When it comes to writing for an audience with the intent of having them perform a specific activity, such as clicking on a link, or phoning a business for more information, you have to include a Call To Action (CTA) in the writing.
The CTA tells the reader, in clear and concise wording, what they should do to get an expected outcome. When it comes to digital marketing, CTAs are often presented as clickable buttons, which helps the interested parties, and like most things related to the industry, getting it right is easier said than done.
If you are struggling to come up with effective CTAs, read on for some pointers to keep in mind when writing your next marketing deliverable:
Use Action-focused Copy
The most important feature your CTA should have is a short message that is compelling. This will help ensure that readers will click on it – try and keep your message under five words. It often helps to begin the CTA sentence with an action verb, like Click or Download, to immediately put focus on what you need readers to do.
You should also make sure that the CTA sentence is easy to understand, your reader should know exactly what they will get if they click on the button.
The Button
Most CTAs in digital marketing products come in the form of buttons, and there are quite a few considerations you should make for yours.
First of all, make sure that the button is coloured in a way that is contrasting to the website scheme, but still fits in with the overall design features you have in place.
Then, make sure the button is positioned in such a way that it is easy to find, and is also large enough to read easily.
Make sure your final design for the button is visually striking, encapsulating all the points mentioned above.
These are just some of the basics when it comes to creating a great Call to Action for your website, newsletter, or landing page. If you are uncertain how to create a CTA that will work for your business, contact us for expert help!