Get inside your customer’s head: A guide to writing irresistible calls to action
Contributor Jacob Baadsgaard looks at common search motivations and different types of CTAs you can use to motivate people so they can't help but click.
Often, when we think of optimizing our call to action (CTA), we immediately think of landing page buttons and tweaking colors.
However, your landing page CTA isn’t the only marketing CTA that matters.
To get people to your landing page, you need them to click on your ads, which means you need a smart call to action in your ads.
This is particularly important for paid search advertisers in situations where you can’t include imagery to convince people to use your business. To get online searchers to act, you are completely dependent on your paid search copy, including that all-important CTA.
But how do you create the right text ad CTA?
Should you go with an old standby like “Click Here!,” “Buy Now!” or “Sign Up Today!” or something more specific, like “Get Your Free Consultation Today!”?
The answer is… it depends.
As with any online marketing campaign, picking the right paid search CTA is all about getting inside a potential customer’s head. You need to understand the “why” behind a search and how to create a CTA that uses that “why” to get them to click.