Imagine this, you’ve gone out and written the best bit of copy you’ve ever written.

• Your benefits hit hard
• Your words connect
• You even nailed the pain points without using a single scare tactic

BUT

You still aren’t converting! It might be time to have a look at your call to action (CTA).

 

What is a Call to Action?

 

A Call to Action is a statement designed to provoke an immediate response from your audience. It guides them toward the next step you want them to take, whether that’s clicking a link, filling out a form, or making a purchase. A CTA is more than just a button or a phrase; it’s a vital component of your overall marketing strategy. Think of it as telling your audience exactly what you want them to do next…

 

It may seem like an obvious question, but do you have a CTA?

It’s easy to get so wrapped up in explaining why your business is fantastic that you forget to tell the reader what they should do next. How can they solve their problem? What should they do about your fantastic new product?

You need to remember to tell your reader exactly what the next step in the process is. The number 1 reason for not making a sale is forgetting to ask for one! Again, it sounds so simple, but the simple blocks are the ones we trip over most often!

 

Now that you are sure you have a CTA, here are some tips to take it from ugh to awesome…

 

Why is a Great CTA Important?

Your CTA is the direction your reader needs. Being given a clear next step makes your decision process easy. This is what turns your copy into conversions i.e. this is how you make the sale!

A great CTA ensures that your audience knows exactly what they can expect and they will feel compelled to act.

 

1. Keep it simple

The name of the game with any piece of copy is “clear and concise”. It’s the mantra you should repeat if you want to inspire action. If you want to waffle, write a blog!

Your CTA should be easy to understand. There is a fine line to walk when trying to maintain a tone, particularly when you consider your CTA. Don’t sacrifice clarity in the name of something cute or jargon-laden just for the sake of maintaining your tone.

Your CTA should also contain only ONE action. You may have multiple CTAs on your home page for example, but each one of them should give one definite action the reader should take. Choose the ONE THING you want your reader to do at the end of your copy and tell them what it is. It’s that simple!

 

2. Use Action-Oriented Language

 

Strong verbs can energize your CTA and compel users to take action. Phrases like “Get started,” “Join now,” “Download your free guide,” or “Claim your discount” prompt immediate responses. The key is to create a sense of excitement.

 

3. Create a Sense of Urgency

 

Ok, this one can feel a bit icky sometimes. But think about your own to-do list. We all have 2 categories on that list.

1. Urgent – Do it as soon as possible!

These are the things you get done. They take up brain space and make you pay attention.

2. Not urgent – Get to it when you can.

These are the ones that get forgotten. They aren’t even the ones that aren’t important. Quite often something gets put off because you know you can do it later, then next thing you know, it’s 6 months down the line and you still haven’t booked your sports massage and your hand has turned into “the Claw” because your muscles have seized and why didn’t you just book the appointment when you thought of it? While your claw was still functional?? Am I being dramatic? Maybe a tad. Am I describing something that has happened to you? Probably…

Encouraging your reader to act quickly can shift their priorities and help them to act while it’s fresh in their minds. Phrases like “Limited time offer,” “Only a few spots left,” or “Act now” can create a touch of FOMO that prompts immediate action.

 

4. Highlight Benefits

 

Make it clear what the user stands to gain by taking action. It’s important to know that there is a difference between a benefit and a feature. When you are considering your benefits, think about what your audience stands to gain. Will they feel stronger? Will they learn a new skill? Will they gain confidence? Make them understand exactly what you are offering to change for them.

Once you’ve nailed what your benefits are, remind your reader. Instead of simply stating “Download our eBook,” you could say, “Download our free eBook and unlock the secrets to mastering digital marketing.” This highlights the benefit and encourages users to take action.

 

5. Make it flow

 

This one is an easy one to get wrong. When you are planning any form of copy, you should be guiding your audience towards your CTA. That means that the story that comes before it should flow neatly into what you are asking them to do. If your paragraph dives into how amazing your upcoming event is, keep it simple and use your CTA to direct them to book a ticket. Don’t use the opportunity to shove in a link to your diary so they can book a call with you.

 

6. Test Different CTAs

 

Even with all the research in the world, choosing the exact words that resonate can come down to sheer luck. Humans are fickle creatures and what strikes a chord can vary wildly in every situation. A/B testing different CTAs can provide insights into exactly what connects with your audience. Try varying the wording, colour, and placement to see what results in the highest conversion rates. Continuous testing will help you refine your approach over time.

 

7. Tailor Your CTA

When you consider your CTA, you need to consider a few different factors. The first is your audience. Using language that resonates with your audience keeps the connection you have worked hard to build throughout your copy. Losing that connection could cost you the conversion right where it matters most.

The placement of your CTA is another HUGE factor in the wording and even the action you want to happen. Consider where your CTA is both in terms of which platform and at which stage of the customer journey it will be presented. Audiences on your social media are quite often in the early stages of the customer journey, they need to get to know you a bit more and you are still building the trust. There is a high chance they want to know more about you before they are willing to part with their pennies. Sending them on to a website or a mailing list will guide them along the journey, building your relationship on a strong foundation.

Once they have moved along through learning more about you your reader will be more inclined to commit to something more exciting, like a purchase!

 

 

Making sure you have a clear and compelling CTA is a game-changer when it comes to writing copy that converts. Using each of these simple tips pulls you one step closer to getting the conversions you are aiming for so don’t forget to think them through, even if they are only 2 words long.