How to Create Effective Calls to Action

Marketing today has become more complex than it used to be. Not only do some businesses have to focus on print, television and radio marketing, but also digital marketing as well. With modern technology making it easy for people all over the world to gain instant access to the internet, digital marketing campaigns have become vital to even small mom and pop pizza shops.


As digital marketing experts, the professionals at 51Blocks understand the nuances of the online world. This includes quality calls to action, keyword trends, backlinks, and much more. Today, let us focus on creating effective calls to action and converting various site traffic into engagements.


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What are Calls to Action?

Calls to action, or CTAs, are an important part of your digital marketing strategy. An effective CTA encourages a potential customer, reader or viewer to perform a specific action. Your CTA depends entirely on what it is you want your traffic to do. For example, it may be to purchase a product, subscribe to a newsletter, watch a video, click a link or download a song.

Creating an Effective CTA

Not all CTAs are effective. Weak CTAs can confuse potential customers or even dissuade them performing the desired action. Below, the experts at 51Blocks explain how to create effective CTAs that will encourage your website traffic to follow through with them.

Start Strong:

An effective CTA typically starts with or includes a strong, imperative verb. You want your CTA to be clear, concise and effective.

  • For e-commerce sites, a CTA would usually include a word like “order,” “buy” or “purchase”.
  • For sites that distribute newsletters, articles, or other digital media, a CTA may include “download” or “subscribe”.

Evoke Emotion:

We have all seen the ASPCA television ads that include pictures of starving, frightened animals accompanied by equally heartbreaking music. At the end of these ads is a CTA for donations to help support the ASPCA. While your CTA may not need to break hearts in order to be effective, it should be able to elicit an enthusiastic response for your intended audience. With text, even adding an exclamation make can encourage a reaction.

  • An example of an e-commerce CTA may be “Order today and receive a free trial same of Product X!” or “Buy now and get a 50% discount on your next purchase!”
  • For digital media, a CTA may be “Subscribe today and receive our free dessert cookbook instantly!” or “Subscribe today and receive the most current local news and alerts daily!”

Provide a Reason:

Regardless of the product or service you provide, your audience wants to know what is in it for them. Will your product help clear their acne? Can your service help make their life easier? Does your newsletter provide tips for how they can save money? Your audience wants a reason for following your CTA.

  • For an e-commerce site, an example of a good CTA might be “Order today for beautiful skin!”
  • Digital media examples could include “Subscribe today and never sit in traffic again!” or “Sign up today and start losing weight now!”

The FOMO Advantage:

The audience who is curious about your products or services may have a weakness: a fear of missing out (FOMO). Sales, like buy-one, get-one (BOGO), short-term promotions, and holiday discounts, can be decent motivators. As with CTAs that evoke emotions, FOMO CTAs encourages action.

  • E-commerce websites specifically benefit from FOMO CTAs. “Buy today! Sale ends tomorrow!” or “Order now before supplies run out!”

Content Support

Quality content marketing will include an effective CTA. However, the CTA alone may not be enough.

Whether you are an e-commerce website or not, your page content is the story that leads to your CTA. For an e-commerce website, the content may provide the product specifications, details, use, and other relevant information. A doctor’s office, with a CTA for consultations, would have content that promotes their services, explains why they are necessary, or the importance of the consultation.

For your CTA to be effective, the content around it should be relevant. The content gives your CTA context. To do this, however, you first need to determine what your CTA will be. Your CTA is the natural conclusion to the content you provide. Leading to this point means developing a story around it.

Adjust Calls to Action As Needed

Your digital marketing strategy is ever evolving. Audiences often follow trends. If you see a decrease in traffic, sales, or other goal satisfaction, a careful evaluation of your CTA may be required. Whether you write blogs or sell snowshoes, trends affect your audience. This applies to every page on your site, too. Paying careful attention to your site’s metrics can help you take note of rising and falling trends, as well as which content marketing strategies are paying off.

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