Tips For Writing a Compelling Call To Action

writing an action plan


The dictionary defines persuasion as the act of convincing someone to believe something or to take a specific action. In digital marketing, the art of persuasion is one of the most powerful strategies for convincing customers to use or purchase your products and services. 

As a marketer, your call to action (CTA) is one of the prime ways to convince your audience to take the next step in your sales funnel. CTAs often appear as a pop-up, banner, or button on a website. Here’s an example: In this call to action on the Hyport Digital homepage, the reader is given a list of ways Hyport’s digital marketing services could benefit their business. Then, they are encouraged to set up a meeting to learn more. 


Your call to action aims to show the audience they have problems that you can solve with your products or services. The key is learning how to write a call to action that is persuasive without using dishonest or manipulative tactics. Below are some call-to-action examples and tips for writing CTAs that will increase conversions and positively impact your business.


Choose your words strategically

A mistake commonly made by digital marketers is overusing bland, generic CTAs. The most compelling calls to action contain persuasive terms and strong action verbs. For example, if your CTA is meant to encourage customers to make a purchase, consider using these: Treat yourself, Get the look, Shop now, Explore the collection.


If you’re trying to hook customers by offering a deal or discount, try these CTAs:

  • Redeem my offer
  • Save big
  • Reveal massive savings
  • Grab a huge deal

For some customers, the deal is almost as important as the product itself. Check out this marketing email from Verizon:


The “Unlock deal” CTA helps to create a sense of achievement in unlocking a big discount and is much more impactful than a boring “See more” or “Get discount” CTA.


Make sure that the words in your call to action reflect the feeling you want your readers to feel when they read them while still letting your brand’s personality shine through. The Wendy’s marketing team does a great job of showcasing the brand’s personality with its creative CTAs:


Tap into FOMO

You’ve probably received marketing emails from companies urging you to “Shop today! Sale ends Wednesday!” or “Buy now while supplies last!” Running a promotion connected to a limited-time deal creates FOMO, or fear of missing out, in prospective buyers. This is a highly effective digital marketing tactic, as it creates a sense of urgency. No one wants to lose out on an opportunity that might never be available again.


Around 60% of millennials say they make reactive purchases solely because they’re afraid of being left out. Here’s an example of tapping into FOMO in email marketing:


Setting a time limit is critical in FOMO marketing. For example, this email from Old Navy not only contains a countdown to the time of their product drop but specifies how many they’re dropping, which incites double the urgency to act fast.


Offer a bonus

Your call to action must be beneficial to the customer. If it doesn’t offer value, your click-through rate will suffer. One effective way to attract and increase engagement is by providing a bonus in your CTA.


Earlier this summer, Chase offered customers a chance to “Enjoy $200” by opening a new checking account and setting up direct deposit.


In this case, the message on the CTA button, “Open an account,” gives customers clear and direct instructions for what their next step should be. It’s difficult to pass up the allure of a risk-free reward. Motivate your customers by giving them an incentive that provides value.


Tailor your CTAs by platform

As a marketer in the digital age, you can (and should) implement calls to action across all digital channels. Be sure to customize the length and wording of your CTA to each platform. For example, CTA buttons are generally shorter (3-6 words), while text-based CTAs can be longer. However, a good rule of thumb is to make calls to action as concise as possible, regardless of platform. 


Here are some examples of where to use CTAs:

Are CTAs really that important?


The simple answer is yes. Your call to action directly impacts your bottom line regardless of your industry or product offerings. A compelling call to action could be the difference between a winning marketing campaign and a losing one. 


This is why it’s crucial to learn how to write a call to action that leaves your recipients confident in their decision to engage with your brand. A well-written CTA can help with decision-making and give meaning to your content, resulting in higher conversion rates, boosted customer engagement, and increased sales.


There is no one-size-fits-all solution to writing compelling calls to action. Instead, the road to discovering the perfect CTA requires lots of testing to determine what works and doesn’t.


What are some unique call-to-action examples that worked well for you? Share your ideas in the comments below, or connect with us on Facebook and Instagram!


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