Today we're here to talk about CTAs, a beloved marketing resource that brings us so much joy. What do you think of this concept? All right, I'll tell you.
We refer to a CTA (call to action) as any phrase, button, image or digital resource that allows the user to perform an action.
They are often used in landing pages or marketing campaigns and allow us to measure the total number of leads captured for an action.
The ultimate goal of all CTAs is always the same: to bring users one step closer to completing the conversion process.
If you still don't know the exact purpose of CTAs, I encourage you to read this article on our blog. If you already understand the theory and want to improve your CTAs with interesting and engaging copy, you've come to the right place! These are the guidelines you need to capture the interest of potential customers. OK? Let's get going!
Essential for meaningful calls to action
For us, the basis of a good CTA lies in two aspects:
Make it visible (very obvious).
We are talking about its colour, shape, typography and location: four very important factors for users to detect and read a CTA.
- Make it attractive and clear what the user has to do.
The second aspect that a good CTA needs (and the one that concerns us in this post) is that the action is clear and (above all) attractive.
In other words, we have to tell users the action or goal we are looking for in the most attractive way possible: Read a blog post? Sign up for a course? Download resources? This information will be provided to us through a copy of your CTA!
In addition, we will do it with hooked verbs depending on the tone of your page.
Copywriting for calls to action: finding the perfect text
Visibility and great text - is this all we need? of course not. In the examples above we have seen that we also have to adapt to the tone of the page and the brand. There are more aspects to consider. Read on!
Now, let's take another look at the text before the CTA. What does this tell us? It offers us a very attractive benefit: subscribe and manage programmes on different platforms - do this by talking face-to-face with users and get a free trial subscription with a CTA! Another magic word - it never fails!
*attracting emotions
I don't mean to be sentimental in saying this. I mean connecting with people through familiar feelings and sensations, and often that makes us feel good.
As you can see, to make things the rule, you have to use powerful and striking verb tenses, forget about the more traditional tenses, why not take a little risk, dare to show your most creative side!
Some things to avoid with CTA copy
If you have come this far, you have a small idea of what you need to apply when writing your CTA. However, it's also good to know what to avoid...
I won't take shortcuts; if you want it to work, don't do this:
Use vague and overly common calls to action. "Register" or "Buy" rarely refers to your business.
Too early to see your CTAs. Depending on the behaviour you want to encourage, it's important for users to see it. See how Slack or Lightroom samples work.
Not measuring the performance of your CTAs. Clumsy! These numbers will tell us if our CTA is working correctly or if it needs to be rotated.What do you think, ready to capture more leads with your CTA super copy look and feel? I hope you find the information in this post useful, let me know in the comments.
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