The importance of calls to action

Effective marketing has calls to action

I.e. Is your marketing telling customers what you want them to do?

I think the best place to start here is to define what a call to action is: there may be some of you who haven’t come across the term. It has become an increasingly popular term over the last few years, so I want to make sure you know about it, and understand what it is. Simply put, a call to action can be in writing, or verbal; it’s a stimulus to get people to do something, or direct them as to what to do next. For instance, they are used on websites to ask users to visit another page, or to make contact with the company. Every page should ask the user to ‘do’ something. The idea is to keep the user on the site for as long as possible, clicking through the pages, and hopefully they will contact the company, or buy something.

Ask yourself: when I advertise my business, product, or service what do I want the customer to do? There should always be a call to action (a CTA) otherwise people will think it all looks very nice then start to look at something entirely different. You need to keep them with you; tell them what to do next. It doesn’t need to sound too pushy. For instance, instead of ‘Call us now!’ You could say: ‘Call us for a chat. We’d love to hear from you’. The latter is more friendly, yet still assertive enough to get the result you desire – a call.Other examples you may have seen, particularly on websites, are: ‘Read more’; ‘Register today’ and ‘Go to Cart’. Ideally, you should have one CTA on each page of your website, so that’s something you could easily check straightaway.

Calls to action can be used to guide potential customers on other advertising and marketing activities, such as emails and adverts, which should be informative yet educate people as to what step they should take next. You could add a CTA onto the footer of your emails; again, this is something that can be easily done in just a few minutes of your time. In essence, CTAs are the link between sales and marketing, aiming to convert a potential customer into a sale.

Guide your customers. Tell them what they should do next.

If you would like any help or advice on how to create effective calls to action, call Hannah on 01283 808460, or email