Let’s talk about how to write a CTA. Even if you don’t work in marketing, you already know what it is. Often on a website or a social post promo, you’ll see a button or a line that says something like “Sign up now” or “Learn more.” Welp, that’s what we call a call-to-action or a CTA for short. It’s basically a persuasive prompt designed to get people to take a specific action.

A call-to-action promotes a specific action that a business wants its clients (or prospective clients) to take after reading its marketing materials. Logical steps like making a purchase, signing up for a newsletter, or even just visiting a website are all examples of CTAs. Think of it as a little nudge that guides people toward what the business wants them to do.

So basically, CTAs are everywhere in digital marketing. Websites, emails, social posts, digital ads, you name the marketing channel and the CTA is probably there. And they play a major role in marketing because they help companies turn visitors into clients.

K, I get it – So why do CTAs matter?

I’m so glad you asked. 

CTAs are like little signposts that businesses can use to guide readers in the right direction. Whether it’s signing up for a newsletter or even just exploring a website further, a carefully crafted CTA can make all the difference. An engaging CTA keeps your reader engaged and moving through your sales funnel.

Imagine you’re reading an interesting blog article (like this one) or browsing a website when you decide you want to go forward or learn more. But if the following step isn’t crystal clear, you risk creating a poor user experience and losing potential clients. That’s where a CTA steps in – it steals your attention, tells you the next move, and encourages you to take action.

Companies of all sizes – big and small – rely on CTAs to drive conversions, whether it’s signing more clients, generating quality leads, or engaging a community. CTAs help businesses hit their marketing goals by prompting people to take actions that ultimately benefit both parties (a win-win hooray).

What makes a good CTA?

Ohhh em geeeee, another great question, reader (I annoy myself too).

A solid CTA is usually short, direct, and uses compelling language. Write a CTA by using concise language that minimizes confusion and clearly communicates the action you want readers to take. In summary, leave any overly cute, ambiguous language at the door.

Beyond simply the language you use for your CTA, your call-to-action placement is also key to driving user engagement. Your CTA should be strategically positioned where it’s visible and logically fits within the context of your content. Depending on the length of your content piece, there might be multiple CTAs. For example, your landing page might have a CTA in the top section, throughout, as well as at the end of the page. Similarly, your email newsletter can have several CTAs (pro tip: using multiple CTAs in your email marketing also promotes a better user experience for mobile users when your clients are scrolling on a tiiiiiny screen).

Lastly, a great CTA needs to be tailored to your audience. Understanding your ideal clients and what they need is a must – whether you’re a marketing manager or small business owner. And ultimately – your CTA needs to keep them engaged as part of their entire online journey. For some, this might mean inflecting a casual, conversational tone as part of your CTA. For others, this could mean getting straight to the point with the language you use. Whatever you choose – your CTA is essential to keeping your clients moving through the buying process.

5 Tips to write a CTA that sparks action

In marketing, a bomb CTA can make all the difference in turning potential clients into loyal ones. Whether it’s a click, a purchase, or a sign-up, mastering the art of crafting effective CTAs is a crucial skill for any small or medium-sized business. To help you assess your CTAs, here are some writing tips and techniques to create powerful CTAs and drive higher conversions.

1. Use clear language

Yes, again – clarity is so important. One of the fundamental principles of an effective, meaningful CTA is clarity. Make sure your CTA is concise and easily understood by a range of readers. Also, use action-oriented words that clearly communicate what you want the reader to do. Avoid vague language and focus on being direct and specific.

2. Instill a desire to take action

To motivate your audience, put a sense of urgency in your CTAs. Use time-limited offers or exclusive deals to reinforce to your customer that they don’t want to miss out. Phrases like “Don’t miss this” or “Sign up expires at midnight” are an easy way to let readers know your opportunity won’t last forever. However, it’s important to not overuse this tactic – creating an urgent message can make your marketing seem less genuine and come off as a major turn off for potential customers.

3. Tailor your message to the customer journey 

Different stages of the customer journey demand different messaging – including your CTA. When writing content in the initial awareness phase, focus on educating and engaging the audience. Tell them who you are and what you (+ your product) are all about. For clients further down the funnel in the consideration stage, write a CTA that encourage readers to peruse your products or content. This will allow them to generate more familiarity with you – like a friend they’re getting acquainted with. Lastly, in the decision-making stage, use direct CTA language that emphasizes the benefits of your product or service, shows why you’re the one, and prompts readers to make a purchase or contact you.

4. Showcase social proof

The power of social proof is undeniable – what’s a better testament than hearing from other real-life people? Leveraging the power of social proof in your CTAs can build trust and credibility among your readers. Some ideas are to highlight positive reviews or testimonials that showcase the success others have had with your product or service. Alternatively, adding video testimonials near your CTA button is a great way to close out an email or landing page.

5. Personalize it

In a digital world where we’re all living behind computer screens, it’s not always easy to connect with your dream clients. By tailoring your CTAs, it can add relevance to your specific audience. More specifically, use language that makes sense for your audience. For example, include details like your reader’s name or location to show that you see them. For example, if you’re hosting a virtual event or webinar, you could use a CTA like, “Joining from Cleveland, Ohio? Howdy, friend” instead of simply, “Sign up.”

In conclusion, the way you write a CTA really matters.

Crafting powerful CTAs is a MUST for your digital marketing materials – whether you’re a small business or a bustling enterprise. With the right balance of creativity and technicality, you can engage customers and transform them into clients. And the next time you come across a CTA, pay attention to how it grabs your interest and guides you toward a particular action.

Have other tips on writing a bangin’ CTA? Let me know below! I’d love to hear from you (unless you’re a robot or a troll).