Have you ever done a Calls to Action Audit?

Have you ever done a Call to Action audit – or even heard of one? Well, to be honest it’s something that I made up while I was writing this month’s Content Cracked. I wanted to come up with a way to break down and describe this very important part of your business writing: the ways in which you get your readers to do something, and how to look critically at whether those Calls to Action (CTAs) are doing the job for you. Are they engaging the right people, in the right way, at the right time – with the right results?

So I’ve developed this little tool: the Calls to Action Audit, which helps you to analyse them in terms of their category and purpose, and whether they’re working hard enough. Getting it right could make a real difference to your writing, and how your content strategy works for you…

Type 1: Your Website CTAs

You’ve probably got a few already: ‘Contact Me’ and ‘More Info’ buttons on your website – your foundation CTAs that are your permanent fixtures. But are they placed and worded in the best way to get themselves clicked?

Make some time to check:

• Do you have enough CTAs across your website to keep visitors clicking around?
• Are they clear, easy to find, and places that make sense?
• Are they aligned with how you want your readers to engage with you – whether that’s booking a call, downloading a resource, or making a purchase?
• Most importantly of all – do they all work properly, with no error messages or wrong links?

A quick refresh of these website CTAs could improve your engagement and conversions instantly.

 

Type 2: Your Enticing CTAs

Your blog post titles, your email subject lines, and your opening words on social media—these are your enticing CTAs. They’re what pull people in and make them want to read more.

Sample a few of them and ask yourself:

• Are your headlines and opening lines gripping enough?
• Do they pique a bit of curiosity, offer them some value, or spark an emotion?
• Are they strong enough to make someone pause their scrolling and give your post a little bit longer than they’re giving others?
• Which of your posts tend to get more readers or likes, and do they have anything in common?

Make a few tweaks in line with the techniques that seem to be working for you, and see what difference that makes.

 

Type 3: Your Finisher CTAs

You’ve got readers who stay with you right to the end of your blog post, email, or social media post — so what are you asking them to do next?

Take stock of your finisher CTAs:

• Are you encouraging people to visit your site, read more, send comments, ask questions, or book a call?
• Do you have a good mix of different actions across your posts and emails?
• Are they persuasive and easy to follow through on, without too much clicking?

Again, thinking about what’s worked well in the past and how you can adapt that across your other posts could do wonders for your engagement.

 

The Secret to CTA Success: Test, Test, Test!

I know that CTAs can sometimes feel awkward, and it’s frustrating when you don’t get much response. But the key is figuring out what works for your business, your style, and your audience, and the best way to do that is to experiment.

Try different types of CTAs, mix up your wording, and track what gets the best response. Over time, you’ll find the perfect balance that keeps your audience engaged and taking action.

So, are your CTAs working for you? Time for an audit!

And here’s my CTA to you: check over your Website CTAs, and sample three of your most recent Enticers and Finishers. Does one sort work better than others – and how can you adapt that across your CTAs in future?