As marketers, we’ve seen that traditional marketing is becoming less and less effective. Instead we’re getting into the era of content marketing – attracting and retaining customers by consistently creating and curating relevant and valuable content with the intention of influencing consumer behavior.

There are many things to focus on for a content marketing initiative: selecting topic ideas, getting the writing done, finding compelling graphics to back up your content, identifying where to place your content, etc. But after all that are finished, when you sit back and observe (and hopefully measure) the results of your efforts, you will probably ask yourself one critical question – did this content convert prospects into customers?

One of the key contributing factors to successfully converting prospects into customers and moving leads along the sales funnel with your content is your call-to-action.

A call-to-action (CTA) is an image or line of text that prompts your visitors, leads, and customers to take action on something. The action you want people to take could be anything: downloading an ebook, watching a video, signing up for a webinar, getting a coupon, sharing a content through social media, attending an event, etc.

So how to create a compelling call-to-action? Here’re some tips that I’ve learned and would like to share here:

Eye-catching design and prominent positioning: Whether you’re placing the CTA above the fold (where it generally gets more clicks and conversions) or below the fold (where you can get higher quality of leads), you want your CTA to get noticed. For it to stand out, the color of your CTA should contrast with the design of your content, and the size should be large enough to be noticed (we’ve seen it performs best around 225px wide and 45px high). You can draw even more attention to your CTA by adding directional cues for it to get more clicks and conversions.

Include a clear value proposition and use actionable language: Before your readers are willing to complete an action, they have to recognize the need. Your content needs to help them identify that need. After laying the groundwork, you need to communicate the benefits of responding and what will they will get by completing the CTA. When it comes to CTA itself, opt for action-oriented and second-person verbs. For example, use verb like “get” instead of phrase like “be smarter.” 

Align CTA copy with landing page copy: The name of the item you are promoting – whether it’s a free ebook, whitepaper, template, guide, crash course, or presentation – should align with the name of that item on the landing page. For example, if you mention that people can download a crash course on Facebook advertising on the CTA, you shouldn’t call it an ebook on the landing page.

Play up its time-sensitivity: While people are browsing your website, blog, or social media accounts, they’re probably also checking their emails, taking a call, or drafting a tweet. With all the potential distractions, you want to keep your readers focused on clicking your CTA. The best way to do that is to tap into the element of urgency and tell people to do something right now. One way to do that is by adding words like “now” or “today” to your CTA button. You could also put a time limit on your offer or use conditions such as “first 50 people” to urge them to take action right away.

Compelling CTA is an essential factor of successful content marketing and requires best practice in usability, creative visual design and powerful copy writing. When it’s done right it can generate great measurable ROI in your marketing. How are you using CTA in your marketing? Share your ideas with us by leaving a comment!

Share this

Latest Insights

Recent posts from our blog

How to plan for seasonal variances in your cash flow

Have you noticed unexpected seasonal variances in your company’s cash flow? If your business is seasonally-based (a lawn care or snow removal company, for example), it’s normal for your cash flow to vary depending on the time of year. Unfortunately, many companies who shouldn’t be affected by the seasons still experience peaks and valleys in […]

Organizational growth and restructuring: Is your business ready to take the next steps?

Are you planning to take your business to the next level? Before you start growing your company, you need to ensure that your organizational structure is prepped for this major shift. Don’t just jump in head first – make sure you follow our key prep tips to keep your growth sustainable and successful.   3 […]

Do you have a file you need to send to us? Would you like to make a payement?