How to write call-to-actions
They don’t need to sound salesy to convert“Click here!” “Buy now!” “Sign up today!”
Sound familiar? These classic call-to-actions (CTAs) are everywhere - and for a good reason. They’re simple, direct, and, well, they work… sometimes.
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But let’s be real. When’s the last time you clicked a button because it screamed “Do it now!” at you? Probably not recently, right? That’s because the modern audience is savvy. They can spot a hard sell from a mile away, and they’re not buying it (literally).
So, how do you write CTAs that actually convert - without sounding like a pushy salesperson in a bad infomercial? The trick is to make them feel natural, helpful, and irresistible all at the same time. Here’s how.
1. Solve a problem, don’t just shout commands
Think about it: why is someone on your website in the first place? They’ve got a problem, and they’re hoping you have the solution. Your CTA should show them exactly how you can help.
Instead of:
“Buy our course now!”
Try:
“Start learning the skills you need to grow your business.”
It’s subtle but effective. The first example is all about you (the seller), while the second is all about them (the buyer).
Remember, people don’t just want products or services - they want solutions. Make your CTA the bridge between their problem and your solution.
2. Match your brand voice
If your brand voice is fun and quirky, your CTAs should be too. If you’re more professional and polished, keep them on-brand. The last thing you want is for your call-to-action to feel like it was copied and pasted from someone else’s website.
For example, if you’re a laid-back coffee subscription service, you might go with:
“Join the coffee club your mornings deserve.”
But if you’re a professional financial consultancy, something like this might fit better:
“Schedule a consultation and take control of your finances today.”
Your CTAs should feel like they’re part of the conversation - not a jarring sales pitch out of nowhere.
3. Create a sense of urgency (without the panic)
We’ve all seen the “ONLY 3 LEFT IN STOCK!!!” tactic, and while it can work, it also risks coming across as desperate. Instead, aim for urgency that feels helpful and natural.
For example:
“Sign up now to get early access to our free guide.”
or
“Don’t miss out - sale ends Friday!”
These CTAs gently nudge your audience to act without making them feel pressured. No one likes being cornered into a decision, but a little FOMO? That’s fair game.
4. Focus on benefits, not features
Your CTA should answer the question: “What’s in it for me?” Instead of telling people what they’re getting, tell them what they’ll gain.
Let’s say you’re offering a free eBook. Instead of:
“Download the eBook now.”
Try:
“Unlock tips to double your productivity - download the eBook today.”
It’s a simple shift, but it makes all the difference. You’re not just offering a download; you’re offering a result.
5. Keep it short and sweet
A CTA isn’t the place to write an essay. It’s the cherry on top - the finishing touch that encourages action.
Aim for no more than one sentence or a short phrase. Think:
· “Get started for free.”
· “Discover your next favourite book.”
· “Start saving time and money today.”
The best CTAs are clear, concise, and straight to the point. Your audience should know exactly what to do next - and why they should do it.
6. Make it personal
The more your CTA speaks directly to your audience, the better. Use words like “you” and “your” to make it feel personal and tailored.
For example:
“Find your perfect fit - shop our collection today.”
or
“Plan your dream getaway now.”
It’s a small touch, but it makes your audience feel like you’re speaking directly to them - not just shouting into the void.
7. Test, tweak, repeat
Here’s the thing about CTAs: what works for one audience might not work for another. That’s why testing is key.
Try out different variations of your CTAs and track the results. Play with wording, design, placement - everything. Maybe “Get started” works better than “Sign up,” or maybe a bright orange button outperforms a subtle grey one.
The point is to keep experimenting until you find what clicks (literally).
Final thoughts
A great call-to-action doesn’t feel like a command; it feels like an invitation. It’s about guiding your audience toward the next step in a way that feels natural, exciting, and (most importantly) authentic.
And remember: your CTA is only as strong as the copy around it. If your website feels disconnected, unclear, or off-brand, even the best call-to-action in the world won’t save it.