What is a CTA
A Call To Action or CTA on a website is the request from you to your reader to take action on a relevant task.
They should be relevant and concise.
CTA’s can take many forms.
- An internal link to direct the reader to another post/page on your website for more information on the subject at hand.
- An external link to give them a more in-depth definition from an authority site.
- A signup form to join your mailing list.
- Register Here to join your webinar or maybe an instructional series.
- Call now for a 1to1 dialogue or more information
- Subscribe to your Youtube channel or even your email list
- Donate usually for Crowd Funding websites, but there are websites that ask for Donations to help keep the cost of running it down.
- Buy which would add the article to the shopping basket
- Order used for shopping sites and auction sites like eBay or Amazon
- Share social media
- Follow again on social media
- Download for programs, PDF files
- Click here for more information.
Just a few of the more common phrases that are used, but there is nothing stopping you creating your own CTA as long as it is relevant to the piece you are writing and as short as possible, and of course links to the correct item.
Other CTA’s can be Banners. Images or Infographics.
Where to place a CTA
Any CTA on a website should be positioned to get the full impact of your request.
You may have read that the first place to put a CTA is above the fold(that’s the part that shows up first when you go to a website), and if your site is well established with surfers coming back to your site regularly, that’s fine.
But if your site is new and people don’t know you from Adam, then the last thing they want is a Call To Action slogan or banner thrust in their face.
I know from experience, that if I visit a website and the first thing I am confronted with is Buy Now or Get It Now For Only…. I skip over it at best. maybe even click off the site.
Before you ask a reader via a CTA to follow your lead, they have to know what you are all about and what they are letting themselves in for.
Build up trust in the content you write before requesting them to do whatever it is you want.
Don’t overindulge the post/page with too many banners or self-made image CTA’s,
it doesn’t make for good user experience and big bother Google hates it
Text links are fine, as Google sees this as you trying to give as much information to your reader as possible but being overzealous with the other stuff won’t go down to well.
With a Banner or Button CTA, you are aking your readers for reciprocation. You are asking them to perform a task for your own benefit, to lead them ultimately to a conversion.
But by not giving them good content as to why they should follow your lead is a complete and utter waste of time.
By placing a request at the beginning of your post or even in the first paragraph is going to be a waste of space.
Scenario: A guy you have never met walks up to you in the street and says”Give me a Tenner”, without explanation, you look at him with a contemptuous look and tell him to get on his bike unless of course, you are in the minority of human beings that would give your last Rolo to anyone.
Seriously, people don’t think that way, they need to know what they are about to let themselves in for, especially as scams are rife on the internet nowadays.
Time To Digest
So before you start adding a Banner or a Button CTA on a website, make sure you have given the reader time to digest what it is you are offering them.
On a typical post/page of say 1000/1500 words, 2 CTA Banners are plenty in addition to the text links, which should be taking them to other posts on your site.
Don’t forget that the other posts/pages you send your reader to are going to be showing your Banners or Buttons, so moving them through your website isn’t going to deter from your Call to Action.
Another place that will be beneficial to you would be in the sidebar of the post.
Here is a great place to have an Email sign up form, and because it will be a widget, it is going to be visible on every page/post.
Creating a Call to Action
When creating CTA’s, bear in mind these 3 C’s.
Convinced: Share convincing content so they believe that the next step is going to be what they are looking for.
Curiosity: Make your CTA strike a curiosity note, so that they wonder what could be next.
Can’t Resist: Make your content and CTA strike a chord with them that they can’t resist.
Make them emotional by adding:
Offer ends at Midnight.
The offer will not be repeated.
Limited Time Only.
Buy Now Before Supplies Run Out.
These type of urgent calls have proven to be beneficial in conversions.
Don’t make your reader go round the houses before they get to the point of your CTA.
Make them short sweet and to the point, where they conclude the action within 2 clicks.
Too many options and you will lose them.
Colours can also play a big part in whether they click or not.
Colour psychology can play a major role of any website depending on the audience.
You can learn more about How Colours Could Be Harming Your Website here
So know your audience before creating your Banner or Button.
Keep them short, Keep them sweet, but most of all keep them relevant.
Never ever use a CTA on a website to send your reader to a website that has nothing to do with the subject of your page/post.
This will harm any trust that you may have built up between you and your reader.
I hope this Part 8 Adding CTA’s has given you an insight of how to best use a CTA.
If you have any comments about this or any other part of this series please leave them in the box below.