Strategies for Optimizing Your "Call to Action"

The "Call to Action" holds tremendous significance within your marketing campaign. It surpasses the importance of visual aesthetics, clever captions, and trendy reels. Essentially, the "Call to Action" refers to the brand's call upon the audience to perform an action, such as clicking, buying, enrolling, subscribing, or sharing. Among all the graphics and text in your marketing materials, the Call to Action addresses a fundamental question: What do you want your audience to do?

You might assume that this concept is obvious, so why does Pace & Perform devote an entire blog post to it? Well, the truth is that not everyone is implementing effective Calls to Action. Surprisingly, around 70% of small businesses fail to include a Call to Action on their website homepage (Small Business Trends). Moreover, over half of the top 30 Fortune 500 companies lack a Call to Action on their landing pages.

Now that you understand the importance and the often overlooked nature of Call to Actions, we have curated six ways for your brand to maximize their impact:

1. Keep it concise. In the realm of Call to Actions, simplicity tends to be more effective. Lengthy requests or excessive flowery language can detract from your message. Additionally, having too many Calls to Action within a single advertisement or page can confuse your audience. Keep it clear and straightforward, ensuring your readers know precisely what you're asking them to do. According to Wordstream, incorporating a single clear Call to Action in emails boosted clicks by 371% and sales by a staggering 1,617%.

2. Utilize powerful action words. Language possesses influence, and it is crucial to use compelling words that inspire and embolden readers to take action. The action you request from the reader should align with the goals of your marketing campaign, whether it's driving sales, encouraging user-generated content, or sharing news about discounts and promotional events. The choice of words in your Call to Action is up to you. Here is a list of proven verbs to employ:

• Get

• Download

• Start/Stop

• Try

• Build

• Grow

• Join

• Learn

• Discover

• Add to Cart

• Find

• Save

  3. Be bold. Surprisingly, around 87% of small and medium-sized businesses present their "Contact Us" Call to Action in the same font and size as the rest of their content. Consequently, there is a high probability that viewers will overlook it. Whether on your homepage, in an advertisement, or within an email newsletter, it is essential to ensure that your Call to Action stands out. Utilize large, bold fonts and brightly colored buttons to capture attention and emphasize the Call to Action.

  4. Foster a sense of urgency. It's not just about persuading readers to take action; you want them to act immediately. Without a sense of urgency, readers may postpone their actions and eventually forget about them. By incorporating phrases like "only a few left," "exclusive," "last chance," "special offer," and "limited spots," you can increase the likelihood of readers following through with your Call to Action.

  5. Generate excitement. When you genuinely believe in your product or offering, it shines through your marketing efforts. Infuse enthusiasm into your Call to Action to evoke an emotional response from readers. Tap into their FOMO (fear of missing out), remind them of your unique selling proposition (USP), make honest promises, or use adjectives and numbers to highlight the impact of your offer.

  6. Make it interactive. Whenever possible, make your Call to Action interactive, such as incorporating a button with a direct link to your online store or booking site. If adding a button is not feasible, provide clear instructions on how readers can engage with you, such as "click the link in bio," "visit our website," "text us at XXX-XXXX," or "visit our store." A Call to Action becomes ineffective if readers are not directed on how to proceed.