Actions Speak Louder Than Words, or Do They? How To Create Actionable CTA Content
You know what a CTA is, you’ve selected a great contrasting color for the button to make it pop, and now you are stuck on what the best wording is to make someone take action. Because afterall, the whole point of a CTA is to entice people to take action right away, so irresistible content is key to getting conversions.
But what makes CTA content irresistible?
- Use Action Verbs. Having passive content, such as “For more information, go to our inventory page,” doesn’t really motivate someone to click on your CTA and convert. Instead, it gives your visitors too much room to consider whether or not they want to continue on into your website. Try using words such as “Download,” “Start,” or “Get” to tell visitors exactly what they need to do to get more.
- Be Specific. Wouldn’t it be better for you to know what’s behind door number 2 before opening it? Same goes for your CTA. Visitors want to know exactly what they are getting when they click. So if you are offering a guide to prepping your lawn for winter, use the words “Download the Guide” instead of “Click Here.” Help them understand what you want them to do and what will happen when they click.
- Keep it Short. On a CTA button, there is very little space, so cramming a lot of words into it just won’t work. Too many words make it hard to read and understand, so keep it short and sweet to avoid any misinterpretations. For example, instead of saying “Download Our Guide To Prepping Your Lawn For Winter,” try just “Download Our Winter Lawn Prep Guide.” Or even better, just “Download Our Guide!”
- Use First Person. Think about it, aren’t you more likely to click on something that says “my” or “mine.” It creates a sense of possession, which makes it more real and more unique to just you. So try using first person in your CTAs. For example, try “Schedule My Free Demo” instead of “Schedule Your Free Demo.” CTAs with first person tend to convert better, but keep in mind testing. If you are having success with 2nd person, don’t change it!
- Create a Sense of Urgency. Reminding people that your offer won’t be around forever makes people take more immediate action. Simply adding “Now” or “Limited” to your CTA can help boost conversions. For example, if you have a dealership event coming up, try a CTA that says “RSVP For My Limited Spot.”
Just like with content on your website or in emails, it’s important to test these best practices to find what produces results for your business. What works for one, may not work for everyone. But no matter the result, the thing to keep in mind is that any content is good if it yields clicks. Try out a few of these things the next time you place a CTA on your website or email campaign, and then tell us about your successes, or even your failures! We would love to hear about them.