What is a CTA & Why is it Important?

CTAs. They’re something that all marketers have heard of, whether you work in content or otherwise. But if you’re new to the game, you might not know what a CTA is or why it’s used. In this article, we’ll be explaining what a CTA is, why it’s important, what the different types of CTAs are and, finally, how to write one effectively. So what is a CTA and why is it important? Let’s take a closer look:

What is a CTA?

A CTA, otherwise known as a ‘call to action’, a CTA is a small piece of text, often placed at the end of articles and website pages, with the sole purpose of encouraging visitors to take another step in their consumer journey. Normally, a CTA will ask the reader to get in touch, make a purchase, sign up for a newsletter or give over their email address for marketing purposes. A CTA could be calling for action on anything and for anything. It really just depends on what your goals are and what your targets involve.

Why is a CTA important?

You might be wondering why people bother writing a CTA at the end of their content pieces. The answer is simple – it guides users towards your end goal. Not only can it increase the conversion of leads to sales, but it can also increase engagement. As such, visitors to your site will spend longer than normal on there, especially if the CTA is guiding them through the consumer journey, with the end involving getting in touch or making a purchase. 

What are the different types of CTA?

Some people might not know this, but there are actually a few different types of CTAs used in marketing. The type of CTA you use will depend on your goals and targets and it will also pivot on the type of marketing you’re carrying out. From content marketing to email marketing and everything in between, here are the different types of CTAs explained:

• Content marketing – content marketing is heavily reliant on CTAs to keep website visitors on a website for as long as possible. Blog posts in particular are content pieces that will often have a CTA at the end of them, along with website pages
• Lead generation – a CTA in this sense will encourage users with a condensed value proposition. Used in a B2B capacity, CTAs will capitalise on user behaviour to push more relevant marketing and advertising
• E-commerce – these CTAs often come in the form of, or at the end of, email marketing campaigns. Usually, an e-commerce CTA will involve filling out a contact form or pushing to send an email as a form of contact. In some cases, phone numbers can be displayed too, for good measure

How to write a CTA

Now that you know everything there is to know about CTAs, it’s time for you to give it a go yourself. When it comes to writing CTAs, there is a process and some rules to follow in order to make it as effective as possible. With this in mind, here are some of our pointers for writing a great CTA that will help push your customers along the consumer journey, hopefully converting them from leads into sales:

• Be attention-grabbing – use bright colours to highlight any links, change the font or even go for some italics to grab the attention of the reader
• Make it visible – usually, CTAs go at the end of a content piece, so make the links easily accessible and make sure the links aren’t broken, either. Make it as easy as possible for the reader to take the next steps in their consumer journey
• Test, test, test – marketing needs to be flexible, and that trickles down to something as small as your CTA. Attention to detail is everything, so make sure you’re testing CTA functionalities so as to ensure everything is working as it should. If something needs changing, don’t be afraid to make those changes
• Keep it short and simple – your CTA should be no more than three or four lines long. It needs to be short and the instructions should be simple also. A CTA that someone can skim-read is more effective than continuous prose 
• Give it a sense of urgency – make your CTA urgent, giving them a limited time to do something. If there’s a sale on, put something like “hurry, while stocks last”, or “only two more days of our summer sale”, etc. If you give them a timeframe rather than an indefinite amount of time to take action, your CTA is likely to be more effective
• Be concise – state clearly what you want the reader to do and make your demands easy to follow. Basically, don’t leave any room for confusion 
• Use active verbs – active verbs are words like “explore”, “start”, “enjoy”, “get” and “join”. Throw these words into the mix and you’re good to go with an effective CTA

Kumo is a digital marketing agency with over two decades of experience in the industry. With a dedicated team of specialists in the field providing sterling marketing services, including SEO, PPC, content writing, website design and everything in between, we will propel your business into the spotlight. For more information, get in touch with a member of our professional, friendly team today – we’re always pleased to hear from you.