calls to action

How to convert more using calls to action

Calls to action are indispensable in any digital marketing strategy because it is from them that people take action on the website or other channels.

These tools help create the sales funnel, whose job is to get people to take actions that take them to the next step. These steps should be closer and closer to making a purchase.

Therefore, it is essential to place calls to action on your website, blog, newsletters and social media in order to increase conversion rate. Let's know more.

What are calls to action?

Calls to action, or CTAs, are any image or text call-ups in which a person clicks and goes to another page to perform an action.

A call to action can be written, for example “click here and try for 30 days” or “sign up for our newsletter”.

To create a good CTA, you need to know your target audience or persona (preferably) to know what words or images to use.

What is the use of calls to action?

  • Generate traffic to other pages of your website or blog;
  • Get people to subscribe to the newsletter;
  • Encourage the download of any material produced by the company, such as an ebook or infographic;
  • Direct visitors to a landing page to fill out a form with their details, such as name and email;
  • Make people watch videos;
  • Ask them to follow on social networks;
  • Ask them to answer a survey or survey;
  • Invite to participate in an event;
  • Encourage making a purchase.

Tips to convert more using calls to action


If you give people too many options, they won't be able to make a decision, which will lower their conversion rate. Therefore, through the CTA give a clear and succinct message.

It is important to be direct

Do not make the reader doubtful. When building the CTA, use the imperative, giving incentives for action. For example, "click here", "subscribe to the newsletter" or "buy now".

Explain the customer why

It is no use just giving the person "order"; you have to explain to her why it is advantageous for her. So show the benefits of taking a particular action. Use triggers as free trials or the advantages of downloading an ebook, for example.

Customize call to action

There are times when it is not enough to use expressions such as “buy now” or “download”. For example, when downloading an ebook, you might use phrases such as "I want to learn more about digital marketing."

Take care of the look

It is necessary to draw the attention of visitors before taking action. This is where the look of your CTA comes in. This includes colors, shadows, fonts and even gradients. Your CTA must be different.

Take A/B tests

These tests will show which CTAs convert the most and which model is best for you.

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How to promote your company? What are the best online channels?

To promote your company, you need to promote it and use the best channels to reach your audience. But how do you can do this?

In the digital marketing world, there are many tools and channels that help you in your strategy and gain more competitive advantage.

So how do you promote your company?

1 - Develop a marketing plan

The marketing plan will answer several questions, such as where you can sell the product, how to communicate with people, how to advertise the company, etc. In preparing the marketing plan, the company will define strategic actions to stand out and sell its products.

Not sure how to get started? Read our article on creating a marketing plan.

2 - Use Google

Google is people's top choice when searching for information and brands. When designing your website, consider the most searched keywords in search engines, especially Google. It is not enough to have only one website; the most important thing is to be found. So use tools like Google Trends or Ubersuggest to improve your SEO.

Read the article: Ecommerce SEO: tips to search the best keywords

Read also: SEO myths that ruin your marketing strategy

Do not forget about Google Ads. This Google ad platform is very useful for reaching the right people at the right time because your website will be accessed by people looking for your products.

3 - Use social media

Social media have been very effective in interacting with customers and businesses, as well as promoting products or services. However, a strategy must be defined for each, as each network has its own objectives and therefore different audiences. So to promote your company on social media, choose which ones are best for you. For example, if you think you might be able to attract a lot of people through quality, eye-catching photos, use instagram. If you are a B2B company, Linkedin may be a better option.

4 - Content Marketing

Content marketing will promote your company as it focuses on providing quality content to your visitors. For example, if you have a candy business, you can create a blog section on your site and write articles such as cake recipes, sweets, and more. If someone searches, for example, for "chocolate cake recipe", they may find your website and be interested in your products.

This is the inbound marketing strategy: the company does not go after the customers, but the opposite. This methodology consists of four phases:

  • Attract: offering relevant content;
  • Convert: turn visitors into leads;
  • Sell: help with the purchase decision;
  • Loyalty: maintain contact with the customer, establishing a lasting relationship.

Read our tips for good content marketing.

5 - Email Marketing

Email is very used and timeless. Also, almost everyone has email, so it would be a waste not to take this opportunity.

Ideally, get your customers' emails, segment by interests or other relevant data, and create a compelling newsletter. Learn how to get more subscribers.

6 - SMS Marketing

SMS Marketing is an even more direct channel and has advantages that Email Marketing does not have: the open rate is much higher, the sending is almost immediate, the message should be short and succinct (not having to worry about a catchy design , as in email marketing).

This channel is very useful for sending promotions and reminders.