How to Create an Irresistible Call To Action on a Website
One of the most important tasks a beginner affiliate marketer needs to learn is how to create a call to action on a website.
More than that, it needs to be a killer CTA, one that makes the readers so convinced and curious that they can’t resist the idea of taking immediate action.
Naturally, most of us are not natural advertisers/marketers.
Good news is that we can all learn and practice the necessary skills until we become experts.
- What is a Call to Action on a Website?
- What’s the Importance of a Call to Action?
- Using Persuasive Call to Action Phrases
- How Many CTAs Should you Have on a Blog Post?
- Where Should a Call to Action be Placed?
- Text Link vs Button vs Banner
- 3 Killer Website Call to Action Examples
- My Favorite Free Website Button Creator (plus 2 bonus suggestions)
In our case, as website affiliate marketers, CTA’s are pieces of content we write with the goal to have our readers/viewers perform some kind of action.
Wikipedia gives us some other important tips:
…a call to action (CTA) is an INSTRUCTION to the audience DESIGNED TO PROVOKE an IMMEDIATE RESPONSE…
…The key to a powerful call-to-action is to provide consumers with COMPELLING reasons to purchase PROMPTLY rather than defer purchase decisions.
As you can see, a CTA is a well-thought, irresistible piece we create, keeping in mind:
- HOW: giving a clear instruction
- WHY: provoke the reader to respond in a specific way
- WHEN: immediately
Common Examples of CTAs are:
- Click HERE
- Buy Now
- Find Out More
- Learn More
- Request a Demo
- Get an Estimate
On a Website it can be a:
- Other Graphics
Do you Recognize This One?
By the end of this article, you’ll have enough knowledge to understand why this is a great CTA.
Calls to Action lead to engagement with your readers (getting comments, shares, likes) where they’ll get to know more about what you have to offer them in terms of valuable information and content (reading more of your posts).
This will build their trust in you and will ultimately lead them to your main goal (a purchase, a subscription etc).
>> Every Blog Post should have a Call to Action. Never forget this.
Not adding a CTA to a post is a huge loss of opportunity.
Of course, you don’t have to try to sell something on every content you write. No!
But tell your readers to read a previous article that is somehow related, or ask them to like and share on social media (in order for you to get more traffic).
You see? In the beginning, small CTA’s (like “Learn More about…”) have better chances to be successful. Once the reader starts to trust you he/she will be more inclined to take bigger actions like “click to buy”.
Therefore always be sure to make great use of Calls to Action on your website.
Now, I’m sorry to bring you this news, but we’re still not exactly Coca-Cola that adds a “Learn More” button and millions of people actually click it.
Just writing “Click here” or “Buy Now” isn’t going to get a lot of positive results on a new website of a beginner affiliate marketer.
What do we do then? We need to use Science in our favor!
The Science of Persuasion has been deeply studied and its Principles have proven highly effective.
If each one of us, affiliate marketers, become an expert on this Art of Persuasion and applies it to our websites our conversions would go skyrocket!
Watch now this video to learn how the 6 Persuasion Principles can be implemented by anyone.
I suggest you take a few moments to do a brainstorm and come up with ideas of how you will improve your CTAs applying each of the Principles.
Here are some guidelines:
- Reciprocity – What are you GIVING to your audience in order to RECEIVE something back?
- Scarcity – If there isn’t, in fact, a limitation (of time or products) don’t pretend there is. You need to be honest at all times. But I’m sure you can think of sentences like “You don’t want to waste any more time just wishing things were better. Take action now and…”
- Authority – Maybe you’re not an experienced affiliate marketer but let’s say your niche is baby food and you are a mother of 4. I’d say that this fact makes you an expert. Let your audience know about it!
Okay, I’m not saying you need to include this piece of information right on the CTA button but somewhere on your website. Just make sure your readers know it.
- Consistency – Do you remember when I said that a small CTA – like clicking on the link to another blog post – is easier to go through? A reader that does it once and likes the next content he/she reads, will be more inclined to do it again on their next visit to your website.
And after that, they may feel comfortable enough to sign up for your newsletter or facebook group.
- Liking – What can you do to be more likable to the eyes of your audience? Like the video said, think of SIMILARITY, COMPLIMENTS, and COOPERATION.
- Consensus – How can you let your readers know that lots of other people have already followed your directions/suggestions and that they’re not the first ones to do so?
This should give you a good start and I’m sure you’ll have pretty good ideas to use on your Call to Actions.
Before you Start, Let me Help you by Giving you These “Magical” Phrases:
- You are right.
- Let me do the work for you.
- You have no idea how nice it is to work with someone like you who are smart/nice.
- You are beautiful.
- How do you succeed when everyone is failing?
- You deserve the best / You deserve the success / You have earned the right.
- You are the best thing that has happened to me.
>> Use them (wisely) within your content and you’ll notice a much better response from your visitors.
Now, we need to address a few “more technical” aspects.
This is a very valid question. One can think that since we can’t miss the opportunity we should place numerous calls to action along each Blog Post.
This way the reader would have plenty of options to choose from and it would be more likely that he would at least take one of those actions. Right?
Too many CTAs can cause confusion, disruption of the message you’re trying to send, and ultimately disengagement.
It’s not that you must have only one Call to Action. In some cases, it is, in fact, a good idea to have more than one.
But be very careful with that. Most of the times, having only one CTA will be best.
Your CTA should be a natural consequence to your content, the next obvious step to take considering all the benefits you previously listed.
There is a rather heated discussion about where the CTA should be placed.
Some say that it should undoubtedly be above the fold (meaning within the first portion of the page before you scroll down).
They argue that placing it below the fold would cause the visitors to get aloof, seeing no point to the page and would end up leaving it.
Others say – and I agree – that the first fold should be carefully written with catchy interesting information leading the reader all the way down to the bottom of the post, where the CTA will be in position. It’s the funnel concept.
Doing that we’re able to inform the customer about all the relevant information and make them see the benefits of what we’re proposing. By the end, they should be interested and curious enough to click the Call to Action.
If the CTA is right at the beginning of the page, how can the reader be prepared to make a decision? It doesn’t make any sense, don’t you agree with me?
Another discussion is whether Texts, Buttons or Banners are the best CTA’s.
Take a look at this image. It reflects the results of a test conducted by Zazzle Media.
This result, as well as dozens of others I’ve read, indicate that Buttons convert better although text links present good numbers.
Other researchers observed that after some time being exposed to buttons, the readers of a specific website seemed to become “numb” to the buttons. Their clicks came down while text links increased their conversion rate throughout the time of the tests.
Nevertheless, all Researchers seem to Agree on 2 Aspects:
- Banners hardly convert anymore. It’s been associated with a scared-to-click mentality.
- The results are highly variable. They depend immensely on the niche, the audience and time. What works today may not work in 2 weeks or 2 months.
That being said, be aware that you need to find out what works best for yourself. Conduct tests within your own website, observe your readers responses and get to your own conclusions.
#1 – PicMonkey
On a clean page, PicMonkey manages to state how they’re unique (they’re ‘expression enablers’).
There are two buttons but both lead to the same result, a free trial. Note that the largest one is placed at the bottom after their benefits are detailed.
#2 – Neil Patel
This one is very straight to the point and I love it!
It states his offer in big letters (‘generate more traffic’) and gives a hint that he is different (he doesn’t just write blogs to his visitors).
The CTA then gives the clear instruction, ‘just put in your URL below’. No details.
The reader most likely gets curious and feels compelled to do exactly as he/she was told.
#3 – CoSchedule
Even though this one presents more than one CTA buttons, look at how many of the Persuasion Principles are used.
>> Reciprocity – they’re giving, now click the button.
>> Scarcity – they’re offering a unique resource that the reader will lose if they don’t click the button.
>> Authority – their customers are saying they’re awesome.
>> Liking – they’re saying they’re friends, this should make it easier for the reader to say ‘yes’ to their CTA.
>> Consensus – it shows as many customers as possible supporting them. If the reader is uncertain it’s likely that he/she will follow the opinion of so many others.
There are all sorts of Free Button Creators online but I selected 3 tools to suggest to you today.
#3 is my all times favorite but I listed 2 more suggestions. You can access each of them and try them out then decide for the one you like better.
#1 – Da Button Factory
#2 – Button Generator
#3 – Canva
The two first ones are merely button generators that will result in CSS codes if that’s what you prefer.
Canva will give you much more flexibility in terms of design possibilities. The downside is that you don’t get the CSS code. You only have the option to download the image. Which you can also do using the first 2 tools.
That’s not really a problem as you can quickly upload it to your website.
Honestly, lately, I have been using Canva most of the times. It still amazes me that a tool that creates such professional-looking buttons (among other designs) is also so easy to use.
From one affiliate marketer to another, I highly suggest you some experimentation with Canva and check out how powerful it is.
I wrote an article that explains and shows how to use it. I believe you’ll find it most valuable.
Just click the button and read it: