How To Call Visitors To Action With Your Content


The call to action is the most important part of your content. You’ve paid to craft a strong content marketing strategy that pulls in traffic to your site and blog. You don’t want people to visit your site and leave without taking some action, losing them to the abyss of the web.

A strong call to action (CTA) will capture your visitors and pull them through your marketing funnel. The CTA is the fulcrum of your lead generation process, turning new visitors into prospects and prospects into customers.

There are a lot of ways to get a call to action in front of your audience, like pop up screens, slide bars, notifications, and CTA buttons. In this article, though, we’re going to focus specifically on how to include your CTA within your content. You want your articles to not only provide value and share your brand voice, but also to encourage your visitors to take the next step in your funnel.

So how can you craft your content to call visitors to action?

1. Make the CTA relevant.  

A relevant CTA presents the next logical step that the customer should take after seeing a piece of content. The reader is already interested in that topic, so the CTA should give them opportunities to engage further with that subject. Think of it like a content upsell.

For example, you have an article entitled, “How to manage your small business finances.” This article might include a call to action that encourages visitors to download your pre-made Excel template that helps small business owners prep for tax season. Another article is, “Building a thriving company culture and brand.” This article’s CTA might request visitors to reach out for a free in-house consultation to improve their company culture.

When creating a CTA, consider the following questions: What would your readers want to learn more about? How could they engage more with your content and brand?

2. Reiterate the CTA.

You want to reiterate the CTA throughout the piece so it becomes ingrained in the reader’s head. The more they see the CTA, the more natural and obvious it will feel for them to take that action.

How and how frequently should you include your CTA on the content page?

  • In general, you want to include your CTA twice per every 500 words. The call to action should be present in your copy but not obtrusive. (Find out if your content should be short- or long-form here.)

  • Don’t include the CTA above the fold. Users want value first before learning about the offer. In fact, Neil Patel found that placing a CTA above the fold decreased conversions by 17%.  

  • Place your call to action at the end of your content.

3. Get blog subscribers.

Blog subscription can be one of the easiest methods of lead generation. People will want to subscribe to your blog if you offer unique, high-value value content they can’t find anywhere else. If your content stands out, they’ll want to hear from you more, so they’ll subscribe to your blog.

You can’t rely solely on amazing content, though. You still need to encourage people to subscribe by presenting them with even more value.  For example, you could write:

“Want more amazing content? Subscribe to our email newsletter for exclusive updates and info you can’t find anywhere else!”

A good blog subscription CTA does two things:

  1. Reminds your subscribers that they’ve loved the content they’ve already engaged with

  2. Offers exclusive or special value for opting in

Tip: Make it easy to subscribe. Don’t have a long, painful form to fill out. Just ask them to input their email address, so it’s fast and easy to grab your leads.  

4. Offer upgrades.

One of the simplest ways to offer exclusive or special value is with relevant, supplemental content, usually referred to as a “content upgrade.” This could include a downloadable template or registration for a webinar. This upgrade expands upon the original blog or article by providing in-depth value in exchange for the reader’s contact information.

This not only generates leads, but it also engenders engagement and trust. Visitors who want an upgrade are investing in your brand, usually through both their email address and their time. They’ve loved your content, and they’re asking you for more. This is the first step in a journey towards conversion.  

Learn more about the types of content and how you can use them to plump up your CTAs.

5. Encourage social interaction.

An unassuming yet effective call to action is to direct visitors to your social media. This encourages them to engage further with your brand, while increasing the number of impressions for that visitor. This makes it easier for you to sell them on other CTAs (like email subscription or purchasing) in the future, because they’re seeing your brand more frequently on social media.

Plus, you’re getting more followers and likes, which can boost your social presence and credibility. You’re also increasing your chance that visitors will share your content on social media, which can further boost your engagement and reach.

This CTA works especially well if a lot of your content readers are new to your brand or it’s their first impression. A social media follow isn’t a hard sell. You’re asking for them to click “like,” as opposed to give you their email address or payment information.  

Idea: Embed a “Tweet this,” “Pin this,” or “Share this” link within your content. This allows the visitor to quickly and easily share a portion of your content on their social media. This is a quick-and-dirty way to get readers to share facts, infographics, and quotes. Check out the ClickToTweet tool to try it out.

Read: Which Social Media Platforms Are Right For Publishing Your Content?

6. Create a conversation with comments.

Ask your readers to share their own thoughts on your article. This creates a conversation between brand and consumer, while encouraging them to ponder your content and add to the discussion.

You usually want to ask their opinion about something specific or ask for them to add their own ideas. For example, you might write, “What did you think of our analogy of taxes being like car motors? Do you have a better analogy?” or “Thanks for reading our 7 cleaning hacks. Now add your own hack in the comments below!” The more specific the request, the more likely they’ll respond.

Asking for comments is a great way to end the article, but don’t be afraid to ask throughout your content as well. If you present an opinion or share something interesting, you can add, “What do you think about that? Comment below.”

Tip: Some websites require commenters to register an account in order to generate leads. While this can work in some cases, we usually recommend keeping comments as frictionless as possible to encourage seamless engagement and interaction. The comment itself is an investment that can keep them coming back for more in the future.

Our ending CTA

Now it’s time for this article’s call to action…

We want you to get in touch.

Why? Because we make actionable content that shows real results. We’ve mastered the art of crafting the call to action, especially for written content.

We look forward to hearing from you to start designing a content marketing strategy with strong CTAs that will take your business to the next level.

Allison Hess