Interactive elements are a crucial part for the presence of your Web Stories.

Article essentials
What is a CTA
Types of CTAs
Apply a CTA in a Web Story

What is a CTA ?

A call to action (CTA) is a marketing phrase that refers to the next step that a marketer would like its audience or reader to take. The CTA may be linked directly to sales. You have various audiences looking at your website – visitors, leads, customers, promoters, and so on – and you want each group to do something different. You want those visitors to become leads, leads to become customers, and customers to become promoters – but you can't provide them the same CTAs to achieve those various goals.

Types of CTAs

1. Lead Generation: Calls-to-action are critical for generating leads. Because you're attempting to convert visitors into leads with these CTAs, you should create an interesting Story and a meaningful CTA text.

2. Form Submission: When your visitors arrive at your landing page, they must do two things before they can be registered as a lead: fill out a form and click a button to submit their information to your contacts database.

3. "Read more" Button: You probably don't want to put the entire piece on the main page in any area where you display a stream of material — your blog, your customer case study website, or even your press newsroom. Encourage visitors to click on specific posts on your site by displaying the opening few paragraphs of your content, followed by a "read more" CTA.

4. Product or Service Delivery: When someone visits your website to discover more about your business and what it has to offer, you want to make it as simple as possible for them to do so. After all, it is your products and services that keep your company viable. CTAs don't have to be beautiful pictures; basic text on a button will suffice as long as the button sticks out against the backdrop.

5. Social Sharing: One of the most basic sorts of CTAs is one that encourages you to share a piece of content with your friends.

6. Lead Nurturing: Consider offerings such as product demonstrations, free trials, or free quotations — this is the type of offer you want to advertise with a lead nurturing CTA. You want to put these CTAs in locations where you know a lot of leads will be.

7. Closing the Sale: And once you've completed all of your lead generation and lead nurturing, you'll want to get down to business and convert those leads into customers. This CTA will be highly sales-focused: you want potential consumers to want to buy your product or service right now, right here.

8. Event Promotion: Use an event promotion CTA to increase event awareness or possibly ticket sales. The nice part about this sort of CTA is that you can position it in a variety of places depending on which portion of your audience you want to attend. Consider putting this on your clients' login page, dashboard, or even the page where you provide them a receipt. For leads, you might include this CTA on your blog's sidebar. The options are limitless.

Apply a CTA in a Web Story

💡Tip: Adding CTA's with Zazu can only be done for Web Stories and not social export

You can add a CTA with Zazu as shown below in the gif:

Create a slide with the prior design
Click on the last icon down on the bar
You can test it out in preview
If you put no link in the CTA, it will be automatically removed from the exported Story

💡Tip: A CTA cannot be included on a very first slide, given that Google does not accept one-page Stories

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