How to Create a Good Call to Action to Market Your Products or Services Online

All website content and digital ads, like this Land Rover ad in Linked In, rely on a call to action to draw people to make a decision — read a post, download information, or make a purchase. Crafting a good call to action is important.

Business owners are often told to use digital marketing, yet they must understand some of the terms involved when crafting a good marketing message. One of those terms, call to action, is essential to break through to customers. Let’s look at what a call to action is, what makes a good call to action, and to best use it in your digital marketing, be it an ad or a website.

Call to action, or CTA, is a phrase that encourages the viewer of an ad or webpage to click on a download button or video playback button. A person would see the phrase in a button, an ad, or a link in the body of the text. The result would be a media that the person is interested in — a paper to be download, a video for playback, or an item to purchase.

The application of a call to action has shifted subtlety over the years. It was designed originally for search ads and webpages, displayed on a stationary computer screen. That imagined experience for a potential customer or new member of a group meant opening a new webpage for registration while at home. These days an ad or webpage containing a call to action can appear on a wider number of mobile devices. That places the call to action seemingly anywhere, opening up the kinds of activities in which a person can take. For example, a call to action can have someone…