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Creating Calls to Action that Drive Enrollment

A call to action, or CTA, is what encourages potential clients to move to the next step in your marketing funnel or customer journey. In traditional advertising, like a TV commercial, your call to action could be “Call us today to schedule a tour of our child care facilities.”

CTAs are also used in digital marketing. You may even use the same language as a TV ad, encouraging parents to call your center on a button or headline-sized text. With digital marketing, you have many more opportunities to encourage potential customers reading your website, looking at your online ad or reading your email to take the next step towards becoming a customer.

Using CTAs encourages people to dive deeper into your customer journey. Without CTAs, you can’t point website visitors or parents looking at a flyer in the direction you want them to go.

Your calls to action should clearly state what you want these potential customers to do next. Depending on your goals, this could be entering an email address for center updates, signing up for a tour or calling your daycare. You want to make it as easy as possible for interested parents to enroll their kids at your child care center, beginning with CTAs.

Tips for CTAs Parents Can’t Ignore

  • Keep your CTAs short and to the point. Succinct language helps create urgency and encourage parents to move toward becoming customers. Use “Sign Up Today” or “Download Now” to urge parents to action.
  • You can also cater to parents with personal appeals in your calls to action. “Contact Us” is more thoughtful and human than “Submit” at the bottom of a contact form.
  • Special savings, limited time offers and other promotions are also motivating.
  • Above all, your CTAs must be easy to see and click on.