Call-to-Action
Tips
Ask yourself these questions to improve your call-to-action:
- Do they know what to expect when they access the link?
- Is it specific enough or too general to understand what to expect?
- Why should anyone go there?
- What is so interesting about it?
- Will it directly encourage them to engage in an action?
A call-to-action is the most beneficial way to extend your message as it takes a constituent to a meaningful page or content on the page based on the message on graphical and/or textual links. Instead of just stating information, you direct them to information that gives your constituent a purposeful or meaningful action to take.
Action is more than telling them to look at something, more than merely the action of accessing a web page. The web page or content on the web page should engage your constituent with an activity, such as
- applying/registering for a program/event,
- requesting info,
- reserving something,
- assessing their ability to do something, or
- filling out a form for something.
What would be considered a good call-to-action?
A good call-to-action should tell someone what to expect when they access a link. They should lead in very specific ways, such as
- "Find out how to apply using our 3 step application process" which encourages someone read the steps and apply
- "Faculty Spotlight: Learn how Dr. So-and-so did do such-and-such" which provide a constituent with testimonials that lead them to apply or request more information
- "Deadline: April 5. Fill out the such-and-such form now!" which provide a constituent a timely warning and leads them to a specific application
- "Department Such-and-such ranks 5th in such-and-such in the nation!" which provide a constituent with a meaningful idea of what topic will be presented in an article, and depending on the audience, might create pride in the constituent, help build a relationship with the constituent, or even lead them to apply or request more information
What wouldn't be considered a call-to-action?
Do not tell your constituents to go to something very general, such as
- "Check out our departmental forms!"
- "See our student testimonials!"
- "Read the overview!"
- "Read more!"
- "Click Here"
- "More Info"
- "Here"
- "Link"