How to Create Leaflets That Encourage Customers to Take Action

A professionally designed leaflet can attract attention, introduce your business and communicate important information. However, the ultimate purpose of many marketing campaigns is to encourage customers to do something.

That action might involve visiting your website, requesting a quotation, booking an appointment or purchasing a product.

Without a clear next step, even an attractive leaflet may leave potential customers unsure about how to respond.

One of the most important elements of effective leaflet marketing is therefore the leaflet call to action.

At Affordable Leaflets, we understand the importance of combining professional printing with clear promotional communication.

In this guide, we'll explore how to create leaflets that encourage customers to respond, including practical copywriting, layout and design techniques.

What Is a Leaflet Call to Action?

A call to action, often shortened to CTA, is an instruction that encourages the reader to take a particular step.

For example, a leaflet promoting a local cleaning company might include the message "Call Today for a Free Quote", provided the business genuinely offers free quotations.

A restaurant leaflet could encourage customers to "Book Your Table Online".

The purpose of a call to action is to make the next step clear and straightforward.

Common Leaflet Calls to Action

  • Call Today.
  • Request a Quote.
  • Book Your Appointment.
  • Visit Our Website.
  • Shop Online.
  • Scan to Find Out More.
  • Visit Us In Store.
  • Contact Our Team.

The most appropriate wording depends on your business and the objective of your marketing campaign.

Why Is a Strong Call to Action Important?

Customers may only spend a short amount of time looking at a promotional leaflet.

Therefore, your message needs to explain what you're offering and what they should do next.

A clear call to action can reduce confusion and help interested customers respond more easily.

Benefits of an Effective Call to Action

  • Clarifies the purpose of your leaflet.
  • Encourages customers to take the next step.
  • Directs attention towards important contact information.
  • Supports enquiry and booking objectives.
  • Helps create a more focused design.
  • Can make campaign results easier to measure.

However, a call to action is most effective when it supports a relevant offer and is easy for customers to follow.

1. Decide on One Main Customer Action

Before designing your leaflet, identify the main action you want customers to take.

For example, if you're promoting a home improvement service, your primary objective may be to generate quotation requests.

If you're advertising an upcoming event, the goal might be ticket bookings.

Trying to encourage too many different actions can make the leaflet confusing.

Examples of Campaign Objectives

  • Local trades business: Request a quotation.
  • Restaurant: Book a table.
  • Retail shop: Visit the store.
  • Online retailer: Browse promotional products.
  • Beauty salon: Book an appointment.
  • Event organiser: Purchase tickets.

Choose one main action and make it prominent throughout the design.

You can still include alternative contact methods, but they should support rather than compete with your main message.

2. Use Clear and Direct Wording

Effective calls to action are usually short and easy to understand.

Customers shouldn't need to work out what a complicated sentence means before deciding whether to respond.

Direct instructions can help make the next step obvious.

Examples of Clear CTA Wording

  • CALL TO ARRANGE A QUOTE
  • BOOK YOUR APPOINTMENT TODAY
  • SHOP OUR LATEST OFFERS
  • VISIT OUR SHOWROOM
  • SCAN TO VIEW OUR MENU
  • CONTACT US FOR MORE INFORMATION

Choose wording that accurately describes what customers can expect.

Avoid vague instructions that don't explain what will happen next.

3. Give Customers a Reason to Respond

A call to action can become more persuasive when it is supported by a relevant customer benefit.

For example, a gardening company might explain that customers can request a quotation for seasonal maintenance work.

A restaurant could promote a new menu and encourage customers to reserve a table.

The message should connect the customer's interest with the action you want them to take.

Examples of Benefit-Led Messages

  • Need help maintaining your garden? Contact our team.
  • Planning a family celebration? Book your table.
  • Looking for a local cleaning service? Request a quote.
  • Interested in our latest products? Explore the range online.
  • Want to attend our upcoming event? Book your tickets.

Focus on genuine benefits rather than exaggerated promises.

4. Make Your Contact Details Easy to Find

Even a strong promotional message can lose its impact if customers struggle to find your contact information.

Make sure the details needed to respond are clearly visible.

For example, if your main call to action encourages telephone enquiries, your phone number should be prominent.

If you're encouraging online bookings, display the relevant website address or QR code clearly.

Useful Contact Information

  • Telephone number.
  • Website address.
  • Email address.
  • Business location, where relevant.
  • Opening hours.
  • Online booking information.

Only include details that are relevant to your business and campaign.

Too many contact options presented with equal emphasis can make the leaflet unnecessarily busy.

5. Position Your Call to Action Prominently

Where you place your call to action can influence how easily customers notice it.

It should be visually connected to the main promotional message.

For example, a leaflet might feature a large headline at the top, supporting information in the middle and a clear booking instruction near the bottom.

Alternatively, a call to action could appear beside a promotional offer.

CTA Placement Tips

  • Keep the main call to action easy to identify.
  • Use enough space around the text.
  • Place relevant contact details nearby.
  • Make sure the wording is readable.
  • Avoid hiding important instructions among paragraphs.
  • Consider repeating the action on the reverse of a double-sided leaflet.

There isn't one perfect position for every design. The best placement depends on the overall layout and reading order.

6. Use Typography to Create Visual Hierarchy

Visual hierarchy describes how design elements guide the reader's attention.

On a leaflet, the headline should usually attract attention first, followed by the main offer or supporting information.

The call to action should then be easy to locate.

Typography Recommendations

  • Use a larger font for the main headline.
  • Keep body text comfortably readable.
  • Use bold type for important information.
  • Maintain consistent font styles.
  • Avoid using too many different fonts.
  • Ensure strong contrast between text and background.

Clear typography helps customers understand the message without unnecessary effort.

7. Use Colour to Highlight Important Information

Colour can help distinguish your call to action from surrounding content.

For example, you might use a contrasting background panel behind your booking instruction or promotional code.

However, the colour should remain consistent with your overall design and business branding.

Colour Tips

  • Use strong contrast for important text.
  • Choose colours that suit your brand.
  • Avoid excessive competing colours.
  • Keep the design visually balanced.
  • Make sure contact details remain readable.

Don't rely on colour alone to communicate important information.

Clear wording and suitable typography are equally important.

8. Keep the Main Message Focused

A common mistake in leaflet marketing is trying to communicate too much information at once.

For example, a business might include several services, multiple promotional offers, a lengthy company introduction and numerous contact options.

This can make it difficult for customers to identify the main message.

Instead, organise your content around one primary objective.

A Simple Leaflet Content Structure

  • Headline: Explain the main offer or service.
  • Introduction: Provide a short supporting message.
  • Benefits: Explain why customers may be interested.
  • Supporting information: Include essential details.
  • Call to action: Tell customers what to do next.

This structure can work well for many local business promotions.

9. Use Genuine Promotional Offers

Special offers can provide customers with an additional reason to respond.

For example, a retailer might advertise a discount on selected products, while a restaurant could promote a seasonal dining offer.

However, any promotional claims should be accurate and supported by clear conditions.

Offer Information to Include

  • What the promotion includes.
  • Who is eligible.
  • The promotional price or discount.
  • Relevant start and end dates.
  • Any important exclusions.
  • How customers can claim the offer.

Clear promotional information helps customers understand the offer before contacting your business.

10. Use Urgency Responsibly

Time-sensitive promotions can encourage customers to respond before a particular deadline.

For example, an event organiser might remind customers of an upcoming booking date.

A retailer could advertise a genuine limited-time sale.

Examples of Time-Sensitive Wording

  • OFFER ENDS 31 OCTOBER
  • BOOK BEFORE THE DEADLINE
  • AVAILABLE THIS WEEKEND
  • REGISTER BEFORE THE EVENT

Only use urgency when the deadline or availability restriction is genuine.

Misleading claims about limited availability or promotional deadlines can damage customer trust.

11. Add a QR Code for Online Responses

QR codes can provide a convenient way for customers to move from printed advertising to online content.

For example, a leaflet advertising a local event could include a QR code linking directly to the ticket booking page.

A service business might use a code linking to an online enquiry form.

QR Code CTA Examples

  • SCAN TO BOOK ONLINE
  • SCAN TO VIEW OUR SERVICES
  • SCAN TO CLAIM YOUR OFFER
  • SCAN TO BUY TICKETS
  • SCAN TO EXPLORE THE RANGE

Make sure the QR code is large enough to scan comfortably and has sufficient contrast.

Test the code before submitting your artwork for printing.

12. Choose a Leaflet Size That Supports Your Message

The amount of information you want to include can influence your choice of leaflet size.

A smaller leaflet may be suitable for one clear promotional offer, while a larger format can provide space for additional details.

A5 Leaflets

A5 leaflets measure 148mm x 210mm and provide room for headlines, images, customer benefits and contact information.

They can work well for businesses that need to explain their offer while maintaining a prominent call to action.

Explore our 1,000 A5 leaflets option when planning your next promotional campaign.

A6 Leaflets

A6 leaflets measure 105mm x 148mm and offer a compact format for short promotional messages.

They can be useful for simple offers, discount codes and event reminders.

However, make sure your headline, contact details and call to action remain readable.

13. Consider Double-Sided Leaflets

Double-sided leaflets provide additional space for businesses that need to include more information.

For example, a home improvement company could use the front to introduce its main service and the reverse to display photographs and customer benefits.

The call to action could appear on both sides to help customers identify the next step.

Example Double-Sided Layout

Front:

  • Company logo.
  • Main headline.
  • Relevant photograph.
  • Short promotional message.
  • Primary call to action.

Back:

  • Supporting service information.
  • Customer benefits.
  • Additional photographs.
  • Contact details.
  • Repeated call to action.

Choose a layout that makes the leaflet easy to understand whichever side customers see first.

14. Tailor Your Call to Action to Your Industry

Different businesses need different types of customer responses.

Therefore, the wording on your leaflet should reflect the action that makes sense for your particular service.

Trades and Home Improvement

For businesses such as plumbers, decorators and roofing contractors, the main objective may be to generate enquiries.

Example CTA: Contact Us to Arrange a Quote.

Restaurants and Cafés

Restaurants may want customers to book tables, view menus or place orders.

Example CTA: Book Your Table Online.

Retail Businesses

Retailers may want to encourage visits to their shops or online stores.

Example CTA: Explore Our Latest Collection.

Beauty and Wellness Businesses

Salons and other appointment-based businesses may want to encourage bookings.

Example CTA: Book Your Next Appointment.

Event Organisers

Event promotions should make it easy for customers to find booking information.

Example CTA: Reserve Your Tickets Today.

15. Make Your Leaflet Easy to Read

Readability plays an important role in helping customers understand your promotional message.

If your leaflet contains small text, crowded paragraphs or poor contrast, readers may struggle to identify the main information.

Readability Tips

  • Use short paragraphs.
  • Break information into clear sections.
  • Use bullet points where appropriate.
  • Choose readable font sizes.
  • Maintain sufficient contrast.
  • Leave space between design elements.
  • Keep important information prominent.

Before printing, review your design at its actual finished size rather than relying only on a zoomed-in screen preview.

16. Test Different Calls to Action

If you regularly use leaflet marketing, testing different calls to action may help you understand which messages appeal to your audience.

For example, a service business could compare two versions of a leaflet.

One might use "Call to Arrange a Quote", while another uses "Request Your Quote Online".

By tracking identifiable responses, the business may gain useful information about customer preferences.

Tips for Testing Leaflet CTAs

  • Change one main element at a time.
  • Keep the rest of the design consistent.
  • Use separate tracking codes or links.
  • Compare similar target audiences.
  • Record the number of responses.
  • Review the quality of resulting enquiries.

Remember that small campaigns may not produce enough responses for reliable comparisons.

Use the results as practical guidance rather than assuming every difference is significant.

17. Track Customer Responses

Measuring customer responses can help you understand whether your call to action is supporting your campaign objective.

For example, if your leaflet encourages customers to book appointments, you could record how many bookings are associated with the promotion.

Useful Tracking Methods

  • Unique promotional codes.
  • Dedicated website landing pages.
  • Campaign-specific QR code links.
  • Telephone enquiry records.
  • Customer feedback.
  • Online booking information.

Not every customer response can be measured perfectly, but collecting consistent information can help improve future campaigns.

18. Prepare Your Leaflet Artwork for Printing

Once your design and call to action are finalised, check that the artwork meets the required printing specifications.

Incorrect dimensions, missing bleed or unsuitable images can affect the finished result.

Print-Ready Artwork Checklist

  • Use the correct finished dimensions.
  • Include the required bleed.
  • Keep important text inside the safe area.
  • Use suitable image resolution.
  • Follow the recommended colour settings.
  • Check that fonts display correctly.
  • Proofread your call to action.
  • Confirm all contact information.
  • Test QR codes and website links.
  • Export the artwork in an accepted file format.

When your artwork is complete, visit our artwork upload page for information about submitting your design.

19. Avoid Common Leaflet Call to Action Mistakes

Several common mistakes can make it harder for customers to respond to a promotional leaflet.

These include:

  • Failing to include a clear call to action.
  • Using vague or confusing wording.
  • Including too many competing instructions.
  • Making contact details difficult to find.
  • Using text that is too small.
  • Linking QR codes to incorrect webpages.
  • Advertising misleading promotional deadlines.
  • Forgetting to proofread important information.

Reviewing your design from the customer's perspective can help identify these problems before printing.

Professional Leaflet Printing for UK Businesses

An effective promotional leaflet combines clear messaging, attractive design and a simple next step for customers.

Whether you're advertising a local service, promoting an event or encouraging online purchases, a strong call to action can help communicate the purpose of your campaign.

At Affordable Leaflets, we provide professional leaflet printing options for businesses across the UK.

By choosing the right leaflet format and preparing clear, print-ready artwork, you can create promotional materials that support your marketing objectives.

Encourage More Customers to Respond to Your Leaflets

Creating an effective leaflet isn't simply about making the design attractive.

Your promotional materials should also explain what customers can do next.

Start by choosing one clear campaign objective. Then write a direct call to action, position it prominently and provide the contact information needed to respond.

Use relevant customer benefits, readable typography and a suitable leaflet layout to support your message.

Finally, track customer responses where possible and use what you learn to improve future campaigns.

Ready to prepare your next leaflet? Explore the printing options available at Affordable Leaflets or contact our team to discuss your printing requirements.