What is a CTA? Here’s why these three letters are so important to your church.

What is a CTA?

CTA stands for call-to-action. 

Simply put, it’s the part of your church app, website, email communications, and other content that prompts users to perform a specific action. CTAs come in all different forms, from images to buttons to text. 

Here are a few CTAs you’ve probably used recently: 

Why are calls-to-action so important?

A good call-to-action will drive members and visitors to take important next steps. A CTA can directly impact the number of givers, registrants, and participants you recieve.

3 CTA best practices:

1. Attention grabbing design

You don’t need to be a design pro to do this. Make your CTA stand out and scream “click me” with a few simple tips:

  • Make it prominent in size or positioning  
  • Place your CTA multiple times throughout, whether in an email or in-app  
  • Use a color that contrasts with your background 
  • Use action-focused phrases 👇

2. Action-focused phrases

CTAs work best when they’re straightforward, urgent, and drive people to do something. The first step is to think about what you want them to do. For example: 

Goal: “I want members and visitors to give to this cause” 

Example button:

Don’t beat around the bush—combine strong, straightforward language with words that create a sense of urgency i.e. now, today, instantly, etc.

3. Emotive + impactful language 

Once you feel like you’ve got the “straightforward + urgent” parts of a CTA down, you can add another layer: 

Straightforward + urgent + emotive

Adding this layer can take people from apathetic to eager. Here, you’ll want to use words that evoke emotion, communicate a personal benefit, or convey impact. Be heartfelt, but still direct like these examples:

More ways to engage:

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