It’s not enough to have a business. You have to market your services and give consumers a reason to act fast. Do you have a call to action? How does your call to action efforts measure up?
Otherwise known as a CTA in marketing, a call to action is an instructional message to viewers or your intended audience that persuades or encourages them to complete a specific task. A quick web search of business websites reveals a wide variety of CTA’s. Some examples include “call now”, “click here for more information”, “download our guide today”, “sign-up for free”, or “register here”.
In some ways, CTA’s – if done right and approached formulaically, can act as a subliminal message to consumers which entices them to do something more, to take the extra step and sign up for a newsletter or service or register for an account.
CTA’s are important for consumer action. You want consumers to be called to do “something”- how you define “something” depends on your business niche and service specialty. You don’t just want consumers to visit your website or store front, you want them to return. Think of the CTA as the “hook” in your marketing efforts.
Creating CTA’s is an artform that requires finesse. You don’t want the call to action to be “off putting” or unattractive to the viewer. Here are a few quick tips for successful CTA design.
Words such as “try”, “click”, “download”, “view”, etc. The call to action should encourage immediate response.
Create a CTA that stands out from the rest of the colors. Think contrast, but not clash. You don’t want a CTA to blend in and be so subtle that it’s missed entirely by the viewer. Including some white space around the CTA will also make it stand out.
Consumers like to feel as if you are speaking directly to them. Incorporating first-person language is key. “Get your free copy today” or “Create your account” are examples.
For best practice, keep CTA’s to a short phrase or two-word action. A lengthy CTA is an awkward CTA and subconsciously diverts the consumer.
Use a different button design or font size to make the CTA stand out on print and digital media materials.
Don’t get fancy using a cursive or difficult to read font. Consumers may miss it entirely. You are creating a message, not a wedding invitation.
If you want to know if your CTA is effective, ask different consumers you trust to try it out and review material you have (print and digital) and provide fair and balanced feedback. In the end, it’s always about the user and his or her experience. Prioritize this.
Invest time in reevaluating and, if necessary, revise your current marketing materials and website and implement thoughtful and strategic CTA’s to persuade potential clients to contact you and embark on their fitness journey with you as their guide.
Dr. Erin Nitschke
NFPT-CPT, NSCA-CPT, ACE Health Coach, Fitness Nutrition Specialist, Therapeutic Exercise
Specialist, and Pn1 is a health and human performance college professor, fitness blogger,
mother, and passionate fitness professional. She has over 15 years of experience in the fitness
industry and college instruction. Erin believes in the power of a holistic approach to healthy
living. She loves encouraging her clients and students to develop body harmony by teaching
focused skill development and lifestyle balance. Erin is also the Director of Educational
Partnerships & Programs for the NFPT. Erin is an editorial author for ACE, IDEA, NFPT, The
Sheridan Press, and the Casper Star Tribune.
Visit her blog at: belivestaywell.com