Craft the Perfect Call-To-Action that Will Guide Your Leads to the Sale

Click here! Buy now! Start today! Let’s take about the power of the call-to-action, where’s the best place to use a CTA, and how to write it effectively so that you can lead your prospects to the end of their buying journey.

A call-to-action or CTA is a piece of content used in marketing to make leads do something. It is usually placed at the end of the piece of marketing and can be expressed in a different form depending on the medium. It can be a button or a banner on a webpage, a piece of written text, or communicated verbally in a video.
It’s important to have a CTA that clearly tells your prospects what is the next step they need to take. Think of the call-to-action as a tool that guides your prospects from one step of your marketing funnel to the next so that they become your clients.

CTAs can be different depending on their goals. And the goal is determined by the position of your prospects in the marketing funnel. For example, if your potential clients are still in the awareness phase, you want to move them down to consideration. In this case, you can use a CTA like “Get a free demo!” or “Sign up for our newsletter”, or “Check out our reviews”. On the other hand, if your goal is to close a sale, then your call-to-action can sound something like – “Start saving money today!” or “Get your product now!”.

CTAs might be short, but that doesn’t mean they are easy to write. Here are some tips on how to craft an effective call-to-action.

Make it custom

In most cases, companies try to entice people with a generic “buy now” or “visit our website”. These are general calls to action that can fit any topic or brand. But if you want your call-to-action to be really effective you have to craft it in a way that speaks to your target audience and is in unison with your brand voice.
Consider your ideal customer’s motivation and desire – what is it that made them check out your ad, article, or video? Think of their pain points and use them when crafting your CTA. Maybe you’re selling mattresses so you could say “Order your mattress now!”. But wouldn’t it sound better if your call-to-action reads something like “Click to get the sleep of your dreams”? Or maybe you have an animal shelter and need to ask for donations. Why not place a strong CTA like: “Speak for the voiceless. Donate now.”

Make it urgent

Trigger your prospects’ fear of missing out by creating a sense of urgency in your call-to-action. You can do that by adding words like “now”; “today”, or phrases like “don’t miss out” or “before it’s too late”. Just be careful not to go overboard with the pushy language or you might risk sounding desperate rather than confident.

Make it easy

The fastest way to lose a sale is to make the sales process complicated. Eliminate any additional steps and make it easy – add a clickable link or a button that lands people exactly where you want them. If you want them to subscribe, ask for their email only, no other personal information as this might scare them. Remember that the easier the action, the more people will be willing to do it.
In the end, remember that your CTA – just like your overall marketing campaign, needs to speak directly to your target audience and guide them through their buying journey. If you wish to learn more about what type of content you can create for each step of the marketing funnel check out the link below.

In the end, your CTA needs to speak directly to your target audience and guide them through their buying journey. If you wish to learn more about what type of content you can create for each step of the marketing funnel check out the link below.