HOW TO: Create effective calls-to action

A successful call-to-action strategy will generate both leads and sales. Sarah Aird-Mash, director at digital agency Firecracker, provides seven top tips to encourage click-throughs

Every business needs to know how to best convert indirect leads into potential customers. Whether the interested party has navigated their way to your website, responded to an ad or received a direct communication from you, data capture and conversion to an actual lead will be your number one priority.

There is one main rule to remember in B2B communications – always include a call-to-action (CTA). Digital communications enable us to target our messaging to mirror content/medium/audience, which gives us increased control of the CTA opportunity.