Not all calls to action (CTAs) are the same. Some are more effective than others. So what are the best ways to really get people to respond to your offer, book your service, or shop your product online?
In this blog, you’ll learn:
- How to craft a call to action that engages your audience.
- What compels your visitors to do what you want them to do.
- What helps you stand out from the competition while promoting your brand.
Plus, you will get a 500-item tried and tested collection of high-converting calls to action (CTAs) that will transform the way you create your emails and landing pages.
What is a CTA in marketing?
A call-to-action, or CTA, is the button or link in the ad that tells your audience what to do when they get to your landing page. It often includes words like “Buy Now!” or “Learn more”.
Writing a CTA is part art, part science – and a lot of trial and error. It’s hard to know exactly which words will motivate your audience to take action, but some words are more motivating than others.
Understanding the psychology behind certain words is extremely useful. Knowing the language of your audience is even better. Keeping up to date with all of the industry-specific phrases can also help you figure out what messages prospects respond to the best.
How to write a call to action
Consumers are tired of all the online noise, making it harder than ever to stand out among the crowd. Weak default CTAs won’t see your ad. However, well-crafted CTAs that are effectively targeted will convert. Here are the key steps to building a strong CTA.
Before writing a call to action: plan ahead
Before writing your call to action, there are a few things to keep in mind:
- What do you want to achieve?
- How do you want to do that?
- What are your campaign goals?
- Do you want to increase sales?
- Growing your email list?
- Or do you want just to get more people to read your content?
All of this should be reflected in your CTA content and design. As you reflect on your call to action, consider whether it meets these stated goals and which wording is best suited to achieve those specific goals.
After pre-planning your goals and possible directions, consider these step-by-step guidelines to get the best call-to-action for your business.
The basics of creating a more engaging call to action
These collected tips are proven to increase conversions and customer loyalty for almost every business model. With each call to action, think of each individual.
Start your CTA with a strong command or action verb
Strong verbs tell your potential customers exactly what you expect from them. Be clear and concise about your offer and what the audience will get if they click the CTA link. Words like “shop”, “buy”, “order”, “download” and “subscribe” leave no doubt as to what action you want your reader to take.
Give your reader a reason to take action
Readers need to know not only what to do next, but also why – as in “What’s in it for Me?” Remove the guesswork for your visitor.
Use plain language
A call to action should not be fancy or flowery. Instead, be clear, concise, and simple. Short sentences work very well even when you have a lot to say.
Tell your website visitors exactly what you want them to do.
Create urgency
The best way to create urgency is to capitalize on your reader’s fear of missing out (FOMO). The majority of people worry about being left in the dust. You can take advantage of this by adding CTAs like “Shop now while supplies last” or “Shop today – sale ends Monday!” Use.
Use numbers in CTA – but only if relevant
Numbers – especially prices – help the consumer decide whether your product or service is worth checking out. The number creates added value. If the consumer sees this information in your ad and still clicks through to your website, you know that the consumer is ready to buy.
Use the words “risk-free” or “free trial”
Reassuring your reader that there is little to no risk in accepting your offer will compel them to click. Try offering a free trial. Once they sign up, you’ll have them on your email list. You can then use email marketing automation to convert them into paying customers.
Note: Some email providers are known to filter out emails with the words “free” used frequently in the email body and subject lines.
Evoke emotions and excitement in your call to action
People buy on emotions first and then justify them with logic. Address their emotional side with an exciting call to action, e.g. “Buy now and get a 50% discount!” or “Design your dream home today!” Be sure to add an exclamation mark to add emphasis.
How to Write a CTA: Better Call-to-Action Marketing Ideas
The list below is a good start, but if you want to cut the noise and engage your audience, you need to appeal to humanity with humanity and creativity. For better engagement, try some of the following call-to-action marketing ideas.
Replace “your” with “mine” (“my”)
If your CTAs use the word “your,” just swap it out for “mine.” When Unbounce’s Oli Gardner did it, he increased his click-through rate by a whopping 90%.
Use your customer’s language
Speak the language of your customers and appeal to their identity. Manpacks have done a great job with their call to action – “build a manpack” because their audience can identify with “being male”.
Offer a call to action based on user type
Sometimes you have two different categories of people browsing the same offer. To truly speak to each person individually, offer a CTA designed specifically for them and the purpose they are trying to serve with your offering.
For example, both entrepreneurs and bloggers may benefit from the same offer, but they may use the product differently or for different purposes. Tag both users with a CTA that highlights their individual results.
Know your devices
Know what device your audience is using for what purpose. Consumers looking for just one product pull out a laptop or tablet. Those willing to buy are more likely to use a mobile device. Make sure to add “Call Now” to your mobile ads.
Make it fun and weird
In general, using negativity in a CTA is not advisable. Nobody likes to feel bad about buying something. Instead, use a bit of humor for something negative and spark interest. If it fits your brand, use it. As an example of this, Billy McCaffrey writing for Wordstream offers: “Your yard sucks. let’s fix it ”
Use casual language
Make your call to action friendly and approachable. Instead, try speaking to us rather than the strong “call now.” Instead of signing up for a free trial, you can also use “Try it”. This choice of words is less intimidating and more talkative than its more stoic counterparts. Rather than being an order, they imply, “What’s the worst that can happen?”
Require minimal effort from your reader
Make the call to action ridiculously simple. Give instant gratification, such as an instant download. Or ask a question that gives the user exactly what they want, leaving them no choice but to say “yes” and click.
Strengthen the customer’s desire to get better at something
Your offer solves a problem or pain point for your customers. Make this clear in your call to action. If you offer to educate or train your customers, your CTA needs to show them how they can do something better after consuming your material. Highlight the benefit of reading or downloading the offer.
Summarize everything
Your call to action must be as clear and concise as possible. Create urgency and sell the value of what you offer. Don’t just create urgency though – be creative and remember that your prospect is a real person. You should also start with emotions, be it through humor, the fear of missing out, or the desire to become a better person.
Best CTAs to promote a webinar
- Request Now
- Submit a Form
- Watch On-Demand
- Stream On-Demand
- View Webinar
- Watch It Now
- Start Watching
- Stream Now
- Stream Webinar
- Start Viewing
- Play the Webinar
Best CTAs to promote an event
- Register Now
- Don’t Miss Out
- Join Now
- RSVP Now
- Save Your Seat
- Claim a Seat
- Register Today
- Join the Webinar
- Join the Discussion
- Interested? Sign Up Here
- Save Your Spot
- Claim Your Spot
- Reserve My Seat
- Mark the Date
- Mark Your Calendar
- Attend the Webinar
- Join Us and Learn
- Start Watching
Best CTA to promote a white paper or eBook
- Download Now
- Watch Now
- Read It Today
- Start Your Journey
Universally Appealing CTAs that Work for Any Email Campaign
- Learn More
- Know More
- Discover More
- Start Now
- Start Here
- Gain More Insight
- I’m Interested!
- Find Out More
- Find Out Today
- Find Out How
- Get Access
- Get the Solution
- Dive In
- Show Me More
- Show Me How
- Take Action
- Get Started
- Take a Look
- Get More Information
- Want to Learn More?
- Ready for More?
- Curious for More?
- Check It Out
- Click Here for More
- Take Me There
- Tell Me More
- Ready!
- Discover Now
- Don’t Miss Out
Marketing a guide or another educational resource? Try these CTAs
- Read the Guide
- Request the Guide
- Get the Guide
- Get Your Guide Now
- Get Your Guide Today
- Download This Guide
- Access This Guide
- Start the Download
- View Guide
- Access the Guide Now
- Read the Report Today
- Request the Report Right Away
- Claim Your Report
- Get the Report
- View Report Now
- Get the e-book
- Access the E-book
- Claim Your eBook
- Keep Reading
- Yes, I Want the eBook!
- Proceed to the eBook
- Take Me to the eBook
- Read Now
- Start Reading
- Read On
- Get to Reading
- Grab Your Copy
- Grab a Copy
- Claim Your Copy
- Discover the Workbook
- Access the White Paper
- Start the Download
- Get the White Paper
- Read the White Paper
These are specific CTAs that work for niche marketing emails
- Make the Transformation
- Are You Ready?
- Engage Your Customers
- Get the Solution
- Comply with the <Abbreviation>
- Explore the Advantages
- Improve Your Forecasting
- Improve Your Learning
- Hook Your Clients
- Enrich Your Relationships
- Seize New Opportunities
- Know More About <…> Systems
- Let’s Go Hunting
- Don’t Miss Out
- Choose Your Platform
- Analyze HR Software
- Find Your <…> Software
- Get The Best <…> Software
- Explore <…> Software
- Optimize Your Omnichannel
- Take the Best Approach
- Win Your Customer
- Choose To Win
- Discover the Strategies
- Automate Your Workflows
- Get Insights From The Expert
- Make Your Choice
- Take the First Step
- Spice Up Your Strategy
- Upgrade Your Strategy
- Count Me In!
- Watch It in Action
- Understand Your Options
- Explore Your Options
- Go Forth and Feast
- Solve Your <…> Issues
- Reveal More Insights
- Let’s Get Started
Final thoughts
Even with best practices, knowing how to write a call to action isn’t an exact science. Don’t be afraid to experiment! Do your market research, use the right word, and A/B test the CTA of a few variations, and before long, your call to action will outperform the others.