What is a call-to-action? Meaning and importance

What is a call-to-action?

When a user finds and consumes your content, you probably want them to take action next, such as reading another blog post, making a purchase or downloading something.

There are many things your users can do. To convince them, you need to include a call-to-action (CTA).

Why is a marketing CTA important?

Your marketing goals may include generating revenue for your brand or business, raising your brand profile, and spreading your brand message. When running a marketing campaign, your definition of success may be increased profits, subscriptions, social reach, or sales leads.

CTAs encourage your audience to take deliberate actions. With a good CTA, you can instantly get someone’s contact information and add them to your marketing funnel right away.

Types of CTAs

Pay Per Click (PPC)

The call-to-action of a pay-per-click is shown on the SERPs. In the example above, you can see the word “Ad” in bold. It indicates that this is a paid search result. If you click on the links in this ad, the company will pay a commission to Google.

The CTA here looks like an ordinary result returned by a search query. However, you have more room for metadata and HTML links that address the search intent. There is more content to persuade your users to take action and click on your link rather than browse the organic search results.

Website Landing Pages

Landing pages are designed to elicit an action from the user. That action might be to enter a name and email address, sign up for a newsletter or event.

Often, landing pages offer something in exchange for your information, so a CTA on a page like this might be “free download”.

Here is a good example of a landing page. The text is brief and the CTA invites you to “start your free trial”, all above the waterline. It’s important to have a CTA above the waterline so users don’t have to scroll down to find it.

On this page, there are three free trial invitations as you scroll down the page; the free trial option is never hidden from the user.

Other CTAs you may find on landing pages include “Subscribe,” “Sign Up,” “Get Started,” “Learn More,” etc. Notice that none of these CTAs ask you to pay anything. They encourage you to make a commitment without spending any money.

SEO Meta Description

It may sound strange, but the meta description you use with your search result can also be a call-to-action. If a user can’t determine if your page is useful or not, they will read the meta description.

You have 160 characters to entice people to click on the link to consume your content.

Call-to-action strategy</h2>As

mentioned above, you want your users to take action once they read your blog, arrive at your page or watch your video. However, that action has to make sense in context, but also as part of your marketing strategy.

If you want people to subscribe to your YouTube channel, ask them. Don’t ask them for money or redirect them to another page. Be clear with what you want them to do.

Boost leadsIf

your goal is to make sales and generate revenue, you need to get leads. When people sign up or subscribe, they are added to your customer database so you can build a relationship with them and maintain it over time.

Subscribing to a newsletter is a good way to build your database. Newsletters are a great way to communicate with your audience; you can provide them with useful information and special offers.

Lead magnet:

This CTA appears when you offer something of value for free in exchange for someone’s contact information, such as an email address. E-books, helpful guides and similar resources can help build your database.

Free trial:

the “try before you buy” approach allows your audience to determine if your service or offering meets their needs. You can request credit card details before or at the end of the trial.

Product PurchasesAt

the end of the day,

you want people to find you online, like you, trust you and buy from you. Conversion rates are key indicators of your sales and marketing success. So they have to be good.

Contact Sales:

Use this CTA for expensive items or services that may require contacting the sales team. If you can get the customer on the phone with a knowledgeable sales representative, your conversion rate can only improve.

Visit the store now:

this CTA doesn’t overtly ask for money. It asks you to browse the store for items to purchase. It implies that you will spend money, but in a more subtle way.

Get X% off:

we all like to save money. The ability to save money on a purchase can attract attention. A percentage off, especially on multiple items, can entice people to buy from you. Sometimes people will spend a little more money on two items just to take advantage of the percentage off.

Book now:

this works for coaching sessions, gym sessions, activities you are already a member of. By booking, you pay, but again, not asking for money is a subtle way to get you to click and commit.

Free shipping on purchases over £X: сe CTA is popular with online stores. Shipping can be a cost that deters us from buying. However, if we save this money from a

It can be very tempting to spend more than you intended.

Make them want to learn

Training your customers is a great way to get them on board with online sales; you empower them through training.

Learn more: this simple CTA can lead to a downloadable lead magnet or registration form.

Discover/Explore: This CTA includes a strong verb that encourages people to expand their knowledge with you.

Train Now: This CTA is more formal and offers people a certificate once they complete their training.

Brand Awareness

If your marketing strategy is to build brand awareness, you’ll use a different type of CTA. You don’t want people to spend money with you, sign up or subscribe to your services.

Like and share: you will probably use this CTA for social media. The more your brand message is shared, the greater your reach and potential audience.

Enter to Win: This is a more competitive CTA. You’ll provide prize details, ask people to enter to win, and post the winners. People feel happy when they win, and if they win your products, they will show their friends and share your brand.

The words you use for your CTA are very important. Be clear and concise about what you want your users to accomplish.

You should not be misleading with your CTA. If you want someone to sign up for your club and it costs money, make sure people know that before they click.

Competitor Analysis

You can find your competitors using the Market Explorer tool, and then do a full competitive analysis.

Look at your competitors, examine their CTAs, and see if you feel like following them.

Competitor CTA analysis can be done in several ways. You can see what works and you can imitate it, or you can detect a gap in the market, and build a CTA strategy around that. Then you’re doing something your competitors aren’t.

Use emotive words

Use words that provoke an emotion or action. Can you find a pain point and offer a solution? Can you provide relief?

If you are a travel agency, can you offer a getaway from the cold? A relaxing vacation?

For a gym or with a personal trainer, the goal of CTA can be to be healthy in old age, or to strengthen your body to relieve pain. A solution to a literal pain point.

Offering help can also be a relief. Financial planners or health professionals can help you with your problems.

These words also serve the search intent. A “buy now” CTA is not emotional but serves a transactional search intent.

Get users to take action through writing

Verbs can also prompt the user to take action. “Don’t miss this opportunity,” “click here,” or “buy now.

Now” are action-based CTAs. These CTAs are clear: we want you to press this button now!

A sense of urgency can be effective here, as can the fear of missing out. “Time is running out,” “only 2 left in stock,” and other similar calls reaffirm the urgency to act quickly.

Market Research for

CTAsMarket research can help your CTAs in several ways.

Target audience:

if you know your target audience, you can speak in their language. If you can reach your niche in a language specific to your target audience in your CTA, the conversion potential will only be better.

Keyword Research:

Use the Keyword Opportunities tool to find keywords and use them in your CTAs. Not only will this help your SEO ranking, but you can also discover unique CTAs that your competitors aren’t using.

Competitive Analysis:

With our .Trends solution, you can study what your competitors are doing and adapt your CTAs to their strategy.

This tool can also help you discover your competitor’s PPC campaign. You can use this data for your targeting and disrupt their campaign with your emotional and compelling CTA.


takeawaysPowerful CTAs are very effective in gaining customers, subscribers, likes and shares. You can quickly build your customer database for marketing and sales.

Semrush helps you find the questions and keywords that strengthen your call-to-actions. All you have to do is find the words that will drive sales and conversions.

Continue reading: https://fr.semrush.com/blog/call-to-action

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