Post Synopsis: A call-to-action (CTA) button is an integral part of blogging endeavor. It helps build engagement, invites responses and shares, opens communication channels, and builds your email list. This post explores the characteristics of a high-converting CTA button.
Your email list is growing…but at a snail’s pace.
You are creating fantastic mini-courses or worksheets for a nominal price and hoping someone will make a purchase.
You are earning from your products…but not enough to even pay for weekly grocery.
You waited patiently for your cat to do something fun, recorded it, and posted it on YouTube. Funny cat videos are something people search for on YouTube all the time.
Some people had a good laugh watching your video but it hasn’t gone viral. Not enough people are sharing it with their social circles.
- A well-researched and useful blog post may never go viral if your CTA isn’t compelling.
- A super-relevant content upgrade or lead magnet can fail to take off if your CTA isn’t powerful.
- An amazing sales email may get you no customers if your CTA isn’t specific enough.
Of course, the CTA isn’t the only factor that determines how well your sign-up form will convert, whether your post will go viral, and if your subscribers will purchase your next big product.
You must pay attention to a lot of other things, including following some basic tips of good writing. These include:
Of late, I have spent hours studying effective marketing tactics.
For example, I have learned that one way to increase the rate of conversion is to write compelling call-to-actions (CTA)–both text and buttons–that compel your readers to take action. It’s a small, little detail that most of us often ignore. And the consequences are there for you to see.
Ready to learn more?
How to Write a Powerful, High-Converting Call-to-Action Button
What is a call-to-action (CTA)?
A CTA, or call-to-action, is what it sounds. It’s you calling your readers to perform an action.
The action could be to write a comment, share your post on social media, join your newsletter, make a purchase, join your affiliate program, etc.
Whatever action you want your readers to take, communicate it directly and clearly to them.
CTA can be found in the body of a copy or embedded as a button, or as a combination of both.
Why do I need a potent CTA?
CTA is pertinent in every sphere of your blogging business. It’s one of the cornerstones of your marketing material.
For example, it is what:
- Pushes your potential customer to become a paid customer and a paid customer to become a repeat customer.
- Persuades website visitors or YouTube viewers to share your content on their social media platforms.
- Compels your readers to share their names and email IDs with you. And we all know the money lies in the list.
A copy with a strong CTA will convert more readers/visitors into paid customers.
Unfortunately, many bloggers put in a lot of time and resources in writing blog posts and courses, but not enough time crafting their opt-in and sales pages.
If you look around, chances are most of the free and paid resources you signed up did not have the default “Submit,” Sign up,” or “Download,” CTA buttons.
Those buttons probably said something custom, such as “Help my business grow,” “Send me the good stuff,” “Count me in,” “Hell yeah!” etc. Such CTA buttons are more likely to convert (i.e. get sign-ups and purchases) than the default text options.
Are bells going off? I was in your shoes until a few months ago. I used to create CTA and leave the default “Subscribe” or “Sign Up” text in. But no more! And you shouldn’t either.
But here’s a caveat: a powerful CTA alone cannot guarantee a high conversion rate.
Your headline, your body text, how you weave the story, how well you communicate the relevance of your product or service–all such things add up in the end. These pieces of content, put together, communicate to your readers what they stand to gain by clicking the CTA button that follows.
(I will write a separate post on the body text of an opt-in and sales page. In this post, let’s learn about the CTA button.)
Characteristics of a high-converting CTA button
Marketing strategies have undergone tremendous changes in the last 20 years.
With the advent of the digital age, strategies are delivered online more often than not. Personal marketing (door-to-door) is on the decline yet engagement is at an all-time high.
The principles of writing an effective sales copy and the following call-to-action remain the same:
- Offer a fail-proof, low barrier to entry: Most people are risk-averse and they are likely to click away from a page that seems forceful. Craft your CTA in a way that is non-obligatory and low-risk for the potential customer. A no-obligation, fail-proof CTA is more likely to invite immediate action from the reader.
- Examples: Free trial; money-back guarantee; proven techniques to gain 500 email subscribers in 30 days, etc.
- Include one specific instruction: The most effective CTAs are no-nonsense and straightforward. Tell the reader what you want her to do–give her one, clear instruction.
- Examples: Buy the bundle; Learn more; Download XYZ; Add to cart, etc.
- Encourage immediate action: Even though the copy should be obligation-free, you can create a sense of urgency by including wordings that point to limited availability. When people know something is going away if they don’t take immediate action, they are likely to give in.
- Examples: Cart open for 1 week only; Start a blog in the next 10 minutes; Free webinar recording available for 48 hours only, etc.
The goal is to persuade the reader to take an action.
A typical high-conversion CTA button:
- Has one purpose: Every blog post, every video, every sales page, every CTA button should be focussed and written to accomplish one and only one objective. What do you want the reader to do next? Do you want them to join your newsletter, like your Facebook page, browse your shop, or buy your product? Identify the primary objective of your copy and make the CTA button all about that one objective.
- Uses one button: On an opt-in or sales page, you should only have one primary button that accomplishes one primary objective (as explained above). Sometimes and especially in long-form sales pages, copywriters will give the reader multiple chances to complete the action. This requires placing multiple buttons on the page, but all are geared towards the same outcome.
- Uses a persuasive tone: Agitate the problem your product or service can help resolve. Push the reader to see the benefit of your offerings. Make them believe there is no better solution to their situation than to buy your product or service. What you write must be compelling enough for the reader to click through. Take away all the frills and deliver the exact action that is desired from the reader.
- Is action-oriented: The reader should know the outcome of clicking the CTA button. This is why the CTA button text should always be action-oriented, i.e., use a verb. Click here; Add to cart; Call now; Share the love, etc. are all examples of a good CTA button.
These four are the most important characteristics of a high-conversion CTA.
Bonus Tip: Use “power words” to increase the rate of conversion
Believe it or not, there is actually a list of words that are considered “powerful” and “high-converting” in the copywriting world.
Power words are words that trigger emotions and invoke curiosity–something I wrote about earlier in my post about crafting the best headlines.
The same concept applies to CTAs.
Let’s look at an example:
Here’s what’s great about the WordPress.com landing page:
- Specific action verb: Get started
- Low-risk entry: Free; few simple steps
- Benefits: Easily create; new; beautiful, secure, mobile and SEO-friendly website
- Emotion: New; amazing
Want a list of power words you can use in your CTAs for higher conversions? Sign up below!
Additional tips to create better call-to-action buttons
The secret to writing amazing call-to-actions is the same as the secret to any good persuasive writing. But, it may take you a few tries before you know for sure what clicks with your readers.
Don’t hesitate to experiment with the verbiage, visuals, placements, etc.
- Find the optimal placement: The CTA button should be placed in the reader’s direct line of vision.
- Example: Place a button just below the benefits, front and center.
- Utilize the power of I, Me, Myself: Writing the CTA in first-person will put the reader in control.
- Example: I am ready to explode my blog traffic.
- Add social proof: This adds credibility to your brand.
- Example: Network with 6500+ fearless writers in our free FB group.
- Design a standout button: The CTA button is the most important element of your opt-in and sales page. It is the threshold of something bigger. Ensure that you use a contrasting color on the button to make it stand out from the rest of the page.
- Example: Red button on a white page.
- Be true to your personality: If you are someone who doesn’t use cuss words in real life and/or in your blog posts, it would be very awkward if you drop the F-bomb in your sales page. However, it doesn’t hurt to be a little humorous in your opt-in and sales pages. Charm the reader.
Want a list of power words you can use in your CTAs for higher conversions? Sign up below!
Starting today, set aside a reasonable amount of time to craft the best CTA you can think of for your free resources. This will stand you in good stead when it’s time to create the sales page for your paid product.
What are some of your proven techniques for writing a high-converting CTA button? Share in the comments below.
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