How to Create an Effective Call to Action

'Call to action' written in chalk on a chalk board with vintage watch used instead of 'O'

In the vast world of digital marketing, there’s a phrase that holds immense power: Call to Action (CTA). Whether you’re a business owner, a marketer, or even a content creator, understanding the art of creating an effective CTA is crucial to achieving your goals and driving conversions. A well-crafted CTA has the ability to captivate your audience, entice them to take the desired action, and ultimately propel your business forward. 

In this comprehensive guide, we’ll delve into the essential components of a powerful call to action and provide you with practical tips and strategies to create CTAs that truly deliver results. Whether you’re looking to boost your website’s conversion rate, drive more sign-ups for your newsletter, or increase sales for your products or services, mastering the art of crafting an effective CTA will prove invaluable in achieving your marketing goals. 

What is a Call to Action?

In business, a call to action (CTA) refers to a specific instruction or prompt given to the audience or potential customers to encourage them to take a desired action. It is a marketing technique used to guide and persuade individuals towards a specific goal, such as making a purchase, subscribing to a newsletter, signing up for a service, or contacting the business. 

A well-crafted call to action typically uses clear and concise language and is strategically placed in marketing materials, such as websites, emails, advertisements, social media posts, and landing pages. 

For example: 

  • Email campaign: Using your email list, send out an email blast to your subscribers. Place CTAs in the body of the email. 
  • Google: Buy ads on Google that show up when people search for your type of product or service. Make sure to include your phone number. Google will have a click-to-call button on mobile advertisements so a customer can simply tap the link to call, making it easier for them to reach you. 

1) Use a Strong Command Verb to Start Your CTA 

Using a strong command verb at the start of a call-to-action (CTA) is important because it provides clarity, urgency, and directs the audience to take immediate action. It helps engage the audience and increase the likelihood of them following through with the desired action, whether it’s making a purchase, subscribing, or downloading a resource. 

For example:

  • Do you run an e-commerce website? Start your CTA with words like “buy,” “shop,” or “order” 
  • Are you promoting a newsletter or guide? Start your CTA with words like “download” or “subscribe” 
  • Do you want someone to request more information? Try “fill out a form for…” or “find out how…” 

If you’re a marketing agency promoting your latest tips and insights, you want to be sure to that your audience understands exactly how to access that guide. If your CTA reads something like “Our latest guide is available” you may not get a great click-through rate, as folks might not be sure where or when they can expect to get their hands on it. A call-to-action such as “download our guide today!” is much more direct and informative, which should help improve CTR. 

2) Use Words That Provoke Emotion

You want to be able to elicit a strong response from your audience as a result of their enthusiasm. If your CTA is enthusiastic, then your audience will be enthusiastic too. Take a CTA like: “buy now and get 50% off!” – not only are you providing them with a massive benefit, but who wouldn’t be thrilled to get their order for half off? 

Some other examples include: 

  • “Build your dream home today!” 
  • “Put yourself in the driver seat today!” 
  • “Buy now and get another one free!” 
  • “Claim my bonuses now!” 

For someone looking to book a trip with their family, a CTA such as “plan your dream vacation today!” will excite them about the notion of a family trip and make them eager to click on your ad. A small, yet effective element here is adding an exclamation point to the end of your CTA to provoke that enthusiasm.


3) Give Your Audience a Reason Why They Should Take the Desired Action

In other words, what’s in it for them? Will it help them do their jobs better, live a healthier life, or save money? This will tie in heavily with your value proposition, or unique selling point (USP). Your USP is arguably one of the most important pieces of acquiring new leads, so creating a strong USP/CTA mash-up is a great way to increase clicks. A good example of this would be something like “call today to schedule your free consultation!” – not only have you stated the action you want the user to take (call today), but you have also provided them with a reason why they should take that action (a free consultation). 

Some other examples include: 

  • “Subscribe today and save %” 
  • “Subscribe today and get instant access to your 10% off voucher” 
  • “Book now and secure your appointment” 
  • “Book now to save your spot” 

4) Take Advantage of FOMO

Fear of missing out, otherwise known as FOMO, is an extremely effective motivator. When people think they might lose out on an opportunity that might not come around again, they’ll be mighty quick to hop on the bandwagon. 

Some examples include: 

  • “Shop today! Sale ends on Monday,”  
  • “Shop this limited time offer before it’s too late!” 
  • “Buy now while supplies last!” 
  • “Book Now, places are limited” 

5) Get a Little Creative

Creating an effective call to action (CTA) is all about capturing the attention of your audience and compelling them to take action. One way to achieve this is by getting a little creative with your CTAs. Instead of using generic phrases like “Click Here” or “Learn More,” consider using unique and attention-grabbing language that aligns with your brand and resonates with your target audience. 

Think Outside the Box: Rather than relying on the standard CTA formats, explore different ways to present your call to action. This could involve incorporating eye-catching visuals, using interactive elements, or leveraging the power of storytelling to engage your audience on a deeper level. By thinking outside the box, you can make your CTA more memorable and increase its effectiveness. 


To create a CTA that stands out from the others, red CTA buttons are reported to increase your conversion rate more than green buttons. 

Empowering Your Business Through Call to Actions

Crafting an effective call to action is an essential skill for any business or marketer aiming to maximise their digital marketing efforts. By now, you’ve learned the key elements and strategies behind creating compelling CTAs that drive action and deliver results. However, we understand that implementing these techniques can still be a challenge, especially if you’re juggling multiple aspects of your business. 

That’s where DigiTLC’s digital marketing services come in. Our team of seasoned experts is well-versed in the art of creating effective CTAs that engage your audience and boost conversions. Whether you’re looking to revamp your website, launch a targeted email marketing campaign, or optimise your social media presence, we have the expertise and experience to help you achieve your goals. 

Contact us today to learn more about how DigiTLC can empower your business and drive exceptional results through the power of compelling CTAs. 


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