When creating a website, calls-to-action are so important. Without them, potential customers might not ever find out about all the awesome things you offer.
When it's done right, these crucial words can bring more people into your business than anything else could possibly do.
They help guide the user, giving them what they need and want at each stage of the conversion process. But how do you create one?
Here's a quick breakdown of everything you need to know about calls-to-action in order to create one that will increase your conversions.
What Is A Call-To-Action In Writing?
A call-to-action is a persuasive technique that urges a listener or reader, directly or indirectly, to buy something, subscribe, and take action in general.
The purpose of a call-to-action is to clarify what readers are supposed to do after reading it. If you want people to take a course of action, your writing must have some clear “orders.”
What Is A Good Call-To-Action Statement?
Calls-to-action should use powerful words that create desire such as “click now,” “sign up now,” or “order now.”
The target word should be used first in the text, hence, it must direct readers where they need to go and what they need to do next.
If you check my firsttimeparentguide.com review blog, there’s a “view now” button beside each product so readers can check the price, like this...
In instances like this, it allows me to embed my cookie (tracking code) so I can earn from whatever they end up buying from Amazon (Amazon affiliate marketing).
I do this because Amazon only has a 24-hour cookie life. That means if the reader ends up buying any product on the 25th hour upon clicking my link, I won’t earn commissions from that reader's purchase anymore.
It’s a case-to-case basis.
For this blog, I promote products and services with longer cookie durations. Some of them have 30 days and 90 days cookie life, while some even have a lifetime cookie duration.
Longer cookie durations allow me to use transitional calls-to-action instead, which helps this blog not be too “salesy.”
What Is A Transitional Call-To-Action?
A transitional call-to-action allows you the opportunity to provide an action for a customer who is interested but not yet ready to buy.
It also develops your relationship with that prospect until it's time for them to make their purchase decision.
For example, asking someone to read your other reviews allows you to introduce them to other products and services, which might end up being a better fit for their needs.
For this blog, asking you to check out my free courses is an example of transitional call-to-action. I am not directly selling you anything (yet).
However, as you progress through the lessons, you will find that I mention products and services that you can see for yourself.
If you end up needing them, then that’s when you take action.
How Do You Write A Call-To-Action Example?
Call-to-action are not just words. They can be some paragraphs, too. A classic (but very effective way) to create a call-to-action is to use the AIDA Framework.
AIDA is an acronym for the four steps in a marketing plan: Attention, Interest, Desire, and Action.
When it comes to sales pitches or advertisements, these are important components of making your product seem enticing enough that consumers will want to take action by purchasing.
What Kind Of Content Would Encourage Or Motivate You To Participate In A Call-To-Action?
Let’s say I want you to check my content creation course. I can directly say, “Check My Free Content Creation Course,” but I can do something more persuasive.
AIDA Framework Template
I’ll go to Conversion.ai Dashboard, and grab the AIDA Framework Template.
In the “Company/Product Name,” I’ll put - “FREE Content Creation Course.”
In the product description, I’ll say “encourage the reader to consume everything that I wrote in the content creation course.”
In the tone of voice, I’ll put “persuasive.”
Here’s what I got after I pressed the "Generate AI Content " button…
Attention: Are you interested in learning how to create content?
Interest: If so, then this is the course for you! This course will teach you everything about content creation. You'll learn what it takes to become a great writer and how to get your message across effectively.
You’ll also learn how to make money from your writing skills by creating articles, blog posts, and more.
Desire: The sooner you sign up for this course, the sooner you can start building your own business as a freelance writer or blogger!
It's time that we stop wasting our talents when there are so many ways we could be using them.
Action: Sign up today and take back control of your life with these powerful lessons!
With this, I can remove the words “Attention, Interest, Desire, and Action” and I have a powerful call-to-action which clearly establishes to the readers what’s in it for them. 🙂
The AIDA Template is good to use after your blog post conclusion, for your sales pages and also for writing emails (email marketing, separate lesson).
Sign up to Conversion.ai's FREE 10,000-word bonus offer and try it out for 5 days!*
Content Improver Template
*For the Call-to-Action just above, I used the “Content Improver” template. Just go to the Conversion.ai Dashboard > Content Improver.
In the “Content ” box, type...
“Create a call-to-action from this…”
Then, instruct Jarvis (the AI bot) on what to do. In this case, I’ll say…
Create a call to action from this: Try Conversion.ai FREE for 5 Days and use FREE 10,000 words!
For the "Tone of Voice," I'll put "persuasive." Press "Generate AI Content" after.
It basically rephrase what I said, but in a manner that sounds a little better than my input.
Changing the "Tone Of Voice" to "helpful" will give you this output...
With Conversion.ai, you get the tools to impress your audience with engaging content! By signing up for a FREE trial today, we'll give you 10k words for free - no strings attached!
Persuasive Bullet Points Template
If you want to enumerate the “benefits” or "what’s in it" for your readers before asking them to take action, you can use the “Persuasive Bullet Points Template.”
Let’s say I want to invite you to sign up to my 365-Day Challenge Course. In the Conversion.ai dashboard, go to Templates > Persuasive Bullet Points.
I'll type my input:
Company/Product Name: 365-Day Blogging Challenge
Product Description: “I've created this course so that anyone can start their own blog with no experience needed! By following my simple step-by-step guide, I will help you create a beautiful WordPress site with ease and confidence - all while teaching you everything there is to know about generating income from it! ”
Tone of Voice: Persuasive
Here are the bullet points that I got, which I already included in my landing page.
Note: I already edited this output to make it applicable to what I am actually offering.
Now that I have enumerated the benefits that the audience will get, I can now invite them to subscribe to the waitlist.
PAS Framework Template
I can also use the PAS Framework Template to create calls-to-action. In the Dashboard go to Templates > PAS Framework.
The PAS Framework or Problem, Agitate, Solution is a model for understanding people's attitudes and actions.
The "problem" can be what you don't like about the world that needs to change. You "agitate" by complaining about it until others are annoyed as well and they start doing something to fix it with your help. LOL.
This produces an action where everyone wins - the "solution!"
I’ll input the same as per the AIDA inputs above:
Company/Product Name: Free Content Creation Course
Product Description: Encourage the reader to consume everything that I wrote in the content creation course.
Tone of Voice: Persuasive
Select “1” output and hit the “Generate” button.
Here’s the output from the PAS Framework:
Problem: You want to write blog posts, but you don't know how.
Agitate: Writing a blog post can be daunting for someone who has never done it before. It's not hard at all! In fact, it's easy when you have the right tools and resources that show you exactly what to do step by step.
Solution: I've created a free content creation course that will teach anyone how to start writing their own blog posts in just 30 minutes or less per week.
I'll walk you through everything from coming up with topics, finding keywords and creating a great lead magnet for your readers...all without needing any special skills or experience. The course is totally free so check out this link here now!
Notice that I put a strike through the link. That’s because it’s a fake link. Jarvis will every now and then give fake website links, addresses and phone numbers that you can replace with yours.
Looking at the output, it’s a good option I can line up for one of my emails for promoting my free content creation course.
How Do You Use Call To Action In A Sentence?
Realistically, you should put the wanted behaviour upfront with a clear instruction for how they can or should do it (i.e. "Do X").
You can make the words/phrases standout by making it bigger, changing the color, underlining them, putting them in a banner or button, and other aesthetics you can do so that the eyes of the reader are drawn to it.
Now, depending on your copy (what is written), your audience may just take your desired actions.
A call-to-action is an important part of any marketing campaign because they encourage people to take action or buy products or services that are being offered.
The right call-to-action prompts consumers to do something specific like click through, sign up, subscribe, download content, make a purchase or more.
Use these persuasive communication tools in your own blog posts (and emails or social media content). Convert your website visitors into paying customers with just a few clicks of the mouse using the mentioned Conversion.ai templates.
I hope you've found this lesson on call-to-action helpful. If you have any specific questions on how to create a call-to-action statement, please don't hesitate to reach out! 🙂