Tips for Writing a Convincing Call to Action
Sarah
A call to action (CTA) motivates a reader to take the next step with your company, whether that’s making a purchase, filling out a form, or signing up for your email list. With a compelling CTA, you should see a higher conversion rate. Consider these tips for writing a persuasive call to action your customers won’t ignore.
Consider Why the Customer Is Viewing Your Content
Your reader likely landed on your page because they were intrigued by something. Maybe they saw your flashy social media ad and decided to check out your company. Or they might have been searching for information, and your helpful blog post appeared in the search results.
Ads and blog posts usually serve different purposes. An ad encourages people to make a purchase or move further down the buying funnel, while a blog is useful for establishing credibility and generating brand awareness.
Your call to action should align with the reader’s intent and the page’s purpose. An ad that connects to your landing page should provide a clear CTA for the next step in the purchase journey, whatever that is for your company.
One of the best tips for writing a blog CTA is to be less direct. For example, you could suggest other articles on your site that the reader may find helpful or provide a link to learn more about your services.
Appeal to the Client’s Emotions
Fiction writers and scriptwriters have long known their words’ impact on their audiences. Most books and movies include hooks and plots designed to keep people engaged from beginning to end. These hooks play at the audience’s emotions, encouraging them to think from a character’s point of view.
Take a similar approach to your call to action. Think about how your product or service can help your audience and what concerns they have that you can alleviate.
For example, consider someone recently in a severe car crash. They need help with their medical bills, and they’re considering a personal injury lawsuit. An attorney could include a CTA on a blog post urging the reader to contact them for a free consultation.
The CTA should speak to the reader’s emotions. Something like “You deserve compensation for your losses in a car wreck. Contact XYZ lawyers to start your case today” would work.
Explain Why Your Client Should Take Action
These days, consumers are pretty immune to mundane calls to action. Something like “Shop Now” isn’t likely to work unless it’s accompanied by exciting visuals or content compelling to the viewer.
Instead, take the time to understand what makes your products or services so appealing and why people should take advantage of them. Are you selling something no one else does? Are you offering something valuable at a price that differentiates you from your competitors?
As an example, consider an orthodontist who offers clear aligners. Assume there are no other local orthodontists who offer similar solutions. They could use a CTA like “Schedule a consultation with ABC Orthodontics today. We’re the only clear aligner provider in the XYZ area!”
Incorporate Some Creativity into Your CTA
Readers are more likely to pay attention to your CTA if it’s one of a kind. Instead of using standard language like “Fill out our form” or “Click here to learn more,” put your unique spin on it.
Think about the content leading up to your CTA and try to incorporate it into your CTA’s wording. For instance, if the CTA appears at the end of a blog about the benefits of running for weight loss, you could write this: “Download our app to track your calorie burn from running, and monitor your weight loss progress in real time!”
Remember that many of your readers will use their mobile phones to view your content. You’ll want to ensure the CTA is optimized for mobile viewing and that it leads to a page that allows them to easily take action on their phones.
Use Our Tips for Writing a CTA that Viewers Will Act On
The next time you need to incorporate a CTA into your content, consider our tips for writing an engaging sentence (or two) that readers can’t ignore. Remember to keep your audience’s reasons for viewing your content in mind, and put your creativity to work. You’ll ultimately see more clicks with the proper CTA, resulting in more leads.Could your content writing strategy use a boost? Explore Write Collective’s content marketing packages. We create convincing CTAs for blog posts, landing pages, and social media posts that your audience won’t ignore!