7 Best Practices for Calls to Action

Calls to Action can be on pretty much any form of inbound marketing content. If you don’t know what inbound marketing is, then you can check out our blog on 10 Inbound Marketing Facts to get and overview. Calls to Action (CTA) can be used to get social media shares,  provide informational downloads, or generate leads. A CTA is the link between any content your potential customer is interested in, and a landing page that has an offer or  more information of value to persuade them to complete a short form. We will go over some best practices to make sure you have people clicking your CTA and starting their journey towards a conversion.

1. Action-Oriented

A good call to action will be directive and action oriented. It will tell the visitor exactly what to do. Click, Register, Share are great examples. These kinds terms leave the the viewer no questions or have having to guess what’s next. They know exactly what to do and how to move forward when they see the CTA.

2. Consistent Keywords

Most CTAs will only have a couple of words on it, so you have to be very selective about the words you chose to use. On top of being action oriented, your call to action must be consistent with keywords and topic the viewer is interested in. If someone is searching for and finds your content about cooking, your call to action shouldn’t say “Download Free Gardening Podcast.” Something more appropriate might be “Register for Free Cooking Class.”

3. Attention Grabbing

If you want your call to action to get clicks, you’re going to have to make sure it stands out from the rest of the page. If you have an accent color that will attract the viewers eyes, then use that to highlight your CTA button. If your CTA is grey and your page is white, people are likely to look over the whole reason you wanted to produce content in the first place. Make CTAs pop off the page.

4. Page Placement

It’s important to make sure the main call to action is one of the most prominent things on your page. CTAs need to be placed above the fold in order to ensure they are seen. The one exception to this is on blog posts, where it is acceptable to have them in the side bar and end of the post. Otherwise, make sure catch your CTA catches your visitor’s attention as soon as possible.

5. Make it Simple

You should be catching on to the theme of simplicity by this point, but we are going to continue emphasizing it. Multiple sentences on a CTA button are unnecessary. If you need that many words to communicate what your visitors should do next, there is a problem. Use basic, but directive terms in your CTA. The content around your CTA should be enough to give it context. No need to explain again.

6. Use Links

This might seem like an obvious point, but you would be surprised how many calls to action are images that tell a visitor what to do, but don’t help them do it. The internet is all about ease of use. You can’t ensure a customer will take extra steps to find your landing pages. If you’re going to use an image instead of a button, help everyone out by making it a clickable link.

7. Test and Analyze

Inbound Marketing is build upon a foundation of analytics, and CTA’s are no exception. You can A/B test with several different keyword or action word combinations, test for amount of views per click, how many views per ultimate conversion and many more. Figure out what works, stick to it for awhile and then test again. If you aren’t getting better, you’re getting worse.
Calls to action are found on all sorts of content and can be used for several different things, but no matter what you are using them for, we’ve given you several tips to make them more effective. Nektur Marketing specializes in creating consistent Inbound Marketing campaigns that include well executed calls to action. If you or your business would like to learn more about how calls to action can start generating you more revenue, click the link below to contact us and begin your Free Inbound Marketing Consultation.