What to Avoid When Creating Calls to Action

Creating the language and interactions for calls to action, or CTA’s is a delicate art. The goal of a CTA is to initiate an exchange. You’re offering your product in exchange for a customer’s attention or your material in exchange for their contact information. No matter the terms of the exchange, your task is to entice and persuade the user – and neither is possible unless you’ve earned their trust. 

One of the most common errors marketers and copywriters make is to bury the lead. From inside an organization, you have a rich context that a customer lacks – so it might feel compelling or clever to couch the main message. However, clarity always wins when it comes to CTAs. Avoid vague, ambiguous information preceding a CTA or on a button. It is also crucial to emphasize what a customer will gain by moving forward with a CTA. Communicate the value to the user in clear, highly visible language, and don’t make them jump through hoops to get the value you promise.

Ready to take your brand’s messaging and site content to the next level? ASTRALCOM brings deep knowledge of digital marketing and customer-centric websites. Lean on us to grow your engagement and benefit from powerful conversions.