Call to Actions: Storytelling
Call to Actions (CTAs) bring your website (and social media) positive engagement.
There’s always the option to use typical CTAs like “visit the link in my bio, click the button below, send me an email,” etc. Those will definitely bring in traffic, but if that’s all you’re using without giving people context as to why they should follow the CTA, then you’re missing out on potential engagement!
CTAs depend on your intention. Let’s try a few examples:
Imagine you’re a photographer and you’re sending out an email newsletter in which you’d really like people to take a survey to help you schedule your communication plan based on what people want to learn or hear about.
Instead of saying:
We’re working on our content calendar and we want your feedback! Click the link below. (Button or text link below)
Try:
We’re listening! You wanted to learn about local photography locations that will align with your brand and we shared the perfect post for you here (linked). You wanted to learn about must-haves for your photography session with us and we gave you a cheat sheet here (linked). We want to continue showing up for your needs! Take this brief survey linked below to let us know what you want to hear about next! (Button or text link below).
See how that works?
Here’s an example of adding a CTA to your social media post. Imagine you’re a baker and you have an opening for the weekend to fit in a cake order!
Instead of posting:
A slideshow video of your work with the caption: I have an opening for this weekend! Send me a DM if you’re interested!
Try:
A series of story posts, the first with a blurred image of your work and text overlaying the image saying “CAKE ORDER OPENING FOR THIS WEEKEND,” the second being a video or collage of your work with the text “DM if interested,” and the third being one image or video with overlaying text with your rules pertaining to orders and yet again mentioning “DM if interested.” This series gives a viewer an experience and information about inquiring for an order, showing them everything they need to know and see about you.
Making sense?
Call to actions can be as simple as you want them to be, but for better results, truly reflect on what you want people to feel and know prior to taking action.
The Actual CTA Direction
Now that you have a feel for what makes a good CTA, it’s important that the landing page of your CTA continues the feeling and information you were promising. If you use a links page, make sure you have a button that highlights your CTA and if you have a straightforward landing page, ensure the opening title or sentence matches what your CTA was referencing so that a level of trust is established with your visitor.
