What Are CTAs and Why Are They Important?

Written by Sarah Lewis

February 14, 2022

Sign up. Call now. Learn more. Have you ever seen other insurance agencies use this type of lingo? If so, you have just witnessed a call-to-action (CTA).

Are you struggling to get your customers to take action on your website or other marketing pieces? A CTA may be the answer to your problems. First and foremost, let’s discuss what a CTA is. A CTA is a statement made to create a response from the customer reading it or hearing it. The ideal response to the CTA is the customer following through with the action. For instance, your insurance agency has posted an ad on Facebook, and there is a CTA button on the ad. The ultimate goal of your ad is to get people to click that button. Therefore you must have a compelling CTA.

So, why should your insurance agency implement a CTA? CTAs are what give your customers and prospects direction. They help customers move on to the next step to getting their desired product or service. Many insurance agents are nervous that their CTA will sound too demanding or cheesy, but it doesn’t have to be that way.

Typical CTA phrases usually start with action words like:

  • Sign-up
  • Register
  • Donate
  • Buy
  • Discover
  • Learn more

For phrases like these to work, you must give customers or prospects a reason to follow through with the CTA. It would be best if you tailored this to your specific insurance agency. Are you selling a new product? Are you offering exclusive content? Let your customers know WHY they should “click here” or “learn more.”

How can your insurance agency create a CTA that works? To be effective, you must consider where you will be placing your CTA. Will it be in an article? An ad? You will need to use verbiage that interests customers and prospects for articles or blog posts. Making your CTA have a sense of urgency can help customers act more quickly and get them to follow through. For example, you could say something like, “limited time” or “hurry before spots fill up!” This creates a sense of urgency and will likely help your customers and prospects to act fast.

Advertisements are a little bit different. Ads are primarily visual marketing pieces, so you must create something pleasing to the eye and noticeable. Make sure your customers and prospects know what your insurance agency is offering. Keep the design clean, sleek, and professional so that your customers know that your insurance agency is legitimate. Creating a sense of urgency also goes along with ads and encourages engagement with your insurance agency. Let them know what makes you different from the rest.

Finally, you’ll want to track and test your results. Try a few different CTAs and see which one generates the most business. Keep track of which CTAs do the best and keep using them! A call-to-action may seem old-school and outdated, but the reality is, they generate business. CTAs help customers go in the right direction to get their desired product or service and benefit your insurance agency by helping to grow your business.

For you have any questions about creating your insurance agency’s CTA, give Agent Pipeline a call at 800-962-4693!


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