Effective Calls to Action
Have you heard of the term CTA? It is also known as a call-to-action and is intended to encourage an action by a viewer. For example, a call-to-action would be “click here to see more”. It is a combination of copy (text) and design elements. Effective CTA’s answer “What do I do next?”.
You might be asking why this is important. So, I want you to think about a marketing piece that resonated with you. It can be on or offline. What did you do after you saw it? This answer goes to the CTA within it. If they had a clear call-to-action you likely did something, and what they were after. If not, the piece did not do its job to get you to take action. This action is what you have the power to ask for in every marketing effort you make. Which brings the next question of should I have a call to action in every marketing piece. The answer is simple, YES! You want a clear call-to-action and you want only one call to action. Having more than one becomes unclear of what you want your audience to do next and sends mixed messages.
Here are some do’s for your calls-to-action:
- Share context of what to do next.
- CTA button should stand out on the page.
- Use bright active colors.
- Bigger is better for buttons in your graphics or on a web page.
- Be specific.
- Write in the first person.
- Use strategic highlighting.
- Use testing to see what works.
Have fun with CTA’s. Some will work, others will not so plan to test your calls-to-action to see what works.