Without call-to-action phrases, great content is just that…great content. And although we all love an interesting read, content needs to convert – whether you’re selling a product, promoting a service, or encouraging email sign-ups. The list goes on.
Whatever your business objectives, customers should be actively engaging with your website. A strategically placed CTA (call to action) can turn a casual visitor into a loyal customer, transforming captivating words into meaningful results.
Not sure where to begin? We’ll talk you through it.
As digital marketing experts, we understand the ins and outs of creating effective content that sparks action. In this article, we’ll cover everything from what a call to action phrase actually is and why it’s important to a few of our favourite examples.
Looking for a way to boost your conversion rate and build a loyal customer base? Get in touch with our expert team (oh look, we’ve already snuck in a CTA).
Give us a ring at 0161 327 2635 or contact us at [email protected].
What Is a Call to Action Phrase?
In short, a CTA is a powerful prompt that tells the user exactly what you want them to do next. It can be found in both a button format and a clickable link with the relevant anchor text.
There are the usual suspects: ‘buy now’, ‘learn more’ and ‘subscribe today’. You may have come across these when casually browsing the internet or shopping for a new pair of jeans, and you may have been persuaded to click on them. However, although a simple, two-word phrase can be useful in guiding the user’s decision-making process, there’s a whole world of CTAs out there.
So, What Makes a Good CTA?
The best CTA phrases are the ones that are both descriptive and align with your tone of voice. Conversational, formal or inspirational – you need to be able to connect with your customer base on a personal level.
For instance, a ‘Buy Now’ becomes so much more effective when transformed into a ‘Discover the perfect fit today’ or ‘Upgrade your Winter wardrobe with just one click’.
When it comes to CTAs, the options are truly limitless. You just need a deep understanding of your customer base, what motivates them and why they need your business.
And it’s not all about the content – CTAs are just as much of a consideration in Conversion Rate Optimisation strategies. Even better, the two will work hand in hand to produce a website that serves your customer base.
It All Comes Down to Psychology
First and foremost, content should be created with the user in mind (as an agency that specialises in SEO, we know a thing or two about user-focused marketing).
How do your customers behave? How long do they want to spend on your website? Can they find what they need? These are all considerations that form the overall user experience. And CTAs play an important role.
Think of your content as a conversation. It should feel natural and relatable, while also presenting the user with a solution to their problems. The end goal? Convincing the user to invest in your business.
How can this be achieved? By making your CTA phrases as click-worthy as possible:
- Be direct and definitive: CTAs should always capture the user’s attention – don’t give them an excuse to click off of the page!
- Reduce uncertainty: Being clear with where you’re taking the user can help them to feel confident in their decision.
- Create emotional appeal: Emotions are a powerful motivator and play a significant role in decision-making. Generate excitement, establish empathy or feel nostalgic – it all depends on your product or service.
- Leverage social proof: Validate the user’s choice by tapping into the human desire to belong. For example, ‘join thousands of satisfied customers’.
- Be benefit-driven: Enhance your value as a business by crafting a CTA that transforms features into benefits.
- Create a sense of urgency: By playing on the principle of FOMO (the fear of missing out), you can prompt immediate action with your CTA. After all, there’s no time like the present.
You’ll find CTAs sprinkled throughout the customer journey, connecting the dots and, ultimately, leading users towards a purchase.
The awareness stage
At the beginning of the journey, CTAs serve to capture the attention of potential customers. They are designed to provide valuable information about your business, answer any questions and offer resources that drive initial interest.
These CTAs may pop up in posts for social media marketing or in user journey-led articles.
Moving through the funnel, this is the stage where customers are actively researching, comparing options and seeking solutions.
By strategically placing CTAs on landing pages or in customer emails, you are able to facilitate deeper engagement and promote your business as the one to go for.
The purchase stage
Whether the user is on a product page or part of a retargeting campaign, your CTA needs to seal the deal. So, keep them action-focused and reassuring, as well as using language that is consistent with your branding.
Your customer has come to a decision, don’t let them question it!
5 Of the Best Call-to-Action Phrases – From the Experts
1. ‘Intrigued? Begin your journey with X today’
Why it works: Quite simply, this CTA ticks all the boxes. It opens with a question that’s designed to pique the user’s curiosity and closes with a clear action.
Plus, the phrase ‘your journey’ is always a great one to use. It’s versatile for a range of businesses and has a personal feel, convincing the user that they are in charge of their experience.
2. ‘Sign up for your exclusive access to X’
Why it works: This is where the psychological aspect of content marketing comes into play. Users often associate value with exclusivity. So, by promising ‘exclusive access’ to offers, extra content or opportunities, you are more likely to grab their attention and push them to convert.
This type of CTA can be used for a wide range of intended actions. For instance, offering your customers an exclusive gift with their purchase.
3. ‘Shop now and bag unbeatable savings!’
Why it works: There’s nothing like the promise of a good bargain to encourage a purchase. This CTA takes the classic ‘shop now’ phrase and introduces a clear benefit to customers, making it worth their while.
From there, you’ll need to tweak the CTA phrase to reflect your branding. In this instance, we’ve created a sense of playfulness with the use of alliteration and casual language. Nifty, right?
4. ‘Discover X with our game-changing/transformative/one-of-a-kind X’
Why it works: Benefit-led and descriptive CTAs are the perfect pairing. They resonate with the user and place an emphasis on the positive results of your product or service.
The trick is to position your business within the everyday lives of your customers, presenting it as a must-have as opposed to a nice-to-have.
5. ‘Fill out our online form today – it’ll only take a few minutes’
Why it works: Being able to anticipate a potential concern and offer a solution is essential, especially when you’re asking the user to complete an action that takes time. Through an encouraging tone that presents your business as transparent, this CTA aims to improve user trust.
And not to get too technical on you, but a CTA can instantly be elevated by a hyphen. Useful for presenting additional information and demonstrating that you have already addressed any obstacles to conversion.
Up Your CTA Game and Maximise Performance
The main takeaway is that cleverly crafted and well-placed CTA phrases are crucial for encouraging conversions. Without them, you risk losing customers at each stage of the sales funnel – whether they are merely intrigued by your business or already convinced and on the verge of making a purchase.
Think of CTAs as a fundamental building block for your content – just as important as headings or good punctuation.
Our team works with businesses across all sectors, leveraging user-focused content to create a website and marketing strategy that performs. Contact us today and begin your growth journey.