What is a Call to Action (CTA) on a Webpage

If you have a website, you have a call to action (CTA) (whether you realize it or not). At the most basic level, a CTA is a design element that entices the visitor to take a certain action, whether it’s signing up for an email list or purchasing a product.

And there’s no such thing as a successful marketing campaign without a successful call to action.

Leads, conversions, profits, and even repeat sales all rely on CTAs. If you haven’t been paying much attention to what messages you’re sending out, it’s time to start. We’ve put together this simple soup-to-nuts guide on CTAs, what they are, and how to use them.

Let’s get going!

What is a Call To Action?

A call to action is a prompt on a website that urges the reader to take a specific action. It’s typically written as a command, such as “Buy Now!” or “Click Here to Sign Up” and takes the form of a button or hyperlink (amongst other things).

The key is, the reader should feel obligated to act immediately. Whatever the CTA looks like, it should compel the reader to do something right away.

Why Are CTAs Important?

A call to action lets your readers know what they should do next. For example, if there is a CTA at the bottom of your blog posts encouraging readers to sign up for your newsletter, may prompt them to do so. However, without that CTA, they’re likely to leave the site without completing any other tasks.

A call to action makes the steps you want them to take clear – and there doesn’t have to be just one. If there are multiple desired actions for your audience, there can also be multiple calls to action.

Call To Action Examples

If you’ve ever visited a website, you’ve seen a CTA. Often, they blend seamlessly into the design, so you may not even consciously notice them. Some common examples include:

  • Sign up for our newsletter
  • Share on social media
  • Read more
  • Support our sponsor
  • Purchase this product
  • Add to wishlist
  • Checkout

As you can see, a call to action usually encourages the reader to take an action they were likely to take anyway, so they don’t really come off as blatant marketing or sales pitches, but more like a helpful reminder.

Where Do CTAs Go?

Not sure where to place your CTAs? Well . . . you can place them pretty much anywhere. Hyperlinks or buttons within your blog, banner ads, pop-ups, footers, and headers. On your website and in your social media posts. It’s best to place them at the end of blog posts.

In a nutshell: if there is content somewhere, you can include a call to action.

Do I Need CTAs on my Website?

A good CTA will help move a visitor along through your sales funnel, leading them to other relevant information and keeping them engaged. Over time, this engagement could lead to further action, such as a sale or referral.

Might they end up in that place on their own without a CTA? Sure. But it’s a lot less likely.

Without a call to action, your reader is left to fend for themselves and navigate your website on their own. And without you to encourage further action, the odds are high that they’ll quickly leave to go look at something else.

How to Create a Persuasive CTA

There are several methods you can use for creating a CTA. Below are some of the elements we’ve found most useful:

  • Good design: This should go without saying. If you want a reader to take action, you need to make your CTA attractive. Everything from colors, to shape, to size matters.
  • Actionable text: Make the next move clear. For example, instead of “click here if you’d like to learn more about…,” write “Click Here For More Information.”
  • Keep it short: A call to action should be no more than a few words, not an entire paragraph, or even a sentence.
  • High visibility: Lastly, draw your readers’ attention directly to your CTA. If it’s a hyperlink within a blog, make it a different color and bold the text. If it’s a button, make sure it contrasts with the rest of the page and it’s large enough to draw attention.

Conclusion

If you want your readers to take action, it helps to offer a guiding hand. A CTA can help turn your visitors into leads, leads into prospects, and prospects into sales . . . with very little time or effort on your part.

For more information on how you can make CTAs a part of your WordPress website, contact our design team today. Whether you want to do it on your own or need a little help, they can show you the way.

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