Take a look at your membership site—are your visitors compelled to take action anywhere?
Your call to action (CTA) is one of the most important parts of your marketing strategy on your website, and it can easily be the difference between a successful membership program and a failing membership program.
In this post, we're going to show you why CTAs are so important, how to begin implementing them into your membership website, and how to ensure that they are irresistible!
Did you know that you can create a membership site using MemberPress? Get Started Today!
What is a CTA?
Call to action, or CTA, is a term that describes any phrase or word intended to motivate a customer to take a specific action.
With CTAs, you can encourage people who are visiting your membership site, following you on social media, or reading your emails to take a specific action with your membership. This can include doing things such as joining, upgrading their membership, taking advantage of a sale, or whatever your specific goal may be.
CTAs can be a button, link, or form that clearly communicates to users that, if they perform a specific action, they'll benefit in a certain way. It could be things like entering a contest, receiving a freebie in their email, or subscribing to updates on your business blog.
The main goal of a CTA is to increase interaction with your business, which will lead to increased conversions.
Qualities of a Great CTA
When it comes to writing a truly killer CTA, there are a few characteristics to keep in mind:
- Clear, Actionable Words. Be sure that your CTA clearly states exactly what you want the customer to do. Use terms like, “read more,” “subscribe now,” “buy now,” and so on to create a sense of urgency and compel your users to take action.
- Value-Centered. You know your membership has value, but your potential customers don’t—be sure to let them know! Detail how your online business can benefit them, and don’t be afraid to include testimonials and stats on the great work your small business is doing.
- Fuels Intrigue. It’s easy to tell people, “Hey! I have a membership site! Join me!” But what progress would that really make? Bring people in by tapping into what interests and concerns them, so they’ll want to learn more about your membership website. Start off with a question or testimonial, or discuss a common problem—this will make people want to hear more of what you have to say and open to hearing your solution.
- Displays Clear Benefits. Never forget to clearly lay out the benefits of joining your membership site, so your customers understand what they're paying for and why they should jump on the opportunity.
- Down-to-Earth Language. No one likes being made to feel they're beneath others, so don’t communicate that sentiment to your customers. Be relatable. Let customers know you've been in their shoes before and simply want to help. Use your CTAs to show the heart and soul of yourself and your business.
Things to Keep In Mind When Writing a CTA
Here are a few things to think about as you are writing and editing your CTA:
- Don’t be long-winded. CTAs aren’t supposed to be long but should be short, sweet, and direct. There's no need for a long list of instructions or extra information. That kind of content can turn your customers off and send them away before they even have time to understand what you're offering.
- Know what you want the customer to do. Before you can even start writing the CTA, you need to know exactly what you want your consumers to do. Are you seeking more email subscribers? Want more traffic to your membership site? Want views on your latest blog or YouTube video? Analyze your goals ahead of time, and writing your CTA will be a breeze.
- Consider adding incentives. Who doesn’t like an extra little incentive to do something? If you can, it's always a good idea to include an incentive in your CTA. This can be anything from a free piece of content to a contest entry or even a discount on a membership.
- Use language that evokes emotion. Just as it’s important to use clear, actionable words, you want to use words and phrases that elicit a strong response from customers. If you want your audience to be excited about your membership business, your content needs to show that you are excited about your business, as well.
Where Can You Use a CTA?
CTAs can be used in several places throughout your marketing strategy:
- On Your Website. Pop-ups on your website, in blog posts, website banners, sidebars
- In Your Emails. Links, buttons, or banners within your emails
- Forms. Contact forms, lead magnets
Did you know that you can easily add pop-ups to your website with Optinmonster? You can also add forms to your WordPress website with WPForms!
Anywhere you need your customers to take action, you can include a CTA. And, as mentioned, the great thing about CTAs is that they can come in many different forms, including buttons, links, banners, and much more.
Which CTA Is Best to Use?
Now that you know CTAs can be used in various forms and various places on your website, the next question you may ask is which method or type of CTA is best to use.
Answer: There is no correct answer! Every business is different, and what may work for one membership site may not necessarily work for another. This is why it's so important to test out different methods to see which one works best for your business.
You can experiment with the size and color of your CTA buttons, text and link placement, types of popups, and many other elements to see which benefits your business the most.
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Creating a CTA may seem like a daunting task initially, but it doesn’t have to be as hard as you might think. If you keep the tips that we mentioned above in mind, you'll be sure to create CTAs your customers won’t be able to resist.
If you enjoyed this post, you may like to read further about topics relating to CTAs, including how you can create contact pages that create conversions, tracking links and clicks to your membership site, or our post on generating return visitors.