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Best Practices for CTAs

ByKenna Griffin
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How many times can you write “contact us today?” It’s a tried-and-true Call-to-Action, but people use it so often that it doesn’t garner much attention anymore. 

Yes, you want your website’s visitors to do something as a result of reading your content. You want them to convert. But you may need to get a little more creative to get their attention and make that happen. This post will help you learn some of the best practices for CTAs.

What is a Call-to-Action?

A call-to-action is words included in a marketing message that asks the reader to take a specific action. Your CTA can ask your audience to subscribe to your email list, learn more about your services, or purchase a product. For example, a simple CTA might read “click here,” “contact us,” “buy now,” or “subscribe.” The idea is that the CTA leaves nothing to chance. It tells your website visitors exactly what you want them to do next and offers them a solution to their problem.

Common Types of CTAs

There are a limited number of reasons that you put a CTA on your website. While this list may not be comprehensive, it’s a strong look at the common reasons you might include CTAs on your site. 

6 Common Types of CTAs are: 

  1. Newsletter Subscription. You want site visitors to subscribe to it, making subscription calls a standard CTA to include on your site. 
  2. Lead Magnet. A lead magnet is anything you offer your website’s visitors in exchange for their contact information. It can be a downloadable graphic or checklist, an e-book, or even a short video course. These CTAs offer the visitor content of greater value if they provide information.
  3. Purchase. Purchase or promotional CTAs encourage website visitors to buy something while they’re on your site. These CTAs may even give them a special offer, like a one-time discount or free shipping, for making the purchase right then.
  4. Information. Informational CTAs pull visitors deeper into your site to help them learn more about your product or service.
  5. Social Sharing. Sharing CTAs encourage visitors to follow you on social media or share what they just read with others.
  6. Contact. Contact CTAs encourage visitors to complete your contact form, call, or email for a product demo or more information. 

Tips for Writing Effective CTAs

It’s great to know what a CTA is, but that still doesn’t help you write them. “Contact us” is a CTA, but, as we mentioned earlier, it’s not the only one or necessarily the best. There are probably more ways to word CTAs than we could even imagine. Creativity is your only limit. And it’s always more challenging to write shorter copy. Effective, action-oriented, engaging CTAs are no different. 

10 Tips for Writing Effective CTAs:

  1. Use Strong Action Verbs. Use a strong action verb that makes it easy for the reader to know exactly what you want them to do. Examples may include call, download, email, visit, or subscribe.
  2. Use Words that Incite Emotion. Emotional connections make us take action. Use words or symbols (!) that make visitors want to take action.
  3. Speak to the Reader. Personalized CTAs are most effective. Speak to the reader as much as you can.
  4. Be Concise. Short writing is more powerful and easier to understand. Use only the words you need to communicate your message as simply as possible.
  5. Focus on Them. Focus your CTA on your reader. What’s in it for them to take the action you’re requesting? For example, subscribe to our email newsletter and get our free e-book, “How to Become a Better Content Marketer.”
  6. Create FOMO. Fear of Missing Out motivates website visitors to take immediate action. Create a reason for them to take immediate action. For example, join our community of more than a million cross-fitters. 
  7. Minimize Risk. A strong CTA offers visitors something of value at low risk. Think about guarantees, warranties, promises, and free trials. All of these things make it easier for customers to take the next step.
  8. Be Specific. Tell the reader exactly what you want them to do. Leave no room for confusion.
  9. Create Urgency. Some of the most effective CTAs encourage customers to take action before the clock runs out or an item is gone. How can you make visitors take the next step without simply encouraging them to do something “today.” 
  10. Be Creative. You don’t have to write the same old stuff. Instead, think about how your brand serves your customers. How does what you’re trying to get them to do fulfill that purpose? Put it in writing, then finesse it. 
A woman works on a computer while writing in a notepad

CTAs to Consider

You know what a CTA is, why you might use one, and you have some tips on how to write it. But what does this look like in action? Examples provide the foundation for the best creative ideas. We want to break you out of the “contact us today.” Therefore, we can’t end this post without offering you some examples.

CTA Wording to Consider:

  • Comment below to share your views on this post.
  • Download your free e-book on ___.
  • How would you like a free estimate on ___? Just fill out this short form.
  • Get an instant quote for selling your ___.
  • Get a list of ___ and never run out of ___.
  • Take advantage of this discount by ___.
  • Learn more about how we can help you ___.
  • In this post, we ___. Want to learn more about it? If so, email us.
  • If you’d like more help with ___, check out ___.
  • Call today to schedule your free ___.
  • Like this post? Share it with your friends.
  • Join our community!
  • Learn our secrets!
  • Yes! Sign me up!
  • Ring us now!
  • Talk to us!
  • Start your journey
  • Try us out! Start your free trial.
  • Learn more about this best-selling e-book here.
  • Claim your limited copy!
  • Try now risk-free
  • Join free for a month
  • Interested? Give it a go!
  • Chat with a rep now.
  • Contact us today for a ___.
  • Learn how to ___.
  • Get a ___.
  • Receive a custom quote within 24 hours
  • Call today and find out ____
  • Join 5,000 other professionals for monthly ___ emails
  • Join to get access to weekly exclusive member deals and discounts

As you can see, these examples cover the gamut of necessary CTAs, but they’re just some ideas. When writing your CTAs, think about the what, who, and why. What do you want them to do? Who do you want to do it? Why should they? Answering these quick questions should help you draft better CTAs.

How Content Journey Can Help

Writing is difficult. We get it! No matter who you want to reach with your message or how you want them to convert, Content Journey can help. Start your journey to better content and more conversions by scheduling a free consultation with us. 

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