Calls to action (CTA) help you entice your readers to purchase your products or services. CTAs also allow you to draw more subscribers to your newsletter. Watch your conversion rates go up exponentially with the right way to grab a user’s attention. Regardless of your objective, Emagine Web Services provides 3 captivating calls to action to entice your customers.
CTAs give your prospective participants clarity while also making your marketing campaigns more powerful. Emagine Web Services provides CTA examples that you can borrow for your campaigns! But first, we’ll explain in more detail what a CTA is and how to write a quality CTA. Then we will highlight three essential aspects of a compelling call to action. Here we go!
What is a Call to Action (CTA)?
A call to action (CTA) is an invitation for a user or consumer to take some desired action. You often see call-to-action examples in persuasive writing. Once a brand has made its case in a blog post or video, for instance, they’ll usually include a call to action at the end.
A marketing company may write a piece on the importance of a content calendar, for example. Their work would probably end with a call for readers to download their free content calendar in exchange for their email addresses.
You may also see a call to action button on homepages, on the right strip, or even above the navigation bar. But, overall, a company will put them anywhere they know their readers are looking. These actions invite users to subscribe, browse products, input information, or several other desired outcomes.
How to Write a Call to Action to Entice Your Customers
Before you write your call to action, determine the goal you’re trying to achieve. Are you trying to:
- Boost sales?
- Increase subscriptions?
- Get users to call you for an estimate?
- Move readers to another content piece?
Once you know what you want to do, you can think about how to best accomplish it. The best call-to-action phrases are brief and use strong verbs. They speak directly to the user. Instead of a weaker call to action such as click here, a compelling call to action phrase will use more specific words to speak directly to the desired outcome. Examples include:
- Book your next adventure
- Discover your best self
- Join our community
- Learn how to write compelling content
Overall, there are three things any call to action should always have:
- A no-obligation statement that removes or reduces risk. In many cases, they’re asking for a free trial rather than a purchase. In other words, “try us before you buy us.” This call gives people the confidence to buy.
- All calls to action contain simple usability. Tell people what to do next, such as “Click the button below.”
- Encourage users to respond right away. That’s a standard direct response. Never give people an option to wait and think about it.
1. Strive For Clarity
You can have the most beautifully designed landing page in the world, but if the copy on that page doesn’t tell visitors why they should take action, it’s ineffective.
Copy is what connects visitors and convinces them that they want to take action. It does this by explaining what users stand to gain by doing so. There’s tons of room for creativity within marketing copy. An experienced copywriter can make even the most minor of products seem interesting.
But as you develop your CTA copy, remember to be as straightforward as possible about what you’re offering.
Clever copy is great for spicing up a page and grabbing visitors’ attention. But if it creates any confusion about what that page is offering, it’s counterproductive. That’s why the most effective CTAs are incredibly straightforward. For example, take a look at this email from Buffer.
To kick things off, it highlights the importance of an Instagram business page. If users aren’t sure why they should be interested in learning about the platform, address uncertainty within those first two sentences.
From there, the offer is entirely benefits-oriented. The copy offers free information, asking for nothing in return. The reader doesn’t need to provide an email address or fill out a form. All they do is click a button!
And the button itself is more than a vague, uninspiring “click here” command. Its bright blue color instantly stands out from the rest of the email’s content. Then, its copy reinforces what a reader will gain—growth tips—by clicking it. And its use of the action verb Get is a great way to inspire a sense of action!
2. Highlight Instant Benefits
One of the most significant advantages of digital marketing is its potential to deliver immediate gratification. You can give your customers downloadable resources, access to tools, and premium services, all within seconds of their conversion.
However, it’s not as straightforward for all industries. SaaS companies, for example, can offer instant access to their entire product — while eCommerce retailers and service-based businesses typically have a bit of a waiting period. Still, almost any business can provide immediate payment processing and order confirmation.
But regardless of the industry or business model, any company can offer its customers some immediate gratification. If it’s not in the form of their main product or service, they can give a lead or prospect something for converting. Today, one of the most popular ways of doing this is offering free downloadable content.
For example, take a look at this CTA for Optinmonster’s guide to converting abandoned site visitors into subscribers.
If you’re unfamiliar with Optinmonster, it’s important to note that content like this is not their main product. Instead, the company sells tools for helping site owners increase their conversion rates and generate more leads. But most people won’t be ready to sign up for a monthly plan during their first visit to the site.
To keep first-time visitors interested, the company offers this free guide directly related to its product. It is highly relevant to anyone who’s considering purchasing a subscription to CRO tools. If someone is prepared to spend their marketing budget on a product designed to convert site visitors, why wouldn’t they want free information on accomplishing that same goal?
This option on their site gives them the ability to offer visitors an immediate reward for engaging with their content. And this is a strategy that almost any business can replicate. So as you develop your CTAs, look for ways to provide immediate value to your visitors.
3 Establish Credibility with your Target Audience
Today, many digital advertising platforms offer advanced targeting options that help marketers reach people that are likely to be part of their target audience. This method allows brands to focus their campaigns on qualified leads and customers. However, as you create ads for your digital platforms, it’s important to remember that even members of your target audience may be unfamiliar with your brand.
And you have a limited amount of time in which to establish your credibility. So even if you’re advertising a free trial or another low-risk offer, you need your audience to trust you enough to take that step.
Take a look at this call to action example on this Facebook ad for a free trial from Pipedrive:
First, it’s important to note that this ad’s target audience is already familiar with the concept of CRM. This point alone means that they need to set the rest of their targeting options fairly broad—beyond the other local businesses in their area.
And they show people who may be completely unfamiliar with their brand that they’re trustworthy by including essential credentials.
They emphasize that over “50,000 sales teams” use their product to stay organized and highlight that the platform was “built by salespeople for salespeople.”
If a reader is interested in trying out new CRM software, this is plenty of information to get them interested in the free trial, even if this is their first interaction with the brand.
They know they’re by no means the first to try the tool. And if 50,000 other companies already use and like it, there’s no reason not to at least test out the free trial. After all, the message is: “trust us—you have nothing to lose.”
Get In Touch with Emagine Web Services
We believe in the power of designing captivating calls to action to entice customers. Our expertise help you get more leads and keep them to create loyal customers. Call us today to learn more about how we can help you get the website you not only need—but deserve!
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