Importance Of CTAs In ALL Your Writing

What gets ‘semi-accidentally’ left off a lot of the content I edit? A call-to-action (CTA). Here is why it including a CTA is so important…

What is a CTA?

First of all, what do I mean by a CTA? I think a lot of people leave off CTAs because they fear it might come across as too salesy, but a CTA can just be a small opener to continue the conversation or a polite reminder that people can get in touch if they have any questions. It can be as simple as a ‘read more here’, ‘what do you think?’, or ‘contact me here’. A CTA is not just something for a sales or landing page, and it can be something as whimsical as a series of emojis (works a treat on social).
A CTA can be a signpost to another interesting resource or a call out for people to share their opinions.
It’s such a small, tiny little detail but it can make all the difference to a blog post, an email, a social post etc. In fact, all writing could probably include a CTA.

Why do people not use CTAs?

Here are some reasons why people might shy away from using CTAs:
  • Not sure how to conclude a piece/lack of a clear conclusion
  • Fear of being seen as too ‘salesy’
  • Can’t find a CTA that connects to the wider story
  • Can’t think of a relevant CTA
  • Vacillation/lack of CTA awareness.

Why you need a CTA

Including a CTA is a no-brainer.
Open a door to something new. Don’t just leave people hanging. End with purpose by including a CTA.

Tips for CTA writing

Here are some tips to help you write good CTAs:
  • Show your personality and make your CTAs memorable
  • Engage with the community and get others involved through your CTA
  • Use surprising verbs and adjectives (think about explore vs. read, hit me up vs. contact me)
  • Match your CTA to your platform and channel.
Even if you don’t really want to include a CTA as such, think about concluding your content. Call it a sign-off if you will. What is the last thing that people will see, and how will it make them feel? 🤔

CTA resources to get you going

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Copywriter who specialises in all things digital, tech, and SEO for the Nordics. Also Finnish to English translation. Love B2B, tech and the arts.

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