A call-to-action (CTA) phrase is a type of marketing message that encourages the reader to take a specific action.
This can be anything, such as purchasing a product, signing up for a service, or downloading a piece of content.
A well-crafted CTA can play a critical role in driving conversions, as it gives the reader a clear and compelling reason to take the desired action.
What is a Call to Action?
A call-to-action (CTA) phrase is a type of marketing message that encourages the reader to take a specific action.
It is typically used in advertisements, email campaigns, websites, and other forms of digital marketing.
The purpose of a CTA is to prompt the reader to take a desired action, such as making a purchase, signing up for a newsletter, or downloading a piece of content.
The role of a call-to-action in driving conversions is critical.
A well-crafted CTA can help convert potential customers into paying customers by giving them a clear and compelling reason to take the desired action.
By providing a clear sense of direction and a sense of urgency, a CTA can encourage people to take action and make a purchase or sign up for a service.
Some common examples of call-to-action phrases include:
- “Sign up now and receive 10% off your first purchase.”
- “Download our free e-book today.”
- “Start your free trial now.”
- “Shop now and receive free shipping on all orders.”
- “Join our email list and be the first to know about new products and promotions.”
Creating an effective call to actions
The first element of an effective call-to-action is a strong action verb. The action verb is the core of the call-to-action and is what drives the reader to take action.
It should be clear, concise, and compelling.
Some examples of strong action verbs include “Sign up now,” “Download today,” “Start your free trial,” and “Shop now.”
The second element of an effective call to action is the creation of a sense of urgency.
A sense of urgency can be created by using words and phrases that convey a need for immediate action, such as “limited time offer,” “act now,” and “while supplies last.”
By creating a sense of urgency, businesses can encourage readers to take action immediately rather than delaying or putting it off for later.
The third element of an effective call-to-action is the clear communication of benefits to the user.
This includes highlighting the advantages of taking the desired action, such as discounts, free trials, or access to exclusive content.
By clearly communicating the benefits of taking action, businesses can increase the likelihood that readers will take the desired action.
The final element of an effective call to action is the use of emotional appeal.
This involves using language and images that evoke an emotional response in the reader.
For example, using words such as “Imagine” or “Picture yourself” can create a sense of excitement or anticipation, while words such as “Empower” or “Elevate” can create a sense of motivation or confidence.
By appealing to the emotions of the reader, businesses can create a deeper connection with their audience and increase the likelihood that they will take the desired action.
How to write an effective call to action?
A call-to-action (CTA) phrase is a marketing message that encourages the reader to take a specific action, such as making a purchase, signing up for a newsletter, or downloading a piece of content.
The goal of a call-to-action is to drive conversions by encouraging potential customers to take the desired action.
To be effective, a call-to-action must be well-crafted and must incorporate key elements that make it both compelling and memorable.
The four key elements of an effective call-to-action are action verbs, sense of urgency, benefits to the user, and emotional appeal.
Action verbs are the core of a call to action. They should be clear, concise, and compelling, and they should drive the reader to take the desired action.
Some examples of strong action verbs include “Sign up now,” “Download today,” “Start your free trial,” and “Shop now.”
When choosing an action verb for your call-to-action, think about what you want the reader to do, and choose a verb that communicates that action.
A sense of urgency is another important element of an effective call to action.
This can be created by using words and phrases that convey a need for immediate action, such as “limited time offer,” “act now,” and “while supplies last.”
By creating a sense of urgency, you encourage the reader to take action immediately, rather than delaying or putting it off for later.
Benefits to the user are also critical for an effective call to action.
This includes highlighting the advantages of taking the desired action, such as discounts, free trials, or access to exclusive content.
When writing your call-to-action, focus on what the reader will get out of taking the desired action, and communicate that clearly and compellingly.
Emotional appeal is a key element of an effective call to action. This involves using language and images that evoke an emotional response in the reader.
For example, using words such as “Imagine” or “Picture yourself” can create a sense of excitement or anticipation, while words such as “Empower” or “Elevate” can create a sense of motivation or confidence.
By appealing to the emotions of the reader, you create a deeper connection with them and increase the likelihood that they will take the desired action.
To illustrate how these elements can be used in effective call-to-action phrases, consider the following examples:
“Sign up now and receive 10% off your first purchase.”
This call-to-action uses a strong action verb (sign up now), creates a sense of urgency (now), highlights the benefits to the user (10% off), and appeals to the reader’s emotions (saving money).
“Download our free e-book today.”
This call-to-action uses a strong action verb (download), creates a sense of urgency (today), highlights the benefits to the user (free e-book), and appeals to the reader’s emotions (gaining knowledge and information).
“Start your free trial now.”
This call-to-action uses a strong action verb (start), creates a sense of urgency (now), highlights the benefits to the user (free trial), and appeals to the reader’s emotions (trying something new and risk-free).
“Shop now and receive free shipping on all orders.”
This call-to-action uses a strong action verb (shop now), creates a sense of urgency (now), highlights the benefits to the user (free shipping), and appeals to the reader’s emotions (saving money and convenience).
Make your CTA’s standout more with these tips
In addition to incorporating the key elements of action verbs, sense of urgency, benefits to the user, and emotional appeal, there are several other tips and best practices for writing effective call-to-action phrases:
Keep it simple: A call-to-action should be simple, without any distractions or additional information. The goal is to make it easy for the reader to understand what they need to do and why they should do it.
Make it stand out: A call-to-action should be visually prominent and easy to see. Consider using contrasting colours or bold text to make it stand out from the surrounding content.
Use clear and concise language: Avoid using complex or technical language in your call-to-action. Instead, use clear and concise language that is easy to understand and that directly communicates the desired action.
Personalise the message: Personalising the message can help to create a deeper connection with the reader and increase the likelihood that they will take the desired action. Consider using the reader’s name or referencing their specific interests or needs in the call to action.
Use active voice: Active voice is more engaging and encourages the reader to take action. For example, instead of saying “The free trial can be started now,” say “Start your free trial now.”
It is also important to continually test and optimise your call-to-action phrases to see what is working and what can be improved.
This may involve split-testing different versions of the call-to-action to see which one drives the highest conversions or making changes to the call-to-action based on user feedback.
In conclusion, an effective call-to-action is a critical component of any marketing campaign, and it can greatly impact the success of your conversion efforts.
By incorporating the key elements of action verbs, sense of urgency, benefits to the user, and emotional appeal, and following best practices such as keeping it simple and personalised, you can create compelling call-to-action phrases that drive conversions and help to achieve your marketing goals.
