9 Tips to Write Successful Calls to Action
Whether you aim to gain more subscribers, boost product sales, or drive leads to your website, the call to action (CTA) is your secret weapon. It’s the bridge between a visitor’s curiosity and a concrete action that benefits your business. However, crafting a compelling CTA is an art that requires more than just a “Click Here” or “Submit.” Knowing how to write a call to action effectively is an essential skill for any marketer.
At first glance, CTAs may seem simple, but their brevity can make them deceptively difficult to master. Much like writing a tweet during Twitter’s original 140-character limit days, crafting a short, impactful message requires precision and creativity. Yet, with the right strategies and examples, you can transform a bland CTA into one that generates clicks, conversions, and customer loyalty.
This guide provides nine practical tips on how to write a call to action that resonates with your audience and achieves your marketing goals. From highlighting benefits to avoiding jargon, these strategies will ensure your CTAs stand out and deliver results.
How to Write a Call to Action
1. Set Your Goal
Before you put pen to paper (or fingers to keyboard), take a moment to define your CTA’s purpose. Every successful call to action stems from a clear understanding of your objectives. Are you aiming to grow your email list, promote a specific product, encourage downloads of a free resource, or drive direct sales? Your goal will shape the tone, language, and placement of your CTA.
For example, if your goal is to increase webinar sign-ups, your CTA might say, “Reserve Your Spot Now – Limited Seats Available!” On the other hand, a goal of boosting eBook downloads could lead to a CTA like, “Get Your Free Guide Today!” Both examples align with specific goals, ensuring the CTA speaks directly to the desired outcome.
Why is goal alignment so important? Research conducted by WordStream reveals that implementing a clear and specific CTA can boost conversion rates by up to 161%, demonstrating the power of targeted and concise calls to action in driving user engagement.
2. Highlight the Benefits
Once you’ve set your goal, focus on the value your audience will gain by acting on your CTA. It’s not enough to simply ask for a click; you must give your readers a compelling reason to take action. This is where highlighting benefits becomes crucial.
Consider the difference between “Buy Now” and “Buy Now and Save 20%!” The second example not only tells the reader what to do but also emphasizes the reward they’ll receive. Similarly, “Subscribe Today” is less appealing than “Subscribe Today for Weekly Exclusive Deals.” By emphasizing the benefits, you make the CTA more enticing.
Even subtle changes in word choice can have a significant impact. For example, “Order Now” implies a transaction, whereas “Get Yours Now” focuses on the customer receiving something of value. Always frame your CTA around what the audience will gain, not what they must give.
3. Use Fewer Adverbs
While adverbs may seem harmless, they often weaken your message. Strong verbs, on the other hand, pack a punch and make your CTA more impactful. This principle applies across all forms of writing but is especially important for CTAs, where brevity is key.
For instance, instead of saying, “Act Quickly to Save Big,” you could say, “Act Now to Save Big.” The latter is more direct and eliminates unnecessary words. Research supports this approach: HubSpot’s Science of Social Media study found that content featuring concise, action-oriented language tends to perform better across digital platforms.
When crafting your CTA, ask yourself: Can I replace this adverb with a stronger verb? By doing so, you’ll create a more persuasive and streamlined message.
4. Get Creative
A little creativity can go a long way in making your CTA stand out. While standard phrases like “Learn More” or “Sign Up” are functional, they may lack the excitement needed to capture attention. By infusing your CTAs with creativity and personality, you can make them more engaging and memorable.
For example, instead of saying, “Contact Us,” you might try, “Let’s Make Your Vision a Reality!” Or, rather than “Start Now,” consider “Your Journey Begins Here.” These variations not only convey the action but also evoke a sense of anticipation and possibility.
Emotions are a powerful tool in marketing, and your CTAs should tap into them whenever possible. A phrase like “Plan Your Dream Vacation Today!” stirs excitement and aspiration, while “Don’t Miss Out on This Exclusive Offer!” creates urgency. Use creative language to forge an emotional connection with your audience.
5. Avoid Technical Jargon
While technical expertise can build credibility, jargon-filled CTAs often confuse or alienate readers. A good CTA should be simple, clear, and easy to understand. If your audience has to decipher the meaning of your CTA, you’ve already lost their attention.
For example, “Optimize Your Workflow Efficiency” might resonate with industry insiders, but for a broader audience, “Make Work Easier Today” is more relatable. Always write with your target audience in mind and choose words that resonate with them.
Avoiding jargon doesn’t mean dumbing down your message—it means making it accessible. A clear, straightforward CTA ensures that readers focus on the value you’re offering, not the complexity of your language.
6. Use Numbers if Possible
Numbers play a vital role in enhancing the specificity and credibility of your calls to action (CTAs), making them far more persuasive to your audience. Incorporating figures—whether it’s a discount percentage, a compelling statistic, or a countdown timer—sets clear expectations for what users can expect while simultaneously building trust. Numbers resonate because they provide tangible, measurable value that people can easily understand and relate to.
For example, CTAs like “Join 10,000 Satisfied Customers” or “Save 25% on Your First Order” immediately communicate concrete benefits that appeal to a potential customer’s desire for value and reliability. Similarly, using numbers to create a sense of urgency, such as “Only 3 Days Left to Save!” or “Limited to the First 50 Sign-Ups,” taps into the fear of missing out, which is a powerful motivator for action.
7. Take Advantage of FOMO
Numbers can be a powerful way to create urgency by tapping into the fear of missing out (FOMO). FOMO motivates people to act quickly on a limited-time offer, fearing they might lose the opportunity forever.
A great way to use this tactic is by promoting time-sensitive sales or discounts, such as Black Friday deals or holiday promotions. However, you don’t need to wait for special occasions to implement this strategy—limited-time offers can be effective year-round.
Include these promotions in your calls to action (CTAs) and use phrases that highlight urgency, like specific deadlines or countdowns. This approach not only captures attention but also encourages immediate action, driving more clicks and engagement.
8. Keep CTAs Brief
Brevity is essential for CTAs. In an era of short attention spans, your audience won’t spend much time deciphering a long-winded message. Aim for CTAs that are concise yet impactful.
The most effective CTAs are typically between 90 and 150 characters. For example, “Sign Up Today for Free Tips” is short, clear, and action-oriented. Avoid unnecessary words or phrases that dilute your message.
While brevity is important, don’t sacrifice clarity or value. Every word in your CTA should serve a purpose, guiding the reader toward the desired action.
9. How to Write a Call to Action Bonus Tips: Design and Positioning
How to Design a Call to Action
The design of your call-to-action (CTA) box plays a crucial role in capturing attention and driving conversions. Start by ensuring the visuals align with your message. Choose colors that contrast with the rest of your webpage to make the CTA stand out, but also consider how these colors reflect your brand identity. Many successful companies integrate their brand’s signature colors into their CTAs for consistency and recognition.
When it comes to size, balance is key. A CTA that is too small might go unnoticed, while one that is oversized can appear unprofessional or overly pushy. The goal is to make your CTA prominent without being overwhelming. Pair the design with concise and compelling copy that clearly communicates the value of clicking the button.
How to Position a Call to Action
Placement is just as important as design when it comes to effective CTAs. If your CTA is located at the top of the page, ensure it complements the hero image, if your website features one. For instance, if the hero image includes a person, position the CTA strategically so the person’s gaze or body language naturally directs attention toward the button. This subtle visual cue encourages visitors to focus on the CTA, making them more likely to engage with it.
In summary, an effective CTA combines strong design elements, strategic positioning, and clear messaging to grab attention and drive user action.
Conclusion
All in all, the key to crafting a winning call-to-action (CTA) lies in combining three essential elements: brevity, value, and specificity. By keeping your message concise, highlighting the benefits for your audience, and being clear about what action you want them to take, your CTAs can become incredibly effective tools for driving engagement and conversions. Use the tips we’ve shared on how to write compelling calls to action, and you’ll be well-equipped to create CTAs that deliver results.
Looking for more copywriting insights? Explore our guides on writing persuasive website copy and crafting impactful emails for your customers. These resources are packed with actionable advice to help you elevate your content game.
If you’re feeling overwhelmed or simply want professional assistance with your content strategy and SEO efforts, Bright Pink Agency is here for you. With over a decade of experience in providing content marketing, web design, and development services to businesses and franchises, we’re committed to helping you succeed. Reach out to us today for a free proposal and take the first step toward growing your business with expertly crafted content!