Do you struggle to get your customers to take action on your site without being too pushy?
If so, it may be an easy fix! In many cases, all it takes is a small tweak to your call to action (CTA) to see conversions increase.
So, in today’s post, we’re going to help you write some irresistibly clickable calls to action by looking at:
- What is a call to action?
- Why are calls to action so important?
- 6 tips for writing a great CTA
- 20 examples of calls to action by some of the world’s top brands
After this post, you’ll have no trouble telling your customers what to do (in a nice way ?).
What is a Call to Action?
A call to action (CTA) is a concise statement that encourages your audience to do something and typically involves getting your audience to click on a link.
And unlike what some marketing websites imply, this call to action definition doesn’t always involve making a sale or “closing a deal.”
Though calls to actions are definitely necessary to get your audience to make a purchase, there are many other uses for CTAs such as asking users to:
- Join your newsletter or email list
- Check out some content you’ve written
- Write a comment for your video or blog post
- Follow your company on social media
- Participate in a survey
- Give some feedback or a testimonial
- Leave a review online
These are all common types of CTAs that you’ve likely run into before and generally come in two types, both related to links.
You can have CTA in the form of an official button, or a CTA in the form of a link with some anchor text.
So what is a CTA? Again, it’s simply any direct command that encourages your audience to take action.
And the surprising truth about CTAs? They’re crucial for increasing your conversions and sales.
The Importance of a Good Call to Action
You may not believe it, but your call to action is a really important factor for your bottom line. In fact, a well-worded call to action may just be the difference between your business thriving or your business tanking.
And no, that’s not an exaggeration. Protocol 80 sourced the following statistics to show the value of CTAs:
- Emails with a single call to action increased clicks 371% and sales 1617%
- ContentVerve saw a 90% increase in click-through rate by using first-person phrasing in their CTAs
- FriendBuy increased signups by 34% by adding anxiety-reducing content and explaining key benefits next to their CTA
- SAP found that orange CTAs boosted their conversion rate over 32.5%
- HubSpot found that anchor text CTAs increased conversion rates by 121% and between 47% and 93% of a post’s leads ONLY come from anchor text CTAs
Needless to say, this small aspect of your marketing strategy can lead to some big changes. That’s why you need to be extra particular when it comes to how you present your call to action to your customer.
Otherwise, you run the risk of leaving unnecessary conversions and profits on the table. So let’s check out some of the best practices for creating highly clickable calls to action.
How to Write a Call to Action That’s Irresistible
Creating the perfect call to action can be tough. The goal is to ask your audience to do something without coming off too pushy, which can be a difficult line to walk.
Plus, the language you use to craft your call to action changes depending on your audience. That means there’s no “one-size-fits-all” solution to creating a solid call to action. However, there are some general guidelines that are always true.
Here are a few of the most important tips in that article, along with a few new ideas to make your CTA extra clickable.
- Tailor your call to action to the platform
- Begin your CTA with a strong command verb
- Use power words
- Foster curiosity and anticipation
- Show benefits and social proof
- Get creative to catch your audience’s attention
Let’s take a look at each point in more detail.
Tailor Your Call to Action to the Platform
Your call to action button changes depending on where you’re delivering it to your audience. On your website, you’re bound to have a call to action button encouraging people to use your product or service.
The button’s CTA is probably short, and something along the lines of “Get Started Today!”
On social media, however, you may write posts with longer, more in-depth calls to actions that ask users to click a subsequent link.
These may read something like, “Take advantage of our 15% off discount by clicking the link and start shopping today!”
The length and copy of your call to action need to be appropriate for the platform you’re using. CTA buttons are typically shorter (3-7 words), and text-based CTAs can be longer. But a good rule of them is to make them as concise as possible.
That said, we’ll see some call to action phrases later that you can use as templates for your blog or social media posts.
Begin Your CTA With a Strong Command Verb
Believe it or not, people like to be told what to do. We have so much going on in our everyday lives that it’s sometimes nice to have a clear, specific task to follow that doesn’t require decision-making skills.
So your call to action isn’t the time to dance around what you want. Be straightforward and begin your CTA with a command verb.
For example, which of these calls to action is more likely to get clicks:
- Signup now for your free eBook
- Why not join today?
While neither of these should be the golden standard for a CTA, the first is the clear winner. It shows you a benefit for taking action (which we’ll discuss later) and does all the thinking for you by starting with a command verb.
The second one, however, poses a question and literally gets you thinking of all the reasons you can’t join today.
Remember, a good call to action takes as much thinking out of the equation as possible.
Use Power Words
Related to using a command verb to start, you should be using power words to enhance the copy of your CTA. Power words are words that trigger a psychological or emotional response from the reader.
While a regular CTA is understood by readers, a great CTA is felt by readers. Power words get your audience feeling something that encourages them to take action.
So rather than, “Take advantage of our offer to increase your sales today,” you may write, “Take advantage of our once-in-a-lifetime offer to skyrocket your sales now!”
Small additions of power words like “once-in-a-lifetime,” “skyrocket,” and “now” make the second option a much more clickable call to action. And if you need some help with power words, you’re in luck.
Check out OptinMonster’s comprehensive list of 700+ power words that will totally revolutionize the way you write your CTAs.
(☝️See what we did with the power words there?)
Foster Curiosity and Anticipation
One strategy for creating a killer call to action is to build curiosity or anticipation. The former strategy is more often used to get people to click and engage with your content.
Building curiosity would be something like “Learn how this former pizza delivery guy started 7-figure online business at home.”
To effectively build curiosity, you reveal the result of whatever story you’re going to tell in your content, without showing how you’ll get there. The goal is to connect your audience with something they really want (the result) and get them curious about how they can achieve it.
Anticipation is another strategy that works better for selling products. Again, you’re selling someone the result that your product brings and getting them excited for their new life change.
For example, an online fitness coach may make a call to action such as “Transform into your sexiest self today!”
This paints an image of a result that the customer wants and gets them excited about that dream becoming a reality. This anticipation drives them to take action.
Show Benefits and Use Social Proof
Another excellent method for spicing up your call to action is showing a tangible benefit or relying on social proof. Showing your audience a tangible benefit for your call to action usually (but not always) involves offering a discount or promotion.
These calls to actions usually start with the command verb “save” or “redeem,” and read something like “Save 25% by joining today!” or “Redeem your 2-for-1 coupon right now!”
Writing your CTA with a benefit adds an extra incentive (a value proposition) to the equation that can really boost your conversion rate. But you also have another trick up your sleeve:
The most common type of social proof for CTAs is leveraging fear of missing out (FOMO). Fear of missing out is a phenomenon that occurs in most consumers and is super powerful.
Many infomercials saw huge increases in sales when they changed their call to action from “Call now, operators are standing by” to “If lines are busy, please call again!”
When listeners heard the first CTA, they thought, “If operators are standing by, it must not be a popular product.” But when they heard the second CTA, the opposite occurred. They thought, “If lines are busy, this product must be really popular. I should call.”
Get Creative to Catch Your Audience’s Attention
One of the hardest things to do in the digital world is to separate yourself from the noise. The only way to truly stand out is to get a bit creative. The Harmon Brothers are incredible at this.
They’ve made such viral ads as the Squatty Potty, Poo Pourri, and Goldilocks & the Purple Mattress:
These ads did extremely well and got many viewers to take action.
Why? Because they really stand out in a world of boring advertising. And you can do the same.
You don’t need to create mythical creatures or spend millions on video production. You just need to get creative in how you connect with your audience. Use language that really stands out from the standard messaging and grabs the eye.
Plus, you can use various visual creation tools to make stunning images and videos without breaking the bank.
For example, the company Manpacks used a call to action that really hit home with its audience:
Build a manpack.
It’s strong, simple, and built curiosity in men who were left wondering, “What is a manpack, and why do I suddenly feel like I need one?”
Ok, now that we have some tips on how to write a clickable call to action, let’s see how some of the best companies in the world have done the same. We’ll be splitting our call to action examples into two sections:
- Call to action buttons
- Text-based calls to actions
Let’s get started.
10 Examples of an Irresistible Call to Action Button
On most websites, you’ll see calls to actions in the form of a button. Again, the text is usually concise (3-7 words) and clearly expresses what the company wants the user to do.
Let’s see how some of the biggest businesses in the world craft their call to action.
Netflix has an incredibly simple, clear call to action. Their easy-to-spot “Try it now” button stands apart from the rest of the page with its bold color scheme.
Plus, the copy implies that you can try the software for a bit before making any commitments.
When your brand is as popular as Netflix, you really don’t need to get too creative. This simple call to action is all it takes for hundreds of new subscribers each month.
This is just one example of HelloFresh’s CTA. The fun little “Get Cooking” button gets people to imagine themselves already in the kitchen preparing tasty meals for the family.
There’s a lot going on here with the imagery, the testimonial by HuffPost, and, of course, the call to action. They don’t give too many details on the software, which is why the phrase “See how it works” is wonderful at building curiosity and anticipation.
Nike has never been one to use 2 words when 1 will do. In fact, their world-famous slogan, “Just do it” is as straightforward as it gets. We shouldn’t expect anything else from their call to action.
The 1 word “Shop” is all they need to tell customers what to do. And if Nike is doing it, then there must be something to the short-and-sweet approach.
The creators over at Basecamp are known for keeping things casual and never overthinking a decision. Their call to action fits their laidback style and is a warm welcome for people to test out the software.
Sendinblue’s CTA is a refreshing change from the usual “Try Now.” The phrase “Take a free test drive” not only reminds users they can try the software risk-free but also adds some playful color to the animated image on the righthand side.
Bluehost’s call to action is a friendly reminder that people don’t want the ½ inch drill, they want the ½ inch hole. When most people think of site builders, they think of platforms like WordPress.
The last thing they want to think about? Finding the right host.
Bluehost plays on this emotion by avoiding phrases about site hosting and dives straight into site creation. After all, that’s what their visitors are really hoping to accomplish from Bluehost.
8. LiveChat Inc
LiveChat Inc’s CTA is short, to the point, and adds the value proposition. It stands out because of it’s bold red coloring (like we saw with Netflix) and reminds users they can give the software a test spin totally free.
AWeber flirts with the CTA word-length limit, but they manage to pull it off. Their bold orange button color draws the reader’s eye directly to the message. They add the value proposition of “free” to really entice users to click through.
Here’s one last example of a CTA by one of the world’s most famous brands, Spotify. They use a green button here on an orange background showing a well-placed contrast to draw your attention.
Like many of the other examples we’ve seen, Spotify likes to highlight that you can sign up and use their service at no cost and no risk.
Ok, now let’s shift gears and look and longer, text-based forms of calls to actions.
10 Examples of Well-Worded Calls to Action
The following call to action examples come from blogs or social media. They are longer phrases that encourage users to click a link and redirect their attention to another page.
We couldn’t write this blog post on calls to action without referring to our parent company, OptinMonster. If you follow their blog (which you really should if you want to master lead generation tactics), you’ll notice they end their posts with a consistent call to action.
And this is a pretty common practice for most blogs.
This small phrase asks people to share the post (if they enjoyed it, of course) on various social media platforms. Examples like this are an important reminder that not all CTAs need to be sales-driven.
12. Neil Patel
Neil Patel is one of the world’s most famous marketing “gurus.” At the end of one of his posts, you’ll see he adds a call to action for people to sign up for a small course he has. Though the second CTA (“Start by clicking here”) is where users take action, it’s his first step that really draws you in.
The bold “Do This Now“message is impossible to ignore and gets readers to follow to the next step.
13. The Art of Manliness
Though most people wouldn’t think that the copy “Join the Strenuous Life” is catchy, it’s perfectly suited to their target audience. They are constantly writing about self-discipline, getting more “tough,” and putting yourself in difficult situations to grow as a person.
As such, this is the perfect call to action to tempt their user base.
14. Fitness Machine
A subtle call to action from personal trainer Jarryd Smith, this Facebook post asks users to engage. If they want to take part in a 5-day body transformation challenge, they just need to leave a comment as indicated.
This is one great way of getting free traffic from Facebook.
WordStream has some pretty good calls to actions across their site, but this one comes from a Facebook post. They do a great job of building your anticipation and curiosity by offering a free Google Ad cost report.
For any marketers who run paid ads, this is a super enticing offer.
Besides the awesome imagery below this post, notice how LinkedIn uses some power words to spice up their CTA. The two most effective words, in this case, are “secret” and “successful.”
Everything about this call to action indicates there’s something you don’t know hindering your success with LinkedIn ads. And if you’ll just click through, they’ll be happy to show you.
Talk about leveraging FOMO.
This post on Twitter is more fun than the standard call to action. They take an old saying, “Everyone wants to eat, but few are willing to hunt” to set up their CTA:
“Bring out the big guns.”
This really goes a long way in building anticipation.
Grammarly does an awesome job with their calls to action. First, they just have a killer service, so they never need to try too hard to attract customers. But they do well at getting writers excited to write.
Here, they encourage their users to “Tap into their creativity,” which is totally speaking their audience’s language.
Going back to blogs, we have another example from the popular digital marketer, Brian Dean. On his site, Backlinko, he uses a subtle call to action to encourage users to engage with his post.
Here, he isn’t redirecting his readers anywhere else and wants them to focus on leaving a comment.
20. Amy Porterfield
As she finishes up one blog post, she adds a well-written call to action, “Click here to change your life with B-School!” If powerful language like that doesn’t build curiosity and anticipation, we don’t know what will.
A Few Closing Remarks
We’ve covered a whole lot of ground today. By now, it should be totally clear what CTAs are and how you can improve yours. If nothing else, you’ve got 20 killer examples to use as inspiration.
But before wrapping up, we thought it was important to remind users that crafting the perfect call to action is only part of the equation. In other words, no call to action will ever lead to anything if it’s the only thing people see.
You should work on your web design, your site’s overall copy, create killer content, and any other strategy you can to get users to sign up for your services.
One such strategy that TrustPulse specializes in is a form of social proof: positive action notification popups. You’ve likely seen these before, probably even while reading this article:
These small popups leverage social proof to increase overall sales by 15%. For such a small change to your site to have such a huge impact on your sales, adding this type of social proof is a real no-brainer.
It helps you drive business and improves user experience by adding credibility to your product.
And while we’d love for you to go with TrustPulse, we know there are other options out there.
That’s why we just like to remind users to never use software that encourages or allows fake social proof.
If users learn that your positive action notifications are fabricated or fraudulent, you’ll have an uphill battle earning back their trust.
So as we finish this post, it’s time to put our money where our mouth is and give you a few calls to action of our own. ?
Finally, are you 100% positive that you’re optimizing your site for the most sales possible? If you don’t have positive action notification software hooked up on your site, the answer is a firm “no.”
Boost your sales up to 15% by joining TrustPulse today!