4 Ways to Craft a More Effective Call to Action

by Tiffany Parnell, Senior Copywriter - 05/03/16


The call to action (CTA) is often the reader’s first opportunity to interact with a brand and one of the first steps toward conversion. Here’s how to leverage the power of the CTA to the fullest.

CTAs are one of the most important components of a landing page or piece of content. But CTAs often take a backseat to content creation—and in some cases, marketers leave them out entirely. It’s not enough to just have a CTA on your landing page. Ads, original content, and interior Web pages should also provide consumers with an actionable path to conversion.

Heighten the impact of your brand’s message with these CTA-enhancing tips:

1. Define expectations.

Want readers to sign up for your hospital’s e-newsletter? Trying to get people to register for a free educational event at your credit union? CTAs should align with priority marketing goals, according to the Content Marketing Institute.

In addition, let consumers know what they can expect to happen when they take the desired action. Commitment-shy consumers, for example, are going to be more inclined to act upon a CTA if they know they aren’t going to receive spam emails, their information won’t be shared with third parties, and registration and subscription are free.

2. Make your CTA button stand out.

When placing buttons, select a color that will grab people’s attention. This advice may sound silly. But in an A/B test performed by Copy Hackers that compared standard black with brand-color green and high-contrast orange call-to-action buttons, marketers observed the most significant increase in engagement—95 percent—when the button was high-contrast orange instead of black.

Similarly, buttons should occupy a clutter-free space on the page. Placing CTAs above the fold—the top portion of a Web page that is viewable without scrolling—is often recommended to enhance engagement. Consider performing an A/B test to see how above- and below-the-fold placement impacts your target audiences’ behavior.

3. The words matter.

You can exercise your creativity muscles, but make sure your message is simple and straightforward with little room for confusion. Best practices for CTAs include short copy that starts with strong verbs and is, preferably, written in first-person tense.

4. Give dynamic CTAs a try.

Personalize CTAs for certain users. For example, it might be worth customizing CTAs for people who are visiting your site for the first time and for loyal, veteran consumers. According to HubSpot, personalized CTAs have a 42 percent higher view-to-submission rate than generic CTAs.

Ready to find out how your peers are using content to turn views into conversions? We surveyed 100+ healthcare marketers and compiled a report outlining industry-wide growth and content marketing best practices.


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Topics: Digital Marketing, Content Strategy

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