Calls-to-action are a simple addition to any digital marketing element and is proven to produce results. It directly gives a user clear instruction, removing any grey area and pre-emptively answering the question, where do I go from here? Here are some tips to writing calls-to-action that are clear and impactful and will result in more people taking the next step to become your customer. Don’t be shy to reach out if you want to learn more about how we create conversion-ready digital elements equipped with effective calls-to-action.
They Need to be Visible
You don’t have to bury a call-to-action at the very bottom of a webpage or email. You want a call-to-action to be visible so you should consider placing in the top corner of a page (an area known to attract the eye) and always above the fold. Data suggests that only 50% of people will view a call-to-action below the fold. Remember, people are impatient and don’t always scroll or read everything. More eyeballs means more clicks, and more clicks means more potential revenue.
Clarity Over Creativity
Everyone wants to be clever because they think that what’s memorable. Sometimes it is but often cleverness comes at the sake of clarity. You need to clearly convey what a person should do next. An unclear call-to-action: “Want to book a demo?”A clear call-to-action: “Click here to book a demo”Keep it clear and include a bit of instruction to eliminate confusion.
Make Sure it “Pops”
Use contrast to make sure a call-to-action stands out from text. If the intention is for someone to click then make it look like a button. If you want them to call or are providing a URL than use a coloured starburst or circle to create some separation. Use a colour that will stand out from the background colour. Yellow and red can both nicely pop.
Don’t Miss an Opportunity
You should never send an email or publish a landing page or social media post without a call-to-action. Even thank you pages are a great place to increase engagement even though the person has already completed a transaction. Find something relevant to promote and include a call-to-action to prompt the person to take further action.