Getting your target audience to view your website is one thing, but generating sales, increasing subscriptions, and getting clicks are the ultimate goals. Effectively converting site visitors into customers is as important as the product and your content. Hence, using persuasive language and affirmative words are key factors in creating your call to action (CTA)—the statement that will drive visitors to take a specific action.
Here’s how to make a website CTA in just four steps:
1. Align Your Goals With Your Audience’s Goal
Whatever your goal is, know exactly what you want your reader to do and explain this to them clearly. For instance, do you want your customers to purchase an e-book from your store? Do you want them to subscribe to a newsletter? Or do you want them to book a service?
To get your viewers to click on your CTA, you need to appeal to them with an offer that they can’t resist. Think of what will entice your audience, whether it’s a discount on your services if they sign up right away or exclusive content that they can only access through a newsletter. Consider what they want and the steps they’ll need to take to get it.
Your website’s content and your CTA should reflect the same sentiment. And keeping your goals clear will go a long way in helping you write consistent and effective copy.
Call to actions are just the tip of the iceberg. Your content should be written in such a way that will persuade your readers to do what you want. It is the last bit that will push them over the edge to convert.
2. Use Strong Language
As you sit down and begin to write your CTA, remember that you should be conveying power and stirring emotions within your readers through the words you use. You want to get your reader to sign up for free now, subscribe for a discount now, and download exclusive content now. “Free,” “Discount,” “Exclusive,” and “Now” are all words that drive people to take action.
These words are also called power words. There are hundreds of power words that you can use to trigger emotions in your potential customers. In fact, you’ve probably seen many of them used in marketing campaigns before.
Note that different power words play on different emotions. So, once you’re clear about the goal you’re trying to achieve, you can pick corresponding power words for your CTAs.
Here are a few examples of weak calls to action that can benefit from power words:
Sign Up Here
Get Exclusive Tips
Schedule a Demo
Book a Free Consultation
Register for More
I Want to Learn More
Let’s Work Together
Start My Free Trial
Keep in mind that getting viewers to do something is difficult enough without the added complication of losing their attention and interest before they can click on the link. Keep your CTAs simple, short, and straight to the point. We recommend sticking to around 10 words or less and avoiding overcomplicated, long words.
In the same vein, hook your viewers by giving them something that they want. CTAs like “Subscribe to my channel” are straightforward, concise, and short, but also extremely boring. Instead, try a CTA like “Get expert tips now,” which is just as clear and powerful, but gives viewers a better picture of what they can get if they click that button.
Pro tip: If your offer is time-based, drive the point home that the reader only has X amount of time before the offer expires. Words like hurry and limited are great ways to get your viewer to take action immediately. You also don’t want your content to sound like a sales pitch, so sprinkle these words around your content but don’t overdo it.
3. Know When to Ask
Sometimes, using words like subscribe and register can scare away a potential customer. While these words are direct and concise, they also imply a sense of commitment that the consumer might not be ready for.
Take a look at the rest of your content and see where it’s headed. If you think that the reader might need an extra push in the right direction, CTAs like “Learn more” and “Talk to us” can be a less abrasive way to get your message across (and get your viewer to convert) without scaring them off completely. Essentially, these are call to actions that keep the viewer engaged without commitment.
Pro tip: Don’t know how to format your calls to action effectively? Hire a web designer through sites like Fiverr—they’ll have the expertise to create a site that converts. You can also use Fiverr to hire copywriting experts for a persuasive and personalized copy for your business.
4. Know Where & How to Ask
While content is important, don’t neglect how your CTA looks and where it’s located on the page. Make sure your CTA stands out (i.e., keep your message large and clear enough, and use contrasting colors).
One way of creating a visually impactful CTA is to play around with your button colors—green and orange are often suggested. Experiment with button sizes and shapes too. Determine the main colors of your website and ensure that your buttons and fonts differ enough in color that they don’t blend in with the background.
It’s also important to take note of where your CTA falls on the page. Many businesses have CTAs on their main banners, as this is the first thing people see when they visit the website. Other popular locations are at the very top of the page, to the right of your site, on your footer at the very bottom, or on a page’s pop-up.
Wherever your CTA is located, try to keep its surroundings free from other call to actions. Keeping your page free from clutter will keep your audience from feeling too overwhelmed and will keep your website from looking too pushy.
After all, you don’t want your reader facing too many buttons that they end up not knowing where to click. If you absolutely must have multiple CTAs on one section of your site, let them all say similar things, and use them as leads to the same next steps.
7 Examples of Effective CTAs
Now that you know how to write a successful and compelling call to action, here are some effective examples from real businesses. Pay attention not only to the copy, but also to how the CTAs look.
These sites were all built through Squarespace, showing how you can format your Squarespace website to encourage conversion among your viewers.
1. EST Creative
Not only is this CTA short and sweet, but it’s very descriptive too. The call to action clearly outlines what the company can do for you, and you know exactly what you will get from clicking on the link. Visually, the CTA button stands out because of its placement (right on the banner) and its contrasting color.
2. Maker City LA
Speaking of keeping it short, this CTA gets straight to the point. Notice how all the content on the main page (i.e., the images and the copy) have the same goal: to entice the viewer to use this coworking space. The simple “Work Here” button just seals the deal.
3. Elle & Company
Sometimes, using strong words can have the opposite effect. Instead of pushing your viewers away, try sticking to positive and collaborative words. “Helping businesses” and “Let’s work together” are both effective ways to market your services while also subtly convincing your viewers to trust you and your company.
4. Active Schools
This nonprofit organization uses movement to tie its content and the CTA together. Not only does the CTA stress its goal of increasing physical activities in schools, but “Join the Movement” is a great play on words that drives the main point home. It reminds the viewer that they’re about to be a part of something bigger.
5. Knapsack Creative Co.
By clicking on the button, Knapsack automatically directs you to a contact form that will be used to set up a video call with a designer from their team. Although “Meet With a Designer” is a very straightforward call to action button, it explains the next step of the process and helps the customer imagine the buying process effectively.
6. Allie Casazza
One of the best ways to entice your audience to click is to be clear about the solution you’re offering. This banner does exactly that while also keeping it fun and lighthearted. Don’t be afraid of straying away from the usual CTA buttons, especially if your business is non-traditional.
7. The Luminous Studio
Giving just a glimpse of your offerings can engage your audience and lead them to click on the button to find out the rest. Curiosity is a big factor in getting the viewer to click. This type of “cliffhanger” CTA is especially useful when you have too many services to fit in just one call to action, and you want to direct your readers to a more unified service page.
Frequently Asked Questions
What is the purpose of a call to action?
A call to action is a statement that tells the viewer the next steps in the buying journey and encourages a response. Whether it’s to subscribe to a newsletter or to sign up for a class, a good call to action should be able to convert a potential customer and convince them to do what you want them to do.
What is a good call to action?
The best calls to action are short, specific, and can tell the viewer exactly what you need them to do while also outlining what you can provide. To encourage conversion, try using power words and creating a sense of urgency. Remember that your site’s content should be persuasive enough to convince the reader to make a purchase—the call to action is just the final push.
How much does it cost to hire a copywriter?
Copywriters charge anywhere from a couple of dollars to the hundreds, depending on the job and their skill levels. To find affordable copywriting, you can always go through sites like Fiverr. As it’s a freelancing platform, prices vary greatly, but expect to pay $10 to $15 per page for many copywriting services.
Convincing viewers to make a purchase isn’t the easiest, but having a great call to action will go a long way in converting them. Remember to keep your CTAs short, straightforward, and simple. Use powerful words and a sense of urgency to stir your viewers’ emotions. Crafting an effective call to action starts with your content. Keep the goal of your website clear, and your CTA will flow seamlessly to tie everything together.