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Click Here, Win Everywhere: The CTA Secret Sauce

March 12, 2024
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Attention spans are fleeting, and the competition is fierce.  Every element of your advertising matters.  Here at Lewis Media, we’re creating bespoke campaigns, designing thoughtful media plans that get our clients the greatest impact dollar for dollar.  Of course, a great media buy needs equally outstanding creative elements. But even the best creative elements aren’t effective enough on their own. A strong Call-to-Action (CTA) can make or break a campaign. A picture may be worth a thousand words, but for most campaigns, you need a few purposeful words to tell the audience what to do next.

As the full-length version of the name implies, a CTA is how you call on your audience to take action.  Imagine the path to conversion as a highway. Calls-to-Action serve as signposts, directing your audience down the path to conversion. A well-crafted CTA takes it a step further by creating a sense of urgency, encouraging your audience to act promptly. Think “last exit for XYZ attraction,” which tells the driver it’s now or never, making them more likely to commit.

Not all calls to action are equally effective, and not to put too much pressure on you, but you have just a few words to seal the deal. So what makes a strong CTA?  It’s surprisingly simple.  You’ll want to be clear and direct, using concise language to tell the user exactly what you want them to do.  Think “Learn More”, “Get Started”, “Sign Up”. You get the picture.  Next, you may want to create a sense of urgency by using time-oriented language.  Examples of this include “Shop Now”, “Act Fast”, “Apply Now” and “Download Today”.  Highlighting the benefit of clicking is also a great way to strengthen your CTA (“Free Shipping”, “Save 50% Today”).

Now that you have a powerful Call-to-Action, let’s ensure that people see it.  Studies show that including your CTA in the form of a button significantly improves user engagement, click-through rates (CTRs), and ultimately, conversion rates.  It’s also important to use clear, legible fonts and to make the button look clickable.  Rounded corners and drop shadows can subtly make a world of difference.  You’ll also want the button to stand out from the rest of the ad by using contrasting colors to help draw the user’s attention. Some studies even go so far as to suggest using red or orange colored buttons to further increase click-through rates. The takeaway is that the button format is as important as the CTA itself, and should be given appropriate consideration.

You may think that a good product sells itself, but in the fast-paced world of digital marketing, where attention is scarce and competition is fierce, every detail of how an ad is presented counts. At Lewis Media, we understand the importance of crafting campaigns that captivate, and more importantly, convert. As the bridge between creativity and action, a strong CTA guides your audience along the path to conversion. It's the beacon that urges them to "Learn More," "Get Started," or "Sign Up" with a sense of urgency and purpose.  But a powerful CTA is only impactful if it's seen. That's why we emphasize the importance of visibility. Whether it's through a strategically placed button on a display ad or a captivating design that demands attention, making your CTA stand out is key.

As you embark on your next campaign, remember the secret sauce: a compelling CTA. It's not just a button; it's an invitation, a call to action that can transform a casual browser into a loyal customer.

Ready to supercharge your campaigns? Get in touch with Lewis Media, and let's craft the perfect CTA together. Together, we’ll capture clicks and conversions so that you can conquer your business goals.

Contact us today!

^See that? That’s a CTA!

Suzanne Shaw