A Call to Action (CTA) is a short statement that prompts your potential customers
to take the next step, to “act,” immediately. When used effectively, these prompts
can guide your potential customers through the three stages of the buyer
lifecycle: awareness, consideration, and decision.
So, how do you effectively use CTA’s to guide your potential customers through
the buyer lifecycle and convert them into buyers?
First, you need to customize your online content and CTA’s to the stage the
buyer is in. Remember that 90{e108bb21be762fc6fa6f79a68ef8277ec5dd508afc1fd385a5d42c82a88a4204} of buyers think customer content is valuable,
according to TMG Custom Media. When you customize your content, 60{e108bb21be762fc6fa6f79a68ef8277ec5dd508afc1fd385a5d42c82a88a4204} of
buyers will feel better about your company after reading it online, according to
To customize your content and CTA’s, you first need to understand the mindset
of your potential customers in each stage of the buyer lifecycle.
During the awareness stage potential customers are aware of a problem that
they need to solve. These customers are first time visitors to your website. While
these customers may be vaguely aware of your company, don’t jump into
pushing your products or services. Your first priority should be to educate these
customers on ways to solve their problem. Focus on the customer’s needs
instead of yours.
The goal of a CTA in the awareness stage is to promote a problem-solving piece
of content, like a free e-book or how-to video. While these free problem-solving

Creative Brief:
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pieces of content require minimal commitment on the part of the customer, they
build a relationship between your business and the customer.
For example, “Create the Perfect Guest Room that Offers All of the Comforts of
Home” is an effective CTA for home décor companies to prompt customers in the
awareness stage. In this scenario, homeowners (the potential customers) have
the problem of preparing for overnight guests. All hosts want to make their guest
feel comfortable, so offering a solution to this problem, rather than pushing their
services, is more effective in this awareness stage.
The potential customers will appreciate the help the company offered, and trust
the company more. In fact, 58{e108bb21be762fc6fa6f79a68ef8277ec5dd508afc1fd385a5d42c82a88a4204} of buyers trust editorial content, like free e-books
and how-to videos, according to Neilson. This trust helps move these customers
from the awareness stage to the consideration stage.
During the consideration stage, potential customers are aware of your company,
and are considering whether your product or services fits their specific needs.
These customers mays have visited your website multiple times, but for some
reason they are not ready to buy just yet. To prompt these customers to the next
stage of the buyer lifecycle, focus on specific ways your product or service solves
a problem for the customer.
The goal of a CTA in the consideration stage is to promote content that address
specific problems, such as an in depth e-book or demo video. By connecting your
company with the solution to a buyer’s specific problem, you increase your
customer’s confidence in your business.
For example, “Discover How One Company Reduced Turn-Over by 25{e108bb21be762fc6fa6f79a68ef8277ec5dd508afc1fd385a5d42c82a88a4204}” is an
effective CTA for a company to prompt customers in the consideration stage.
This article ideally describes specific solutions on how your customers can
reduce turn-over, and these solutions are offered by your company.
By connecting your company with real results, the confidence your potential
customers have in your business increases. This confidence helps move these
customers from the consideration stage to the decision stage.
During the decision stage, potential customers are ready to buy a solution to their
problems. They want to know specifics, like how much your product or service
will cost, how long it will take to solve their problem, etc., in order to help them
make their final decision.
The goal of a CTA in the decision stage is to promote content that finalizes a
customer’s decision, like a free estimate or free trial offer. Customers often need

to fill out a lead capture form to receive this final promotional content, which
requires more commitment on the part of the customer.
Requiring more commitment towards the end of the buyer process whittles away
those who aren’t really interested, and only leaves your golden customers, the
ones who will turn into buyers. By only focusing on your most promising leads
towards the end of the buyer process, you’ll more efficiently convert your
potential customers into buyers.
For example—Achieve Your Goals for Office Efficiency. Request a Free Trial
Offer Today!—is an effective CTA for software companies to prompt customers
in the decision stage. After these customers get a taste for how much your
service or product improves their lives, they won’t be able to live without it, and
you seal the deal. In fact, free trials retain customers 68.75{e108bb21be762fc6fa6f79a68ef8277ec5dd508afc1fd385a5d42c82a88a4204}-87.7{e108bb21be762fc6fa6f79a68ef8277ec5dd508afc1fd385a5d42c82a88a4204} of the time,
according to Marketing Experiments.
In summary, customize your CTA and content to the stage of the buyer lifecycle
your customers are in. Doing so will improve your conversion rate of potential
customers to buyers, improving your overall sales, which is the true goal of