Written by: Satpal Juttla
There’s no point in creating content that informs customers about your company but doesn’t require them to act; including a ‘call to action’ is a must. Master the art of writing the perfect CTA with this article.
Satpal Juttla, Co-founder and Technical Director from evokeu, London’s leading boutique digital marketing and branding agency, discloses the secret to creating a ‘call to action’ that works.
When a potential customer visits your site, is it clear what you want them to do? If they like what your company is offering, what are the next steps that you’d ideally like them to take?
These are all crucial questions to ask when creating your website, social media posts and marketing collateral – they need to be central to all of your content decisions. For instance, if you’d like a customer to make a purchase on the spot, you need to clearly spell out the process, from adding an item to their cart and creating an account to completing their delivery details. This is what marketing bods refer to as a ‘call to action’ or CTA and it can be weaved into your content in an obvious way or using more subtle methods.
At evokeu, we’re pros at creating a CTA that is powerful, influential and ultimately does what it says it should. Here are my top tips for crafting a compelling CTA that will capture your customers’ attention and instruct them on the actions they need to take.
1. Choose the correct tone of voice to match your ask
Although a CTA is you telling customers what you’d like them to do, there’s no need to be bossy. Any CTAs that you include in your content have to strike the right tone for your audience. If your company has a flash sale at bargain prices that rival your competitors, then you need to be direct and urgent to ensure customers act fast. Whereas, if you’re selling a more bespoke service that customers perhaps pay a premium for, then your CTA might be more descriptive to show the extent of the service they’d receive.
2. It's all about your customer
Your customers need to remain front of mind at all times. By completing a CTA, the customer will be doing something for you, but consider why they would want to – what’s in it for them? This is where it’s worth thinking about what your unique selling points are. Are you the cheapest on the market, the best quality or the most sustainable? If you want a customer to join your newsletter by sharing their contact details, what insight will they gain that they might not elsewhere or perhaps they’ll get access to an exclusive promotional code that they wouldn’t be able to find on your other channels?
3. Focus on your primary call to action
More is less when it comes to CTAs. Although there might be lots of actions that you’d like your customer to take, select your most important to ensure your messaging doesn’t get diluted. If you bombard your customers with multiple CTAs, it’s likely that they’ll become either confused or frustrated and will seek another company that is less demanding with their asks. Always remember that a customer doesn’t owe you anything – you’re selling a product or service to them and need to win over their support before they offer their time and money in return.
At evokeu, you’ll find skilled web designers, brand strategists and copywriters that can support you with creating content for your company that is bold and brilliant, without being domineering and demanding. We’ll work with you to create CTAs that are right for your business and your customers.
If you’d like to find out more about Satpal and evokeu, please visit us here. You can also follow Satpal on LinkedIn, where you’ll find the latest agency updates and further content to motivate you and your business.
Satpal Juttla is the Co-founder and Technical Director of boutique digital marketing and branding agency, evokeu. Satpal is an expert at web building and supports the skilled team with crafting superior sites, every time. Evokeu works with big and small brands across many sectors to help clients capture customer attention and create growth. Evokeu also has a vertical brand called Graphic Kitchen, which specialises in the hospitality sector.
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