Anywhere you go, it’s a crowded world. Especially when you’re on the web doing business.
Everyone wants to get their message heard or get a response from their users.
For you to stand out and get the results you want, you have to be able to hone on the crucial element that will take your call-to-action from being a standard prop to being an all-important part of your copy.
The hallmarks of quality call-to-actions are made up of the following:
Make it Personal and Benefits-Oriented
A good CTA is always specific and provides value. Don’t just write vague directions such as “Click Here” or make it all about you. Generic directions make people less likely to pay attention to your CTA.
The result? You’ll hardly convince anyone to do the action you want them to.
If this has been a recurring problem for you, try reframing your CTA from the point of view of your audience.
Don’t be content with fuzzy two-phrased directions that give no clue to your customers.
Craft a benefits statement as a command. Add a link to your desired page and add something like, “Don’t let another day pass without letting (Service/Product Name) work for you.”
Don’t Make It Too Much Hard Work For Them
Another factor you should take into account is if fulfilling your CTA takes too much hard work.
Take into account today’s record of ever-shortening attention span.
There aren’t many people who are willing to jump through hoops for a piece of info. Those kinds of people would no doubt be considered modern-day saints in this digital age.
And you really don’t get much of that anymore these days so it’s better to make it easy for your readers.
To counter this, why not settle for an action you want them to do and stick with it.
Resist the temptation to include different actions. Doing so might only serve to take attention away from your main CTA.
Have a Bright CTA Button
A bright CTA button definitely makes sense. You want to make sure that your readers will notice the action you want them to follow through. Seasoned marketers have revealed that red CTA buttons work best after a lot of testing.
Like any advice, you have to know if it would also hold the same results for you, which you can do through testing.
Include Urgency Subtly
This is a staple copywriting/Internet marketing mantra and for a good reason. It gives people a deadline to commit the action.
Without urgency, our procrastinating minds will often delay and forget about something that we were just so amped up to do minutes ago.
The only problem is, a lot of people resort to hype when including urgency in their CTAs.
This makes some people leery since they think it’s just a tactic and you won’t likely follow through. In the previous example I outlined, it went the subtly urgent route with the phrase “Don’t let another day.”
Other Factors That Make For an Effective CTA
There are also other factors that make for an effective CTA.
You can try offering a trial membership or having an attention-grabbing link or button. It has to be clear that you’re supposed to click on it, and last but not the least, ask them to respond right away.
Together, these factors will give you a killer, effective CTA that makes people respond the way you want them to.