Calls to Action: Why They Matter and How to Create Them

October 24, 2018 Neal Smith


blowhorn illustration

You need to attract business to your agency, but the insurance industry is competitive. It’s always going to take strategy to turn consumer attention to you. One of the most basic, but essential, parts of that strategy is the use of calls to action in your marketing content. It might seem simple. Yet, it does help you attract business.

Calls to action, or CTAs, need some thought. Yet, once you get the hang of them, you’ll find them to be a simple way to increase engagement.
 

First, what’s a Call to Action?

If a prospective client visits your insurance website, chances are they’re looking for coverage. You want to hook them into buying from your agency.

You know you have great services. You know you can get clients the right coverage on their policies. You know your existing clients trust you. But, prospective clients don’t know this information. It is up to you to convince them to choose your agency for their insurance needs.

That’s what a CTA is for. It is a more persuasive, convincing way of telling your customers to Buy Now! It generally appears at the end of content, as a final reminder to take action. They can also appear on your homepage, prospecting emails, and social media posts. CTAs can be convincing while also encouraging your customers to sign up through you.
 

Setting Up Your CTA

Every business, every insurance product, and indeed, every web page, have different purposes. Thus, the CTA you develop will vary in almost any circumstance. You'll need your CTA to address the goals and the content of the page.

How can you create CTAs that meet your needs? What are the special editorial processes you should follow?

Keep the client in mind: You want to encourage interested parties to respond to your ad. But, you also want to dissuade parties who are not good fits for your services. In simplest terms, if you want to sell an auto policy, make that an integral part of your CTA. Don’t waste time talking about home insurance or commercial coverage if it’s not your goal to sell those policies to those clients.

Use strong wording: Consider a CTA as something of a newspaper headline. You’ll need to grab your clients’ attention. Thus, the wording you choose to use will need to provoke a positive response. Some of the ways you might do so include:

  • Use enthusiasm and encourage excitement. Even by adding an exclamation to the end of a sentence, you’ll increase the impression your product is critical to a consumer’s needs.
  • Consider action verbs your friend. Start out strong. Try a comment like Buy a top-rated commercial insurance policy today. It is more likely to engage a client as opposed to a phrase that doesn’t immediately grab attention.
  • Don’t forget to use numbers. If you can give a client an average quote price in your area, you might give them just the answer they’re looking for.

Why is a key: Tell your clients why they need this type of insurance. For example, reinforce once again that car insurance is the law in your state. Or, reiterate how much financial security these clients will receive by buying coverage. Your goal, by the end of your CTA, is to get your client to request a policy quote. Push that to the forefront of their mind in this statement.

Don’t become longwinded: You might feel tempted to summarize all your content in a CTA. This isn’t the correct approach. Instead, you should only hit on one idea: Your client’s goals. You’ve already used content explaining the who, what, when, how and why of your product. Don’t rehash this in your final call. Instead, make your goal to convince your client to contact you.

CTAs might seem tricky. But, the point is that you should use them as a sales pitch. With care, you can convince your clients to stick with you. You’ll keep yourself a competitive player in the game.

About the Author

Neal Smith

Neal Smith is ITC’s content writer. He focuses on line-of-business specific blogs for ITC clients. He also writes and edits website content for ITC’s SEO customers. His specialties include creative writing and targeted line-of-business content. He also prepares social media content for SEO clients. He holds a bachelor’s degree in Journalism and Mass Communication from The University of North Carolina—Chapel Hill. He is an avid Dallas Cowboys and UNC Tar Heels fan.

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