A memorable Call to Action is all about motivating your audience. Whether you’re including a Call to Action in an e-mail marketing campaign, on direct mailers, or in landing pages on your site—a Call to Action is the bridge between a client’s interest and the opportunity for a sale.

But it’s not enough to simply include a generic Call to Action and hope that the client (or potential client) converts easily and without thoughtful prompting.

Think of it this way: your Call to Action is the grand finale of all the hard work put into a marketing campaign, so it’s worthwhile to make it count. With that in mind, here are a few helpful tips to keep in mind as you craft a Call to Action that will inspire clients to make the right move in your direction.

• Be clear. Be concise.
  A good Call to Action is clear and concise in its approach. Ideally, your marketing campaign will already have done the work of demonstrating your skill and services to
  your client or potential client. This means your Call to Action should cut to the chase and be easy-to- find at the end of your pitch. Clear, easy-to- read design helps. That way, those that are ready to make contact, sign-up for a newsletter, or deliver their information can do so readily and without extra work or thought.
• Elect a commanding tone.
  Consider using a strong command verb like buy, shop, order, or contact at the start of your Call to Action. Other options include sign-up or join if you’re trying to add audience members to a mailing list. Better yet, include a contact form in your Call to Action, which allows you to touch base with a potential client for a sale, while retaining their information for further promotional opportunities.
• Make it worthwhile.
  Incentivize your Call to Action by creating an opportunity for potential clientele. Discounts and rewards programs will generate interest, while luring clientele who are
  otherwise on-the- fence about choosing you over a competitor. Especially for those you’re attempting to convert for the first time, incentivizing a Call to Action allows for an immediate outlet for their interest—which ideally concludes in a sale.
• Create a sense of urgency.
  Just as incentivizing a Call to Action creates a sense of utility for potential clientele, creating a sense of urgency in a Call to Action encourages potential clients to act now. If a discount offer or a special rate is expiring soon, your audience will understand that acting now is far better than reserving their judgment and contact information for some indeterminate time later.
• Optimize for mobile.
  All Call to Action prompts should be optimized for the web and for mobile devices like phones and tablets. Since most people access the web while on-the- go, via smartphone, it’s wise to ensure your Call to Action (and any contact forms, mailing list sign-ups, etc.) are functional on a mobile browser. If a user has to go through any extra hurdles or clutter to sign up for a newsletter or submit their info—they’ll skip it. Be sure to simplify the process.

All these little moves go a long way in fortifying your approach to a Call to Action. A smart Call to Action won’t be unnecessarily long, so what you accomplish in limited measures of space and time is important. That’s why even the littlest tweaks—like language choices, a sense of urgency, and mobile readiness—can make all the difference when it comes to converting mild interest into an immediate sale.

By Brandon Doyle – RETI Contributor