How to Write a Call-to-Action that Works

In the world of marketing, the call-to-action (CTA) is what actually causes your viewers or audience to pull the trigger and buy your product or hire your services. Setting up a website that’s missing a CTA is essentially turning potential customers away. If there’s no clear way for your potential customer to contact you, hire your services, or otherwise engage, they’ll go to a competitor site and never look back. Ain’t nobody got time for that!

Each page on your website should have a specific, clear CTA. You don’t need to create a different CTA for each page but you do need to think about the ultimate goal: what do you want your customer to do when they visit your site?

Before you sit down to write your CTA answer these five questions:

  • Who is your visitor?

What are they looking for? What are their goals or objectives? What do they need from you? What actions are they willing to take to get what they want?

  • What do you want them to do on your site?

Do you want them to log in, sign-up, call you, fill out a form, subscribe to a newsletter, make a purchase, or something else? Think about the action you most want them to take when they come to your site. It’ll probably involve sales in some way.

  • What is the objective of this action?

So what comes out of their following the action you require? Do you make a sale? Do you increase your sales funnel? Do you build your email list? Do you network? This is your objective and how it helps you.

  • What will your visitor get from following through?

What’s in it for them? Will they get an exclusive whitepaper or case study? Will they receive a coupon code or free item? Will they get to download an awesome freebie? You need to reward them in some way for following your CTA. It’s sort of like a bribe.

  • How does this fit with their objectives?

It’s not useful to offer a download for a child’s birthday invitation if your audience is professional golfers looking to improve their game. So how does your CTA plus your “bribe” fit in with your customer objectives?

If they’re looking for tips to improve their golf game and you want them to hire your services, then you need to show them that following your CTA is the only way for your potential client to reach his or her goals/objectives.

Put it together and what have you got… an awesome CTA!

Let’s walk through the process so you get a better idea of how it all works.

We’ll go with the golf example I started above. So, you own a coaching business geared at helping semi-pro and pro golfers improve their game. It’s a niche market, so your CTA has got to be even better to net sales.

  1. Your ideal visitor is a semi-pro or pro golfer who wants to perform better in tournaments. They have the money to spend to improve their game.
  2. You want them to learn about your services and contact you for a 30-minute Skype consultation. You’ll gauge their wants/needs and see if you’re a good fit.
  3. The objective is that you convince them to hire your professional services.
  4. Your visitor will get an improved golf game, thus performing better in tournaments.
  5. Your visitor will earn more money from tournaments and improve his or her golf game, which is his or her main objective.

So, what would our example CTA look like?

I’ve helped semi-professional and professional golfers earn $2,569,345.00 in the last 12 months with my coaching techniques. Contact me to set up a free 30-minute Skype consultation.

In the example we wrote, we’ve addressed each of the five points and created a CTA that will encourage visitors to act instead of remaining passive on the website. Without a CTA you’re leaving potential customers and revenue in the dark. Instead, you can guide site visitors to act in a way that will help both parties reach their goals/objectives.

Are you missing a CTA on your website? Having trouble coming up with one? Let’s chat about it in the comments.