What Is A Call to Action And Why Do You Need it?
What Is A Call to Action (CTA)?
Let’s give you some context.
When you land on a webpage, or an advertisement, what do you do with it?
You might navigate through the webpage or the advertisement, scroll up and down, read a little and… that’s it?
Well, no. You’ll try to find a small button, preferably telling you what to do with the webpage you’ve just landed on.
Or, if that’s an advertisement that’s talking about a product you’re interested in, you’ll find a button that says, “buy now”, or “contact us”, just to name a few. These are examples of ‘call to action’.
Come to define the term, a call to action (CTA) is a commonly used marketing term: a prompt, command or an action phrase that tells you to perform a specified action when you’re on a webpage, or you’ve seen an advertisement, or you’ve opened an email. It helps you trigger your prospect into interacting with you. And, the interaction usually happens with a button on a page.
For example, phrases such as, ‘Sign Up’, ‘Buy Now’, ‘Add to Cart’, ‘Apply Now’, etc., play the role of a CTA that appears as a button or a hyperlink on a certain webpage or an advertisement you’ve come across.
What does a Call To Action look like?
Why Should You Have A Call To Action?
1. Having a CTA helps direct reader’s actions based on their needs.
2. The CTA helps a consumer avoid confusion and triggers to make a decision.
3. And lastly, it helps drive business by increasing sales by providing a clear direction.
When you land on our Marketing Launchpad webpage, you’ll find this as our call to action -
For anyone who’s going through our page means they’re a potential lead who might be interested in applying to our courses. And by adding the call to action ‘apply now’, we’re giving them a direction that tells them what to do next on our page. This direction then helps them to make a decision, and in turn, drives our sales.
How Do You Deliver A Compelling Call To Action (CTA)?
The truth is, no. Every call to action has to be carefully curated, keeping in mind tons of structures and intention to deliver results. Let’s get to how you do drive results through compelling call to actions.
1. Align your CTA to what you’re offering:
Let’s look at one of our webpages that we have created for the recruiters that hire from us .
The CTA helps them to ‘apply’ but the CTA is called “Hire Marketers” and not “Apply Now” showing the exact benefit they get out of applying through that form.
This is how the CTA becomes relevant to what we are offering to the recruiters.
2. Use action verbs for a call to action:
As you’ve seen, the “Hire Marketers” call to action helps the recruiters know what is happening when they press that button. It shows movement through the action verb ‘hire’.
So, when you write a CTA, ALWAYS start strong.
Some examples of a good action verb: ‘call’, ‘shop’, ‘apply’, ‘become, ‘get’ etc.
3. We need you take an action, and we need you to take that action now!:
Now, the “hire marketers” CTA does not really have an urgency. It might even give away the feeling - “yeah yeah, I’m going to get to hire marketers from here. Will do it someday”
If we add a “today” to the “hire marketers” CTA, you’ll see how it makes all the difference.
Improved CTA - “Hire Marketers Today!”
Now, this call to action not only tells you the benefit of applying, it always makes you feel that you need to hire marketers TODAY. This is how urgency is created.
Words like ‘now’ ‘here’, ‘fast’ are some examples.
4. Remember the three C’s of a compelling CTA:
You’ll agree that the call to action - “Hire Marketers” is short, clear, and gives away a feeling. It’s because the CTA has all the three - it’s clear, concise and catchy.