Reaching the end of this blog post won’t make you a millionaire, unfortunately! But now that we’re thinking about motivation, let’s discuss the power of a call to action (CTA).

CTAs are crucial for marketing success. Whether it’s encouraging orders, bookings, or email sign-ups, CTAs are the final push.

That blue button clearly shows us the next step. So, how do you write a compelling CTA? This guide reveals how to create CTAs that grab attention and encourage desired actions. You might not become a millionaire, but these improved CTAs will boost your business, which is almost as good!

Table of contents

• What is a call to action in marketing?
• The benefits of a good call to action
• How to write a good call to action

What is a call to action in marketing?

In marketing, a call to action (CTA) directs your audience’s next move. While sometimes simple text, they are often clickable links or buttons.

CTAs are versatile and appear throughout a customer’s journey, from initial awareness to repeat purchases. For instance, someone might click “learn more” on a Facebook ad, then “subscribe now” on a landing page, followed by “buy now” in a newsletter. Bland CTAs won’t get results. Download this free guide with 36 top-performing CTA phrases and boost your conversions!

Benefits of a good call to action

Think of a CTA as a guidepost leading prospects towards becoming customers, preventing them from straying. Here’s how impactful a strong CTA can be:

• Emails with a single CTA saw a 371% increase in clicks and a 1617% surge in sales.
• Landing page CTAs boosted clicks by 80%.
• Strategically placed CTAs increased blog post revenue by 83%. Let’s explore how to craft such compelling CTAs.

How do you write a good call to action?

An effective CTA grabs attention and compels action across ads, emails, landing pages, and more. Here’s how to write CTAs that drive conversions everywhere (see what we did there?).

1. Use a strong verb to start your CTA

Space is limited, so be direct. Begin your CTA button with an action verb, clearly indicating the desired action.

The right action verb depends on your business and desired customer action. Here are some examples:

• Ecommerce: Use verbs like “buy,” “shop,” or “order.”
• Newsletters/Content: Opt for “download” or “subscribe.”
• Service-based businesses: “Call now” or “book your appointment” work well. Avoid simply stating something exists. “Our newest fashions are available” is passive. Instead, “click here for the latest trends” feels active and encourages clicks.

2. Include words that provoke emotion or enthusiasm

To maximize clicks and conversions, evoke a strong emotional response through your CTA.

Imagine a family wanting to book a trip. A CTA like “plan your dream vacation today!” sparks excitement and encourages them to envision their perfect getaway, making them more likely to click.

Other ways to leverage emotions in your CTAs:

• Reduce risk and insecurity
• Build trust
• Create urgency
• Communicate value

Don’t underestimate punctuation! An exclamation point at the end of your CTA adds enthusiasm and makes it stand out.

3. Give your audience a reason to act

Clearly communicate the benefit of clicking. Will it help them excel in their jobs, achieve weight loss goals, or save money? Align this with your value proposition (USP), a key element in attracting new leads. Combining your USP and CTA is a powerful way to increase clicks.

For example, “call us to start saving money today!” clearly states the action (call today) and the benefit (save money).

4. Take advantage of FOMO

One of the most effective tactics is leveraging the fear of missing out (FOMO), a strong motivator. People are more likely to act when they feel they might miss a limited-time opportunity. Highlighting limited-time sales or promotions is a great way to utilize FOMO in your CTAs.

You’ve likely seen emails with messages like “Shop today! Sale ends on Monday” or “buy now while supplies last!” These time-sensitive prompts are hard to ignore, especially during busy periods like the holiday season. Just like evoking enthusiasm, creating a fear of missing out can significantly increase clicks.

5. Match CTA to device type

Customizing your CTA based on the user’s device is essential. Google considers desktop and tablet as the same device similar, as they share comparable screen sizes and search scenarios. For example, someone might see a TV ad and then search for the product on their laptop or tablet. In this case, “learn more” or “shop now” would be suitable CTAs. However, mobile devices often involve different user behavior and search intent. Since 80% of local business searches on mobile devices lead to conversions, tailoring your CTA is crucial. A major difference between desktop and mobile is the ability to make calls directly from mobile devices. Prioritize phone call-focused CTAs on mobile, especially for service-based businesses, like this lawn care company with a clickable phone number.

Effective CTA phrases for mobile could include “call now to get started” or “call us today for more information.”

6. A/B test your CTAs

A/B testing is essential for identifying which CTAs resonate with your audience. While commonly used CTAs are a good starting point, their effectiveness can vary.

Digital marketing thrives on experimentation, and CTAs are no different. What works on paper or comes recommended might not resonate with your audience.

Even “surefire CTAs” might fall flat, leading to wasted ad spend. A/B testing allows you to experiment with creative CTAs against your usual ones. Don’t hesitate to think outside the box if your current approach isn’t yielding results.

Compare these examples: Control:

• Check out today’s deals!
• Fill out a form to get started
• Call today for more information

Variation:

• Tons of deals at your fingertips
• A healthier life starts now!
• Don’t miss out, call us today!

7. Add numbers when possible

Consumers are drawn to numbers like pricing, discounts, and incentives, as they help assess value. Why not leverage this in your CTAs?

Including pricing in your ad copy, including the CTA, is generally recommended. If someone clicks through after seeing the price, you know they’re genuinely interested, making it a valuable click with higher conversion potential.

Conversely, omitting pricing might lead to clicks from users who are then discouraged by the cost, resulting in wasted spend.

Experiment with including pricing and other relevant numbers in your CTAs. For instance, “Shop today for TVs under $300!” highlights affordability while also tapping into FOMO.

Other examples: “order by Sunday for 1-day shipping” or (for an auto body shop) “Book today! 15% off your next visit.” Need more tips on creating high-converting ads? Download our free all-star online advertising playbook.

8. Be bold in your CTA copy

While potentially risky, adding a touch of boldness to your CTA copy can effectively grab attention.

One approach, which requires careful execution, is using negative words to motivate change. For example, someone looking to lose weight might be intrigued by a CTA like “end your crappy diet today.” While blunt, it commands attention. Use this sparingly!

Another example targets a homeowner’s pain point: “your yard sucks, let us fix it.” This humorous yet direct approach can pique curiosity and encourage clicks. Boldness is a balancing act, but it can yield positive results.

Boost conversions with strong calls to action

A well-crafted CTA is essential for driving conversions, whether on your website, social media ads, search engine listings, or newsletters.

Remember these eight tips for writing effective CTAs:

1. Use a strong verb.
2. Include emotion-provoking words.
3. Give a reason to act.
4. Take advantage of FOMO.
5. Match CTA to device type.
6. A/B test your CTAs.
7. Add numbers when possible.
8. Be bold in your CTA copy.