Which call to action (CTA) should show up on your website landing pages? As much as CTAs generate leads, it is quite hard to master them. We want to share a few things we’ve learned about leveraging this age-old marketing tactic in the modern age.
CTAs significantly impact your conversion rate and guide users toward the desired actions. They play a crucial role in any online marketing campaign, whether it’s an opt-in campaign, sales funnel, or homepage engagement.
Crafting effective CTAs requires careful consideration of your target audience and the main goal of your marketing efforts. A strong call to action can make all the difference in driving conversions and boosting your overall success. CTAs are used at every stage of the sales funnel from ad copy to a landing page. Tailoring the landing page CTA to resonate with your audience to drive action is important.
So, let’s find out how to write the best CTA button text!
The basics of writing an effective CTA
Crafting a compelling landing CTA is crucial for driving immediate action from your readers. To ensure that your CTAs are effective, it is important to follow a few key guidelines.
A CTA should be clear and concise
Clarity is paramount. Your readers should be able to understand exactly what action you want them to take without any confusion. Keep your landing page CTA short and concise, using simple language that is easy to comprehend.
For example, a clearer CTA like “Learn more” is better than a complex landing page request to “Click here for more information.” Short and clear CTAs inform readers on the next steps and what to expect when they click on the button or link.
Use action verbs to prompt immediate response
Incorporate strong action verbs in your landing page CTAs to encourage prompt action. “Buy,” “join,” “subscribe,” or “download” are strong action words that create a sense of urgency and prompt readers to take specific actions right away.
For instance, “Start your free trial now!” is a more compelling combination of action words than a generic “Sign up” CTA. The first phrasing not only tells the reader what to do but also creates a sense of excitement and urgency around the offer.
Understand your target audience when crafting a CTA
Knowing your audience’s needs and preferences is essential for creating an effective landing page CTA. Tailor your language and messaging based on audience demographics, interests, and pain points. Directly address audience desires or challenges to encourage action.
For example, if you are targeting busy professionals who value time-saving solutions, consider using CTAs like “Get instant access” or “Save time now.” By aligning your CTA with their specific needs, you can make it more compelling and relevant.
Key elements for crafting compelling CTAs
To create CTAs that truly resonate with your audience and motivate them to take action, consider these key elements:
Create a sense of urgency in your CTAs.
One of the most effective ways to encourage immediate action is by instilling a sense of urgency in your CTAs. By generating a bit of anxiety that your reader could be missing out or emphasizing limited availability, you can increase the likelihood of conversion. For example:
- “Limited time offer! Get 50% off today only!”
- “Don’t miss out on our exclusive deal – ends tomorrow!”
By incorporating phrases like “limited time,” “act now,” or “while supplies last,” you create a sense of urgency that compels users to act promptly. And that translates into boosted conversion rates.
Offer value or incentives to encourage action
To entice readers further, it’s essential to provide clear value or incentives within your compelling call to action. People are more likely to take action when they perceive they will benefit from doing so. Consider offering discounts, free trials, eBooks, or access to exclusive content as incentives for clicking on your CTA. Examples include:
- “Download our free eBook and unlock expert tips!”
- “Sign up now and receive 20% off your first purchase!”
By explicitly stating what users will gain from clicking on the CTA, you increase their motivation to engage with it.
Keep your CTAs visually appealing and attention-grabbing
In today’s fast-paced digital landscape, capturing users’ attention quickly is crucial. Your CTAs should stand out visually and be easy to locate on the page. Here are some tips for creating visually appealing CTAs:
- Use contrasting colors that grab attention.
- Incorporate eye-catching graphics or icons.
- Experiment with different button shapes and sizes.
- Make sure the text is legible.
The goal is to make your CTA striking. You can increase a CTA’s effectiveness by using visually striking design elements.
It’s important to consider these key elements: creating a sense of urgency, offering value or incentives, and ensuring visual appeal. Implementing these strategies effectively can significantly improve your click-through rates and conversions.
Now that we’ve explored the essential elements for crafting compelling CTAs let’s discuss some examples of good and bad CTAs:
Examples of good CTA copy
- “Get your free trial now!”
- “Limited spots available – sign up today!”
- “Unlock exclusive content – click here!”
These examples clearly convey value, create a sense of urgency, and are visually appealing.
Bad CTA copy examples:
- “Learn more”
- “Click here”
These examples lack specificity and fail to provide any incentive or urgency for users to take action.
Utilizing best practices for CTA buttons
Clickable CTA button plays a crucial role on landing pages. These buttons serve as the gateway to enticing users to take a desired action, whether it’s completing the buying process, signing up for a newsletter, or downloading an ebook.
To ensure your CTA copy is effective in capturing user attention and prompting them to act, follow these best practices:
Place CTAs strategically on high-converting pages
To maximize the impact of your CTA buttons, it’s essential to strategically position them on high-converting pages. Identify the pages where you want users to take specific actions and place your CTAs prominently within their line of sight. For example, if you want visitors to subscribe to your newsletter, consider placing a CTA button at the end of each blog post or in a sidebar widget.
Leverage white space effectively around your CTA buttons to make them stand out. By surrounding them with ample empty space, you create visual contrast that draws attention and compels users to click.
Optimize button design, size, and color for visibility
Your CTA button’s design significantly impacts its effectiveness. Use a simple and easy-to-understand CTA button design. Avoid cluttering the button with excessive text or unnecessary graphics that may confuse users.
Consider the size of your CTA buttons as well. They should be large enough to be easily clickable on both desktop and mobile devices without being overwhelming or obstructive. Test different sizes and monitor user behavior using analytics tools like Google Analytics.
Color also plays a crucial role in attracting attention and conveying meaning through visual cues. You can choose colors that align with your brand identity while ensuring sufficient contrast between the button color and surrounding elements. For example, if your brand colors are predominantly green, opt for complementary hues like blue or orange for your CTAs.
A/B test CTAs to find the most effective one
To determine your website landing pages’ most effective CTA button, it’s crucial to conduct A/B testing. Create multiple CTA variations. You can do this by altering different CTA elements such as button text, color scheme, and design. Test these variations against each other and gather data to determine CTA offers the best click-through rates and conversions.
When conducting A/B tests, focus on changing one element at a time to isolate its impact on user behavior. For example, test “Buy Now,” “Get Started,” or “Learn More” CTA button variations to identify which one resonates most with your audience.
Every business is distinct and a CTA button that works for you may not work for others. Regularly analyze the A/B Test results and make data-driven decisions to optimize your call-to-action buttons continuously.
Examples of crazy-effective call-to-action buttons
“Get started now” – simple yet powerful CTA that implies immediate progress.
One of the phrases you can use is “Get started now.” This straightforward CTA button immediately grabs the user’s attention and creates action urgency. The word “now” encourages users to take immediate action or else they will miss out on something amazing.
Imagine browsing a website offering a free trial for a productivity app. At the end of their compelling pitch, you see a bright blue button with the words “Get started now.”
The combination of the vibrant color and the urgent call to action button creates an irresistible urge to click. Readers should feel like they can’t wait a single second more for the benefits you’re promising to deliver.
“Limited time offer” – creates urgency and entices users with exclusivity.
Another great example of an effective call-to-action phrase is “Limited time offer.” This CTA targets people’s fear of missing out. It creates urgency and exclusivity. When users see this phrase, they know they act quickly to avail the special offer.
Suppose you’re scrolling through your Facebook feed and come across an ad from a popular online store. The ad’s bright red CTA button, “Limited Time Offer: 50% Off All Items!” catches your eye. The combination of striking color and enticing action verb immediately grabs your attention. You think, “I better click before it’s too late!”
“Join our community” – invites users to become part of something bigger.
Sometimes, it’s not all about purchasing. People may want to connect and belong to an exclusive club. That’s where the “Join our community” CTA shines. This CTA invites users to engage with your brand’s community on a personal level. It fosters belonging and loyalty.
The Google Play store uses a green “Join Our Community” button. Upon clicking, users become part of Google’s vibrant ecosystem. A single button click takes them to discover new apps, connect with fellow users, and share their experiences. The CTA promotes a shared sense of community.
Tips for writing a call-to-action button that works
Use persuasive language that compels action.
Using persuasive language is crucial. The right words can entice visitors and prompt them to take the desired action on your website landing pages. To make your CTAs more compelling, consider using strong verbs and actionable phrases that create a sense of urgency.
- “Unlock exclusive content”: This CTA offers an incentive and encourages engagement by enticing visitors with the promise of accessing exclusive content. By using words like “unlock,” you imply that valuable information is waiting to be discovered.
- “Subscribe for updates”: This CTA promises valuable information in exchange for contact details. By positioning it as an opportunity to stay informed and receive updates, you’re more likely to capture the attention of your site visitors.
By carefully selecting the right words, you can make your CTAs more impactful and increase the chances of converting visitors into leads or potential customers.
Offer limited-time incentives
One effective way to encourage immediate action is by offering limited-time offers or promotions through your CTAs. The fear of missing out on a good deal or opportunity motivates many people. CTAs like “limited time offer” or “try now” create a sense of urgency that encourages quick action.
- “Get 20% off for a limited time”: This CTA clearly communicates the benefit of taking action promptly while emphasizing that the discount won’t last forever.
- “Download our free guide today only”: By highlighting that the guide is available for free but only for a limited period, you incentivize users to act immediately.
Limited-time offers can drive conversions by providing an extra push for those who may have been hesitant about taking the next step.
Make it easy and clear
Use easy-to-understand CTA buttons to maximize their effectiveness. Concise and straightforward wording avoids confusion and prompts action faster. Avoid jargon and complicated terms that might deter users from taking action.
Consider the following tips:
- Use clear, actionable phrases: Instead of “Take a look at our blog post,” try “Read our latest blog post.”
- Keep it concise: Instead of “Start shopping now to explore our wide range of products,” try “Shop now.”
By simplifying your CTA buttons, you make it easier for users to comprehend the next step they need to take, increasing the likelihood of engagement.
Master the art of CTA buttons
Congratulations! You’ve learned the basics of effective call-to-action writing along with best practices and examples.
But before we send you on your way, let’s condense these lessons in call-to-action writing into a few short tips.
Use simple language that’s clear and concise to encourage users to take action.
Use action verbs that create urgency and inform your readers about the next steps.
Create a visually appealing CTA button by using contrasting colors or bold fonts.
Test different CTA button variations and find out which works best. Small tweaks lead to significant conversion rate improvements.
Now it’s time to get practical! Implement these CTA button writing strategies in your marketing campaigns and watch as your click-through rates soar. The key is to continuously analyze and optimize your CTA buttons based on user feedback.
How many call-to-action buttons should I include on a web page?
One primary call-to-action button per web page is recommended. This helps avoid confusion and ensures visitors focus on the most important action you want them to take.
Should I use different CTAs for different target audience?
Yes, it can be beneficial to tailor your CTAs based on different target audience needs and preferences. By personalizing your CTAs, you can increase their effectiveness and relevance.
Is it better to use text-based or image-based CTAs?
Both text and image-based CTAs are effective depending on the webpage context and design. Choosing a format that aligns with your overall visual branding and provides a clear and compelling message is important.
How long should my call-to-action copy be?
Keep your call-to-action copy as concise as possible. Aim for no more than 5-7 words to maintain clarity and impact. Remember, you want to grab attention quickly and encourage immediate action.
Can I use humor in my CTAs?
Using humor in your CTAs can be effective if it aligns with your brand voice and resonates with your target audience. However, make sure the humor doesn’t overshadow the main purpose of the CTA or confuse readers.