5 Things That Need Your Focus When Creating Effective Calls-to-Action



Writing CTAs is not always straightforward, and rarely is it effective. It’s important to keep testing until you find CTAs that work for your business. This article was originally published on roundpeg

Wouldn’t it be great if you could just walk up to people and tell them what you wanted them to do? You could try it, but people might look at you weird. Don’t worry though, there is a place where you can tell people exactly what you want them to do – in your website’s call-to-action, or CTA, buttons.

Your customers and potential customers are smart, but years of web surfing have them expecting to be told what to do on a website. If you don’t explicitly tell them what to do and give them an easy way to do it, they’ll most likely navigate to another website where the action to take is clear.

We’ve talked in the past about the design aspects of CTAs and the style of buttons you can use in WordPress, but today I want to focus on the language of CTAs. First, you need to decide something – what action do you want your customers to take? Some ideas include: scheduling an appointment, adding an item to a cart, downloading a white paper or giving you a call. Once you’ve got one action in mind, follow these tips for writing your CTA.

1) Focus on: Action Verbs

Download, buy, click, call – these are action verbs, i.e., the best verbs, because they spur people to action! Always start your CTA with an action verb, it makes your writing more exciting and gives readers something to actually do.


2) Focus on: Urgency

By creating a sense of urgency, you can help your readers move along more quickly. Have a sale going on? Give your customers a sense of urgency by including when the sale ends. Make them feel like they must go by using words like “today” or “now”.

3) Focus on: Voice

You’re using an action verb and the action is urgent. Use a voice that’s engaging and exciting to pull people in. It’s okay to use exclamation points here! The product or service you offer is great and your customer will benefit from it – definitely an okay time for excitement. Remember, the bat-and-ball is good in small doses; only use it once or you’ll lose the effect.

4) Focus on: Benefit

Will your whitepaper help improve your business? Can your customers try it for free? Think of the benefits of what you’re offering and share the benefit. Users are much more likely to click if they see benefits up front.

5) Focus on: Lead Up & Button

There is a difference in the language you’ll use for these two areas. The lead-up text is introducing the product or service and showing the benefit. You can be clever in the lead-up text; in fact, this is a great place to be creative and persuasive.

However, in the button text, you want to be as clear as possible. This is where you tell them exactly what they’ll be doing and you don’t want to obscure the action. Keep the button text short and snappy, around 1-5 words.

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