A Call to Action (CTA) is a message used in marketing to convince the audience to take a specific action, such as signing up for a newsletter, adding a product to a cart, or reading an article.
In this guide, we will explore how to create the perfect CTAs step by step. Whether you’re an aspiring blogger looking to engage with your readers through your newly built blog or a business owner seeking to sell more, you will learn how to write a persuasive CTA, its benefits, and even examples of a well-written call-to-action.
- Effective CTAs use action verbs to get a specific action from the reader
- The best CTAs speak directly to the reader, using words like “you” and “your”
- Exclusivity in CTAs triggers the desire to feel unique and special
- Limited Access is an exclusivity technique suggesting not everyone can access an offer
- A/B testing different CTAs can help identify the most effective words for your audience
How to Write a Call-to-Action: 3 Ways to Make It Effective
Here are 3 main options you can use to write an effective CTA:
How to Write a Call-to-Action Using Exclusivity
Exclusivity is a potent psychological trigger that plays on people’s desire to feel unique and special.
By using exclusivity in your CTA, you create a sense of privilege and urgency, which can significantly boost user engagement and conversions. Here’s how to leverage exclusivity in your CTAs:
Limited access (only some get in)
This approach suggests that not everyone will have access to the offer, creating a feeling of exclusiveness. It implies that only a select few will enjoy the benefits, making those who do feel special and privileged.
Conditional Access (anyone gets in, but with restrictions)
In this scenario, the CTA implies that the opportunity is open to everyone, but certain conditions or limitations must be met. This still creates a sense of exclusivity because not everyone may meet those conditions, making it an exclusive opportunity for those who do.
Exclusivity CTA Word Choices
To make your exclusivity-based CTA more compelling, incorporate specific words and phrases that emphasize scarcity, urgency, and exclusiveness. Here are some call-to-action examples:
- “Limited time only”
- “Only a few left”
- “Limited supply”
- “Exclusive offer”
- “VIP access”
- “Members only”
- “Be one of the first”
- “Get it before it’s gone”
- “Join the elite”
- “Reserve your spot now”
Exclusivity Call to Action Examples
Let’s say you’re promoting a high-end restaurant with limited seating. An exclusivity-based CTA could look like this:
“Indulge in Exquisite Dining – Limited Tables Available! Reserve Your Exclusive Dining Experience:
- Limited Seating
- VIP Chef’s Tasting Menu
- Members-Only Wine Selection
- Book Your Elite Dining Night Now!”
In this example, the CTA conveys a sense of exclusivity by emphasizing limited seating, a VIP tasting menu, and a members-only wine selection.
It also encourages visitors and potential diners to take immediate action to secure their exclusive dining experience.
By using exclusivity effectively in your CTAs, you can entice your audience to take the desired action, whether it’s making a reservation, signing up for a membership, or purchasing a limited-edition product, all while making them feel special and privileged.
How to Write a Call-to-Action Using FOMO (Fear of Missing Out)
FOMO is a powerful psychological phenomenon that capitalizes on people’s fear of missing out on something valuable or exciting. It prompts various emotional responses:
- Panic: FOMO can induce a sense of panic and urgency, making individuals anxious about missing opportunities.
- Greed: It taps into the desire to acquire what others have, driven by the fear of missing out on beneficial deals or experiences.
- Comparison: FOMO often leads to individuals comparing themselves to others who have taken advantage of opportunities, fueling their desire to participate.
- Curiosity: FOMO triggers curiosity as people want to know what they might be missing out on.
- Pride: Successfully avoiding FOMO can lead to a sense of pride and satisfaction.
FOMO Call to Action Word Choices
To effectively leverage FOMO in your CTAs, use persuasive words and phrases that evoke a sense of urgency, scarcity, and the fear of missing out. Here are some simple call-to-action examples:
- “One-time offer”
- “Expires soon”
- “Limited availability”
- “Don’t miss out”
- “Act now”
- “Last chance”
- “Exclusive access”
- “Join the winners”
FOMO Call to Action Examples
Suppose you’re promoting a limited-time sale for an e-commerce store. A FOMO-based CTA might look like this:
“Hurry! Don’t Miss Our One-Time Offer! Limited-Time Sale – Expires Soon!
- Up to 50% Off
- Exclusive Deals
- Shop Now Before It’s Gone!”
In this example, the CTA leverages FOMO by using words like “Hurry,” “Limited-Time Sale,” and “Expires Soon.”
It creates a sense of urgency and encourages users to take immediate action to avoid missing out on discounted products.
How to Write a Call-to-Action Using Motivation
Hope is a powerful motivator when it comes to crafting compelling CTAs.
It taps into people’s aspirations, desires, and the belief that their actions can lead to positive outcomes.
Here’s why using hope as a motivation in a CTA is effective:
- Positivity and optimism: These CTAs convey positivity and optimism, inspiring users by highlighting the potential for positive change or a better future, making them more receptive to taking action.
- Confidence and belief: Users are more likely to believe in the value of the action being promoted when they see a CTA that offers hope, which can boost conversion rates.
- Emotional connection: Hope is an emotion that resonates with people on a deep level, connecting with their personal goals, dreams, and aspirations, creating a strong emotional bond with the CTA.
Hope-Based CTA word choices
To create hope-based CTAs that motivate action, use words and phrases that convey optimism, safety, and the promise of positive results. Here are some call-to-action examples:
- “Safe and secure”
- “Risk-free trial”
- “Proven success”
- “Unlock your potential”
- “Experience a brighter future”
- “Achieve your dreams”
- “Transform your life”
- “Realize your goals”
- “Start your journey to success”
- “Build a better tomorrow”
Hope-Based Call to Action Examples
Suppose you’re promoting a personal development course. A hope-based CTA might look like this:
“Discover a Brighter Future with Our Personal Development Course! Unlock Your Potential and Achieve Your Dreams:
- Join Our Proven Program
- Realize Your Goals
- Transform Your Life Today!”
In this example, the CTA uses words like “Discover,” “Brighter Future,” “Unlock Your Potential,” and “Achieve Your Dreams” to inspire hope and optimism.
It assures users that by taking action and enrolling in the course, they can expect positive results and personal growth.
Hope-based CTAs tap into the fundamental human desire for improvement and a better future.
By offering users the promise of positive change and using words that convey hope and optimism, you can effectively motivate them to take action, whether it’s signing up for a course, making a purchase, or subscribing to a newsletter.
How Do You Start a Call-to-Action?
The most effective way to start a Call-to-Action (CTA) is with a compelling action word or phrase that immediately prompts the reader to take the desired action.
These action words serve as a clear directive, leaving no ambiguity about what the audience should do next.
Call-to-Action Sentence Starters to Get You Inspired
Here are some inspiring CTA sentence starters to ignite your creativity:
- “I encourage you to…”
- “I urge you to…”
- “Take action now and…”
- “Don’t miss out on…”
- “Join us in…”
- “Claim your…”
- “Experience the…”
- “Discover the power of…”
- “Transform your life with…”
- “Unlock the secrets to…”
- “Reserve your spot for…”
- “Start your journey toward…”
- “Seize the opportunity to…”
- “Make a difference by…”
- “Invest in your future with…”
These sentence starters set the tone for a persuasive CTA by instilling a sense of urgency, excitement, and motivation.
When crafting your CTA, consider the specific action you want your target audience to take, whether it’s making a purchase, signing up for a newsletter, or clicking a link, and choose your sentence starter accordingly.
By starting your CTA with a powerful action word or phrase, you grab the reader’s attention and guide them toward the desired outcome.
How to Write a Good Call-to-Action Sentence: 10 Proven Tips
Writing a compelling Call-to-Action (CTA) sentence is vital for driving user engagement and achieving desired outcomes on your website. Here are 10 proven tips to craft effective CTAs:
1. Use action words
Begin your CTA with action verbs that encourage immediate response.
Phrases like “Buy now,” “Subscribe today,” or “Get started” leave no room for ambiguity, prompting users to act decisively.
2. Provoke emotion in target audience
Appeal to your audience’s emotions by using words that resonate with their feelings and desires.
Phrases like “Experience joy,” “Overcome challenges,” or “Discover happiness” can evoke a strong emotional response.
3. Have a personal and meaningful conversation, on website or social media posts
Craft your CTA to speak directly to the user, making them feel personally addressed.
Use words like “you” and “your” to create a sense of one-on-one interaction and relevance.
4. Be specific
Clearly state what action you want users to take. A
void vague CTAs like “Click here” and instead use specific, actionable language, such as “Download your free eBook” or “Request a demo.”
5. Focus on benefits
Highlight the benefits users will gain by taking the desired action. Explain how it will solve their problems, fulfill their needs, or make their lives better.
For example, “Increase your savings” instead of “Open an account.”
6. Offer value
Guarantee that your CTA provides a clear value proposition. Users should understand what’s in it for them.
“Sign up for exclusive discounts” is part of the call to action example that communicates a clear benefit.
7. Stay true to your brand
Ensure your CTA aligns with your brand’s tone and personality.
Consistency in messaging helps reinforce your brand identity and builds trust with your audience.
8. Keep it to the point
CTAs should be concise and direct.
Avoid unnecessary words that can dilute the message.
Short and impactful CTAs often perform better.
9. Keep experimenting
Don’t settle for one CTA.
A/B testing different CTAs allows you to identify which phrases resonate best with your audience and yield higher conversion rates.
10. Use numbers when possible
Numbers can add credibility and specificity to your CTAs.
“Save 50% today” or “Join over 10,000 satisfied customers” are both call to action examples that provide quantifiable information.
Incorporating these 10 tips into your CTAs can significantly boost their effectiveness.
Remember that CTA optimization is an ongoing process, and continuously analyzing performance metrics will help you refine your approach and better tailor your CTAs to your audience’s preferences and needs.
20 Smart Call to Action Examples
Writing a compelling CTA sentence is vital for driving user engagement and achieving desired outcomes on your website. Here are 10 proven tips to craft effective CTAs:
What Makes It Effective: Slack’s CTA is highly effective because it’s simple, action-oriented, and emphasizes the benefit of a free trial.
The word “free” is a powerful incentive, and “Try” is a clear, low-commitment call to action.
Users are encouraged to take the first step without any financial risk.
Additionally, the CTA stands out with a contrasting color and is strategically placed on Slack’s homepage.
Link: Slack Homepage
What Makes It Effective: HubSpot’s CTA is straightforward and appealing.
It offers a valuable resource, the CRM software, for free, which is an attractive proposition for potential customers.
The use of the word “get” implies immediate access, and “for free” removes any financial barrier. The CTA is also visually distinct!
Link: HubSpot CRM
What Makes It Effective: Netflix’s CTA capitalizes on the power of the word “Started” and the idea of immediate reward.
It offers an easy way to watch their movies, allowing users to experience the service before committing.
The CTA’s simplicity and clarity make it compelling, and the use of contrasting colors ensures it doesn’t go unnoticed.
What Makes It Effective: Dropbox’s CTA is direct and action-oriented.
It focuses on the primary action a new client needs to take — picking a plan.
The use of the verb “find” is clear, and the CTA button’s placement in the center of the homepage ensures it’s easily accessible to all website visitors too.
Link: Dropbox Homepage
CTA: “Start your 30-day free trial”
What Makes It Effective: Amazon’s CTA offers a 30-day free trial of its Prime membership, coupled with a clear and compelling call to action.
The time-limited nature of the trial adds a sense of urgency, and the mention of benefits like fast shipping and streaming entices users to take action.
Link: Amazon Prime Free Trial
What Makes It Effective: TripAdvisor’s CTA encourages users to do one single action — search for a hotel or place.
It triggers curiosity and implies that more valuable information will be accessible immediately.
Link: TripAdvisor Homepage
What Makes It Effective: Spotify’s CTA offers its free service and uses a direct action verb, “sign up,” which implies instant access.
It’s placed prominently on their web page and emphasizes the benefit of enjoying music for free.
Link: Spotify Homepage
Airbnb for Homes
What Makes It Effective: Airbnb’s landing page and its CTA here are all about branding.
They turn their brand identity into a verb, that has a special meaning for their audience.
It encourages users to become clients and part of their community, triggering the desire for belonging while making extra income.
Link: Airbnb for Home
What Makes It Effective: Apple Music’s CTA is simple and appealing.
It offers a free trial, indicating that users can test the service without financial commitment.
The use of “try it” implies a low barrier to entry, and the contrasting color makes it stand out.
Link: Apple Music Homepage
What Makes It Effective: Grammarly’s CTA combines an action (“Get Grammarly”) with a strong incentive (“It’s Free”).
This makes it compelling for users looking to improve their writing.
The mention of it being free removes hesitation, and the placement in the header is prominent.
What Makes It Effective: Evernote’s CTA is straightforward and enticing.
It invites users to sign up for free, removing any financial barriers.
The use of “sign up” is clear and action-oriented.
Link: Evernote Homepage
What Makes It Effective: Coursera’s CTA offers a low-risk entry point for online learning.
“Join for Free” suggests immediate access without any cost, encouraging users to begin their educational journey.
Link: Coursera Homepage
What Makes It Effective: LinkedIn’s CTA is concise and invites users to join the professional network.
It’s a simple and direct call to action, effectively guiding users to sign up.
Link: LinkedIn Homepage
What Makes It Effective: Pinterest’s CTA provides an option for users to sign up/log in with their email, which can be less intimidating than social media integration.
At the same time, Pinterest focuses on the main activity performed on their website: exploring new ideas. It’s clear and allows for user flexibility.
Link: Pinterest Homepage
What Makes It Effective: TED’s CTA focuses on belonging.
It encourages users to browse talks, appealing to their curiosity and desire for knowledge.
Link: TED Homepage
Adobe Creative Cloud
What Makes It Effective: Adobe’s CTA offers a free trial, making it low-risk for users to try out their creative software.
Even if you are committed to purchasing the paid plan, it is easy to identify where to go.
What Makes It Effective: Trello’s CTA is inviting and emphasizes that signing up is free.
Link: Trello Homepage
What Makes It Effective: Asana’s CTA offers a free start and uses an action-oriented phrase.
It removes financial barriers and encourages users to take the first step.
Link: Asana Homepage
What Makes It Effective: Despite having a common main CTA (Get started), Google’s landing page improves by adding an attractive command: showing the world the right way to do something. In this case, run your business.
What Makes It Effective: Duolingo’s CTA is minimalistic yet impactful.
It uses an action word, “get started,” prompting users to begin their language learning journey.
Link: Duolingo Homepage
As a website owner, CTA is more than just a content tool.
Take the time to identify what you want to convince your audience to do, understand your readers, and make the right technology choices. A well-designed CTA button can be a game-changer for your page.
Looking to improve your website this year? We’ve gathered the Best Website Builders to help you make your website even more persuasive. Read it now!
Next Steps: What Now?
- Plan a better website to sustain your new CTA strategy
- Learn how to use CTA to improve your social media posts
- Use personas to identify the best CTA button for your target audience
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