9 tips for writing a call to action (CTA) that converts

9 tips for writing a call to action (CTA) that converts

Learn how to write a compelling call to action with our 9 simple tips.

Elegantly simple, attention-grabbing, and more importantly — effective. A call to action needs to be all of these things. But how do you get there? The art of crafting an effective call to action is no science, but there are some helpful tips that you can keep in mind to get you the best results.

What is a call to action?

A call to action (also known as a CTA) does what it says on the tin. It’s a marketing strategy that fittingly aims to call a user to act. What that action is is up to you. It could be subscribing to a newsletter, browsing your products, or making the most of a limited-time deal. It’s a short piece of copy that directs the user to more information in the form of a landing page.

You can find them everywhere — adverts, buttons, even in blog posts. (Not to get too meta, but you’ll find one at the very end of this blog, too.)

A good call to action can build a customer base and brand awareness, make a sale, generate leads, and help website navigation. Handy!

Call to action tips

What makes a good CTA? Here are some tips and tricks you can try.

1. Use strong verbs

Imperatives are at the heart of almost all good calls to action. Buy, subscribe, find out, win, get started… The list is endless. Not only does this keep the word count down — especially important in ads where space (and attention) is scarce — but it also creates a stronger, more compelling message. This list of 120 phrases has plenty of examples to get you started.

2. Keep it clear

One of the purposes of a CTA is to direct the viewer where they need to be. When it isn’t clear what to do next, people flounder and lose attention. Chances are, they’ll click away and ultimately won’t act on the call. If you’re searching for a specific service online and the first website that comes up is unclear, no one would blame you for moving to the second website. And potential customers would do the same. 

Your call to action needs to tell them exactly what to do when they click on that link.

3. Have a goal in mind

Related to the previous point: what’s the goal of your copy? Perhaps you’re advertising a new product and want to boost sales. Or maybe you’re just looking to build brand awareness and establish yourself as an authority in your industry. In that case, you may want to direct the reader to your company’s blog

Writing towards a definite goal will help keep it clear for the customer and also implement your marketing strategy.

4. Keep it short

Let’s face it, ads and marketing are pervasive, and people don’t always like that. There’s only so much attention you can pay to every ad that pops up on your screen, so something short and easy to digest is necessary to make sure you can get your point across — and spark the interest you need for the user to follow through.

5. Provoke emotion

Is the customer enthusiastic about the offer? Are you? If you show enthusiasm about your product, service, or deal, it shows the viewer that it’s something worth getting excited about. Depending on your tone of voice, an exclamation mark can be a great choice for communicating your enthusiasm for your offer.

6. Provide benefits

In marketing, the relationship between a seller and buyer is transactional by its very nature. You want paying customers. And in return, the customer needs to know what you can offer them. Why not include your USP in your call to action to show them why you’re worth it?

This is also where you can include some adjectives to communicate the value of your offer. Is it affordable, premium, luxury, personalised? Space may be limited, but taking a word or two to describe your product and service will tell readers what’s in it for them.

7. Reduce risk

How many times have we all clicked on what seems like a great deal, only to find that you need to sign up with your credit card, and subsequently closed the tab? People can be wary of promises, so it can pay to dissuade their fears in advance. Phrases like “cancel at any time” and “no sign up necessary” can really sweeten the deal and reduce the pressure on the customer. Once they know how great your offer is and you’ve built up that trust, that’s when you can make that sale.

8. Get creative

Sometimes, stepping outside the bounds of a tried and tested formula can pay off. The standard CTA phrases are tried, tested, and reliable. But they’re also expected. Something more unconventional like an extra casual tone of voice or a well-written joke can be more effective if it provokes a stronger response from the reader. Just make sure your copy is always in keeping with your brand’s tone of voice.

9. Let Zipcopi help

Want to include compelling calls to action on your website or blog but aren’t sure where to start? Just leave it to us! For many SMEs without an in-house copywriter, copywriting can sometimes fall to the wayside as you focus on other parts of your business. Outsourcing written content is a great way to fix this.

Whether you need short and snappy ad copy to direct users to your website or persuasive long-form content for your blog, we’ll include engaging calls to action that convert. Email us at hello@zipcopi.com to discuss your business’ needs, or find us on social media at LinkedIn, Instagram, and Facebook.