[This article first appeared here in September 2017 and has been updated and revised for 2024.]
Most business owners are probably familiar with the term, but sometimes a little clarification is in order. So the question might be, "What is a call-to-action, of CTA, anyway?
The simple answer might look like this: A call-to-action, or CTA, is anything on a web page, an ad, or a piece of content that requests an action from the viewer or reader. Hubspot has a nice way of defining it, as well:
A call-to-action (usually abbreviated as CTA) is an image or line of text that prompts your visitors, leads, and customers to take action. It is, quite literally, a "call" to take an "action."
The action you want people to take could be anything: download an ebook, sign up for a webinar, get a coupon, attend an event, etc. A CTA can be placed anywhere in your marketing -- on your website, in an ebook, in an email, or even at the end of a blog post.
On a website, or online ad, it is often a virtual button or a link that is placed there which, if clicked, will take prospective customers to either a form to be filled out or a landing page. Once they have completed this action, the prospect then becomes a lead.
Here's an example of a CTA graphic we have used here at BroadVision Marketing:
When a visitor to our site (such as yourself) clicks on the real version of this CTA link, they are immediately taken to a landing page where we politely ask for an email address to send the free eBook to. This is an essential component for your content marketing strategy. Making your content work for you with calls-to-action.
Most importantly, the CTA serves as the link between the content that your website visitor was drawn to, a blog post perhaps, and a landing page or other essential destination on your website. The landing page will have a relevant and valuable offer for your visitor which will lead them to complete a short form, maybe something as simple as a first name and email address.
This is also one of the elements of an effective content marketing strategy, as well.
A call to action acts as your digital closer. It takes your audience from passive observers to engaged participants. Without a clear CTA, website visitors might be left unsure of what to do next, leading to missed opportunities. A strong CTA bridges the gap between your content and your goals, turning website visits into conversions and propelling your digital marketing efforts forward.
While your offer in the CTA can be any number of things that a visitor may want to access, there are a few typical offerings that can be used. The CTAs that can attract attention from potential leads include:
Download a free eBook
Make an appointment
Get a free consultation
Start a free trial
Register for a free webinar
Since many smaller businesses have limited resources when it comes to marketing and promotion it makes sense to maximize the opportunities available to get interested prospects take an action whenever possible.
This doesn't mean asking for a purchase or even to view some sales pitch, however. In fact, your initial CTAs should simply serve to provide a prospect with some form of valuable and relevant information - often more great content!
It has been recommended by our friends at Hubspot that CTAs follow suggested guidelines for optimal results. CTAs should be:
In addition, you may want to place your CTA button, or link, in a number of locations throughout your website where it does not interfere with the content. In the middle and at the end of each blog post are great spots, for example.
In the ever-scrolling world of online content, grabbing your audience's attention isn't enough. You need a clear call to action (CTA) that compels them to take the next step. A well-crafted CTA can be the difference between a casual reader and a converted customer.
Here are some best practices to elevate your CTAs and turn website visitors into engaged users:
Clarity is King:
Visually Appealing Calls to Action:
Strategic Placement:
Leveraging Psychology for Higher Conversions:
Testing and Refinement:
Bonus Tip: Tailor Your CTAs:
Consider personalizing your CTAs based on user behavior or demographics. This can significantly improve engagement.
By following these best practices, you can craft CTAs that are clear, visually appealing, and strategically placed. Remember, a well-designed CTA can be the bridge between captivating content and a thriving online presence.
Here is a graphic "cheat sheet" for designing your new CTAs:
Capturing an email address or inviting a purchase are not the only reasons for a well-crafted call-to-action. A CTA can be used in a variety of situations. Here are some of them:
There is very little gained by having visitors stop by your website, look at your home page or your blog post, and then move on, possibly never to return. Capturing their attention with a compelling offer in a CTA will allow you to obtain their name and email address at minimum.
Ultimately you want prospects to become customers. And, over time, you want to encourage them to buy your product. One way to do this is with CTAs placed in spots where leads tend to visit consistently.
A bold CTA can draw visitors to events such as webinars or shows that your company is participating in. The link can be used to take a visitor to a registration page that also provides relevant information about the event.
These are an easy way for visitors to become engaged with your company by giving them a tool to share your site, your blog posts, and follow you on the social media platforms your company is on.
For some businesses, a product or service can be purchased right from your website or a landing page. When that is the case, a well-crafted and strategically place Call-to-action is absolutely vital.
Imagine a captivating store window display. It attracts attention, but without a clear "Sale Inside" sign or an "Enter Now" prompt, potential customers might simply admire it from afar and move on. CTAs in digital content function similarly. Studies have shown that content with a clear CTA can outperform content without one by significant margins.
The CTA cuts through the noise, guiding users towards the action you desire, whether it's subscribing to your newsletter, downloading a resource, or making a purchase. Without a CTA, you risk leaving your audience lost in the digital sea, unsure of the next step and ultimately less likely to convert.
Attracting visitors to your website is only the beginning of an effective content marketing approach. People have come to your site, read your blog, and studied your company's offerings because you have promised to solve their problem or answer their question.
Once they are have arrived, you have often very little time to spur them to take an action before moving on. Make the best use of that opportunity with great CTAs and compelling and relevant offerings.
Want some help with your marketing efforts? Give BroadVision Marketing a call at 707-799-1238.
You can also click on our cool CTA below to learn more about using content and inbound marketing for your company!