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Dog labelled "consumer" staring at "CTA"

I Spend
A lot of time online.
Which means that I’ve seen a lot of call to actions.

“What Is A Call To Action, Writer Man?”
A call to action (or CTA) is how we get people to sign up to our email lists, to subscribe to our services, or contact us.

“What Is The Point Of A Call To Action?”
Think about it like this:
If you want users to interact with you, you need to give them a reason to want to do so.
And, in order for them to do that, you need to provide them with a way to do so.
A button of some sort.
A call to action.

To Add On To The Answer,
Call to actions are the best way to get followers or viewers to interact.

Also,
When done right, a good CTA will get massive conversions.

There Are
Many factors that come into play when it comes to creating a good (and effective) CTA.
But if you want to follow the stuff I’m gonna list below, that’ll work too.

How, Where, Why.

How.
Firstly and foremostly, your company voice.
There’s a subconscious link between any CTA and the identity that’s presenting it.
That’s why you want it to remain consistent with your brand voice.
It is, after all, how you’re going to convince people to do the thing you want them to do.
If your site’s got a serious message, then you want to keep it serious.
WDC is an organisation dedicated to the conservation of dolphins and whales. They’ve got CTAs all over the place, but they’re all customised to fit with the company’s voice and mission.
By using terms like “Save The Seas” and “End It Now”, they’ve pushed forth that they’re an organisation that feels strongly about what they do.

If Your Company’s Got Some Quirk,
Y’know, like the ones that use memes in their marketing then you’d probably want a CTA that’s more casual.
Firebox is a UK-based company that does a fantastic job with their CTAs by pairing them with witty copy.
When you hit the bottom of their site, you’ll find a text box for your email to join their newsletter, paired with a witty image that emphasises the simple “You’ve Reached The Bottom.”
This manages to offset the weight that’s generally attached to a CTA, and makes the concept of signing up much more inviting.

Where.
You need to look at your colour scheme and where you’re going to place the CTA.
A good CTA shouldn’t feel like a CTA.
Your viewer shouldn’t need to look for it.
They also shouldn’t have to try to avoid it.

What I Mean Is
That your call to action has to be like that look you share with a friend when it’s time to vacate the premises. Not too obvious that everybody would point it out, but noticeable.
Company colours are really important here.

As A General Rule Of Thumb,
And because it’s catchy, always remember that consistency is key when it comes to… well, anything in the digital sphere.

Tying Back Into Colour Use,
A brand that manages to tie in consistency and colour use well, is GiftRocket.
By using their pale brown in a white frame, the button reading “Send A GiftRocket”.

Additionally,
The button is placed on the right of the screen, allowing the eye to naturally read from left to right, ending at that CTA.

Which Brings Us To
The last of our three points in the list of stuff.

Why.
You’ve got a catchy CTA, and you’ve made it look good.
But what do you want to achieve with it?
Why is the CTA there?

You Need To Decide
What do you want the CTA to achieve for you.

Remember,
Your CTA is the last thing the viewer sees, so it has to make sense.
Tying into the “Where”, CTAs need to have a place to exist, and a reason to exist there.

For Instance,
Tech software company Tableau has a CTA which leads to a page explaining why you should use their services. Fair enough.

But it’s right above the “Start A Free Trial” button.
One of these buttons prompts sign-ups and the other redirects people to explainers.

Like Having Two Drummers In A Band,
The two buttons work fantastically on their own, but the power is lost when combining them.

Make Sure You Know
Why your button exists where it does, and why it exists at all.

The Importance Of CTAs
Can’t be emphasised enough.
But the importance of good CTAs can.
Having somebody visit your site is a favour they’re doing to you.
You have to make the process as easy and inviting as possible.
And that includes call to actions.

Crying Wolf.
If you have too many buttons, you won’t get clicks on any of them because there’s too much choice.

Make It Simple
Make it easy.
Make it fun.

Remember,
It’s a call to action. Not a yell.

And, As Always,
Have fun with it.
If you enjoy it, they will too.

And That, Folks,
Is why good call to actions are important.
Does it make sense?
If you’re unsure, you can always get in contact with Vancula.
Ask for the writer man, and I’d be happy to explain it in more detail.
You can get in touch here, here and here.

Or here.

Whichever one feels most inviting to you.

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