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Call To Action (CTA) | Tips To Utilize It In A Strategic Marketing Plan

Basically, a landing page is designed with a single focused objective – known as a Call to Action (in short CTA). This simplicity is what makes landing pages the best option for increasing conversion rates. Particularly, of your Google AdWords campaigns and lowering your cost of acquiring a lead or sale. The topic of conversion optimization often revolves around CTAs.

With recommendations for improving conversions pointing to various variations. Like in shape, size, color, placement on the page, copy, etc. That said, one factor that’s often neglected – with sometimes dire consequences – is the relevance of the CTAs to the stage of the sales funnel. Or at whatever point your audience is at in the buyer’s journey.

A user’s action can be a lot of things! For example, a request to download an eBook, opt-in to an email list, sign up for a webinar, register for an event, purchase a product, take a live demo/product tour, read another article, share, comment, etc.

Often, when your CTAs don’t match the intent of your audience, you’re going to see a sharp decline. Or rather, a limited lift in conversions for a given piece of content or landing page.

What A Call To Action (CTA) Is All About

In general, a Call To Action (CTA) is used at the end, or sometimes throughout a sales pitch (e.g., a sales letter). Whilst, letting potential clients or even customers know what to do next if at all they’re interested in what your business has to offer them. Obviously, it lets people know the next step to take while doing business with you.

Basically, a Call to Action (in short CTA) is a statement designed to get an immediate response from the person reading or hearing it.  For instance, it’s used in business as part of a marketing strategy to get your target market to respond by taking action. But the truth is, many new business owners don’t have calls to action (CTA) in their marketing and sales pitches.

This is usually for one of two reasons:
  1. A belief that the prospect already knows what to do if they’re interested in buying or learning more,
  2. Concerns that call to action are obnoxious and will annoy the potential client/customer.

Simply put, the Call to Action is an instruction you give to your audience to provoke an immediate response and get them to take action. Whatever the reason, leaving CTAs out of your marketing materials can mean losing prospects and money. Calls to action are essential in directing a prospect to the next step of the sales funnel or process.

Why is a Call to Action important?

Are you finding that your leads and prospects aren’t taking the next step in your sales process? Whether that’s buying or simply requesting more information? The problem could be a faulty or non-existent Call to Action.

First of all, your Call to Action is the chance to motivate your audience to take real steps toward becoming a customer or clients. Keeping in mind, it can be the determining factor between a lead and a conversion.

Eventually, many argue that the CTA is the most important part of your site or ad campaign. So, skipping the CTA is a grave mistake that won’t bode well for your company.

There is a reason the CTA button has become such a staple on-site content and in the ad copy. Below are three reasons why CTA is important

1. It boosts the success of digital marketing

When it comes to online marketing, it’s all about generating hype about your product or service. While at the same time, grabbing the attention of consumers, and encouraging them to seal the deal. Therefore, the CTA is the missing puzzle piece that emphasizes the power of the ad copy.

Meaning, without the CTA, your copy messaging will fall flat. It won’t have the final hook that inspires customers to take the next step. CTAs are especially important in Pay Per Click (in short PPC) advertising. So, adding a Call to Action to your PPC campaign will help you convey the intent of the campaign to your audience.

In short, emphasize the importance of a strong, inspiring CTAs on your marketing team during the creation of ad campaigns. By making the CTA a focal point of your ad creative. Otherwise, you run the risk of your campaign falling on deaf ears. Assumably, for most companies, this isn’t a risk they can afford.

2. A Call to Action motivates your funnels of sales 

For your information, CTAs and sales funnels go hand in hand. Whereby, the Calls to Action serve as transitions between the phases of the buyer’s journey. By instructing the user on what to do next, prompting them to take immediate action.

Of course, whether you want your user to visit your blog, give you their contact information, download an eBook, or subscribe to an email list, you must provoke this action. In that case, with a well-placed CTA in the sales funnel. Use CTA best practices such as wording the copy on your button in a way that highlights the benefits. For example, use “Get More Tips” instead of “Subscribe!”

As a matter of fact, the easier you make it take the next step, the more people will do so. Since your CTA creates a better user experience. And instead of making your audience guess and wonder about how to proceed, you give them the answer in an eye-catching, brightly colored button.

3. A guiding route to your leads and target audience

By guiding your buyers to the next phase of the buying process, you give them the easiest route to the next step. In this case, eliminating the need to solve a problem. After all, buyers are conditioned to seek out and use the CTAs. Therefore, facilitate a smooth buying process by giving the people what they want.

More often, you have just one chance to make a good impression on your target audience. With PPC ads and other forms of digital advertising, there is no time to waste. For one thing, even the smallest missed opportunity can lead customers to pass over your brand in favor of the competition.

In some cases, marketers will utilize multiple calls to action; however, best-practices state that it’s best to only use one call to action to eliminate the paradox of choice. This focuses the audience on that single action you want them to take, rather than split their attention.

4. A Call to Action is part of your customers want

Always remember, that CTAs aren’t just important for business – customers want and expect them. Many people depend upon the CTA at the end of the page to take the next step. When they read your ad copy, they are interested in engaging with your brand. And thereby, they always look for the CTA button to learn what to do next.

Another important point is that omitting the CTA can confuse readers and hurt your chances of sealing the conversion. Simply, because they make it easy for customers to do what you want them to do. And that’s good for them and it’s also good for your business as well.

In short, the right CTA at the perfect moment can push the person in the right direction, sealing the conversion, and ideally creating a loyal customer. The CTA can be a subtle or blunt way to tell your customer that he or she should ‘take action now’ for the best benefit.

5. Your business becomes more predictable and intuitive

Generally speaking, there are some circumstances when you want your brand to be predictable. And notably, predictability makes your company trustworthy and easy to engage with. The CTA is one area where it pays to be as predictable and intuitive as possible.

Your site visitors always look for your “Call Now!,” “Sign Up!,” “Register!,” “Donate!,” or other CTA buttons. And they often feel confused and disappointed when they don’t find it. Having strong calls to action elsewhere are expected parts of the campaign plan too. Such as on social media, websites, the end of videos, copy messaging, digital advertising, etc.

So to say, a good CTA is the finishing touch on any type of content. Making it the cherry on top that every user (consciously or subconsciously) wants. Your lead has read or at least scanned your content, and may in one way be on the fence about taking the next step.

How do you create a Call to Action?

Whether you use your CTA to create a sense of urgency or to gently steer your users toward the checkout line, the important thing is that you use it.

Ignoring the CTA is a rookie mistake that could make your numbers drop drastically. Next time you’re creating site content or ad copy, let your call to action shine. And, thereafter, the results will follow.

A CTA can be placed virtually anywhere in and around your content, but your call to action can’t just be placed haphazardly in your sales funnel.

Here’s some generic CTAs turned better by focusing on benefits the visitor gets by clicking the CTA:

Call to Action


In general, creating an effective CTA goes beyond design and copy. It has everything to do with aligning your offer and CTA with your sales funnel to ensure it’s relevant to the audience’s intent.

Don’t stop once your CTAs are mapped appropriately, though. Setup follow-up content that moves the target back to the middle of the funnel with an appropriate CTA to keep them engaged.

In addition, maintain the marriage with the customer and turn them into a lead-generating brand ambassador, using CTAs to inspire them to spread the word.

So, Do you make CTA placement and creation part of your documented content marketing strategy? Feel free to share your approach to CTAs with me in the comments section. And if you’ll need additional support, please Contact Us.

Here are more useful and related topic links;

  1. Email Marketing Masters Guide In Publishing
  2. Advertising Explained | Top 10 Best Simplified Methods
  3. Online Digital Marketing | How Do You Get Started?
  4. Pay Per Click | Actionable Insights to Improve on PPC Ads
  5. Freshdesk | The Best Helpdesk Tools for Customer Support

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