Picture of John Pyron, the Business Doctor

John Pyron, the Business Doctor

Learn how to make an effective call to action

A call to action is a word, phrase, or button that invites our users to take a specific action that we have previously defined.


You can use them on your website, in a publication on Facebook, Instagram, or any other social network, in your articles and posts, in videos, landing pages, sales letters, contests or promotions, e-mails, newsletters, and in everything that have your target audience as the final recipient.


So whether you are familiar with the call to action or not, let me give you some advice, make them your best friends because they have a lot to offer you if you learn to use them well.


What are calls to action used for and why should you use them too?

Calls to action are used to:

  • Generate leads
  • Shares on Social Media
  • Lead Nurturing or lead maturation
  • Close sales
  • Build audience loyalty
  • Promote an event


Basically, your goal is to attract potential customers and convert them into leads, sales, and later into satisfied customers.


But the figures are alarming: About 70% of small B2B companies lack calls to action and therefore fail to engage their ideal customers. And the trends are clear in this regard: it does not matter the size of your company or what market you are targeting; you need to incorporate calls to action into your strategy.


Now, is it worth just telling the audience what to do? The answer is NO. Because we will also need to pay attention to how to design those calls to action, what words and colors to use, where to insert them, and how to choose them carefully to be effective.


If you are going to design a call to action, there are some points that you must keep in mind to works.


Tips to make an effective call to action

Focus on your target audience

It’s not about pitching an offer and waiting for someone to see it. On the contrary, the idea is that you offer your users valuable and specific content for each person you want to address. The more you segment, the more effective it will have and therefore the greater attraction, which translates into greater conversion.


Design your calls to action based on whether they are aimed at visitors, leads, or customers. To do this, you must know more about what your buyer personas are like.


Create good copy

Sometimes we make the mistake of focusing more on the design than on what we want to communicate in it. We must not forget that a call to action is useless if the offer you want to make is not very clear or if the design prevails over the copy, releasing it to a second place.


Create a design according to your style guide

Sometimes we want to be original in our calls to action and we make the mistake of filling them with colors and elements, believing that this will be the most effective way to attract the attention of our users. 


However, they must maintain visual coherence with the rest of the page since it is a way to make them inherent to your brand and easily recognizable. Use your font and corporate colors and keep the same tone in your copies like the one you use on your website.


Distribute the elements in the space of your call to action

Although indeed, the space we have is not too big, we must be smart and know how to distribute the spaces properly to achieve visual harmony.


Put it in the right place

Place it below a post, for example, or in the sidebar if you have one, but never at the beginning or between the lines of your post. In this way, your user will not take it as intrusive and will be more likely to end up being interested in it.

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