What are calls to action and why are they important?

James Hussey

When putting together the content for your website, certain elements are essential. Although some of these elements are easy to identify, some might go slightly under the radar.

While you may initially identify the kind of pages you need, the type of content to include and the general design of the site, there is one key feature that might be forgotten about – this being the call to action.

What is a call to action?

This is a prompt on a website that encourages users to take a desired action while browsing the site.

The call to action can present itself as an encouragement to make an enquiry, sign up to a newsletter or make a purchase. It is usually presented as a link or a button that is prominently displayed, making it easier for users to take that particular action.

Types of call to actions

Claim offer

This will typically be time dependent and will encourage users to take advantage of a limited time offer you may have. This is usually utilised during a sale.

Newsletter signup

This will encourage users to sign up to your newsletter so they can receive regular updates on not only your site, but your business in general. This can be boosted further by offering some sort of incentive to do so; for example, 10% off their first purchase.

This prompt will attempt to persuade visitors to share your content, or your website in general, to their social media. This will be beneficial to you as it will potentially reach a wider audience who will be prompted to visit your site, if they come across one of these posts on social media.

Download

This method can provide users with useful material such as a leaflet, a guide or an e-book, for example. This will be mutually beneficial as not only will they be gaining useful information, but you’ll also come across in a more positive light, as you are giving them this information for free.

It is important to set clear goals when it comes to a call to action so you can pinpoint exactly what you’d like to gain from it. You must also take your target audience into consideration to ensure you are providing the option that will benefit them the most, as well as which one they are most likely to take interest in.

If you need help adjusting your content to get the most from your calls to action, get in touch with the team at Engage Web today.

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James Hussey

Digital Marketing Executive at Engage Web

Having once gone to school in the Burnage area of Manchester known for being the childhood home of Noel and Liam Gallagher, “Some Might Say” that James is a “Supersonic” presence within Engage Web, happily turning his hand to “Whatever” tasks his role throws at him.