How to write a call to action: Tips for creating compelling CTAs to drive more conversions

There’s nothing more frustrating than successfully attracting a potential customer to your website, only for them to close their browser without buying anything.

Enter calls to action (or CTAs) – important elements that guide shoppers through the buyer's journey, helping you achieve your business goals, whether that’s lead generation, conversions, or customer engagement.

But what are some creative ways to make CTAs more engaging? And what are some tips on how to make a call to action more effective? In this guide, we’ll dive into how to write a call to action, complete with proven CTA marketing strategies that help boost conversions.

What is a call to action?

A call to action (CTA) is often used in digital content to encourage users to take a specific step — like clicking a button, signing up for updates, starting a trial, making a purchase, or completing a form.

CTAs are typically found on landing pages, emails, ads, and product pages, playing a major role in guiding users through the marketing funnel. The most effective ones are action-oriented, benefit-driven, and tailored to where the customer is in their journey.

Understanding the power of CTAs: How CTAs can influence consumer behavior

Why is a call to action important in the first place? Essentially, it can provide direction, focus, and a clear path forward; without one, even the most compelling marketing message may fall flat. The goal of a CTA is simple: drive engagement and turn potential customers into actual ones.

But effective CTAs go beyond simple instructions and tap into psychological triggers that evoke an emotional response. Here’s a deeper look at how this works:

• Urgency: Compel immediate action by suggesting that time is running out (e.g., "Limited time offer" or “Flash sale!”).
• Scarcity: Play on the fear of missing out on a valuable item or opportunity by emphasizing limited quantity (e.g., “Only 2 left!”).
• Social proof: Leverage the influence of others to validate the quality or value of a product (e.g., "Join 10,000 others who’ve purchased!")
• FOMO (fear of missing out): Capitalize on people’s desire to be included or to gain access to something exclusive (e.g., “Exclusive offer” or “Don’t miss out!”)

What are the different types of CTAs?

There’s no one-size-fits-all approach to CTAs. Good calls to action depend on what action needs to be encouraged and where the potential customer is in their journey.

As a result, CTAs may come in various forms. That said, here are some of the most common types of CTAs:

• Educational CTAs: These are ideal for top-of-funnel engagement, helping visitors learn more about your brand or industry by guiding them to blog posts, tutorials, or resource hubs (e.g., "Learn more.").
• Lead generation CTAs: Aimed at collecting user information like names and email addresses, these CTAs often lead to forms or subscription pages (e.g., "Subscribe now.").
• Sales CTAs: Typically appearing on product pages, landing pages, and email campaigns, these encourage immediate purchases or bookings by using language that’s direct and urgent (e.g., "Buy now.").
• Social sharing CTAs: Calls to action for social media are designed to increase customer engagement with social media platforms by encouraging sharing (e.g., "Share this article.").
• Event promotion CTAs: To boost attendance for webinars or live events (e.g., "Register today.").
• Trial or demo CTAs: These website CTAs offer users a chance to try the product or service before making a purchase decision (e.g., "Start your free trial.").
• Feedback CTAs: Encourage customers to leave a review, enhancing credibility and trust of your products (e.g., "Leave a review.").

What are the key elements of a compelling CTA?

So, what do you need to put in a call to action? Effective CTAs may involve more than just a catchy phrase — they can combine strategy, strong design, and a clear understanding of the audience’s motivations.

Great CTAs typically have:

• Clarity: Call to action phrases should be clear and straightforward, leaving no room for ambiguity. The potential customer should know precisely what action you want them to take.
• Action-oriented CTA language: Use strong, action-oriented verbs like "Buy," "Subscribe," or "Download" to guide the potential customer towards taking the desired action.
• Urgency: Incorporating a sense of urgency, like "Act Now" or "Limited Time Offer," can prompt potential customers to take immediate action.
• Visual appeal: Use contrasting colors, bold fonts, and strategic placement to make your CTA design pop.
• Value proposition: Clearly communicate the benefits potential customers will gain by taking action, whether a free trial, a discount, or exclusive content.
• CTA links: The destination behind the CTA matters just as much as the wording. CTA links should lead directly to a relevant, high-value page. Avoid sending people to generic homepages or unrelated content.

Tips and techniques for crafting engaging CTAs

Wondering “How can I make the CTA more compelling?” Start by thinking beyond the basics. Here are several CTA best practices that may increase click-throughs and the likelihood of a conversion:

• Personalize whenever possible: Tailor your CTAs to the preferences and behaviors of each audience segment — research has found that personalized CTAs perform 202% better than standard ones.¹ Whether you're addressing returning visitors or first-time readers, relevant messaging makes your offer more persuasive.
• Test CTA placements: Don’t assume that one location fits all. Experiment with different locations on the page to find the most effective spot, such as above the fold, mid-article, or in a sticky footer.
• Keep it short: Effective CTAs are concise and clear. Stick to one directive, ideally with 2-5 words that are action-oriented and benefit-focused.
• Ensure relevance: A CTA should be highly relevant to the content or offer it is associated with. If you're writing about budgeting tips, don’t suddenly drop a CTA for a product demo — keep it contextually aligned. Irrelevant CTAs can confuse your audience and reduce engagement.

One of the important CTA button best practices is that even the strongest CTA can fail without the right funnel. Narrowing messages, landing pages, and email flows can strongly reinforce the desired action. A well-aligned marketing strategy can ensure that CTAs feel like a natural next step, not an interruption.

Learn more about how to create a marketing strategy.

Examples of effective e-commerce CTAs and why they work

As potential customers browse, compare products, and read reviews, call to action buttons serve as critical touchpoints that guide them through the decision-making process. They can also act as the final nudge when potential customers are on the verge of making a purchase.

Here are some examples of CTAs that work well in e-commerce:

• "Add to Cart" and “Buy”: These are classic CTA button examples that lead directly to conversion. Straightforward and action-oriented, they make it easy for users to proceed with their purchase.
• "Shop Now": This e-commerce CTA takes users directly to the product page from an ad, reducing the steps needed to make a purchase — perfect for both desktop and mobile marketing.
• "Watch Item": By encouraging users to engage with products they like, this CTA increases the chances of a future purchase.
• “Subscribe”: Capturing email addresses means businesses can build a valuable customer database for future marketing efforts.
• “Leave a Review”: By making it more likely for customers to leave feedback or reviews, the platform enhances stores’ credibility and influences other potential buyers.

Common mistakes to avoid when creating CTAs

Knowing how to craft a strong call to action statement is only half the battle — avoiding common pitfalls is just as crucial to driving results. A well-designed CTA can guide potential customers smoothly through the conversion funnel, but even a small misstep can reduce its effectiveness or lead to missed opportunities.

Before launching your next campaign, double check for these common CTA mistakes:

• Vagueness: Avoid unclear or generic language like "Click Here." Your CTA should specify the action and the benefit.
• Overwhelming choices: Offering too many CTAs can confuse the potential customer. Stick to one primary action you want them to take.
• Poor visibility: If your CTA is hidden or blends in with the background, it may be ignored.
• Ignoring mobile users: Ensure your CTA is easily clickable and visible on mobile devices.

Drawbacks of CTAs

While CTAs are powerful tools for driving engagement and conversions, a poorly executed one can do more harm than good. When CTAs lack clarity, feel intrusive, or are misaligned with the content, they can disrupt the user experience and even damage brand trust.

Here are some common risks of ineffective CTAs:

• Lower engagement: If the CTA feels irrelevant or poorly timed, potential customers may ignore it completely, resulting in missed opportunities.
• User frustration: Overuse of CTAs — especially pop-ups or overly aggressive prompts — can annoy users and increase bounce rates.
• Reduced trust: Misleading or vague CTAs may lead to confusion or disappointment, eroding trust in your brand.
• Conversion drop-off: CTAs that aren’t optimized for mobile, lack visual emphasis, or take too long to load can cause hesitation or abandonment during checkout.

Real-life successful CTAs

A well-designed CTA can leave a lasting impact. Here are a few real-life successful CTAs that have become synonymous with their brands:

• Nike’s “Shop the Look”: Nike’s product pages often use this CTA to bundle outfits and simplify shopping. It works because it’s relevant, actionable, and aligns with how customers think about fashion — solving a problem (what to wear together) while driving higher cart values.
• Spotify’s “Listen Free”: Rather than “Sign Up” or “Try Now,” Spotify chose a CTA that focuses on the reward. It speaks directly to the user’s desire for entertainment and ease, making the benefit front and center.
• Slack’s “See Slack in Action”: Instead of a dry “Request a Demo,” Slack’s CTA feels engaging and low-pressure. It invites users to explore without obligation, which is a smart tactic in the B2B space where decision-makers may be skeptical of traditional sales language.