Do you want your blog posts to be more successful? Then, you need to include a CTA.
Thank you for coming to my TED talk.
Okay, that's not the only way to see more results with your posts. But including a CTA can often be the difference between a post that gets results and one that fades into the oblivion of the internet.
I’m going to assume you’d prefer the former result. If it is, you’ve come to the right place. In this post, we'll discuss why every post you write needs a CTA, along with tips and examples to create them yourself.
What is a CTA?
A CTA (Call to Action) asks people to take action. It could be sharing your content on social media, signing up for your emails, buying your products, or anything along those lines.
Think of an email from your favorite clothing brand about a sale. At the bottom, it includes a “Shop the Sale” button. You click it, and it takes you to their website, where you buy way too many cute pieces. That’s a CTA, and it just worked because you took action.
Why Do Blog Posts Need CTAs?
A call to action might seem well and good in an email or on a website. But why does your blog post need one?
1. It encourages readers to take action
How often have you read a blog post and then closed the tab without doing anything else? Most of the time, right?
Adding a CTA doesn't guarantee action. But adding one helps keep visitors on the page longer and encourages them to do more than just read one post, never to return to your site again.
For example, imagine you run a family travel blog. In your post about tips for taking kids to the zoo, you include a CTA asking people to download your "Traveling with Kids" e-book (by signing up for your newsletter, of course). The post gets a lot of views, and many parents with younger children sign up to get the e-book.
Rather than read the post and leave, they’ve taken action. Now that they’re on your email list, you can nurture them until they become a buying customer. All because you included a “Download the E-Book” button at the end of your post.
2. It can drive sales
As a business, one of your main goals is to get sales. A well-written blog post with the proper CTA can help with that.
Obviously, you don't want to write every post to sell things. But sprinkling this kind of post throughout your content marketing is perfect.
People use blog posts to help them decide what to buy. It's a common tactic to include a pitch for your product alongside similar items or write a post on a related topic with a sales pitch at the end. The post builds trust and authority, and then the pitch sells them.
It's worked for me before, and I'm sure you've seen it too. But you won't get those sales unless you clearly tell the reader to buy your product at some point in the post.
3. It gives your blog post a goal
The first goal of any blog post should be to share value with the reader. But you should also have a business related goal for each post. What do you want to gain from it?
Your goal could be to build authority in your niche, grow your email list, or get e-book downloads. Your CTA will align with that goal and help you actually reach it. For example, if you want to build authority, your CTA could be sharing the post on social media or leaving a comment so you get people talking.
A CTA will help you reach that goal and show you if you are successful. You could aim for ten comments on the post or fifteen link shares on Facebook, then track your progress towards those goals.
You should never publish posts just because. I know it’s tempting, especially since everyone says you should have a blog, but you need to have a reason behind each post you publish.
Tips for a Good Call to Action
Be Authoritative
This isn’t a time to be discrete or indirect. You want your CTA to clearly and loudly spell out what you want readers to do.
Example: “Get Your E-Book Today” vs “Download”
Use Action Language
Use strong language to help your CTA sound even more authoritative. Choose words that spark interest and action.
Example: “Get 30% Off” vs “Shop the Sale”
Be Clear
The confused mind says no. So, make your CTA as straightforward as possible, telling readers exactly what happens when they click the button.
Example: “Get a Free Consultation” vs “Learn More”
Make it Stand Out
You not only need strong language, but you also need a design that makes your CTA stand out. Make the button or link noticeable, preferably in a contrasting color to the rest of your blog.
Test It
Finally, play around with your CTA. Try different wordings. Different button colors. Different actions or placements on the page. See what works and what doesn’t to create a compelling call to action.
CTA Examples
The Everygirl
Right at the top of each post, The Everygirls links to another blog post you can read. This encourages readers to keep checking out more blog posts.
CopyBlogger
CopyBlogger includes two CTAs in their blog posts. The first is right after the introduction, asking you to take the next step in growing your business. The second is at the bottom, giving you three next steps if you want other options.
What to See in Washington DC
This family travel blog ends every post with a CTA to sign up for their weekly newsletter. It encourages readers to continue receiving updates from them and helps them build their lists.
A CTA is just as important to your blog post as a good introduction or strong headline. Those things get people to read the post, but a CTA gets them to continue engaging.
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