Thursday, 21 June 2018

Information and commentary for the small business banking industry

Is your content overlooking CTAs?

26 Mar

“What’s a CTA?” I hear readers asking… and if you’re one of them, then please keep reading! It stands for Call To Action and it’s one of the most important – yet consistently overlooked – elements of successful content writing. It’s a link – contact details, a new product, an upcoming event, an updated service – anything that encourages your reader to explore your site further, generate leads and convert into customers.

CTA best practice

CTAs are most effective if they’re deployed properly. And to know how to do that, you need to identify what kind of CTA you’re using. Is it a sidebar, a link within text, a button, an image, a pop-up?

What you need to do is consider how you want to engage your readers – which one would work best? Here are some tips:

  • Think about what your goal is. Are you trying to get readers to sign up for a webinar, download a new tool, or click through to a new microsite? The CTA needs to make it as hassle-free for the reader as possible.
  • CTAs should be highly visible, not hidden in a corner somewhere it’s easily missed. They often work best on the right of the content, since that’s where a reader’s eye naturally moves.
  • Don’t go trying to a) cram a whole lot of information into one CTA or b) loading the page up with multiple CTAs. The whole point is to get your audience to click through – that’s where they’ll get all their information. Keep them short and simple.
  • Create a sense of urgency. Try to convey the idea that time’s running out. It might expire, there could be a limited number available – anything that’ll convince the reader they need to be in, and fast.
  • Test your CTA and make sure it’s working across all the platforms it’s intended for. Get people on different computers and mobile devices to click on it and report any problems.

If you’re not trying to sell a new small business banking package, or promoting a new financial calculator, your content is probably aimed at building trust. You can still have a CTA for this kind of content, such as “Ask to speak to one of our Small Business Specialists,” with a link to relevant contacts.

Here at TSBC, we’re experts when it comes to CTAs. Contact us to read some of our success stories and find out how we can help you.

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