Creating A Call to Action That Works

by | Sep 12, 2018

A Call to Action (CTA) is the part of your marketing and promotions that tells your client what to do next. You know what they look like.

  • Buy Now!
  • Click here!
  • Subscribe Now!

If you’re not using a CTA, you’re probably losing money. If you are, however, using a CTA but no-one is buying, your CTA probably isn’t strong enough.

What’s hard about creating a CTA?

For many people, the challenge of creating a CTA which prompts people to click and buy is difficult for two reasons. First, they are used to seeing the same old CTAs around the web and assume they must work and don’t look beyond those. Second, when they finally realise they don’t work, coming up with new CTAs which are short and effective is a challenge for them.

What should a CTA include?

A great CTA should pull your clients in and make it imperative to click that button. Let’s look at some of the elements which create a call to action that works.

Urgency

Fear of missing out is real. Add a high degree of urgency to your CTA by making it a limited offer – limited either in quantities or the time it will be available. Some businesses combine the CTA with a countdown timer for a visual push, too. Here’s an example from Optin Monster. As you can see, it is very effective.

Show the benefits

There must be something in it for the client, otherwise why would they give you the time of day. Take the time to demonstrate what that ‘something’ is. Have a look at this CTA from HubSpot. It clearly displays the benefits of clicking the button by tapping into your need to save time yet maintains your focus on building successful landing pages. Show your customers precisely how they will benefit if they click that CTA button on your website. Don’t make them guess just how beneficial your services can be.

Here’s another example from Kissmetrics. Not only does it demonstrate the benefits, but it also emphasises the problem. This option reminds the client of their pain, and then promises the solution – the benefit.

Be different

We’re all a bit jaded now, not to mention overwhelmed from information bombardment. Therefore, a standard CTA such as “click here” probably isn’t going to be exciting enough to make your clients take action. In fact, CTA blindness is a real thing, these days. We’re so used to seeing it that we overlook it on the page. To overcome this, the CTA needs to be different and more compelling. Look at the CTA below and tell us it doesn’t make you curious!

Try to overcome objections

Imagine your clients sitting at their laptop or PC, finger poised over the CTA button, wondering if they should click…  What’s going through their minds? What might stop them from clicking? If you can imagine that scene, it’s a clever way to try to remove their objections and consequently do away with any signs of buyer’s remorse. They will be 100% comfortable to click through to the next stage when they are fully informed of the situation. Look at it from a client’s or buyer’s perspective – walk in their shoes, even for just a moment. Here’s an example which does just that.

For many people, having to give their credit card details before they check out your offering is a deal breaker. This CTA eliminates the worry straight away. What objections might your specific clients have, and how can you overcome them simply?

Stand out through clever colour and placement

Your button needs to look like a button! It should stand out on your page, so choose a colour that won’t blend in with everything else. Bright colours can be exciting and capture your readers’ attention. Most marketers also tell us to place the CTA above the fold of your page as it’s one of the first things your client sees, like this example from HubSpot. You’ll notice the button is blue and immediately noticeable.

These smart call to action tips will help you create marketing practices that will work for you. Don’t be afraid to have a bit of a brainstorming session around your CTAs. When you relax and let your imagination flow, great things can happen.

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What our clients are saying...

I have had many a chat with Sophie on the networking circuit. Sophie has a strong profile and reputation within business circles and I wouldn’t hesitate to recommend her to any soho needing direction, support and encouragement. I have a passion for educating small business myself and wholeheartedly support Sophie in her endeavour to actively reduce costs for those who may be unintentionally making uninformed decisions relating to business management. Many business owners are unnecessarily outsourcing tasks which are misdirected or can be achieved inhouse.

Gai Hook
Virtual Sales Strategy

2017-10-13T09:32:05+00:00

Gai Hook
Virtual Sales Strategy

I have had many a chat with Sophie on the networking circuit. Sophie has a strong profile and reputation within business circles and I wouldn’t hesitate to recommend her to any soho needing direction, support and encouragement. I have a passion for educating small business myself and wholeheartedly support Sophie in her endeavour to actively reduce costs for those who may be unintentionally making uninformed decisions relating to business management. Many business owners are unnecessarily outsourcing tasks which are misdirected or can be achieved inhouse.
I’ve worked with Sophie as a contributor to Confessions of a Mumpreneur – a fantastic book that she dreamt up, edited and produced. Apart from producing fabulous books that help so many others realise their entrepreneurial dreams, Sophie is an astute business person who is making her mark on her own terms. Watch this space – I’m sure we’ll see and hear a lot more from Sophie Andrews in the years to come.

Jennifer Dalitz
Gender Diversity expert, Career Coach, Award winning blogger on women, work & leadership @ www.TheSheEOBlog.com

2017-10-13T09:50:01+00:00

Jennifer Dalitz
Gender Diversity expert, Career Coach, Award winning blogger on women, work & leadership @ www.TheSheEOBlog.com

I’ve worked with Sophie as a contributor to Confessions of a Mumpreneur – a fantastic book that she dreamt up, edited and produced. Apart from producing fabulous books that help so many others realise their entrepreneurial dreams, Sophie is an astute business person who is making her mark on her own terms. Watch this space – I’m sure we’ll see and hear a lot more from Sophie Andrews in the years to come.
I got to know Sophie through my previous employer where Sophie still handles the bookkeeping side of things. While we worked together I have found Sophie very accurate, punctual and very pleasant to work with. And recommend her highly.

Dianna Holwerda
Client Service Manager, John Sergeant Associates Pty Ltd

2017-10-13T09:55:05+00:00

Dianna Holwerda
Client Service Manager, John Sergeant Associates Pty Ltd

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I was recommended to The Accounts Studio at a networking event and have been working with them for the last 2 years. The team have all been very approachable and available – two things essential when it comes to understanding your accounts! I now no longer have the stress every three months of getting my BAS correct and even better I have a clear understanding of where my company is financially! Thanks Sophie and TAS team!

Eleni Mitakos
Galmatic Pty Ltd

2017-10-13T04:16:02+00:00

Eleni Mitakos
Galmatic Pty Ltd

I was recommended to The Accounts Studio at a networking event and have been working with them for the last 2 years. The team have all been very approachable and available – two things essential when it comes to understanding your accounts! I now no longer have the stress every three months of getting my BAS correct and even better I have a clear understanding of where my company is financially! Thanks Sophie and TAS team!
I have really enjoyed working with you guys and look forward to a successful 2013. From the moment we started with TAS I have seen value. The figures are accurate, you are accessible (and approachable!) and most of all – you are cool people!

Chris Du Plessis
Managing Director, Origin Meat Pty Ltd

2017-10-13T04:20:03+00:00

Chris Du Plessis
Managing Director, Origin Meat Pty Ltd

I have really enjoyed working with you guys and look forward to a successful 2013. From the moment we started with TAS I have seen value. The figures are accurate, you are accessible (and approachable!) and most of all – you are cool people!
"Sophie is so professional – careful, attentive and punctual – she has made managing my accounts not just easier, but a whole lot less stressful"

Fast Ed
TV Chef from Better Homes & Gardens

2017-10-13T04:23:15+00:00

Fast Ed
TV Chef from Better Homes & Gardens

"Sophie is so professional – careful, attentive and punctual – she has made managing my accounts not just easier, but a whole lot less stressful"
Sophie has been a tremendous support and guiding light for my business. I have continually succeeded when acting on her advice and by using her services. Her products are fantastic and her ideas and accuracy is out of this world. I would never hesitate to recommend Sophie’s services and I would invite anyone to contact me for a referral.

Belinda Grundy
GM, Property Styling Online and BG Property Styling

2017-10-13T09:21:50+00:00

Belinda Grundy
GM, Property Styling Online and BG Property Styling

Sophie has been a tremendous support and guiding light for my business. I have continually succeeded when acting on her advice and by using her services. Her products are fantastic and her ideas and accuracy is out of this world. I would never hesitate to recommend Sophie’s services and I would invite anyone to contact me for a referral.
Sophie has the spirit of the Entrepreneurial Business Owner! Whether she is running a successful single family website, creating a product for small business owners or running her own bookkeeping agency she is always right on track as to what small business needs. If you want to speak to someone who not only knows what business owners are going through-she also does something about it- then don’t miss out, connect with Sophie! She is someone who can not only think outside the square- she has true strategic thinking; which is often spoken about but is rarely truly placed into action.

Sue Heins
Councillor at Warringah Council

2017-10-13T09:25:16+00:00

Sue Heins
Councillor at Warringah Council

Sophie has the spirit of the Entrepreneurial Business Owner! Whether she is running a successful single family website, creating a product for small business owners or running her own bookkeeping agency she is always right on track as to what small business needs. If you want to speak to someone who not only knows what business owners are going through-she also does something about it- then don’t miss out, connect with Sophie! She is someone who can not only think outside the square- she has true strategic thinking; which is often spoken about but is rarely truly placed into action.
Sophie is an amazing business woman. She is able to take the complexities of business and break them into manageable pieces for small and home based business owners to work with. She’s clever, creative, supportive and very generous. She’s the reason that so many small businesses are doing so well. If yours is a small or home based business then Sophie is someone you need to know.

Anne Maybus
Writer and Content Creator, Clever Streak

2017-10-13T09:26:35+00:00

Anne Maybus
Writer and Content Creator, Clever Streak

Sophie is an amazing business woman. She is able to take the complexities of business and break them into manageable pieces for small and home based business owners to work with. She’s clever, creative, supportive and very generous. She’s the reason that so many small businesses are doing so well. If yours is a small or home based business then Sophie is someone you need to know.
Sophie is efficient, direct and gets the job done. She responds quickly, keeps me updated and has a way of simplifying things and making my life easier. She is all about efficiency and that’s what makes it great to work with her, I highly recommend her to anyone who wants someone to efficiently look after their books and she is great value for money too.

Adam Dobson
Strategic Resourcing Manager

2017-10-13T09:28:24+00:00

Adam Dobson
Strategic Resourcing Manager

Sophie is efficient, direct and gets the job done. She responds quickly, keeps me updated and has a way of simplifying things and making my life easier. She is all about efficiency and that’s what makes it great to work with her, I highly recommend her to anyone who wants someone to efficiently look after their books and she is great value for money too.