Crafting a CTA: The mechanics of call to action

In our recent CD Bulletin we shared some resources on crafting pitch-perfect Call to Actions (CTA) on your site. You may also be familiar with our beginners guide on CTA’s too. As we gear up to the most active time of year for users and content creators alike, driving effective action is worth being on your strategy radar. This week we wanted to delve deeper in the mechanics of a crafting a CTA.

Here are some things to consider…

Do you need a DRIVER?

There are 2 motives that drive a user to click on a CTA faster:

  1. Urgency e.g. Now, Limited Time
  2. Exclusivity e.g. Members Only, Invite, Special 

CTA’s don’t always need a driver when the content already has a clear lead-in to the CTA. However, there will be times where users need an extra push e.g. for increased monetisation, subscriptions etc. When crafting your CTA ascertain if you need an extra driver and assess whether urgency or exclusivity is the way forward.

Choose your VERB

All CTAs should start with a verb. Short, sweet, direct and clear. Although obvious, these verbs should be positive and allude to added opportunities for your user. For example instead of…

“CUT your spend in half” … try “SAVE 50%” instead

There is one exception to the verb rule: affirmation. Finishing your copy, asking a user a rhetorical question, then beginning a CTA with an affirmation of the question, for e.g. “Yes,….”, is an often successful technique to add further follow-through.

TIP: This is a good method to use for establishing sales funnels between one piece of content to another whilst snowballing engagement.

Assess your TONE

As an extra nugget of advice: have fun! Using a unique sense of tone, gamifying the process and making it more relatable can often work wonders in building trust with your readership. An example could be instead of ending an article with a: question of “do you want a free e-book?” and then a “Download Now” CTA button, you could have a button that says “HECK, YEAH” instead. It depends on your user relationship, the tone of your content and the vibe you’re hoping to manifest with your offering. All in all: Have fun!

Want to delve even deeper?

Check out these high converting examples!


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