A Call to Action (CTA) is a brief instruction that prompts the user to take an action. It can be placed anywhere on the site, on social media, or in a promotional email. The purpose of this one-liner is to increase conversions by encouraging the user to take a beneficial action for them and the brand.
For example, when online shopping, you must have seen buttons labeled “Add to Cart,” “Download Now,” or “Start Free Trial”. Each of these button names is a Call to Action. The focus keyword “What Is a Call to Action? How to Create One that Converts” implies learning about lines, buttons, or prompts that can help to make customers do something you want them to. As a result, understanding how to create a CTA can help increase your business conversions.
A Call to Action bridges consumer interest directly to an actionable step. In the absence of this, your social media fans may like your page or product, but how do you guide them further? Hence, a CTA is like a friendly nudge that will take the lead and walk your users through the steps to take an action.
Why Call to Action Important?
Call to action is that signboard which informs the passengers where to get in. It gives meaning to the complete message. If the marketing post is made without the inclusion of a CTA, it will be the same like wasting that post. Here are some of the reasons why Call to Action is important:
- Helps the Audience: A well-written call to action shows the customers and visitors of a page what they have to do next on that webpage. For instance, if a page displays “Buy Now” as a call to action, it is clear to a customer that they have to click on that button to buy a product.
- Better Conversions: Call to actions when written and designed in a powerful way it can boost conversions. It can lead your target audience to become customers.
- Build Trust: When you place an action button, it depicts your level of confidence. It also allows people to be in a safe environment while performing the desired action.
- Tracks Performance: When you add a CTA in your website and newsletters then it will help your business understand how many people have clicked on your Call to Action and with its analysis, you will be able to know which call to action works best.
- Provides a Sense of Urgency: When you add texts like “Limited Offer” or “Ends Today”, it builds a sense of urgency among the users, which results in clicking a button earlier than planned.
- If you don’t place a clear-cut Call to Action, then it will cause confusion among the users and they will leave your website. Every marketing material—be it a social media ad, email or any other—should contain a strong and prominent CTA.
Different Types of Call To Action
There is no standard one-size-fits-all type of CTAs. Different Calls to Action are used to get a specific action that you desire the most, and the purpose could be anything from buying something, signing up for your email list, to simply providing them with more information. Let’s get to know the different types of Call to Action and what purpose each can have.
1. Lead Generation CTAs
These are designed to collect information like names and emails. Examples include:
- “Download the Free Guide”
- “Get Your Free eBook”
- “Subscribe to Our Newsletter”
Such CTAs help businesses build relationships and stay connected with potential customers.
2. Sales CTAs
These are all about driving purchases. Examples include:
- “Buy Now”
- “Shop the Sale”
- “Get 50% Off Today”
They are often bright, bold, and urgent, making customers act fast.
3. Social Media Engagement CTAs
These focus on likes, shares, and follows. Examples include:
- “Follow Us on Instagram”
- “Share This Post”
- “Tag a Friend Who’ll Love This!”
These CTAs help brands grow their online presence and reach new audiences.
4. Event or Webinar CTAs
Used for registrations or sign-ups. Examples:
- “Reserve Your Spot”
- “Join the Webinar”
- “Save Your Seat”
They create excitement and participation for upcoming events.
5. App Download CTAs
Used by mobile app companies to encourage downloads. Examples:
- “Download Now”
- “Get It on Google Play”
- “Try the App for Free”
These CTAs are action-driven and placed strategically across websites and ads.
6. Form Submission CTAs
These appear at the end of forms to encourage completion. Examples:
- “Submit Form”
- “Get My Quote”
- “Join the Waitlist”
They push users to finalize an action, such as requesting info or joining a program.
7. Read More or Learn More CTAs
For blogs and articles, these keep users engaged. Examples:
- “Learn More”
- “Continue Reading”
- “Discover the Full Story”
These CTAs are essential for websites that want visitors to spend more time exploring.
Each type of Call to Action serves a unique role, but all share one purpose — to guide users toward a goal. When designed well, these CTAs increase engagement, clicks, and trust.
How To Create a Call To Action
Now that we know what a Call to Action is, let’s see how we can create one that converts. The magic formula of a great CTA is a mix of clarity, design, and psychology. The key is to be short, specific, and emotional. Here are 7 steps to create the perfect Call to Action:
Know Your Audience
Before you even write a CTA, know who your audience is. What are they searching for? What are they trying to achieve? The right CTA will always depend on the goal of the user. A student looking for online courses to learn new skills may respond better to “Start Learning Now” instead of “Buy Today.”
Use Action Words
Call to Actions are most powerful when they start with verbs that make us feel like we are in control. Get, Join, Download, Start, Discover, or Try are just some examples of action verbs to inspire you:
- “Start Your Free Trial”
- “Get Started Today”
Keep It Short and Clear
A good Call to Action is usually between 2 to 6 words long. It has to be easy to read and understood instantly. The shorter, the better.
Create a Sense of Urgency
It’s all in the name, adding a sense of urgency can create urgency. For example, these phrases below are good examples of a sense of urgency:
- “Limited Time Offer”
- “Only a Few Left”
- “Offer Ends Tonight”
They’ll encourage your users to act fast.
Focus on Benefits
We will take action when we know what we will gain from it. Saying “Submit Form” doesn’t sound as appealing as “Get My Free Guide.” The second CTA tells the user exactly what they will gain by clicking the button.
Design Matters
Color, shape, and placement all matter a lot. Use contrasting colors for your buttons to make them pop. Leave enough whitespace around the CTA to make it visible.
Test and Improve
A/B testing allows you to compare two versions to see which one performs better. Change one element at a time. Text, color, shape, or placement and see what can help you get more clicks.
By combining these 7 elements, you can create a Call to Action that converts like crazy. Keep in mind that the secret of a good CTA is not to be flashy. It’s to be clear, relevant, and inviting.
Call To Action Examples
If you want to know exactly how to use a Call to Action in marketing and copywriting, see these easy and powerful CTA examples from the real world.
- Start Your Free Trial – a popular Call to Action among software brands to get users by eliminating risk and offering value before payment
- Buy Now and Save 20% – this gives you urgency and a reason to act right now
- Join Our Community – if you are a brand about engagement, this is a great Call to Action to build relationships
- Subscribe to Get Exclusive Updates – this Call to Action is perfect for email newsletters to connect with people in the long term
- Book Your Appointment – typical for service-based industries such as hairdressers, clinics, consultants, etc.
- Download Free Guide – if you want to get a lead by offering a free information source, this is a good option
- Add to Cart – the e-commerce classic to make a direct purchase
- Follow Us for More Tips – you may use this Call to Action to build social media followers and stay engaged
- Get Started Today – a classic simple and motivating option to create urgency. This Call to Action works for almost any type of business
- Each of the examples above for a Call to Action is based on emotion, clarity, and benefit.
The strongest CTAs are short, relevant, and in line with the users’ wants. Instead of pressuring them into taking action, the best CTAs inspire gently while radiating confidence and trust.
FAQs
Q1. What is a Call to Action in simple words?
Ans: A Call to Action is a message or phrase that prompts users to take a specific action, like “Buy Now” or “Sign Up.”
Q2. Why is a Call to Action significant in marketing?
Ans: It helps to lead users towards a particular action and can increase sales, engagement, and conversions.
Q3. What are some common examples of a Call to Action?
Ans: Some examples of Call to Action are “Learn More,” “Download Now,” “Subscribe Today,” and “Join Us.”
Q4. How can I create an effective Call to Action?
Ans: Use clear, action-based language, highlight benefits, and make it visually appealing to grab attention.
Q5. Can a Call to Action increase sales?
Ans: Yes, an effective CTA can encourage users to complete purchases, increasing sales and conversion rates.
