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By in Design + Develop

What is a CTA?

So, the simplest call-to-action or CTA, is buy now or order now, right?

Direct and to the point!

Wait a moment, though … do you feel as though you’ve missed a step? Just what IS a CTA??
Your CTA informs your target market what they should be doing once they visit your website, landing page or read your latest email campaign …

The Reasoning Behind a Buying Decision

The reason someone buys your product or service is that their decision will cure a pain point in their lives. The pain point could be small one, such as the perfect gift for a difficult-to-buy-for relative; or it could be bigger purchase such as a mountain bike or an ongoing service such as brand new website … whatever the pain, you are offering a solution in the form of your Unique Selling Point(s).

Speculate to Accumulate

An old saying but one that does hold true.

So, by this we mean speculating what potential custom there is out there and accumulating at least some of them onto your client list.
Very much easier said than done …
Yet there is a controlled way in which you can try to achieve this … it is worth offering new customers a free 30-minute, no obligation consultation.
Keeping it to half an hour is controllable for both you and your potential new client.

You can also gather lots of information during those 1,800 seconds!

It is also worth creating an action plan from this consultation … the client will feel they’ve ‘got something for nothing’ and while there is a risk they do not use you, they will also remember how generous and helpful you are and this can really help with recommendations.

Uh-oh … it’s FOMO

FOMO, or fear of missing out, is another tried and tested CTA.

So, you’ll have seen this on many occasions – ‘Sales ends TODAY,’ for example.

This CTA plays on our insecurities and our fear of losing out on a great opportunity.

This is a technique you can use providing you are completely transparent as to what the great opportunity is … in other words, it has to be genuine.
If you are organising an online, paid-for seminar about social media planning, for example, you might only have ten places available. Therefore, when you’ve sold seven places, you could say: ‘Just three places left – discover how your social media can help improve your sales!’

Other FOMO opportunities come in the form of limited stock or a deadline of some sort (Mother’s Day for example).

Screen time

It is worth reminding folks of the numerous screen sizes on which social media, websites etc are viewed. Ensure you can preview any work you’ve done on a mobile phone, tablet, laptop or desktop.

Consider if different customers use different gadgets and how they use this gadget.
It’s usually a very quick decision to respond to a CTA … ensure yours is clear and stands out from the rest of the ‘noise.’

The Human Touch

We now live in a world affected by Covid-19 restrictions and as such there will be a new normal. Physically meeting people will be a challenge however it is challenge that can be made to work, providing social distancing and other protocols are in place.

Imagine you get a call or an email from a potential client.
They are unable to venture out very easily. They might have the kids at home or are needing to self-isolate.

How can you help this customer?

You could arrange an online video call on Skype, WhatsApp or Zoom.

A good old-fashioned phone call can also be helpful.

If it is possible to visit the client, being prepared is key. This includes appropriate PPE, hand sanitisers, and protective equipment. Sometimes, for example with house sales, then a physical visit by the estate agent or surveyor is very difficult to avoid.

The CTA here could be in the form of remote consultations (with online video calls); a scheduled phone call (you’ll be prepared in advance for this call!) or arranging a time with the client or business as to when you can safely attend.

We will need to get used to these new forms of communication; at its heart, though, there is still the human touch.

In conclusion

A good CTA means some background work is required however this work will pay off in the long run.

The first step is to provide as much information as possible and also in a clear way and that is relevant to your audience/customers.

Use a strong ‘doing word’ or verb such as ‘buy now’ if you have an e-commerce website. What might be even more tempting is: Buy Now and get 20% Off! Use numbers where possible.

Other CTAs could be ‘Book your seaside break today’ or ‘Order your celebration cake today and get a free box of cupcakes’ … now, who can resist!