One of the primary purposes of every business both on and offline is to make sales. Some businesses online have failed to understand why they have not been able to make tangible sales over time. Some of these businesses spend a lot on a marketing campaign but generate little profit. There might not be any particular reason for this low sales rate, but the absence of a compelling Calls To Action (CTA) is commonly one of them.

A call to action in most cases are words or phrases that can be fused into a sales script, advertising message, forms or web pages in other to make customers take actions.

Why are CTAs important?

The call to action can either be to buy a product, sign up for a newsletter, or to sign up for a free product. Using a simple CTA or not having any at all can do your business more harm than good.

According to research, adding CTAs to a Facebook page can increase the click-through rate by 285%, emails with a single call-to-action increased clicks by 371% and sales by 1617%. Well placed and well written CTAs can serve as a big boost for any business.

How to write better CTAs

When writing a CTA there are specific rules that must be observed in order to get results.

Make use of catchy words

A CTA is incomplete without having a strong word. Action words such as “buy now”, “Book a Demo”, “Get Started”, and “Sign Up”, make up a good CTA.

Another essential factor to consider is how short and concise the call to action is. Creating calls to action that are long and require more time to read is wrong.

Also, including strong vocabularies in a call to action makes it less effective, the faster a call to action can grab a reader’s attention the better. Call to actions are means to be short, precise and straight to the point.

Provide value

An example of a call to action that shows value are ones with “Free trial”. When a person needs a service and is offered on a free trial basis, there are higher chances of making a lead.

Create a sense of urgency

Testing shows that creating a sense of urgency in a call to action is a faster way to generate leads. CTAs that include keywords such as “limited time” are a perfect example of a CTA that creates a sense of urgency.

Make it bold and big

CTAs are meant to be written in a big and bold way to enable readers to locate and recognise them quickly.

There is no standard font size for a call to action, but you should make it than the general content. When the font size of a call to action is the same as the content on the website, it can be easily overlooked.

In summary

Creating a call to action to generate leads is an effective marketing process that has been proven to be trusted for growth. The process of creating a lead-generating CTA can be complicated, especially if you’re new to it, but doing it right can be very rewarding.

Kay Johnson Gee has a number of clients who can guide and advise you on the online CTA world, if you’d like to be connected with one of them send us an email to info@kjgllp.com.