Writing CTAs That Convert

— November 1, 2016

The goal of any business is to convert potential customers into loyal clients. Sounds easy enough right? Not so fast. In the online world user simplicity and engagement are key. On your website this may be a subscription button, shopping cart, or even a contact page. Regardless of what that end goal is, there is one component that will be the underlying factor in moving those loyal customers down the sales funnel. That’s your Call to Action.


Your Call to Action is your customer’s “buy in.” It’s the next step they will take after your initial touch. Writing a stellar Call to Action (CTA) will be a significant aid in encouraging engagement from your audience. We’ve come up with a few tips for nailing your CTA and help guide users where you’d like them to go, and more importantly, convert!


Use Actionable Text


If your goal is to create a sense of urgency with your underlying message than you’ll want to portray your Call to Action in a way that will make consumers jump at the opportunity. The secret in doing this lies in the wording. If you make your CTA more of an order rather than a suggestion, it is likely that the consumers who come in contact with your actionable message will want to engage with it to see what the hype is about.


Consider the Colors


Depending on the Action you’re hoping takes place as a result of this message, your coloring should reflect the overall tone of the CTA. Color contrast is important when determining the message’s color combination. It has been said that green and orange buttons are to be more successful at catching the eye of consumers than other color schemes. You may want to keep this in mind when designing your CTA buttons and messaging, however, a contrasting color is of utmost importance. If your sight is full of color, it may help to test out different colors that stand out by squinting your eyes or scanning the page quickly.


Short and Sweet


Your Call to Action shouldn’t drag on with multiple instructions and scenarios. A consumer should know exactly what they’re doing and how that action will result by the time they click that button. Rather than create more confusion by adding extra words and outcomes, narrow it down to a short phrase with one corresponding action. You may choose to break up different end goals into multiple CTAs and that’s okay because every consumer likes to have options to decide between. As long as you stick to specifics and inform users of the action taking place, you’ll have a better outcome of those that follow you to point B.


While there are a number of ways each business may choose to enhance their Call to Action, keeping these three tips in mind will surely get you the results you’re hoping for. Without being too wordy and using bland colors, your CTA can navigate consumers to an end goal that will fulfill its promise to the customer, all while getting you more business. If writing and creating CTAs hasn’t gone how you’d hoped in the past, try a new method!

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