What makes a good Call to Action? 

If you want someone to do something, you gotta ask for it…. right?


Effective CTAs typically use:

  • Action-oriented language, 
  • Create a sense of urgency, 
  • Highlight the benefit to the user, 
  • and are visually prominent

But it’s important to remember that not all calls to action are created equal. Some are strong, powerful, and more persuasive. 

A call to action is a word or phrase that prompts action. It urges your recipient to act in a certain way.

A call to action can appear as a clickable button or simply as a piece of text or image and can appear in any place where you want to direct your audience.

In email or social media we usually want to drive the audience to a webstore to buy, or to a landing page to learn more, view a video, download or complete a form or survey.

Examples of common CTAs

You’ll see plenty of CTAs around, but there are a few tried and tested phrases on repeat.

These common CTAs are uncomplicated phrases that tell your user exactly what to do and what they can expect once they follow through.

Some of the most common CTAs are:

  • Buy now
  • Order now
  • Subscribe
  • Contact us
  • Try for free
  • Try now
  • Learn more
  • Get started
  • Join us
  • Read more

Why is a good CTA important?

  • A well-crafted CTA guides your user where you want them to go.
  • A strong CTA will grab customers’ attention and incentivise them to take the decisive step. 
  • Effective CTAs give customers confidence in your business. 
  • They can communicate security, trustworthiness, and convenience, all of which can increase conversions or drive traffic where you want it to go.
  • Calls to action can also combat decision fatigue that occurs when someone has too many options.

Best practices for creating effective CTAs

  • Make it concise and clear
  • Don’t bury your CTA in a paragraph – make it visible 
  • If your CTA isn’t immediately obvious, you will lose your viewer’s interest in seconds.
  • Use white space
  • Use contrasting on brand or bold colours
  • Have well-considered page placement
  • Write benefit-forward supporting text that comes before or in between your CTAs.

For example, maybe you’re trying to get an audience to sign up for your email newsletter. If you want to convince people to hand over their email addresses, you’ll have to tell them what that newsletter will do for them.

Powerful words strike a chord with your audience’s emotions and can skyrocket your ROI.

“Take the Quiz” or “Shop Now” gives your audience everything they need to know about where the button leads.

  • It’s a mystery!
  • Incorporating your discount code into your CTA is a clever way to get people to click – USE CODE XYX
  • Use your own brand-specific language. 
  • Use social proof as a CTA – 5000+ 5 Star reviews 
  • Dangle a freebie or a free trial 
  • Redeem xyz