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  • Writer's pictureSarah Turnbull

Maximising the Power of Your Call to Action: Tips for Writing an Effective CTA

A call to action, or CTA, is a crucial part of any marketing or sales message. It's the moment when you ask your audience to take a specific action, whether that's making a purchase, downloading a resource or signing up for a newsletter. You need to tell your audience what you want them to do and make it easy for them to do it.

Writing an effective CTA can be the difference between a successful campaign and one that falls flat. If you want to know how to write an effective call to action, read my tips below:

Always include a CTA: That sounds obvious, but you’d be surprised how often a CTA is missed!

Make it clear and specific: Your CTA should be clear and specific about the action you want your audience to take. Don't be vague or leave room for interpretation. For example, instead of ‘Learn More,’ try ‘Download our Guide to Better Sleep.’ A CTA like this also shows the benefits of the action for your audience. Never forget that benefits sell!

Keep it concise: Your CTA should be short and to the point. Avoid using too many words or making it too complicated. Keep words simple and stick to a few action-oriented words, such as ‘Sign Up,’ ‘Download,’ or ‘Buy Now.’

Start your CTA with a verb: You’re wanting your audience to take an action, use an action word to start your CTA so there’s no ambiguity in the action they need to take.

Make it urgent: Urgency can be a powerful motivator for people to take action. Use words like ‘Now,’ ‘Today,’ and ‘Limited Time Only’ to create a sense of urgency.

Make it visually appealing: Your CTA should be visually appealing and stand out from the rest of your content. Use bold colours, contrasting fonts and a clear design to draw attention to your CTA. Make sure your CTA is surrounded by lots of clear ‘white space’ so it’s easy to spot and act upon.

Place it prominently: Make sure your CTA is placed prominently on your page, where it can be seen easily. A good rule of thumb is to place it ‘above the fold’ - the point on a web page where the user has to scroll down to see more content.

You can also use the same CTA further down the page if it’s a bit longer. Remember, tell them what you want them to do and make it easy for them to do it! When they’re ready to take action, that CTA should be visible and easily within reach.

Test and refine: Finally, test and refine your CTAs. Try different wording, colours and placement to see what works best. Use analytics to track the success of your CTAs and make adjustments as needed.

By following these tips, you can write compelling and effective calls to action to drive conversions and results. Remember, your CTA is the end point of your marketing message's journey and the moment when your audience can take the next step. You need to make it count!



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