The purpose of content marketing is to change or strengthen your target group's behaviour. Conversion demands well-crafted calls to action that ...

Does your content lack a clear call to action?

The purpose of content marketing is to change or strengthen your target group’s behaviour. Conversion demands well-crafted calls to action that guide the customer forward on the buyer’s journey. How you craft and shape your call to action has a huge impact on the result.  

A clear call to action (CTA) is essential in a stressful and fast-paced environment. The term refers to text and buttons that encourage visitors to take a certain form of action.

  • ”Visit our website…”
  • ”Call us on…”
  • ”Subscribe to our newsletter”
  • ”Add to basket”

A clear CTA needs to get to the point and be easy to understand. Visitors should never have to think about what to do next. The CTA needs to be prominent on the page, or else your visitors might miss it.

How you choose to craft and design your CTA depends on your goals and also where you decide to place it. You should always test and adjust your calls to action to different emails, landing pages, blogs as well as social media.

How can we create a clear call to action that increases conversions? Let’s look at a few examples.

5 examples of clear calls to action

1. Spotify

Spotify’s CTA buttons are clear and well-designed. Here they use colour to distinguish between the free and the paid offer. Notice that the free version is filled with purple while the premium offer lacks any filling. Compared to an earlier CTA, this highlights the free version rather than the paid one. Perhaps they’re testing a new strategy to see which one works the best.

2. Water Aid

Nonprofits and charities compete for donations and volunteers. Indeed, competition can be stiff. As a result, calls to action play an important role to make sure the organisation gets the support it needs. In this case, the American homepage for Water Aid encourages their visitors to either ”act now” or donate money to the organisation.

3. Headspace

The meditation app Headspace uses a clear call to action to get potential customers to sign up. Notice how the headline and the body text underline the benefits of meditation. A humorous ”before and after” illustration also captures the benefits of using the product. Moreover, they emphasise the science behind the practice, which adds credibility and legitimacy to their offering.

It’s obviously a smart move to let sceptical users try the app before they pay for it. The free trial reduces the risk for the user, which most likely leads to higher conversions.

4. IBM

The customer’s journey is in certain cases longer in B2B compared to B2C. IBM uses two different calls to action to address their buyers’ needs and concerns. The first button is written for the buyer who’s ready to learn more about IBM’s business solutions, the latter is for buyers who want to find out more about the topic.

5. ConversionXL

ConversionXL are masters at optimising their calls to action. In this example, which Neil Patel has also analysed, the company applies a ”yes-no” call to action.

The use of different colours creates a stark contrast between the two options. The red colour directs the attention on the right elements such as ”persuasive web design”, ”get the answer” and ”yes, reveal the 5 principles”. This makes the ”yes” option almost impossible not to click. The dull, grey option becomes unattractive in comparison.

Increase your conversions with the help of a clear call to action

Your content must have a clear call to action, so that your visitors know exactly what to do next. Without a strong CTA, you lose not only conversions, but also potential clients. Dare to be specific and honest with what you want your visitor to do. And make sure you remember to say it! Want to get more shares or comments on your Facebook post? Ask for them!

Test different calls to action, adjust them to different pages, and always measure your results. Which CTA works the best? What tweaks can you make to make it even better?

With that being said, I encourage you to subscribe to our newsletter by clicking on that pink button below. So there is no doubt in your mind on what to do next 🙂

Yes, I want to subscribe to Spoon’s newsletter!