<p>CTAs</p>

<p>Whether it's a social media post or an email, one of the first steps in lead generation is a call to action (CTA). Getting the call to action right is critical to ensure your campaign generates the results you want, and keeps your boss happy.</p>

98. Make sure your CTA is visible (above the fold)

Although it sounds obvious, it's easy to let your call to action be hidden below the fold. This is particularly common with emails that might look great on a desktop, but hide the CTA when viewing on a mobile. Make sure you check that your call to action is clearly visible on all devices.

99. Be clear - not clever - with your CTA

When writing a call to action, it's not the time to be clever or witty. A clear call to action will always outperform one that is more confusing, no matter how clever the language you use.

100. Make your CTAs stand out visually

Make use of visual cues so that your CTA stands out. In particular, think how you will draw your audience’s eyes to CTA buttons through placement, design and colour.

101. Start the CTA with a strong verb

It's a bit of a cliche, but it does work. Starting your CTA with a strong verb, which can be as simple as “download”, is a great way to improve the performance of your campaign.