The Science of Calls to Action

A call to action (CTA) is quite literally a piece of text, on a button or hyperlinked image, which 'calls' a reader to 'take action'.

This action can be anything from encouragement to sign up to an event, download an ebook or have a coupon delivered to their email inbox.

However, there is a lot more theory that takes place in producing and preparing a call to action, rather than just choosing the brightest shade of green and slapping a button with "Click Here" on your web page.

Calls to action are one of the first steps in the lead generation process. Usually found on the bottom of blogs or with an "offer" of content, such as a free recipe that is being advertised. The call to action is the first step on the lead generation path, when a visitor clicks the call to action, they will be lead to a landing page with a form to capture their details - as you require - before receiving the offer on the "thank you page".

With us?

If not, go back to through our lead generation blogs to learn more about the process.

You should only focus on one CTA at a time, such as if you are implementing an email campaign with a CTA which encourages an event sign up, that is your primary CTA. Any other CTA, such as reading other articles, are secondary and tertiary CTAs and so on.

What makes a good CTA?

Enticing copy - makes your readers want to take that 'action'
Eye-catching design, which is also on-brand and maintains trust
A clear value proposition - what is the reader getting from you?
A specific page (ideally a landing page) aligned with one stage in the sales cycle

Compelling copy is key!

Your content needs to be on top form when it comes to producing calls to action and it is more important than the emphasis on design and graphics.

Remember, be clear not persuasive - if you lull your readers in on a false pretence that is going to have a negative impact.

1. Focus on subjects and verbs

Your call to action should have a 'doing word', i.e. a verb, 'Download', 'Buy', 'Read' etc. What is the person going to do with this call to action?

2. Facts and figures count

Numbers often help to specify what your readers are getting from you, whether it's a discounted price or specific page length to your ebook, it can help to clarify what the return is on your reader's personal details.

3. Keep It Simple, Stupid

Don't worry about your word count, but keep exactly to the point only, no more.

You have a limited opportunity to make an impact, so don't miss it by making your CTA dull.

Equally, think about keeping your actual language simple - don't go technical. According to the Science of Blogging, some of the words that are most viewed in blog posts include “insights,” “analysis,” “answers,” “questions,” “advice,” “review,” “why,” “product”, “top,” and “best.” [Source]

If you have more information to include, but don't want to cram your CTA, use it as your ALT text - search engines still search and index this copy, so it is a pretty useful idea!