Effective calls-to-action for reader engagement

A call-to-action, or CTA, is any button or link and text that directs a user to the next step you’d like them to take. They’re an essential part of the digital experience, driving engagement, conversion and a deeper relationship with your publication by making it clear to readers how they can be involved. Examples are “Sign up for our Newsletter” “Subscribe Today” or “Become a Member Now,” and though they seem simple, even small variations in their placement, design and language can drive results.

Here are a few tips for creating effective CTAs.

Visibility

Finding where to click to subscribe or donate shouldn’t be a scavenger hunt. Place a CTA at the top of a newsletter or email communication to ensure it’s visible to readers right when they open an email. The placement is very much dependent on the design and format, but it’s recommended to place a daily CTA above all other content. A second, more expansive call-to-action could be used further down in an email, but should be treated more like content, and not used daily. Always making sure the actions you prioritize are visually prominent is essential.

Be Direct 

Keep CTAs short and direct. The action itself (the button or linked text) should be explicit and use active verbs—Donate Now, Support Our Work, Become a Member. Supporting text can quickly spotlight the value or impact of the publication’s work. Why subscribe or donate? To stay informed, to support reporting that strengthens the community, to get the best local news, to join thousands of others who support our journalism.

Style/Color

Use simple designs and attractive colors to make a CTA command the attention of a reader. CTA designs should feature a bright, contrasting color to your theme. If most of your links are blue, for example, consider a red, orange or yellow button. You want it to stand out. Hyperlinked words can be an effective CTA, but buttons have a higher click-through rate. 

Website-specific CTAs

The main calls-to-action on a website should be newsletter signups, through popups and CTA buttons. While it’s tempting to jump right in with a membership call-to-action on the website, it’s recommended to focus on newsletter signups first. This gives a publisher the opportunity to better engage the reader and build a relationship towards a successful subscription or donation ask down the road.

• Pop-up: A modal popup is one of the highest converting CTA methods to collect emails.
• Above the fold: A CTA should exist as part of the main navigation bar of the website or in the top right corner of the homepage.
• Banner/floating bar: A CTA bar across the top or bottom of the page.
• In-line: Break up longer stories with mid-article newsletter signup CTAs, which are less intrusive than pop-ups and offer another chance for readers to convert. 

• End of article: Readers making it to the end of an article are likely having a positive experience with the content and more likely to sign up. End-of-article messaging can vary from long to short, and is an opportunity for experimentation.

Learn more about CTAs in this video from ActiveCampaign and find more CTA tips from Wisepops.

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About BlueLena

BlueLena is a strategy consulting and audience management platform founded in 2020 to support the sustainability of independent local media. By combining cutting-edge technology with expert-driven services, BlueLena helps over 250 news organizations across North America develop and manage subscription, membership, and donation models. Its unique shared-resource management approach provides publishers, regardless of size, with access to enterprise-level tools and personalized support, enabling them to focus on high-quality journalism while building loyal, revenue-generating audiences. 

BlueLena is majority employee-owned, and backed by investors including Automattic(the parent company of WordPress), the Local Media Association, and Old Town Media.