Are you a handmade skin care business that straight up STRUGGLES with writing effective call-to-actions for your online marketing?
If so, you are not alone. This is the biggest pain point for the majority of skin care makers.
We all know that a good CTA is an integral part of any successful post or website because it helps guide visitors towards taking action – which means more engagement, more followers, and higher conversions…but that doesn’t mean it’s easy.
In this article, you’ll learn the important aspects of call-to-actions, which types work best in different scenarios, and 22 examples that you can use for your own skin care business.
Get ready to implement these strategies into your own campaigns and posts for better results in no time.
What is a Call-to-Action (CTA)?
CTA stands for “call-to-action” and it can be a button, link, or clickable image on your website that prompts visitors to take an action such as make a purchase, sign up for your newsletter or download an ebook.
A call-to-action could also be a prompt in a social media post asking your audience to do a simple task like view a video or comment on a question you have.
In a nutshell, a CTA is asking your viewers to DO something.
Where Do You Use Call-to-Actions?
As a skin care business, call-to-actions should be included in the majority of what you publish online.
The way you market your product line (and on which platforms) depends on your target market and where they’re spending their time.
Regardless of where you advertise your handmade products and expertise, you’ll want to make sure you are *including your CTA at the end of your content – there is a very small chance of your audience remembering the action they’re supposed to take if it is mentioned at the beginning of your content.
- If you are writing a social media post, make sure your call-to-action is at the end of your caption.
- If you are posting a multi-page Story, your call-to-action should be on the very last slide.
Many newsletters have links sprinkled throughout the entire message. For example, if you’re mentioning a sale or product launch, you’ll link to your website or specific product with pictures, buttons, and direct links.
- However, it is a widely-used practice to put the main CTA right below your sign-off as a ‘P.S. Don’t forget to be the first to grab our new release here!’
Your e-commerce site, such as Shopify or Etsy, is filled with call-to-actions already, whether you realize it or not.
- The buttons on your sales pages that say ‘Add to Cart’ or ‘Buy Now’ are the most straightforward CTAS in the book. *This is the one case where the call-to-action shouldn’t be at the end of content – you’ll want to make sure that this button is seen right away when someone clicks on an individual listing.
- The longer you can keep someone on your website, the better; make sure there is a CTA on every page to help guide your viewers experience.
- Is there another product like ‘this one’ that they may enjoy? Link to it!
- Do you give away free incentives or discounts in exchange for email addresses? Make sure that is highlighted everywhere!
Blog posts also have hyperlinked text throughout the entire publication; this is powerful for the website’s SEO, but CTAs used in the same way don’t stand out very well from the other copy.
- Colorful sections (aka ‘banners’) that highlight the CTA (such as the green blocks in this blog post) stand out from the rest of the content and have a much higher conversion rate.
- On long-form content like this, it is beneficial to repeat the colorful CTA banner multiple times. 700+ word articles don’t always get read completely, so you want to make sure your reader sees the CTA before they move on.
Pinterest is very rapidly becoming a sales-based search engine, and its visual nature makes it a great option for skin care businesses.
When using Pinterest for product promotion, it’s important for you to realize that the majority of users are utilizing it as a PLANNING tool rather than purchasing right at that moment.
- What this means is that in your pin caption CTA, you want to give your audience a specific reason to save your items to their boards for FUTURE reference.
- For example, if you are creating a new facial serum pin, make sure in the caption you mention a very actionable FUTURE need:
- “Save this NOW to your gifting boards!!! Best stocking stuffer idea for all of the ladies in your circle!”
…or from the opposite angle…
- “Are you a mama-to-be? Make sure to save this serum to your registry boards – don’t let that dry postpartum skin catch you by surprise during your 4th trimester!”
The Skin Care Social Media Calendar
What Makes a Good Call-to-Action?
One that is pre-determined.
If you don’t know where you’re going, how can you end up where you want to be?
Before creating any content – social post, newsletter, video, Reel – you have to know what the end goal is in order to create something that converts.
There’s nothing that makes viewers hit ‘unfollow’ or ‘unsubscribe’ faster than reading content with no direction or a difficult-to-follow ramble.
One that is direct.
You are the authority in your business. Say exactly what you want! No beating around the bush! Direct with confidence!
- “Buy Now”
- “Share this post!”
- “Tag your soul-sister!”
- “Subscribe NOW to avoid FOMO!”
- “Add this to your calendar pronto!“
One that is easy to execute.
Generally speaking, if it takes more than one action for a viewer to do something, it’s not going to happen.
- Always provide a direct link if you can.
- When taking a poll, try to provide it in a format where the viewer just has to tap on an answer rather than type out a response.
- If taking a poll that does require a written-out response, closed-ended questions convert better (do you like the scent of lavender?) than open-ended questions (what do you like best about the scent of lavender?).
- Take the time to learn how to correctly automate email double opt-ins so that your subscribers don’t have to confirm their address in three million ways.
22 Examples of Call-to-Actions for Your Skin Care Business
‘Buy Something’ Call-to-Actions:
1. Instagram: “New lip tint batch freshly poured and setting as we speak – snag yours now for the freshest product you’ll ever experience (LINK IN BIO)!!!”
2. Newsletter: After the sign-off, add a “P.S. Handmade means I create in small batches – there are only 15 lip tints total, grab yours now before they’re gone!”
3. Website: On a sales page, it’s typical to see ‘Add to Cart’ or ‘Buy Now’ – if it fits your branding, consider changing it up with fresh prompts such as ‘Gimme Those Berry-Kissed Lips!’
4. Pinterest: “Lip tints are all the rage this year! Save this to your gifting boards and buy in bulk for all of the hard-to-shop-for ladies on your list: teachers, coworkers, babysitters, stocking stuffers, etc…you can even get them individually gift wrapped!”
‘Click Something’ Call-to-Actions:
5. Instagram: Take the time to set up Instagram Shopping on your business account; this allows you to share a product photo and link it directly to a sales page. “Shop our new releases!!!” Once products are tagged, a little shopping bag will show up on your post that says, ‘view products’ – easy as it gets!
6. Newsletter: “When you join our lip balm subscription program, you’ll not only receive a different scent every month, but also a handy lip balm holder. To join the program, click here.” (Button: View Subscription Levels). Sign off. P.S. View the entire annual subscription program and see the scents included!
7. Website: “If you love this under eye cream, you’ll also love our collection of facial serums – be sure to check out our natural skin care bundles if you are purchasing more than one item!
8. Pinterest: Individuals that use Pinterest know that you have to click through images to get to the ‘real’ content. That means there is no reason to add the actual words ‘click through’ – time saver! “Not seeing results from your skin care routine? This list of 5 must-do daily steps may surprise you!”
PRO TIP: When adding a hyperlink to content on your website, make sure you’re including keywords to boost your SEO. For example, say ‘Be sure to check out my organic lip balm‘ instead of ‘Click here to check out my organic lip balm’
‘Vote for Something’ Call-to-Actions:
9. Instagram: In an Instagram Story, click on ‘Create’ (left side of the screen), choose the pie-looking icon at the bottom, type your own question or poll over the ‘Ask a question…’ filler, and change the ‘YES’ and ‘NO’ to custom answers. “Do you love the scent of patchouli??? ‘LOVE IT!’ ‘DISGUSTING!”
10. Newsletter: A lot of email service providers now offer content ‘blocks’ that you can add to your broadcast. On MailerLite, simply add the ‘Quiz’ block to your template, select ‘Mulitple Choice’ on the Questions dropdown, then assign your own personalized answers to the buttons. You’ll receive the answers when you go back to check the analytics of your newsletter!
11. Website: If you have a website and can create/modify your own pages, add a poll to a highly visited section with buttons that link to other areas of your site. “Which scent is your favorite? Patchouli (button) Lavender (button) – each button click leading to all products that have that particular scent!
‘Share Something’ Call-to-Actions:
12. Instagram: Skin care and beauty quotes are incredibly popular and shareable. Use the power of inspiration to get more eyes on your business. “If it doesn’t nourish your skin or soul, let it go – SHARE WITH OR TAG THAT FRIEND that nourishes your soul LIKE NONE OTHER!”
13. Newsletter: “Have a friend that loves natural skin care? Send this email their way to keep them up-to-date with the latest skin care news!”
14. Website: Having social share buttons on your website is an effortless way for visitors to share or save your content. You’ll need to add an app such as Grow Social Pro if you’re on WordPress/Woocommerce or AdThis Share Buttons if you’re on Shopify (this is just one option of many in the Shopify app store). With these buttons, you don’t have to remember to add any ‘sharing’ CTAs to individual pages – they automatically appear!
15. Pinterest: It is possible to create ‘shared boards’ on Pinterest. This feature is useful when several individuals are planning something together, such as a party or vacation. Keep this tool in mind when writing CTAs in your captions – “Our handmade organic lip balms can be personalized with your names and event info – share this pin to your wedding planning boards to see what your bridesmaids think!!!”
PRO TIP: Random industry-related holidays are also incredibly shareable and can create amazing engagement! For example, On ‘Smile Power Day’ in June, run a smile campaign with a hashtag for your followers to use as they post their smiles all over social media while wearing your lip products. See more Skin Care and Beauty Holidays.
‘Comment Something’ Call-to-Actions:
16. Instagram: “Stocked up on all five facial blends again! One for every skin type: Sensitive 🍋, Normal 🍎, Oily 🍌, Dry 🍐, and Combination 🍊…which type of skin do YOU have? Comment below with the corresponding 🍋🍎🍌🍐🍊 icon!!!”
17. Newsletter: “Not sure which skin care products are right for you? You don’t have to figure it out alone! Just hit ‘reply’ to this email with your current skin condition, the products you’re using, and your daily routine. We’ll work together to create a custom solution!”
18. Website: The only area that typically has ‘comment’ section on a website is at the end of blog posts IF you have commenting enabled. Asking open-ended questions at the end of long-form content is acceptable. “Are there any winter skin care tips we missed in the article above??? Tell us in detail what you do differently to keep your skin moisturized in the cold, dry months!”
PRO TIP: On long-form content (such as a blog post), it is beneficial to repeat a colorful CTA banner multiple times. Longer articles don’t always get read completely, so you want to make sure your reader sees the CTA before they move on.
‘Sign Up for Something’ Call-to-Actions:
19. Instagram: “Black Friday sales begin next week, and our VIP community gets first dibs on our limited quantities – sign up to get on the list before it’s too late! Link in bio!”
20. Newsletter: Challenges are ‘all the rage’ these days, and the skin care industry is no different! Use it to your advantage! “Join our 5-Day Challenge: Journey to Preservative-Free Skin Care! In less than a week, we’ll go through your entire skin care routine and omit the products that are damaging your skin (and immune system!) – the challenge is 100% free so no risk involved! Click the button below to take charge of your health! (Button: Ready to Ditch This Junk!!!)
21. Website: As an e-commerce business, growing your email list is the best long-term strategy you can invest your time and energy into. Your website is the best place to earn subscribers and forms to capture this information should be on every page. Avoid using ‘bleh’ CTAs such as “Join Our Email List Here.” Tell your audience how they’ll benefit! “Join our list of VIPs and receive weekly tips and inspiration to keep that beautiful skin of yours glowing ALL YEAR LONG!”
22. Pinterest: Do you have a free printable available to get customer names on your email list? Pinterest is a great place to share it! “New to the idea that skin care is more than just what you put on your skin? Grab this FREE Holistic Skin Care Checklist to learn how all your daily habits affect your skin’s appearance!”
I invite you to use a handful of these call-to-actions in your skin care business online marketing over the next couple of weeks.
Tag me in your efforts so that we can easily chat together about their effectiveness – I look forward to connecting with you to help your business grow!