Can a call-to-action build brand awareness?

Why would anybody do something just because you ask them to do it?

It’s sometimes remarkable what people are willing to do if you ask them nicely. A call-to-action is a text that urges users to do something. It’s a suggestion, a 'call' to take an 'action’, for example, to download a file or sign up for a seminar.

A call-to-action can be placed anywhere in your marketing: on a home page, on a landing page, in an email, or at the end of a blog post. A call-to-action is meant to get a user to click on it and continue a buying process, or to provide their personal details and contact information.

It’s an essential part of inbound marketing as well as content marketing since it tries to convert a user into a lead and eventually into a customer. The primary goal of a call-to-action is a click, a simple non-demanding request, a much more demanding request, or a series of requests. You want users to do what you want them to do.

“Do or do not. There is no try. Only do.”

– Yoda

A user that has interacted with an ad or followed a link is looking for more information on something that interests him. Ideally, the landing page is the one step that convinces users to buy, or to provide personal information so that salespeople can contact them.

A landing page has a single-minded set-up, that does not distract users and allow them to wander off and do anything other than a specific action. Users need guidance to finalise the things they have set out to do. Marketers need users not to fall off the trajectory of becoming customers.

Landing pages are not linked to a company’s global navigation, specifically in order to limit the user and guide them towards the intended goal. The landing page stands alone, separated from the main website, because it has a temporary single focused objective.

At the moment, I’m designing a landing page so that I can direct YOU towards what you need. I reckon the message will strengthen the brand.

Christian Leborg

Christian Leborg

Christian Leborg is a visual communicator and branding consultant. He specialises in building brand strategies and brand identities. Christian has worked with several specializations within visual communication as well as teaching and being an author. Christian now works on his third stint as an entrepreneur.