{"id":51383,"date":"2023-12-18T16:42:14","date_gmt":"2023-12-18T23:42:14","guid":{"rendered":"https:\/\/www.clearvoice.com\/?p=51383"},"modified":"2024-03-08T13:43:34","modified_gmt":"2024-03-08T20:43:34","slug":"call-to-action-cta","status":"publish","type":"post","link":"https:\/\/www.clearvoice.com\/resources\/call-to-action-cta\/","title":{"rendered":"Call to Action (CTA)"},"content":{"rendered":"<h2>What is a call to action?<\/h2>\n<p>In a broad sense, a call to action (CTA) is exactly what it sounds like. You are calling upon your reader or your audience to take a desired action, which is usually advancing a step in their buyer\u2019s journey. A CTA is a short, simple piece of verbal content that invites your audience to do what you\u2019d like them to.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-full wp-image-51345\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/12\/CTA_definition.png\" alt=\"A CTA is a short, simple piece of verbal content that invites your audience to do what you\u2019d like them to.\" width=\"820\" height=\"290\" srcset=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/12\/CTA_definition.png 820w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/12\/CTA_definition-300x106.png 300w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/12\/CTA_definition-768x272.png 768w\" sizes=\"(max-width: 820px) 100vw, 820px\" \/><\/p>\n<h2>Why are CTAs important?<\/h2>\n<p>A confused mind says no. With any piece of content \u2013 your website, your social media, your email \u2013 you are likely introducing a lot of information to your audience. Unless you\u2019re directing them where you want them to go \u2013 or pointing them to a specific solution \u2013 you\u2019re putting a link in your message and hoping they click on the right one.<\/p>\n<p>How much time would you spend trying to find an \u201cAdd to Cart\u201d button before giving up and moving on to the next online store?<\/p>\n<p>Without a call to action, it\u2019s not likely that your marketing will convert. A\u00a0<a href=\"https:\/\/www.clearvoice.com\/resources\/how-to-improve-your-cta-strategy\/\">well-crafted CTA<\/a>:<\/p>\n<ul>\n<li>Eliminates confusion<\/li>\n<li>Encourages action<\/li>\n<li>Improves conversion<\/li>\n<li>Helps achieve business goals<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-51346\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/12\/CTA_elements-infographic.png\" alt=\"High-converting CTAs have several elements in common\" width=\"820\" height=\"302\" srcset=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/12\/CTA_elements-infographic.png 820w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/12\/CTA_elements-infographic-300x110.png 300w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/12\/CTA_elements-infographic-768x283.png 768w\" sizes=\"(max-width: 820px) 100vw, 820px\" \/><\/p>\n<h2>How do you create a compelling CTA?<\/h2>\n<p>High-converting CTAs have several elements in common:<\/p>\n<ol>\n<li><strong>Clarity.<\/strong>\u00a0Keep it simple. What, exactly, are you asking your audience to do?<\/li>\n<li><strong>Contrast.<\/strong>\u00a0Visually, your CTA should leap off the page.<\/li>\n<li><strong>Placement and size.<\/strong>\u00a0Your CTA should be hard to miss, but not so big as to overwhelm or look spammy.<\/li>\n<li><strong>Urgency.<\/strong>\u00a0You don\u2019t want your customers to take action next week; you want them to take action now! How can you convey that in a way that doesn\u2019t feel icky?<\/li>\n<li><strong>Value proposition.<\/strong>\u00a0What\u2019s in it for your customers if they take action? Make it clear.<\/li>\n<\/ol>\n<p>You\u2019ll also want to keep these best practices in mind:<\/p>\n<ul>\n<li>Use action-oriented words<\/li>\n<li>Keep it short (Seven words or less)<\/li>\n<li>Add supporting text<\/li>\n<li>Place your CTA in multiple places<\/li>\n<li>Use whitespace to your advantage<\/li>\n<\/ul>\n<h2>Can you build a whole strategy around CTAs?<\/h2>\n<p>Glad you asked! You may have different actions that you\u2019d like different audience segments to take, and you may also want to switch up your CTA depending on the platform you\u2019re using. That\u2019s why it\u2019s just as important to have a strategy in place for your CTAs as it is for any other component of your overall content marketing plan.<\/p>\n<ul>\n<li><strong>Define your goals.<\/strong>\u00a0What action(s) do you want your audience to take? That will inform how you create your CTAs.<\/li>\n<li><strong>Know your audience.<\/strong>\u00a0How will your target audience and\/or\u00a0<a href=\"https:\/\/www.clearvoice.com\/resources\/use-buyer-personas-create-content\/\">buyer persona<\/a>\u00a0respond to your CTA? What messaging will resonate with them?<\/li>\n<li><strong>Identify the channels to use.<\/strong>\u00a0Make sure the CTA aligns with the platform you\u2019re using and doesn\u2019t interfere with the user experience.<\/li>\n<li><strong>Craft persuasive, actionable CTAs.<\/strong>\u00a0Make them clear, compelling, and concise.<\/li>\n<li><strong>Test and improve.<\/strong>\u00a0It&#8217;s a rinse and repeat.<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-51387\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/12\/CTA_Examples.png\" alt=\"different types of CTAs\" width=\"820\" height=\"290\" srcset=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/12\/CTA_Examples.png 820w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/12\/CTA_Examples-300x106.png 300w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/12\/CTA_Examples-768x272.png 768w\" sizes=\"(max-width: 820px) 100vw, 820px\" \/><\/p>\n<h2>Examples of CTAs<\/h2>\n<p>Of course! CTAs can take many forms, so let\u2019s first look at\u00a0<a href=\"https:\/\/www.clearvoice.com\/resources\/how-to-write-a-call-to-action\/\">different types of CTAs<\/a>.<\/p>\n<h3>Buyer Persona CTAs<\/h3>\n<p>Text CTA: Follow in the footsteps of high-performing account executives.<br \/>\nButton CTA: Achieve Goals<\/p>\n<p>Text CTA: Execute more quality content with less resource strain.<br \/>\nButton CTA: Start Automating<\/p>\n<h3>Aspirational CTAs<\/h3>\n<p>Text CTA: It\u2019s your turn. Achieve [aspiration] when you partner with our team.<br \/>\nButton CTA: I\u2019m Ready<\/p>\n<p>Text CTA: Make faster, data-driven decisions with [company name] solutions.<br \/>\nButton CTA: Count Me In<\/p>\n<h3>Challenge-Solving CTAs<\/h3>\n<p>Text CTA: Take the first step in overcoming [challenge X, Y, and Z].<br \/>\nButton CTA: Step 1<\/p>\n<p>Text CTA: Gain a competitive edge with [company name].<br \/>\nButton CTA: Beat the Competition<\/p>\n<h3>Testimonial CTAs<\/h3>\n<p>Text CTA: \u201c[Company name] cut my IT costs by $2,500 per month.\u201d<br \/>\nButton CTA: Cut Your Costs<\/p>\n<p>Text CTA: \u201c[Company name] helped me protect the time of our [team name] and executives.\u201d<br \/>\nButton CTA: Protect Your Team<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-51347\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/12\/CTA_Journey.png\" alt=\"CTAs for Different Stages of the Buyer Journey\" width=\"820\" height=\"290\" srcset=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/12\/CTA_Journey.png 820w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/12\/CTA_Journey-300x106.png 300w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2023\/12\/CTA_Journey-768x272.png 768w\" sizes=\"(max-width: 820px) 100vw, 820px\" \/><\/p>\n<h3>CTAs for Different Stages of the Buyer Journey<\/h3>\n<h4>Education (Top-of-the-Funnel (TOFU))<\/h4>\n<p>Email 1: Educate further with a relevant blog post.<br \/>\nText CTA: Read our most popular blog to understand what real-life [role name (s)] expect.<br \/>\nButton CTA: Read Blog<\/p>\n<h4>Consideration (Middle-of-the-funnel (MOFU))<\/h4>\n<p>Email 2: Show a video with a relatable customer success story.<br \/>\nText CTA: See how [company name] transformed [customer name\u2019s] entire process.<br \/>\nButton CTA: Watch Video<\/p>\n<h4>Decision (Bottom-of-the-funnel (BOFU))<\/h4>\n<p>Email 3: Now it\u2019s time for a chat with a demo scheduling action.<br \/>\nText CTA: Thousands of [role name {s)] are succeeding with our [product name] solution.<br \/>\nButton CTA: Schedule Demo<\/p>\n<p>And, of course, you can see several more\u00a0<a href=\"https:\/\/www.clearvoice.com\/resources\/call-to-action-examples\/\">real-life examples from high-performing brands<\/a>.<\/p>\n<h2>Create CTAs That Convert<\/h2>\n<p>Whether you\u2019re just getting started with your CTA strategy or you think yours could use a little more Action, ClearVoice is here to help.\u00a0<a href=\"https:\/\/www.clearvoice.com\/content-strategy-session\/\">Talk to a content strategist today<\/a>\u00a0about how you can encourage your buyers to continue on their journey!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In a broad sense, a call to action (CTA) is exactly what it sounds like. You are calling upon your reader or your audience to take a desired action, which is usually advancing a step in their buyer\u2019s journey.<\/p>\n","protected":false},"author":203,"featured_media":51344,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[185],"tags":[140,141,139,138],"ppma_author":[286],"class_list":["post-51383","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing-glossary","tag-b2b-content","tag-b2c-content","tag-content-creation","tag-content-marketing-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Call to Action (CTA): A Guide | ClearVoice<\/title>\n<meta name=\"description\" content=\"Learn everything about a Call to Action (CTA) - its importance, design, and strategic placement for maximizing conversions and engagement.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.clearvoice.com\/resources\/call-to-action-cta\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Call to Action (CTA)\" \/>\n<meta property=\"og:description\" content=\"Learn everything about a Call to Action (CTA) - 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