Top 5 Tips for the Perfect Call-To-Action

04 May

When people visit your website you want them to do something: contact you, buy a product or service, register for updates, and so on.

It’s great if people browse your site and have quick read, but unless you’re making advertising revenue, it’s not going to be enough.

What you’re really hoping (and need) is for your landing pages to actually generate sales / leads by people clicking, calling and emailing (completing an action)

Enter Call-to-Action (CTA)!

Simply put – a CTA tells your reader to what you want them to do next.

How do you make that happen?

As the good book says:
“…Ask and ye shall receive…”
The Book of Matthew

It seems simple, right?

It is, and it’s essential for every landing page…yet in our experience most websites mess it up or don’t even have a CTA – a massive wasted opportunity.

How To Craft a Powerful Call-to-Action

Tip 1: Be CLEAR About What Your Readers Should DO Next

A CTA should be simple and clear. Don’t do the following:

• Don’t be a smart ass.
• Don’t use pretentious language.
• Never be ambiguous
• Don’t waste visitor’s time having them search for what to do – they’ll become bored and leave.

Keep is as short and simple as possible, for example:

• “YES – I Want to LOSE WEIGHT!”
• “Send Me My Free Trial!”
• “Help Me Become A Better Golfer!”

“…Poorly written CTA’s are the standard CLICK HERE or SUBMIT. A good example would be ‘Get your $50 spa coupon,’ which clearly articulates what you will be receiving in exchange for your precious click…”

Tip 2. Back Up Your Benefit Statement (AKA Value Proposition)

Whatever your product or service, it should provide a benefit of some sort to your customers.

Such as the examples above, a good CTA refers to this benefit and reinforces the advantage of following through on your offer.

Keep in mind this handy jingle from consultant Steven A. Lowe:

“…C is for conversion. Call them to act.
The copy should lead them to something they lack!…”

Tip 3. Use First Person Copy

Research shows readers respond well to CTAs that use first-person copy, such as:

“Give me my free ebook”

It’s direct and it’s personal to the reader, therefore grabbing their attention quicker.

Tip 4. Reassure

Encourage readers by showing them how easy it is to complete your CTA.

For example:
• “Signing up takes two minutes and is totally free”
• “No credit card needed”
• “Receive your quote IMMEDIATELY”


Make sure people will easily figure out what to click.

Your CTA button should POP OUT on the page. It should be the first thing people notice when they browse and be in close proximity to a description of the benefits of your product / service. While eye-tracking testing can be very costly, services like allow you to easily (and freely) test your design for impact.

If You’re Still Not Sure – Ask for Help

If you’re still wondering: “what’s the best way to go about creating a CTA for my website?” We can help you out. is team of experienced copywriters ready to help you craft your CTA and your next:

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