find your nearest store.”
- “Buy an online subscription today and receive 20% off the first three months. Claim your discount now.”
- “Our online courses are #1 in the country. Sign up now to reach your professional goals.”
All of the longer call-to-action examples above tell the reader what to do, and why to do it. They would be best followed by a call to action button, featuring a short two-word CTA.
- Verbiage: Wording on the call-to-action button should be as brief as possible, and tell the user what to do next. A longer CTA can be used ahead of the button, but the button itself should stick to simple verbiage such as “Shop now.”
- Size: Make sure your button is big enough to be noticed, without looking out of place.
- Shape: Using a typical, rectangular button shape can help your readers realize that this is a button that they can click.
- Color: Choose a color that makes your button contrast with its surroundings, to ensure it stands out.
- Position on Page: If possible, make sure your button is immediately visible and preferably above the fold.
If you have a call-to-action button on your website that isn’t receiving the clicks it deserves, there are changes you can make to optimize your button. Through A/B testing, we’ve found that simple changes, like changing the color of your button or button text, can significantly improve click-through rate. You can run A/B tests to learn how best to improve your own CTA buttons.