I’m religious about adding a call to action (CTA) to blog and social media posts. But time for a confession: I’m clearly not doing all that well because I’m not getting much response to my CTAs!
A CTA provides your reader with an actionable task
it generally appears as a button, an in-text link, or an image, and it’s usually at the end of an article or blog—but it doesn’t have to be. Play around with this a bit and try adding this after the first paragraph. I always try to frontload the most important information for lazy readers. Adding a CTA right after that first paragraph makes a lot of sense—don’t expect your reader to read the entire article, no matter how great a writer you are. A CTA provides direction; it should answer the question: “Now what?”
A CTA should help drive business–more clicks, sales and engagement
CTAs are especially useful in the online space because they’re trackable, and switching up a few words or the placement of your CTA can dramatically affect analytics. Get this: When SAP switched their CTA color to orange, it boosted their conversion rate by more than 32.5 percent. But even if you’re not specifically asking your audience to act on something, you do want to be taking action and asking them to engage with your brand further.
Asking your followers to share or reply is an excellent way to find out just how many people are listening and are interested in what you have to say.
Here are some CTA best practices that will help generate better response to your posts.
- Use action verbs. Discover, find, or explore; it will help draw visitors in and nudge them towards the action you want them to take.
- Value proposition. What’s in it for me? You need to make it clear how your audience will benefit.
- Consistency. Keep the tone consistent with the rest of your content and your brand.At the end of a great article, you don’t want to jar your audience with a trashy CTA.
- Clarity is key. Avoid jargon and be wary of trying to be funny—this can backfire.
- Transition. Lead into your CTA with supplementary copy so there’s some context, a smooth transition.
- FOMO. Americans suffer from an acute case of FOMO—the fear of missing out–and it can be incredibly powerful. Include expiration dates, offer ending dates. Call right now is better than Call anytime.
- Make it mindless. Which is easier: Call today or Fill out this form?
- Align with landing page. Align your CTA with landing page content. If you’re sending your reader to a landing page to sign up for something, let them know where they’re going and what the expectation is. Set the expectation to build trust.
- Make contacting you easy. Make sure your contact info is clearly visible in multiple places. Transparency and open communication are huge selling points that are often overlooked by brands.
- Personalize whenever possible. Grow your profits today vs Grow profits today.
Take a look at your website. Is it easy to find your contact information or does it take a little gumshoe work to find your phone number and intake form? Most people these days are attuned to looking for the Contact tab on your website—it’s generally the last item on the right if your navigation schematic is on the top of the page, the bottom item if it’s on the left.
But you can do more
You can make the intake form visible on all pages so it’s really easy for people to contact you. I just redid my own website, and I added a Schedule a free consultation button to all pages, but looking at it now, I realize I should move this up to the header area. Now the big test: how does this look on mobile devices? Make sure that you don’t lose your accessibility for mobile users.