Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
Text:  A A

From Action to Engagement: The Call to Action Comes of Age

by Shreesha Ramdas  |  
October 5, 2011

In this article, you'll learn...

  • How calls to action are evolving and four predictions on their future use
  • The difference between effective and ineffective calls to action

Calls to action are an integral part of all websites. Over the years, those little buttons, urging website visitors to act on a website, and so disclose the visitor interest and intent, have moved from basic "click here for more info" or "contact us" tabs and buttons to those that are designed to engage visitors.

The most significant change has been the adaption of calls to action across all types of marketing collateral. Nowadays, you can see call to action buttons on emails, videos, online brochures, etc. Accordingly, calls to action have become a fundamental part of the lead-generation and lead-nurturing process.

Today, calls to action tabs and buttons don't merely ask a visitor to act; they provide insight into the frame of mind of a prospect on a site. If used appropriately, calls to action can become the perfect lead-generation tools that help in engaging and converting a visitor.

Calls to Action of the Past No Longer Work

What once worked for calls to action, fails to impress today. That could be because of increased competition and the shorter attention spans of Internet users, or because of the constant need for innovative designs and ideas that help companies retain visitors on their sites for longer durations.

The following are examples of obsolete calls to action:

  • A button that reads "Leave Your Emails for Updates" is obsolete in the current business environment, where the focus is on providing value to a visitor at every step and gradually winning their trust. Unless visitors will get something in return, leaving their email addresses on a company website offers them no value and, hence, fails to make them act. The days of building email lists via your "contact us" page are over.
  • "Contact Us" buttons have also lost their relevance now that contact pages offer website visitors multiple options for getting in touch with the company—via phone, chat, email, or social media.

Websites today have all kinds of calls to action depending on the content and the assets available on the site. Those calls to action can be broadly divided into three categories, based on their use and effectiveness in helping with the lead-generation and lead-nurturing process: ineffective, useful, and engaging.

Sign up for free to read the full article.Read the Full Article

Membership is required to access the full version of this how-to marketing article ... don't worry though, it's FREE!


We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:


Shreesha Ramdas is CEO of Strikedeck, a revolutionary new customer success automation solution to deliver an outstanding customer experience.


LinkedIn: Shreesha Ramdas 

Rate this  

Overall rating

  • This has a 5 star rating
  • This has a 5 star rating
  • This has a 5 star rating
  • This has a 5 star rating
  • This has a 5 star rating
1 rating(s)

Add a Comment


  • by Rahul Wed Oct 5, 2011 via web

    What stops us from getting these customized call to actions? Is the data that we have today insufficient to guesstimate the stage at which the buyer is at.

    Second important question is how this can be improved for eCommerce stores where the CTA are paramount.

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!