Creating a CTA on Facebook


Facebook’s call-to-action button helps drive traffic to your school website. But not many people know about it or how it can drive people to contact you, to download your app, to watch your video.

The button sits at the top of your Facebook Page and offers visitors an action to take.

Page admins can select from a group of CTA buttons — like Shop Now or Sign Up — to add to the top of their Page.

The seven calls to action available are:

  • Book Now
  • Contact Us
  • Use App
  • Play Game
  • Shop Now
  • Sign Up
  • Watch Video

A few are not relevant for schools - Play Game, Shop Now. And the clearest CTA that works for schools is ‘Contact Us’.

  • Book Now - book an open morning, or visit to the school
  • Contact Us - contact the school
  • Use App - download the school app (if there is one!?)
  • Sign Up - sign up to an open morning, or a newsletter
  • Watch Video - watch a marketing video

There are many uses for most of the available CTAs. However, with any CTAs, it has to attract the end person.

Book Now, Use App, Sign Up may not be clear to people. They may not understand what will happen if they click on the link. What am I booking? What app will I be using? Signing up for what?

The following examples will use Contact Us as the chosen CTA.

Step 1: When you’ve logged into your Page, as an admin, you will notice the ‘Create Call-to-action’ button. Click this to start.


Step 2: Once you’ve clicked the button, it pops up with a list of options.


Step 3: Select ‘Contact Us’ from the drop down, and insert the URL to your contact form on your website.

Don’t worry about putting anything in the mobile website. Your website is responsive, anyway - right?!


Step 4: If you’re like us, and like to TRACK your marketing efforts, then you will want to also create your UTM tracking URL. This is allows you to track how many people visit your website from the button and what they do on the website. Did the complete the form? Did they arrange a visit? Did they actually come to the school?


How to create a UTM tracking URL.

The tracking URL is made up of three things:

Campaign - what marketing campaign is it? You can use ‘contact-us’

Medium - what type of medium? In this case, it is ‘social’

Source - what was the source of the action? call-to-action

UTM tracker -

Create your own here -

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Want to find out more simple but effective tactics like this? Come to our next social media training day!


We’re offering a social media day for school marketers to learn more about social media marketing. Come and join us on 28th April 2015 at Whittlebury Hall, Northamptonshire.

Learn about reach, social influence and the importance of your digital brand.

» JOIN US & BOOK NOW (last chance on the early bird rate!)