Creating A Call To Action That Works

Inaction. The opposite of something happening. This is exactly what you don’t want for your website or online business. A Call To Action, or CTA, that inspires action can lead to increased engagement, more subscribers, and greater conversions. 

What is a Call To Action?

A CTA is a button (or a part of your copy) that motivates your target audience to take some form of action. It gets people to do something. Online shopping uses CTA’s to get people to ‘Buy Now’, to ‘Purchase” or to “Check out your shopping cart’. But anyone can make effective use of a Call To Action. 

Maybe you want to grow your subscriber list. Or perhaps you want to increase donations. You might just want people to read more, or become better informed. If you want your audience to take action, in any way, you need to provide them with an opportunity to do so. 

But getting people to click a button isn’t as easy as it sounds. For one thing, most of the sites you visit use this tactic. Users have become wary of Special Offers and Limited Time Deals. So you need a fresh and effective approach. 

Creating a CTA

Where and When

There is plenty of discussion over where to place a Call To Action. Some argue it should be above the fold (and therefore visible as soon as you arrive at a page). Others don’t think this makes a significant difference. Some prefer pop-ups. Personally, I find pop-ups distracting and generally I close them before taking the time to read them. 

With Gutenberg and block plugins like Stackable, you can add CTA blocks to your copy, like the example below. Alternatively, you can use pop-ups that appear when someone enters a page, when they’re half way through or when they’re about to leave.

Your Main CTA goes here

Add some text to make your point and get your readers motivated

There are plenty of options – you just need to find out what works for your audience. If you’re not sure what works, do some A/B testing to see what gets the best response. 

Position is probably less important though, than timing. You want the CTA to be placed where it will have the greatest impact. If you want someone to ‘Read more…’ then they need to have read enough to know they want more information. To ‘Buy Now’ you need to first showcase what you’re selling. 

Consider your Audience

Knowing your audience can go a long way towards helping you make the right decisions for placement and timing. But there are some other factors you should consider when it comes to your users. 

People, no matter who they are, don’t have time anymore. Fast-paced interactions are the norm. So whatever you’re offering, make sure it isn’t going to cost anyone their time. Quick results, quick transactions, quick engagements!

Speaking of cost, your audience isn’t likely to want to spend money. If it’s free, or discounted, you’re on the right track. If it’s easy and painless, even better. 

Now you need to convey this in your Call To Action. You need your audience to see what’s in it for them, what the benefits are, while noting that it won’t take up their time or cost them too much. Here are some ideas on how to do that:

Call to Action examples

You can also create a sense of urgency. Nobody wants to miss out out on anything. So make use of this FOMO (Fear Of Missing Out); limit the time frame or the number of items on sale. Make it essential to BUY NOW!

Overall, an enthusiastic results-driven approach to CTA’s works. It shows your audience what they can get by clicking on the button. They need a reason to take action, so give them one. 

Watch your Language

The language you use is probably one of the most important elements of your CTA. It can inspire action, or stop your readers dead in their tracks. 

The tricky thing with a Call to Action is that you need to be concise. You can’t add too much info or your audience will stop reading long before they get to clicking the button. In other words, get to your point quickly. 

The best way to do this is to use direct, actionable language. Giving your users a specific action to take makes it easier for them. Words like ‘Buy’, ‘Play’ or ‘Read’ tell people exactly what you want them to do. It makes the action clear, while avoiding any confusion.

It also helps to use the right pronouns. Have you seen a pop-up promising quick results or a free course, or something along these lines? Then you are given two choices: ‘Yes, sign me up’ or ‘No, I don’t want instant success’.

The words may change, but the sentiment is the same. And it works because it gets you thinking about what you need. Clicking that No button often makes you pause and reconsider. Don’t I want instant success? Don’t I want to learn more, be more or do more? The use of first person pronouns makes it personal and it makes people think consider the answer. 

Make it look amazing

Your CTA’s appearance is another important factor. You can have the best wording in the world, but if it doesn’t stand out it won’t get any clicks. 

There’s some debate over which colour buttons work best, but all you’re really looking for is a colour that stands out. Use a colour that contrast with the background. If you’re using a picture, make sure it stands out and adds emphasis to your CTA (rather than just looking pretty).

When it comes to the button itself, go for something that looks like a button. Don’t make it difficult for your users to figure out where to click. You need to make your button clickable. 

Use numbers. Have a big 50% off or make the 1/2 price stand out. Promos, percentages and other numbers are eye-catching and appealing. They’re sure to grab your audiences’ attention and help you convert. 

Some final tips…

Your Call To Action should be emotive and encourage your readers to take action, whatever that may be. Get creative, keep your ideas fresh and original, but most of all, make sure it is clear what you want your audience to do. 

On that note, stick to one main CTA. Too many choices and your audience will be left feeling overwhelmed, and probably opting out of taking any action.

But this doesn’t mean you can’t have a secondary CTA: ‘Sign up now! Already a member? Login to continue reading’. The Call To Action is to sign up or register. But for people who have already done so, there’s a second, relevant CTA. This way you’re not losing any existing clients, and your appeals are both applicable to the action you want people to take. 

Keep your Call to Action fresh and relevant to your audience. Make it stand out and be clear about what action you want people to take. And remember to use A/B testing to figure out what works. Most of all, use your CTA to inspire action. 

Featured image by Ash Edmonds on Unsplash

How To Make Your Website Content Work For You

Content is a key component of any website. Apart from supplying key information, it also works hand-in-hand with SEO. Your website content is such a critical element, that it can make or break your site (and by extension, your business).

Think about it. If your website content is of a poor quality, readers aren’t going to come back for more. If you have well-written content, but no visual appeal, people may find your content difficult to read. If you don’t supply links or easy navigation, your audience won’t know where to go for more information.

All of this means a drop in traffic and, in all likelihood, a higher bounce rate. This can impact on your search engine rankings. And if no one can find your site, they can’t use your service or buy your product. 

While this may sound a little far-fetched or overly simplified, the reality is that your content needs to work for you. If it isn’t doing this, then it could well be costing you customers. The solution? Make your website content work for you.

Readable Content

Readable website content uses good structure and interesting topics

What makes content readable? Readable content is easy-to-read. By this, we don’t mean it should be simple. Complex, technical content can be just as readable as a simple concept. So an explanation of compound interest can be as readable as an article on why children should get pocket money.

The things that make content readable are, primarily, structure and topic.


The layout of your text is an important element here. To begin with, you need a heading that adequately explains the content or purpose of your text. You should also use subheadings to break up the text into manageable chunks, and which also explain the content of each paragraph. 

Your paragraphs should be short. A few sentences each (if that), all of which should link back to your subheading. Try, where possible, to start each paragraph with a sentence that explains what will follow.

The reason for this is because people no longer have time to read through extensive texts. They are frequently looking for an answer to a question, and will therefore skim your article to find what they’re looking for. Make this easy for them.

The use of blocks in Gutenberg can also enhance the readability of your text. From headings, quotes and lists, to FAQ and How-to blocks, you can add a range of elements to your page.


The more interested someone is in what you have to say, the higher the chances that they will read your article. For this reason, your topic is important to the readability of your content. 

Choose topics that are relevant and interesting to your audience. But you should also ensure that your content is original. Apart from it being bad practice to say exactly what someone else has said, no one wants to read the same thing twice. 

When writing your content, focus on information that is original, educational and informative. And then ensure your content is well-written and to-the-point. 

Visual Content

Use visual content to engage your readers

You want to make your website content as visually appealing as possible. There are several reasons for this. People consume information far more quickly these days. Visual information can help them process and understand your content better. Many people also think visually, making visual content a better fit.

Images and image galleries can add a lot of appeal to your content. Gutenberg makes it easy to add images and image galleries to your page in WordPress. Alternatively you can use a plugin like FooBox (a responsive lightbox) or Foogallery to add more dimension to your images. 

Video is another great way to engage your audience. It’s becoming an increasingly popular channel, boosting traffic on your site and social media channels. 

Infographics and graphs can also supply visual information while making it easier to understand a difficult concept or process a large amount of information. When you do have a text-heavy article, graphs or other visual statistics can help break this up. 

Whatever visual content you use, make sure it is relevant. There is little value in using a cute cat meme or simply having images of stats that actually mean nothing. Unless they add to or complement your text, avoid using them.

Strategic Content

use strategic website content to boost traffic and conversions

Good content is a central factor of traffic and SEO. But you can help boost these, along with your sales, with some strategic content. By adding extra elements to your content, such as social share buttons, you can increase your readership.

Calls to Action are a good example of strategic website content. If your topic is all about improving your SEO, a Call To Action can encourage people to buy your SEO guide. CTAs should focus on one main action and stand out from the rest of the text. 

You should also be including links in your content. You should, where possible, link to other pages or blog posts on your own site. This improves the navigation and makes it easier for Google or other search engines to crawl your site. Include some outbound links to other credible, established websites as well. It can be good for your reputation.

Adding keywords to your content allows you to be found for the right reason. But you need to use relevant keywords the relate to your topic and your product or services. Avoid keyword stuffing though, and focus on the keywords for which you are most likely to rank.

Wrapping up…

Your website content can help improve your SEO, your traffic and by extension, conversions and sales. But only if your content is effective. 

Too many keywords, or visuals that aren’t relevant are unlikely to give you the boost you’re looking for. Likewise, adding good content, but without structure, may have a negative impact.

You need highly readable content, that is relevant and original. You need visual content that can help inform your readers while breaking up your text. And you need strategic content like CTAs to give you the extra edge.

Featured image by Banter Snaps on Unsplash

Using Gutenberg: Building with Blocks

WordPress 5.0 is set to be released in November, and with it will come the new editor Gutenberg. If you haven’t already started using Gutenberg, now is a good time to see what it can do.

What is Gutenberg?

On the off-chance that you haven’t heard about it, Gutenberg is the new editor for WordPress. It will become part of the WordPress core when it is updated to version 5.0. This is expected to happen later this year, probably mid-late November.

The new editor allows you to create pages and posts rich with visual elements. It does this through the use of blocks. Each block type allows you to do something different, such as add an image, write a heading or create a list.

Why Gutenberg is the Way Forward

As I’m writing this, Gutenberg has over 500 000 active installs. It also has 784 1-star ratings, as opposed to the 335 5-star ratings. Even when Gutenberg becomes part of the WordPress core, you will (in all likelihood) still be able to revert to the classic editor.

But why would you want to?

Using Gutenberg is simple. Alright it differs quite a lot from the classic editor, but it does everything that editor can do, and a whole lot more. Each block type comes with it’s own settings and there are plenty of block types available.

The result? Visually appealing texts that grab your readers’ attention from the get-go.

Why does this matter? I’m sure you’ve heard the phrase Content is King. Well, in the game of content marketing and online branding, content is the way forward. Improved SEO and better brand-awareness can both be achieved through content.

But the biggest problem is that there is so much content available online. Interesting, insightful and innovative posts go a long way to building your content-offering. But visually stimulating content gives you the extra edge.

Making the Most of Gutenberg

You can make the most of the new editor to create interesting and visually appealing texts. To do this, you need to use your blocks!

Add images in Gutenberg to create a better user experience.
Images can add to your appeal and improve user experience

Quotes also stand out from the rest of your text, as they’re now indented. You can make them even more impressive by italicising them.

You can add your reference or citation here.

These are just some examples of the block types available on Gutenberg. You can also create lists, add shortcodes or html, add audio, use different headings and more. Below are some examples of the blocks available to you, including a How-To block from Yoast. (We used FooGallery here, which works with Gutenberg)

You can transform your average paragraph into something a bit more exciting. You can add a colored background, change the font color and size, and add a Drop Cap at the beginning of your paragraph.

All of this helps you make your articles, pages and posts stand out from the rest. With Gutenberg blocks you can establish a greater brand identity. You’ll also be able to boost engagement, ensuring that your good content gets the readership it deserves.

Final thoughts…

Gutenberg is still in its infancy, and is sure to grow and change over time. It is however, a great opportunity to create rich texts and experiences for our readers. It is a way to reach and engage with a larger audience, which can only be beneficial in the long run.

For a more detailed description of how Gutenberg works, check out this post.

Featured image by Esther Jiao on Unsplash