When you’re marketing your business, your first objective is to get your branded content in front of potential customers. Then, you need to convince those customers to take the next step and actually interact with your business in some way.
But how do you do that? With a powerful call to action button.
The right call to action button will catch viewers’ attention and motivate them to engage with your brand further. Learn how to create compelling call to action buttons below.
What are call to action buttons?
So, what is a call to action (CTA), exactly? A CTA is a prompt that encourages viewers to take a specific next step. Online, CTAs often appear in the form of CTA buttons—clickable buttons that include the CTA text and link to a website where users can complete that next step.
What are some call to action examples?
One of the most common calls to action is simply “buy now.” This CTA shows up in digital product advertisements and typically links right to the page where customers can purchase the item.
Other common call to action buttons examples include:
- Get [x]% off
- Learn more
- Sign up now
- Subscribe
- Download
- Add to cart
- Shop now
- Get started
- Claim your spot
- Try it for free
- Share this post
CTAs can direct viewers to take any action the brand wants. They don’t have to be directly related to making a purchase.
Why are CTAs critical in marketing?
CTAs are a critical part of your marketing efforts, no matter what channels you’re using or what industry you’re in. Without them, even interested customers may not know what to do next after seeing your ads. You need to guide customers through the steps you want them to take. That’s what effective calls to action do.
Best practices for effective call to action buttons
Make your call to action buttons as effective as possible with these best practices:
Use action-packed text to compel clicks
The text of your CTA should be exciting and action-packed. So, what is a good call to action button text? Try strong verbs like “join,” “apply,” “start,” and “create.”
Select colors that stand out and capture attention
To help viewers see your CTA button, choose contrasting colors from the rest of your content. For example, if most of the content surrounding the CTA uses light colors, make your CTA a darker color.
Ensure text is large, legible, and concise
Users need to be able to see and read the text in your CTA. If the font is too small or too complicated, they’ll miss the message. Use simple, large fonts and limit your word count to avoid overwhelming consumers.
Adopt first-person speech in button copy
Sometimes, using first-person language instead of second-person in your CTA can make it very persuasive. An example would be, “I’m ready to start writing great copy,” on a CTA that prompts users to sign up for a copywriting course.
Use whitespace effectively to make CTAs stand out
Along the same lines, your CTA needs plenty of room to breathe. If it’s squashed between lots of other content, it may get lost visually. Use plenty of blank space around the CTA so it stands out and users can easily click it.
Understand the importance of CTA placement above the fold
“Above the fold” is the part of a webpage that is immediately visible before users scroll down. Place your CTA button above the fold to increase your chances of conversions. That way, even users who don’t scroll after arriving at your content still stand a chance of clicking the CTA.
CTA copywriting & design tips
The text in your call to action is one of the most important components. Your text should inspire viewers and persuade them to interact with your brand. Your CTA will probably only be a few words, but you need to make them count. Apply these tips:
- Tap into the readers’ emotions. When they feel a strong emotion, readers are more motivated to click.
- Create a sense of urgency or scarcity. If readers believe they might miss out by waiting, they’re more likely to click your CTA.
- Offer alternative actions with secondary CTAs. Some users may not respond to your primary CTA, but you can still reach them with a secondary CTA that recommends a different action.
Types & examples of call to action buttons
Depending on your goals and the marketing channels you’re using, different types of call to action buttons may be more effective. Here are some of the most popular types of CTAs:
- Buttons: Button CTAs are very common and appear as a colored, clickable box with the CTA text inside.
- Banners: Banner CTAs appear as rectangular graphics, often in the middle of a website’s content.
- Contextual Links: Contextual links are clickable text hyperlinks often found in email marketing CTAs and blog posts.
- Pop-Ups: Pop-ups are small windows that appear over a website’s content and display a direct message, including a CTA.
- Slide-Ins: Slide-ins are similar to pop-ups and appear on the screen as the person scrolls your website. They don’t typically cover your content.
Tailor your CTAs to the content surrounding them. A button CTA or contextual link, for example, is likely the best choice for your email digital marketing efforts.
Using CTAs across different platforms
Remember to adjust your CTAs for different platforms, too. For example, a CTA that works well on your website may not perform as well in Instagram ads.
CTAs for Facebook and LinkedIn
Create Facebook CTAs that are concise, straightforward, and eye-catching. Facebook users see tons of content, so make sure your CTA stands out to increase your chances of conversions. Using buttons is probably the best way to set the CTA apart.
Your LinkedIn call to action buttons should have the similar qualities as your Facebook CTAs, though your copy will likely have a more professional tone.
CTAs for Instagram ads
Use a similar strategy when creating your Instagram CTAs. The text should still be simple and action-focused, and you still need to make your CTA stand out. Consider branching out from button CTAs to CTAs in carousel ads since they receive strong engagement on Instagram.
CTAs for email marketing campaigns
In email marketing campaigns, you typically see button CTAs and contextual link CTAs. Use both to reinforce the CTA message and ensure no one misses it. Make sure your marketing emails are optimized for mobile so the CTA buttons are still easily clickable on mobile devices.
CTAs for websites and blogs
You have the most freedom to experiment with CTAs on your website and blog posts. Pop-up CTAs are very popular, especially exit-intent pop-ups, which appear when the web visitor goes to click away from the page. Mix and match different CTA styles on your website until you find the combination that produces the most conversions.
Technical aspects and resources for CTAs
Beyond the language and design of your CTAs, you also need to keep some technical aspects in mind to maximize your conversions.
Resources and tools for designing CTAs, including templates and software
The right software will help you design high-performing CTAs, even if you don’t have a technical background. Constant Contact, for example, offers user-friendly email marketing templates. You simply drag and drop elements like images and CTA buttons into the customizable email editor to create your perfect marketing emails.
Try Constant Contact for free to see how this software can revolutionize your CTAs and email marketing efforts.
Understanding mobile-friendly CTA designs
Mobile users now account for more than 50% of all web traffic. Optimizing your CTA designs for mobile devices will help ensure that users can easily see and interact with your marketing CTAs. Check your marketing software to see if there is an option to make your content mobile-friendly.
CTA strategy and analytics
You may not create the perfect CTA right out of the gate, and that’s okay. There’s always room for improvement with your CTAs. That’s where CTA strategy and analytics come into play.
How to align your CTA strategy with your marketing goals
Before you start writing your CTA text, think about what you want your marketing materials to achieve. Break your broader marketing goals into specific objectives for each ad or marketing message, and coordinate your CTA language to those objectives.
For example, if you want to reach users in the first step of the customer journey (awareness), you might run ads with the CTA “find out more.”
Tracking and measuring CTA performance for optimization
After you launch the content with your CTA, it’s essential to monitor how your CTA performs. If you don’t achieve the clicks or conversions you were hoping for, make some changes. Adjusting the CTA text or the style of the CTA can dramatically change your marketing material’s effectiveness.
Using A/B testing to improve CTA effectiveness
A/B testing will help you determine which CTAs work best with your audience. In these tests, you show two similar CTAs to limited audiences. Each group only sees one of the CTAs. You then compare the results from the two groups and use the higher-performing CTA with your whole audience.
Common CTA pitfalls and how to avoid them
Understanding common CTA problems will help you avoid them, saving you time and effort. Here are some of the most common issues to avoid when creating your CTAs:
Using uninspiring text
Internet users see many ads every day, and certain CTA phrases appear over and over again. Using generic CTA text like “buy now” or “click here” is a missed opportunity to stand out in the crowded digital space. Try to come up with unique, engaging CTA text that will inspire users to notice your content and take that next step.
Hiding your CTA
Your CTA will only drive conversions if customers can see it. CTA buttons that are too small or blend in with the surrounding content will not be as successful as CTAs that stand out. Put your CTA in obvious places that users simply can’t miss. And use some of the best colors for call to action buttons, like bright red and blue, that are in high contrast against the surrounding content.
Being misleading
It’s easy to be overly enthusiastic in your CTA and overpromise something you can’t deliver. For example, a CTA that says “get your free product here” will likely get plenty of clicks, but it’s not effective unless you’re actually offering free products. If your CTA is misleading, customers will lose trust and likely not want to interact further with your brand.
Additional insights and expert advice
You can learn a lot from other businesses’ experience writing and using CTAs. Consider these real CTA examples:
Kate Spade
Avocado Green Mattress
Further learning
Improving your CTAs will ensure you get more out of your marketing efforts, from email marketing to digital paid ads. Remember to use persuasive, action-focused language in your CTAs and a design that stands out. Use A/B testing to learn which CTAs perform best and keep optimizing them until you get the results you’re looking for.
Share any CTA best practices you’ve learned or enlightening CTA experiences with us below. And join the Constant Contact Hints & Tips newsletter or Community to be the first to know when there are new developments in CTA best practices.
