cta copywriting content marketing

These three letters are one of the most important aspects of every landing page, website, and offer. This abbreviation stands for a call to action. Its whole purpose is to encourage your potential client, reader, or subscriber to take a specific action. When is CTA used, and what to do in order to make it efficient? Just read on!

I’m pretty confident that you have already seen hundreds of CTAs. They are literally everywhere. Do you know why? Because they work. It’s CTA that tells you to download an ebook, sign up for a free trial, or become a subscriber of a newsletter. Perhaps, you clicked them many times in the past. But today, we want to focus on the other side of CTAs–how to make them efficient and attractive.

Your CTA is only as good as your offer

For starters, we have to state that CTA is by no means a ‘magic wand’. If the rest of your website or offer is weak, CTA itself cannot improve your conversion rates. That’s why you should take care of your offer and other content on your website/fan page first. Make sure that:

  • The ebook you want people to download looks good and offers valuable knowledge
  • Your landing page contains attractive and desired information
  • Your website shows your experience and expertise

Only then will people be eager to buy/download/subscribe to anything from you.

One might ask now, what’s the point of placing CTA on a website if it’s the other content that sells? Well, again, because it works. Although it may sound funny at first, people tend to do things more willingly if you simply tell them to.

Examples of CTAs

There are hundreds of examples of CTAs on the Internet. I bet that your Internet provider has one on their website, and so has your favorite blogger. Let’s examine some of the most popular CTAs:

  • Sign up–Pinterest, Instagram, Canva
  • Try for free–Officevibe
  • Get started–Square
  • Learn more–Duolingo
  • Join us–Saint Gobain
  • Sign up for free–Dropbox
  • Give X a try–Prezi
  • Claim your free trial–Treehouse
  • Sign up to drive–Uber
  • Get X free–Spotify

Now, let’s examine these CTAs. What do they have in common? All of them are short and straightforward. You have no doubts about the action you’re asked to take. Some of these CTAs are universal. For instance, ‘sign up’ matches almost every type of organization, while ‘sign up to drive’ indicates what the given company is all about. Moreover, these examples have so-called action words. These are the words that tell you exactly what to do: ‘sign up’, ‘join’, ‘give a try’, and so on.

You can tweak your CTA by adding a sense of urgency. How can it be done? For instance, you can put the clock that counts the time down near your CTA. In the CTA itself, you can add something like ‘now!’ or ‘today!’, because this is what you expect from your customers–to do something NOW, not in a month, right?

Forms of CTA

In nine out of ten cases, CTA is made in the form of a button. This is the most popular and very efficient form, but not the only one. You can also use the highlighted anchor text. Actually, you can use whatever draws peoples’ attention.

Your CTA has to meet two major conditions:

  1. It has to be clearly visible and easy to click. That’s why most of the CTA buttons are large, and the text they contain is bold. Next thing, the large CTA buttons are more comfortable to click on your mobile device.
  2. It has to draw attention. People use vivid colors for this, particularly yellow, red, and orange. This doesn’t mean that colors like blue or violet are wrong. You never know! I’m a fan of the thesis that your CTA button should fit nicely into your landing page, but you can also use a contrasting color on your CTA button. Like, for instance, Spotify does:

example of CTA, spotify

As you can see, the green button nicely contrasts with the orange background; the button is large and clearly visible.

The 100% effective CTA strategies

There are several ways you can take in order to make a good converting CTA. You can:


You can offer a free ebook, a free trial period, or other free gifts, also called lead magnets. I will tackle this question in one of the upcoming articles.


People don’t want to wait for anything. That’s why, on many websites, you have buttons like ‘Download NOW’, ‘Sign up today!’, and ‘Schedule your meeting in 5 minutes’. This is this sense of urgency we talked about earlier.


If you want to reach people with a certain problem, you can aggravate it first (for instance: ‘You can’t sleep at night?’, ‘Trying to find a new job with no success?’), and then show your solution (‘Try our relaxation methods and start sleeping well!’, ‘Let us tweak your resume now!’). It works brilliantly when your offer is for people with a certain painful problem.


People like to do something because others do the same thing. The social proof strategy is immensely efficient. You could write ‘Join our 50,000 subscribers’, or ‘Over 100,000 users worldwide, now it’s time for you!’. The bigger number you have, the better.


Many companies have different offers for various target groups. Your CTA should also be tailored and personalized to different groups in such a situation. For example, this is what Dropbox does:

example of cta - dropbox

You have to separate options, depending on who you are. This approach is simple and smart, 100% efficient. Furthermore, you don’t have to use just one CTA. There can be many of them.

The rule of thumb is–one CTA, one product.

You shouldn’t use just one CTA to promote your entire offer. It’s the same thing with the landing pages – one LP, one product. The same rule applies to CTA. But your CTAs can be tailored for various users and needs. For instance, if you’re selling a marketing ebook (the cheaper option) and ALSO an online video course where the ebook is a part of your training (the more expensive option) you could use such CTAs:

  1. Yes, I want the entire package
  2. No, I just want the ebook

See? You’re offering your customers a choice, and no matter which one they choose, you still make money. It’s a tremendous win-win strategy. Naturally, you can use the aforementioned strategies in many ways and mix them up.

To sum up, CTA can be a powerful tool, but to make it so, you have to:

  • Take good care of your website and offer
  • Adjust CTA to your product or service
  • Personalize CTA to your target audience

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