Call-to-actions have been at the forefront of all visual forms of advertising. Their primary purpose is to grab the consumer’s attention and force them to convert or perform an action, whether it’s clicking on the ad, calling the business, visiting the company’s website, and ultimately commit to a sale. Understanding the types of call-to-actions and why they are important will go a long way into setting your business up for success in converting those customers.
Types of CTAs
A direct call to action wants the customer to commit to something right then. These come in the forms of buy now buttons, appointment schedule blocks, and other pieces that catch the consumer’s eye. The HVAC industry specifically calls to actions prominent in having a bold and catchy layout forcing the consumer to click on the ad or even call the company for a quote on a new system.
Importance of Trust
Finally, the call to action must provide a sense of trust with the consumer. According to Marketing Land, “Your CTA must have an obvious thrust. The user wants — needs — to know what will happen if he or she clicks your CTA button. Your CTA must match what the user anticipates.” When the consumer clicks on the call to action, they don’t want to be surprised by what message or content they receive on the other end. The call to action must serve a purpose to the consumer, and that purpose is a direct link to give the consumer information and access to what they are looking for.