Your CTA is what you want your audience or customer to do next. Creating a clear call to action requires that you are clear on what you want them to do. If you don’t know what you want them to do (or why), then it’ll make be difficult for you to communicate your message in a clear way that makes them act.
The next steps you want your audience to take will depend on where they are in their buying cycle. If you understand your audience’s buying cycle, it’s going to be a lot easier to tell them what to do next. It may seem obvious to you what should be done next, but it’s not always so obvious to your audience. Therefore, you must get clear on what you want them to do.
· Define Your Goals – Write down the goals for your business in terms of the information you provide to your audience and what you ultimately want them to do so that what you want for them will come true. Create a product funnel that shows the different stages of buying that your audience goes through, and match it with the right content.
· Know What They Want – It’s also imperative for you to understand what they want and need. What does your audience expect from you? What problems do they have that you can solve? The more you understand their wants and needs, the easier it is to be clear about your CTAs.
· Be Specific – As you write down your goals, your audience’s goals, wants, and needs, you’ll need to be as specific as possible. What you write down about your goals and their wants and needs can be used often just by looking over it.
· Keep it Short & Simple – Your Call to Action needs to be short and simple. Condense the words using action words, with a deadline, and by telling them what they get. This is the clearest you can get.
· Use Vocabulary that Works for Your Audience – One of the best ways to explain things to your audience is to use the words they use. You can learn what words they like to use by following your audience on social media, reading the questions they ask, and the answers they provide to others. This is one instance where using well-known jargon is preferable.
· Make it Attractive – When you create the CTA button, you want it to look attractive to your audience. Make it the right color, have the right words, and the right shape depending on the rest of your website.
· Give Them Incentives – As you write sales copies, you can incentivize your audience to answer your calls to action by giving them what they want. Solve a problem, and make it easy for them too.
· Test, Track, & Analyze Success – No matter what you do, nothing is done without the paperwork. You must test, track, analyze, and improve your CTAs based on the results of your tests.
When you truly get clear on what you want them to do, why you want them to do it, and why it’s important for them to do it, you’ll be able to create a copy that helps them understand and therefore, makes your CTAs more effective.