Call to action: yes, it really does matter!

Importance of a Call to Action

by Heather Fournier, IMI marketing intern

Did you know that 70% of B2B businesses don’t have a call to action (CTA) on their website? That means that 70% of businesses out there are missing an opportunity to get viewers to perform some action that can drive business. It’s crucial to add a CTA every time you communicate with a potential customer, whether it’s through social media, emails, ads, or your website. If you don’t have a CTA, you’re not motivating viewers to call you, to click on a site tab for more information, or to purchase a product or service. This can result in revenue loss.

But how do you create a really good CTA? Here are some tips for creating or refreshing your call to action:

  • Make your CTA simple. Our society moves quickly. Viewers want to easily understand what their next step should be. So you need to explain what you want them to do and how they’ll benefit from it in just a few words. If you want a potential client to sign up or subscribe to something — say, a newsletter — make the process simple and straightforward. People want to give a small amount of information — name and email, for instance — and move on.
  • Use actionable words in your CTA. Start with verbs and phrases such as “download,” “view,” "sign up," and “visit us.” Be sure to also include words that motivate the viewer to act quickly, such as “now,” or “today.” By doing this, you’re prompting viewers into acting before they forget.
  • Do your best to stand out. You want the viewer to remember who you are and how your business can help them. Your business should already differentiate itself from competition, so keep that in mind while creating your CTA. Simply remind viewers of what you do and how your business can solve their problems or fulfill their wants.
  • Add value to your call to action. Consumers need to know how they’ll benefit. For example, if you’re selling a product that makes some process easier for customers, including phrases such as “Click now and be stress-free,” will give them an idea of what they stand to gain.

Here are a couple of examples of calls to action that readers can’t resist:

Free! Everyone loves getting something for free. This can be something as simple as a coupon, an ebook, a template, or a free trial. People enjoy learning for free and they’ll look up to you or your company for supplying them with knowledge.

This is for you. It’s great to use a person’s or a company's name in communications. Personalized call to actions are important because we all want to be spoken to directly. We want to be visible. And social media and email platforms make it easy for you to incorporate a personalization in a CTA when interacting with your target audiences.

In summary, CTAs can inspire your audiences to act. Consider the CTA you currently use or want to create. Is it simple, actionable, and unique? If not, consider these tips and think about how to make it better.