Ways to Improve Your Calls-to-Action

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Many people (you included) understand clearly how important an effective call-to-action can be for your business. Ironically, the call-to-action is often the element that falls through the cracks. Some people don’t understand how effective the right call-to-action can be and how it can allow you to bring your business to the next level.

The value of a call-to-action

First and foremost, it is very important to understand why the need is so essential for a call to action (in every post). This applies to created and curated content because, in both cases, you have the same ultimate goal, which is to get your audience members to go to the next step and interact with you in some way. That means that your target audience members will be one step closer to becoming your loyal customers. If you don’t provide your audience with a call-to-action, you are giving them no way to reach you. It isn’t fair for you to assume (or expect) that they will go to great lengths to find you. H0w would you feel if they did that to you? Undoubtedly, you wouldn’t like it at all!

In fact, it goes well beyond your target audience members simply having a way to engage you and to begin to form a relationship with you. If you can consider the big picture for a minute, you will understand that it is about the longevity of your potential relationship. You (together with the other person) must cultivate the relationship and nurture it until it starts to give something back to you. Of course, the bottom line is that you have a responsibility to provide your target audience with valuable, educational, useful information. That is definitely Step #1. Step #2 is where you start to really engage each other and to begin to enjoy a mutually beneficial relationship. It will hopefully turn out to be a relationship that stands the test of time and last either a very long time or indefinitely.

Creating the most effective Call-to-Action possible

Now you are at the point where you will have to create not only a call-to-action but you must create an incredibly effective Call-to-Action, which will elicit a tremendous response from people with whom you share a relationship. If you aren’t certain what constitutes an effective Call-to-Action, there are several different approaches that you can take to get it done right.

Think carefully about the context: As you are considering exactly how to write your Call-to-Action, it is extremely important that you think about what you wish to get out of it. You have carefully considered your potential target audience way before you actually targeted those particular people so the Call-to-Action is merely an extension of that. The bottom line is that your Call-to-Action must support the needs and wants of your target audience. You must subscribe to the marketing principle, WIIFM (What’s In It For Me). In other words, you must be able to solve the problems of the other person. Your needs and wants will be satisfied if theirs are and if you can accomplish that, you will be well on your way to cementing your relationship.

Have a goal in mind: As you are writing your Call-to-Action, it is important to remember exactly what you wish to get out of it. You should focus on writing your Call-to-Action while keeping in mind exactly what you hope to gain in the end. It is also important to remember to include a link so that your audience members can give you what you need with a minimum of effort.

Short and sweet: Always remember to be clear and concise. That applies to everything that you do in business, including your Call-to-Action. In any given post, you should be careful not to cram too much information or too many requests into one place. It will not be met with a favorable reaction and you won’t get what you want. It is important for you to be reasonable and respectful. People will like you for it.

Be mindful of where you place your Call-to-Action: As you are considering where to place your Call-to-Action, make sure that you have a good balance between the length of content and the Call-to-Action. The proportionality is important. The last thing that you want to do is annoy your target audience. Your goal is to get them to interact with you and if they are annoyed, they will not be willing to do that.

Make sure that you Call-to-Action does what you expect it to do: It is very important for your Call-to-Action to bring you the results that you expect. If you find that it isn’t happening the way that you want it to happen, you should revise it until it is exactly what you need it to be and it does exactly what you need it to do. Your Call-to-Action will evolve over time and you may need to use several different ones in different contexts.

Conclusion

Your Call-to-Action is an extremely important element in your contents and it is the bridge that enables you to connect with people and to form meaningful, lasting relationships. You need to make sure that it is the best that it can be and that it elicits the right reaction from other people. Your Call-to-Action should not be intrusive, imposing, or overbearing. It should communicate that you are there to help the other person and that he or she has absolutely nothing to lose and everything to gain by opting in. The main reason that your Call-to-Action must be effective is that if it isn’t, you will not have anyone with whom to share a relationship and if you don’t form relationships, you won’t be able to sell your products and/or services.

We are pleased to provide you with the insightful comments contained herein. For a complimentary assessment of your online presence, let’s have coffee.

Author

  • Michael Cohn

    Michael Cohn is the founder and Chief Technology Officer (CTO) of CompuKol Communications. He has decades of experience in IT and web technologies. Michael founded CompuKol Communications to help small businesses and entrepreneurs increase their visibility and reputation. CompuKol consults, creates, and implements communication strategies for small businesses to monopolize their markets with a unique business voice, vision, and visibility. Mr. Cohn earned a Master’s degree in project management from George Washington University in Washington, DC; and a Master’s degree in computer science and a Bachelor of Science degree in electrical engineering from Fairleigh Dickinson University in Teaneck, NJ.

7 Responses

  1. Tracey Mayo Street says:

    Via LinkedIn Groups
    Group: Entrepreneurs in Social Media
    Discussion: What is Your Call-to-Action Strategy?

    Great article. The CTA is such an important way to drive website traffic – each element placed in such a small area is critical. Action language, show your reader where to go next and give them something of value!

    By Tracey Mayo Street

  2. John Runk says:

    Via LinkedIn Groups
    Group: Marketing & Communication Network
    Discussion: What is Your Call-to-Action Strategy?

    Can I add one?

    Don’t be bossy.

    No one likes being told what to do. If we can make our CTAs seem more like the natural conclusion to the message we’ve just delivered, rather that a pointed instruction, people might be more receptive to it.
    By John Runk

  3. Tim Grabowski TEC says:

    Call to action is a great way to motivate people. Giving someone the extra incentive to contribute in some way help business. Hope it works to some degree. I use it and I wonder about the success rate and conversions. We are lust starting out and any action our way is appreciated. Check out my web site and give us your name and email to keep you up to date with websites, social media, and audio video like You Tube.

  4. Mary Wallace says:

    Via LinkedIn Groups
    Group: Chief Marketing Officer (CMO) Network – #1 Group for CMOs
    Discussion: What is Your Call-to-Action Strategy?

    Thanks: Would add that A/B test helps with data helps ensure you’re going in the right direction.
    By Mary Wallace

  5. Abdallah Hasham says:

    Via LinkedIn Groups
    Group: Marketing & Communication Network
    Discussion: What is Your Call-to-Action Strategy?

    Depening on the nature of your online presence, at times CTA becomes an integral part of your online business, which would get reactions from the end user, also known as “impulse sales”. However, if SEO is effectively used CTA can boost online purchasing. Imagine eBay and Amazon without the words “discount”, “bid” or “now” after the word “buy”. All these words, along with graphics do push sales forward.

    Now imagine if Wallmart or Tesco had an online shopping facility. These words would not matter, because the end user is going to purchase exactly what is required, and for that person it would be utmost important for him/her to physically be present at these shops to purchase items.
    By Depening on the nature of your online presence, at times CTA becomes an integral part of your online business, which would get reactions from the end user, also known as “impulse sales”. However, if SEO is effectively used CTA can boost online purchasing. Imagine eBay and Amazon without the words “discount”, “bid” or “now” after the word “buy”. All these words, along with graphics do push sales forward.

    Now imagine if Wallmart or Tesco had an online shopping facility. These words would not matter, because the end user is going to purchase exactly what is required, and for that person it would be utmost important for him/her to physically be present at these shops to purchase items.
    By Abdallah Hasham

  6. Paul Muth says:

    Via LinkedIn Groups
    Group: Web Editors
    Discussion: What is Your Call-to-Action Strategy?

    Persistent navigation on every — and I do mean every — page of the website. The calls-to-action should be narrowed to the three most critical messages, generally those urging the user to get in touch and/or visit. These messages should be consistent with the main reasons you have a website in the first place: Make contact; deliver your personalized message; secure commitment.
    By Paul Muth

  7. Gary D. Seale says:

    Via LinkedIn Groups
    Group: Consulting Success
    Discussion: What is Your Call-to-Action Strategy?

    A key ingredient of every approach to your market. People want to be lead to a buying decision on a professional basis.
    By Gary D. Seale – Principal