Every piece of marketing content you write—every blog post, every email, and every Web page—should have a clear call to action. The CTA serves a simple yet pivotal role in telling your readers what steps they should be taking next—whether that means buying a product, calling for an appointment, signing up for your email list, or simply sharing your post with their friends.
But not all CTAs are created equal—and if your calls aren’t generating action, it could be for any number of reasons. Here’s a quick troubleshooting guide.
You forgot the action part.
This is more common than you might think. It’s common to assume that the CTA is any short, snappy wrap-up to your content—but the goal of the CTA isn’t to summarize; it’s to encourage your readers to take the next step. So if your CTA doesn’t include a clear verb, calling your readers to action, then it’s simply not doing its job.
Some examples of basic, effective CTAs:
- Call today to schedule your appointment.
- Download our free e-book right now.
- Sign up for additional updates.
Notice that each one starts with a verb, and each one leaves little doubt as to what you want the reader to do next.
Your verb choice is weak.
Speaking of verbs, it’s important to pick some really evocative ones—yet all too often, we see CTAs written with bland, boring verbs like these:
- Click here
Though these technically qualify as action words, they’re hardly motivating. Aim for something a little more exciting! Some of our favorite CTA verbs include discover, explore, and start your journey—e.g.:
- Discover the secrets of content marketing by joining our email newsletter.
- Explore your financing options by calling a loan specialist today.
- Start your journey with meditation today; download our free guide!
You forget about benefits.
It’s not enough to tell people what to do; you also need to tell them why they should do it. In other words, what’s in it for them?
A good CTA conveys real value—like in these examples:
- Save money on your monthly utility bills by downloading our energy efficiency e-book.
- Get one-on-one content marketing assistance when you call one of our consultants.
- Increase your sales numbers by up to 20 percent when you download our program.
Your CTA is too long.
Finally, remember that the hallmark of a strong CTA is that it’s short and snappy. You don’t need to rehash your entire sales pitch; just get to the point. There’s no reason for your CTA to be any longer than one to two sentences, clearly laying out the invitation and the benefits, then moving on.
Though a CTA is brief, there’s a lot of strategy that goes into writing one—and that’s where we come in. Our writers have ample experience crafting CTAs that generate measurable results. Learn how our team can make your CTAs exponentially more effective; contact Grammar Chic, Inc. at 803-831-7444 or www.grammarchic.net.
Amanda E. Clark founded Grammar Chic in 2008. She is a graduate of Eastern Michigan University and holds degrees in Journalism, Political Science, and English. She launched Grammar Chic after freelancing for several years while simultaneously leading marketing and advertising initiatives for several Fortune 500 companies.