Answering the Call – To Action, That Is!


Jul 26, 2017 | Marketing & Branding

You’ve just created the perfect ad or you’ve written a wonderfully informative blog. So, you’re done, right? All you have to do now is sit back and wait for the phone to start ringing or the emails to come pouring in.

Well, not quite. If you’re not adding a carefully crafted Call to Action (CTA) at the end of your marketing masterpiece – one that’s as compelling as your key messaging and useful content – you’re very likely hurting your response!

Rachel Fox, Creative Director, says, “Your call to action is not just an obligatory ending to your artfully crafted content. Rather, it is a valuable component of your messaging strategy that can make the difference between a tepid response and a great response. The call to action is a key messaging element in itself, and there are specific best-practices for CTAs that you should be aware of to get the most out of your marketing efforts – whether they are traditional or online.”

From a strategic perspective, your prospect-directed messaging should always focus on two key objectives: attracting customer interest by highlighting relevant solutions and motivating customer action. The CTA is designed to accomplish the latter and is basically an instruction to your audience designed to provoke an immediate response – whether that involves calling about a special offer on a new property or watching a video about a new memory care social engagement program.

Rachel adds, “CTAs represent one of the simplest changes you can make to your communications that deliver the greatest ROI. In fact, optimized CTAs have been shown to yield a 30 percent increase in conversion.”

As simple as creating a call to action might sound, there are precise steps you should take to optimize your CTA message for best results. In this case, results equal more interested, engaged prospects for your sales team.

7 Best Practices for Creating the Ideal Call to Action

“At SageAge, we are highly experienced in creating calls to action that get noticed and motivate action,” says Rachel. “As integrated marketing experts, we develop a wide variety of customized CTAs that accommodate and optimize the many different media channels our client-partners use.

In developing CTAs, we use marketing best practices designed to achieve maximum appeal and maximum response.”

For example, effective CTAs should:

  1. Use action-oriented words that motivate prospects to follow up – When you’re creating a CTA, use action-oriented verbs like “discover, learn, find, call, download and register” and make it clear what you want the reader to do.

  2. Create a sense of urgency – Convey a feeling of time sensitivity and direct prospects to act on the information or the offer now. For example, let them know if there are only a few apartments left at a special rate or encourage them to RSVP if seats to your seminar are filling up fast. Use words such as “now,” “today” and “for a limited time” in your CTA. By simply reminding people to do something “now,” you can increase the chance of them actually doing it now!

  3. Include a clear value proposition – Make the benefit of clicking on your CTA crystal clear. How will it be useful to your target audience? Be sure to state exactly what the prospect will get if they click on the CTA and go to your landing page.

  4. Be brief – For your primary CTA message, the fewer words the better. No more than five is ideal.

  5. Make it STAND OUT – Use a contrasting color for your CTA and bold lettering that makes it stand out from your other copy while still fitting in with the overall design. The most effective CTAs blend brief, compelling copy with eye-catching design to grab the prospect’s attention. If you are using a button image, make the button look “clickable.”

  6. Be easy to find – Place your CTA in an easy-to-find location that follows organically from the flow of your preceding message.

  7. Go Big – Make your CTA large enough to see from a distance, but not so large as to detract attention from the main content on the page.

You can find additional information on CTAs and their various uses in the HubSpot article, “Call-to-Action Best Practices.

For CTAs, There’s No One Size Fits All for Today’s Multi-Channel Media

Today’s large and ever-increasing number of media options mean that senior living providers have a very rich selection of media channels at their disposal for integrated marketing campaigns. From traditional print and radio ads to the latest in digital advertising and remarketing techniques, every media channel has its own unique characteristics and nuances for presenting your information to potential clients. This uniqueness also applies to the creation and presentation of CTAs to accommodate the differing requirements of each media.

For example, in a traditional print ad the call to action is typically placed at the bottom of the message. However, for an email marketing campaign, the CTA can be either at the very top or the last item you read on the page. In web design, the CTA should always be placed “above the fold” so users don’t have to scroll down to find it. We typically recommend that our clients repeat the CTA at the bottom of the page for emphasis, especially if there is a large amount of information that requires scrolling.

Today, CTAs frequently lead to a landing page that uses a form to capture important prospect information including contact information and source data on where the prospect originally heard about you. Landing pages also incorporate “vanity” phone numbers to encourage contact.

They are a transitional bridge between your call to action and a meaningful and productive dialogue with your prospect. Like CTAs, landing pages also require a blend of art and science to make them as visibly appealing, functional and compelling as possible.

SageAge Strategies: Leaders in Growth-Focused Marketing Strategy and Tactics

At SageAge Strategies, our integrated marketing professionals excel in the latest best practices to create cohesive strategies that increase quality lead generation and grow your occupancy.

If you need assistance in any areas of integrated marketing and cross-channel messaging to improve your results, we invite you to contact us today to learn more.

SageAge Strategies is a multiple award-winning, strategic growth and marketing organization that operates exclusively in the unique senior living industry. For more information, please call or email Adrienne Mansfield Straub at 570-601-1720 ext.100 /

Contact Us Today!

What Are the Housing Restrictions for Facebook and PPC?

As we know, technology is always changing and adapting. It’s something many of those in the senior housing and marketing fields are used to. One of the most recent changes is making a larger impact on how we target ad audiences on Facebook and through pay-per-click...

The Rise of Senior Living Occupancy

As COVID-19 created a landscape of uncertainty in senior living facilities, experts knew there would be challenges and effects that lasted long after. Although the pandemic continues, many types of senior living communities and...

4 Ways TikTok Is Redefining Senior Living Social Media

Whether you’ve heard about it, tried it out, or use it regularly, TikTok is taking the world by storm. This social media platform, which focuses on short-form video, is seemingly on everyone’s mind in one sense or another, and more often than not, people are following...

The Benefits of Working at a Remote Company

Remote working offers many benefits to employees and businesses. Today, more people are working from home than ever before, offering many benefits to both businesses and employees. Remote positions offer employees flexible work schedules and autonomy while keeping...

The Future of Analytics: What Does Next Year’s GA4 Migration Mean?

Moving Forward with New Updates Whether customer needs, viewing habits or website journeys change – or a better reporting tool emerges – one thing is for certain: Technology is always changing, and the field must adapt as a whole. Among the most recent updates include...


Stories of a Lifetime Senior living residents have lived amazing lives. Now, SageAge is on a quest to share those stories with those in the senior housing and senior living industry, residents and their families, adult children and anyone who wants to be inspired....

The Moment We Have Been Waiting for Is Here

WE have been working hard on something new. Check out our new website today!

Pressing Play on New Possibilities | Seniors and YouTube

Putting You In Front-Row View Gone are the days when YouTube was simply for younger generations to view funny videos. In the era of rising senior social media usage and the high engagement of video content, YouTube is becoming one of the largest search engines and...

Seniors and YouTube | Let’s Get Rolling

Exploring the Possibilities of Pre-Rolls Almost 47% of older adults ages 70 and up use their smartphones for social media access, according to our most recent white paper on seniors and technology use. Which social media platforms are most used among the senior age...

Connecting with Seniors Through Facebook

Making an Impression, Enhancing Engagement For many of us, we’re no stranger to Facebook. From personal use and business to connecting with friends and family, Facebook is among the top social media platforms. In fact, did you know that there are 2.89 billion monthly...
Share This