If you’ve developed a website or advertised in the last decade you’ve probably heard the term “Call-To-Action”, but really what does it mean? We’re here to tell you and explain the purpose, importance and need for a call to action not only on your website but in your marketing as well.
A “call-to-action” is a technique used by marketing companies and advertisers to capture a reader, viewer or visitors attention and guide them to the next step. As in the example above, “Click Here” is a call to action to visit our website. I’ll give you a few examples of how they are used in advertising. Each example follows an offer, discount or promotion offered by a company:
Print advertising: Directing you to use a QR code, Phone Number or website address.
Television commercial: You may see, “Call Today”, “Call Now”, “Visit Us Online” next to a website address or phone number.
Radio commercial: You’ll hear, “Call Today”, “Call Now”, “Visit Us Online” followed by a website address or phone number.
Web Page: Many techniques are used within a website, these will differ from the page you’re visiting within an website to how the website is intended to be used. On a homepage, typically the goal is to use call-to-action buttons to guide you to the most popular or profitable service or product they provide. Inside the website, call-to-action buttons or graphics will guide you to either contact them, call them, more information or purchase a product.
There are many call to action techniques, many more that we discussed in this article but remember, a good call to action is only as good as the offer. If the product, service or promotion doesn’t fit a need or want, consumers will not see value in your call to action and more often than not, they’ll simply go to another source for the information they seek. We also refer to this as defining clear next steps, guide consumers to an end point.
As a rule of thumb, when you’re coming up with a call to action for a promotion or deal. Ask yourself and those around you about it. If you find yourself saying “So What”, “Who Cares” or “Big Deal”. Your offer isn’t compelling enough and your call to action along with your marketing plan will fail.