A Call to Action helps your reader take the next step.
As you get comfortable with blogging you will want to start creating more interactivity with your readers. If you want interaction, you’ll have to ask for it. That’s where the Call to Action comes in.
Calls to Action are so important to the business world that they have their own acronym (CTAs).
You see them every day in advertising: “Call 1-800 . .,” “Send $24.95 to . . . .”
Typically, advertisers try to create a sense of urgency — a reason for people to take action NOW! They know that people need incentive to get off their backsides and do something. And so you see the warnings! “Act now. Offer ends July 4.” “Supply is limited.”
This is not new thinking to Christians. Our whole faith is built on Calls to Action: “Follow me,” “Come and see,” “Do Unto Others . . . ,” “Love one another.” The challenge to the modern church is to translate biblical Calls to Action to reach modern Christians or seekers.
How do you create Calls to Action on your web site or blog?
Again, you see CTAs on web sites every day. “Click here,” “Download,” “Submit,” or “Enter.”
Churches can use the same tools. The goal is engagement with others and growth in Christian community.
Pace yourself as you build your community’s engagement and trust.
Your CTAs should be stepping stones to involvement in your community. Help people move from the anonymity of cyberspace to “what’s in it for me?” participation to “how can I help?” commitment. In other words, watch your interactions with your readers grow from anonymous participation to sharing an email, to providing a name and eventually a physical presence.
Here’s a plan described in tiers or levels of engagement:
Your first-tier or introductory Call to Action might simply be to pose a question at the end of your blog article.
- “What do you think?”
- “Can you recommend a resource?”
- “Share your experience.”
- “Do you know anyone who can benefit from this idea?”
A second-tier Call to Action might be to provide a way for people to answer those questions on line with a comment box. Another possibility is to engage readers in a simple poll. Blogging software makes this easy. Limit your poll to one question and suggest just a few possible answers. It allows your readers to test the water. There is no risk. They are not sharing any personal information with you. Keep it fun. Everyone wants to know how their ideas stack up to others. Report the results of the poll in an entertaining way.
A third-tier Call to Action might be to offer something for download. 2×2 offers the Editorial Calendar for example. You can have this information offered freely (as 2×2 does) or you can ask for information when they download and begin to create an opt-in email relationship.
A fourth-tier Call to Action might be to interest readers in some action that requires a bit more initiative from your readers. Tele-evangelists, for example, often ask for prayer requests.
- Sign up for our Walk for Hunger.
- Volunteer to work in the Food Pantry or Thrift Shop.
- Join our Prayer Chain.
- Join our youth on their Mission Trip to New Orleans.
- Attend our workshop on Autism.
A fifth-tier Call to Action asks for information and offers something of value in return for the information (an incentive). Do not ask for more information than you need. An email address may be enough. A physical address might be desirable. Keep in mind that the less information you require, the more comfortable it is for readers to participate and the higher the response. If all you need is a name and email address — that’s all you should ask for.
- RSVP for Our Community Thanksgiving Dinner by November 1 and receive a beautiful Advent Calendar. (Blogging software will allow you to create the form.)
- Sign up for Hunger Walk by October 15 and receive a free T-Shirt at the starting line.