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Guides & Advice

How to write a call to action for a blog

By Heath Reidy / September 12th 2017

As the crucial point of any website blog or article, there’s a lot to making the most of your call to action to ensure your online content is strong, effective and delivers results.

But what exactly is a call to action (CTA)? What makes one good, or bad and what approach should you take when writing one?

This, our guide to the call to action, aims to explain the essential points to know about the all-important CTA when writing a blog.

What is a call to action?

A CTA is basically some text or an image that prompts people to take action.

When it comes to blog writing, the CTA is a line or two of text that sits at the end of a blog and contains a link. It’s this link that allows the user to take action. Depending on your business and your key goals, this could be to do one or several things:

Submit an enquiry – such as a link to a submission form to enquire about your business.

Read more – to find out more information about a topic via a link to a blog or service page.

Make contact directly – a link to a contacts page, phone number or email address.

Make a purchase – a link to a page to buy a product or pay to use a service.

Register – a link to a page to join a membership organisation, sign up for a newsletter, or subscribe to an emailing list.

Access a free product – a link to download an ebook, a whitepaper report, or to trial some computer software.

Illustration of a man walking a dog walking past a button underneath a sign saying 'press to submit an enquiry'

By clicking on the link in a CTA, the user is taken to the next stage of their customer journey. This allows them to make a decision to buy into your business, which could lead to a conversion. They could decide to make an enquiry to use your services, or choose to buy one of your products. A CTA can therefore be a key part of your customer conversion journey.

Why is getting your CTA right so important?

As the point in a blog or feature that provides a pathway for the customer to make an enquiry or a purchase, the CTA is probably the most important section of your online content.

Get it right and you can:

  • Generate more leads for your business
  • Increase your conversions – whether that’s increasing you’re enquires each month or turning a user into a customer by buying your products
  • Engage more users and keep them coming back

Get it wrong and you could:

  • Alienate your audience
  • Affect how people perceive your business, such as thinking you’re needy or unfriendly
  • Cause your customers to lose trust in you

For instance, use a hard selling approach and you might put the customer off, or be too confusing with your words and you could turn them away. If your CTA is too long, not signposted and not engaging they might not see or read it. If your link isn’t relevant to your blog post, your audience might think their being mis-sold something and lose trust in you as a business.

What makes a good CTA?

How you choose to write your call to action and the wording you use is very important. Everything from the structure to the tone of voice, all play a part to help keep the reader engaged, on the page, and encourage them to click on your link.

Here’s some of the key things you should think about when putting a CTA together.

Length – You should keep your CTA short to hold people’s attention, so aim to write it to a length of about 40 words. People can lose interest if it’s longer than necessary and might not read the links you include.

Structure – You should aim to make your CTA stand out on the page, so it can be easily seen and digested by the user. You could set it apart from a blog with a subheading and lead to it with a couple of lines of text that gently pivot to your business

Tone – It’s wise to keep the tone soft so that you come across as friendly, approachable and helpful, rather than direct or forceful. Think about your audience and write in a way that would appeal to them.

Style  – You should aim to keep your writing tight, sharp and succinct, so that it flows, is easy to read and is more engaging. It’s also wise to keep your wording simple and avoid technical language or jargon to help with user engagement.

Clear value proposition – It’s important to make sure the user knows exactly what to expect when they click on a link in your CTA. Wording that states a user should visit a page link to find out more about a service should take the user straight to the relevant service page, and not to a booking page or advertisement.

Relevance – It’s wise to also make sure your CTA is relevant to the blog or feature it’s been placed with to keep the user engaged. A user reading a blog about how to defog a bathroom mirror would probably be more interested in a CTA that leads to range of demister mirrors than a mirror that lights up.

What should you consider when writing a CTA for your business?

Different business sectors can include different statements in their blog CTAs to prompt a user to follow through and continue their conversion journey. But, in different ways, this should aim to achieve one important goal:

Encourage the user to use your company because it offers them a solution.

  • If you’re a membership organisation, you’ll want to encourage users to join as a member. So you could highlight a key benefit of joining, such as members having access to a free advice service, which is relevant to the blog
  • If you run an ecommerce company, you’ll want to encourage users to buy one of your products. So you could show how that product offers the user a solution to a problem, which relates to the blog topic
Illustration of a lady pointing to a hoover which is for sale which has just been used by another person to vacuum a rug
  • If your business is in healthcare services, you’ll want to encourage people to book an appointment at your medical centres. So you could reflect the quality of your facilities and expertise of your doctors
  • If you’re a professional services company, you’ll want to encourage people to use your services. So you could reassure users that you’re experienced and an expert in your field

So, here’s our CTA …

There are many important factors to consider when putting together a call to action that will work for your business. A good CTA also goes hand in hand with quality content and a blog structure that flows effectively from start to finish to guide the user where you want them to go. You can read more about content structure in our blog, How should I structure my content?

We’d love to explore how our content marketing strategies could deliver results for your business. To arrange a brief telephone conversation with one of our team, call 08447 550 350 or get in touch to find out more.