Your company might have a valuable product or service and a great website—but what if your customers aren’t interacting with your brand as you had hoped? While many factors may play into that issue, a small step that can make a big difference in engagement is examining your call-to-actions in your emails and on your website.
A call-to-action (CTA) is usually a button or stand-out text that asks your audiences to take some sort of action. It answers the question: “What do you want your customer to do next after landing on this website or reading your email?” This can include:
- Signing up for a newsletter
- Purchasing a product
- Booking a consultation
- Filling out a form
- Starting a free trial
- Reading a blog post
- And more.
Without a clear CTA, users might navigate away, and your organization might miss gaining business from a consumer. The following is a guide to crafting a compelling CTA for more engagement:
Begin
Before you put pen to paper, think about one of your main business goals. This might be to encourage your customers to buy from your online store. Maybe it’s to book more consultations from those who are interested in your services.
Once you’ve defined your result, write down what you want users to do when they land on your webpage or read your email. It can look like, “I want customers to buy our product.” This is how you begin to create a CTA for engagement.
Simplify
Using the statement you wrote, tell your customers what you want them to do.
Start with an actionable, second-person verb, such as “learn,” “shop,” “book,” or “explore” to make a strong ask from consumers. You may also choose to add urgency by using the words “now” or “today.” Reminding audiences to do something now can increase the chance of them realistically acting.
For example, a great CTA is: “Explore our products. Shop Now.” Above all, be succinct. Shorter CTAs perform better.
Beautify
While words matter, so do visuals. The CTA should stand out from the rest of the text on the page or email. Place it in a box with a bold color, surround it with white space to draw focus to the statement, or better yet—make it look like a button that is clickable.
Where you place the CTA is important as well. Place the statement above the fold — on a desktop/mobile device, before the scroll — to get more clicks and visibility.
Need help crafting CTAs or leading your audiences to engage with your brand? Contact us today to get started.