How to Write a Brilliant Call-to-Action (CTA) That Converts Visitors Into Customers

a content marketing specialist writing a CTA

A call-to-action is a short paragraph (3–5 lines) that compels web users to take positive action on a website, e.g., buy a product/service, subscribe to a newsletter, follow social media pages, participate in a giveaway, and the like. It’s usually added towards the end of content, e.g., the concluding paragraph of a blog, the last section of an infographic, the final minute of a video, and so on.

A well-crafted CTA is your golden ticket to high conversions. Easier said than done, right? While writing a power-packed CTA may sound easy (it’s just a few lines, after all), it’s not exactly a walk in the park. To write a winning CTA that converts visitors into customers, you must add the right ingredients and tie your CTA together with the all-too-familiar metaphorical red ribbon Google loves: keywords.

In this blog, we’ll break down these ingredients and help you equip your content with masterful CTAs. Let’s begin!

1. Understand Your Audience

people crossing an intersection

There’s no such thing as a one-size-fits-all CTA. You can’t write a winning CTA and copy/paste it across industries and content pieces. The CTA must be unique for every piece you tackle, whether it’s a finance blog, a marketing guest post, or a tech video.

If you want your audience to take action, start by understanding their requirements to a tee. Every audience is different. If you provide legal services, your audience is more likely to convert when the CTA is professional, formal, and jargon-heavy. If you run a candy store, your audience will comprise kids, pre-teens, teens, and parents; your CTAs must be catchy, fun, and trendy.

Break your demographic down into different categories based on age, gender, ethnicity, language, race, etc. This will help you write customised CTAs that resonate with your audience.

Let’s consider an example. If you run a video editing company and write a blog on the best TikTok editing strategies for Gen-Z creators, a swarm of Gen-Z TikTok users will land on your blog. Your CTA must be cool, hip, and culturally relevant. If you add a splash of pop culture references, Gen-Z users will feel like you’re speaking their language. The outcome? A higher chance of conversions.

The goal is to write a CTA that strikes a chord with your audience. Check this box off the list, and you’re in for sweet conversions.

Pro tip: Run a professional audience analysis to understand your audience’s preferences to a tee. If feasible, collect both qualitative and quantitative data for rich insights. Use the data to restructure your content plans and write thoughtful CTAs.

2. Use a CTA Button

a content marketing specialist creating a CTA button for a blog

There’s nothing wrong with displaying a CTA as plain ol’ text. As long as it’s written masterfully, it’ll do the trick. However, supplementing your CTA with rich visuals is a great way to make it stand out.

Visual content is a game-changer; we reiterate this every chance we get. By turning a regular text-based CTA into a CTA button, you’ll earn more conversions. Choose the button font and colours wisely. Ideally, you should stick to your brand colours. However, if you don’t have distinct brand colours, choose a visually appealing, light colour palette that doesn’t overwhelm your audience.

The background colour should be light (preferably a trendy pastel shade), while the enclosed text should be dark, so it easily stands out. You can further customise your CTA buttons by adding concept illustrations to them. As long as you don’t overdo it, you’re good to go!

Recommended Read: What Is Content Freshness & Why Is It So Important for Your Rankings?

3. The Red Ribbon We Talked About Earlier… Keywords!

Keywords are a game-changer for CTAs. Let’s understand why. Your content should always satisfy user intent. If a person lands on your content and it doesn’t turn out to be what they expected, they’ll start looking for other content.

This is disappointing for your brand (you’ll earn a high bounce rate), and it’s a bad look for Google (they misled web users). Avoid this by adding relevant, high-ranking keywords to your content and making sure your content revolves around these search terms.

If you add the keyword “best laptops of 2023”, make sure your content actually touches upon the best laptops of the year. If you want your CTAs to perform exceptionally well, add keywords to them. People scan content for the specific keywords they’re looking for.

Let’s say a web user is looking for a DUI lawyer in Canberra. As they read a blog on the DUI penalties in Canberra, they’ll keep their eyes peeled for keywords like “DUI lawyer in Canberra”, “DUI law firm in Canberra”, “DUI attorney in Canberra”, and the like.

If you add these keywords to your CTA, it’ll stand out to your audience (especially if the keywords are hyperlinked). The goal is to get as many people to read your CTA as possible. This will automatically result in higher conversions. Play the keyword game right, and you’ll walk away with a bag full of conversions.

4. Highlight Your Brand’s Unique Selling Points (USPs)

content marketing specialists highlighting a brand’s USPs in a blog

Every brand has one or multiple USPs. Perhaps you’re the only brand in your local industry that provides free shipping. Or maybe you’ve earned reviews from a few A-listers. It’s also possible that your product boasts exceptional features that other brands haven’t explored yet.

Whatever your USPs may be, make sure you incorporate them into your CTA. This is a great way to remind people of the immense value you have to provide. When they get a quick refresher on everything you have to offer, they’ll feel more compelled to buy from you.

Recommended Read: The Importance of Adding High-Quality Media to Your Blogs

5. Keep It Short

Nobody wants to read a long CTA. Make sure your CTA is concise, not long, boring, and draining. Moreover, the action part of the CTA should ideally arrive within the first few sentences.

If you write a particularly long CTA with the meat of the matter in the last few sentences, people may have leave the page before they reach that point. Engage web users before they depart. The shorter and snappier your CTA, the better!

Let TocToc Write High-Converting CTAs for Your Business

If you want to equip your content with high-converting CTAs, TocToc should be your first stop. As one of the leading digital marketing companies in Canberra and Sydney, we provide professional content marketing services to small and medium businesses.

At TocToc, we inject our content with high-ranking keywords, relevant internal links, high-DA external links, winning CTAs, title tags, meta description, header tags, and an optimised URL. Our goal is to ensure your content ranks among the top SERPs. By checking all the right boxes off the list, we help you dominate Google SERPs.

Let’s get started! We also specialise in search engine optimisation (SEO), social media marketing, email marketing, web design and development, and app development. If you have any questions or comments, feel free to reach out to us. Our team is always happy to help!

Get Started Today!

Get in touch with us with your ideas and needs. We will come up with a web copywriting strategy that works for you.
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