Why you should never underestimate the power of a good call to action
No matter your industry, your sales funnel, or your product or service, a good call to action can make a world of difference.
But because a call to action is such a small part of digital marketing, it can be overlooked. Here is a little more about what it is, why it matters for your marketing strategies, and how you can enhance yours.
What is a call to action?
A call to action (CTA) is any written directive.
Here are some of the most common calls to action you might see online:
- Book now
- Call us today
- Download our latest ebook here
- Proceed to check out
- Watch now
- Register for our seminar
- Request a free quote
- Let’s talk
It is, as the name suggests, an encouragement from you to your reader to do something.
Why does the call to action matter so much?
Despite often only being a few words on a page or in an email, a call to action can have a real effect on the success of your digital marketing campaigns.
It is essentially, a signpost for your customers, pointing them to the next step. This could be the first step in your sales funnel, such as ‘learn more about our service’ or the final step ‘confirm purchase’.
When the goal is to move customers along your sales funnel to the point where they reach that final all-important conversion, it’s your calls to action that will hurry them along.
Needless to say, if a call to action confuses your audience or doesn’t suggest they take an action that makes sense for them – for example, if they want to make a purchase but your CTA suggests they explore other products – it can be enough to turn them away from the funnel.
How can you create a great call to action?
In order for a call to action to be ‘good’, it must make the action clear, concise, and urgent.
This is not the time to include a play on words or a pun as this might confuse your reader and put them off. Therefore, make it perfectly clear what will happen if they click on that button.
Being concise is part of being clear. A good call to action can be a single word, or just a few words – but it should never be a lengthy sentence.
Urgency is not totally necessary in a call to action, but it can help. It can be as simple as a ‘today’ in ‘call us today’ or a ‘now’ in ‘watch now’.
You can also incorporate a benefit into your call to action. For example, instead of just ‘watch now’, it could be ‘watch now to learn our secret recipe’.
To find the right call to action, many businesses spend time experimenting with A/B testing. This is where they trial two options and measure the results. For example, you could trial two different calls to action in a Google AdWords campaign and see which one produces better results.
You can also install a call to action in more than one place. On a website, aim to place a call to action above the fold where it is immediately obvious and again at the bottom of the page where a visitor can take action after reading your content.
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Local Web specialises in local SEO strategies, social media marketing, and Google AdWords, all of which incorporate calls to action to move clients through your sales funnel. Our local online marketing services combine these three elements and tailor the right package for your needs and goals.
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