In marketing, the difference between a casual browser and a converted customer can often come down to a few strategically chosen words. In this article, we will look at the art of creating persuasive calls to action (CTAs) and identify some of the most powerful trigger words that will inspire potential customers to take the next step.
What is a CTA?
A CTA is a request or directive used in marketing that nudges an audience to take a specific action. This action could be things like making a purchase, subscribing to a newsletter, participating in an event, or even just requesting further information.
CTAs are typically presented as commanding statements like "Buy Now", "Subscribe Today", or "Contact Us". CTAs provide clear directions on the next steps, helping you to guide your audience towards your objectives. By using compelling language, giving clear instructions, and having a visually appealing design, CTAs can motivate and engage consumers, ultimately driving them to complete a particular action that takes them one step closer to becoming a converted customer.
Benefits of having a strong & compelling CTA
Having a strong and compelling CTA in your marketing goes beyond just providing clear next steps. It offers a range of benefits and plays a crucial role in driving business success.
1. Guides a consumer on what to do next
In today's fast-paced digital world, attention spans are short, and distractions are plentiful. A strong CTA acts as a guide, helping consumers navigate through the noise and focus on the desired action. By clearly instructing them on the next steps to take, you remove any guesswork or confusion. This streamlines the customer journey, making it easier for them to engage with your brand and move closer to making a purchase.
2. Leads to higher conversion rates
Having a good CTA plays a key role in achieving higher conversion rates because it taps into our positive psychological response to directives. As humans, we are wired to seek guidance and clarity. A well-crafted CTA will provide clear instructions on the desired action, alleviating any confusion or decision paralysis. By being told what to do, we feel a sense of reassurance and are more likely to follow through. A strong CTA eliminates barriers, boosts confidence, and compels us to take the desired action, resulting in improved conversion rates.
3. Creates a sense of urgency
One of the most powerful aspects of a strong CTA is its ability to create a sense of urgency. By using persuasive language, time-sensitive offers, or limited availability messages, you tap into the fear of missing out (FOMO). This urgency motivates your potential customers to act quickly and take advantage of the opportunity presented. It adds a psychological push that can significantly influence their decision-making process and increase the likelihood of conversion.
Process for creating great CTAs
Here is a step-by-step process to help you create compelling CTAs that resonate with your audience and drive action:
Understand your audience: Begin by gaining a deep understanding of your target audience—their needs, desires, pain points, and motivations. This knowledge will guide you in drafting CTAs that speak directly to their interests and encourage them to take action.
Define your objective: Clearly identify the specific goal you want to achieve with your CTA. Whether it's increasing sales, generating leads, driving website traffic, or promoting engagement, a well-defined objective will shape the content and tone of your CTA.
Craft a clear and concise message: Keep your CTA simple and focused. Use concise and action-oriented language that clearly communicates the value proposition and the desired action. Be specific, whether it's "Buy Now," "Sign Up for a Free Trial," or "Download Your Free Guide."
Create a sense of urgency: Incorporate elements that instil a sense of urgency and compel immediate action. Limited-time offers, exclusive deals, or time-sensitive incentives can create a fear of missing out (FOMO) and encourage your audience to act promptly.
Use persuasive and benefit-driven language: Highlight the benefits your audience will gain by taking the desired action. Focus on how your product or service solves their problems or fulfils their needs. Incorporate persuasive trigger words that evoke emotion and trigger action, such as "discover," "transform," "save," or "unlock."
Test and iterate: Experiment with different CTAs to identify what resonates best with your audience. Conduct A/B testing to compare the performance of different CTAs, varying elements like wording, design, colour, or placement. Analyse the data to learn what works best for your specific audience and tweak your CTAs accordingly.
Consider design and placement: Pay attention to the visual design of your CTA. Make it visually appealing, ensuring it stands out on the page or screen. Use contrasting colours, bold fonts, and white space around it to draw attention. Place your CTA strategically, considering the user's journey and where they are most likely to encounter it.
Track and measure performance: Monitor the performance of your CTAs using analytics and tracking tools. Measure conversion rates, click-through rates, and other relevant metrics to assess the effectiveness of your CTAs. Use these insights to refine and improve your future CTAs.
Where to use CTAs
CTAs can be used across various marketing channels and touchpoints to guide your audience towards the desired actions. Here are some common places to incorporate CTAs:
Website: Place CTAs strategically on your website, such as on landing pages ( a standalone web page designed specifically for a marketing campaign, with the goal of driving a specific action or conversion.), product pages and the homepage. This can include buttons, banners, or text links that direct visitors to take specific actions like making a purchase, subscribing, or contacting you.
Emails: Include CTAs in your email marketing campaigns to drive engagement and conversions. Use buttons or hyperlinked text to encourage recipients to click through to your website or take advantage of special offers.
Social media: Incorporate CTAs in your social media posts to encourage followers to take action. This can involve using buttons, hashtags, or clear instructions to visit a link, like, share, or comment.
Advertising: CTAs are vital in advertising campaigns, whether it's online ads, print ads, TV commercials, or radio spots. Ensure every ad has a clear and compelling CTA that prompts viewers or listeners to take the desired action, such as visiting your website, calling a phone number, or making a purchase.
Videos: In video content, include CTAs within the video itself or in the video description. This can be a verbal prompt, an overlay, or a clickable link that directs viewers to subscribe, visit a landing page, or explore related content.
Physical materials: Even in offline marketing, CTAs can be effective. Include them on printed materials such as brochures, flyers, posters, or direct mail pieces. Use compelling language and clear instructions to motivate recipients to visit your store, call a phone number, or take advantage of a limited-time offer.
Examples of top-performing CTAs
Here's a list of examples of top-performing CTAs that are effective and compelling:
"Buy Now" - This classic CTA is concise and directs the audience to take immediate action, making it ideal for e-commerce businesses.
"Get Your Free Trial" - Offering a free trial tempts potential customers to experience your product or service without commitment, increasing the likelihood of conversion.
"Join Our Community" - This CTA cultivates a sense of belonging and encourages audiences to become a part of your brand's community, which is particularly effective on social platforms or with membership-based businesses.
"Download Your Free Guide" - Providing a valuable resource in the form of a guide or eBook entices users to exchange their contact information, generating leads for your business.
"Limited Time Offer - Buy Now!" - This CTA creates a sense of urgency and scarcity, urging customers to make a purchase before the opportunity disappears.
"Book Your Appointment Today" - For service-based businesses, this CTA prompts potential clients to take action and schedule an appointment, helping convert leads into customers.
"Subscribe to Our Newsletter" - Encouraging visitors to subscribe to your newsletter allows you to stay connected, nurture leads, and build long-term relationships with your audience.
"Start Here" - This CTA appeals to users who are in the early stages of their buyer's journey, inviting them to begin exploring your offerings and taking the first step.
"Upgrade to Premium" - For freemium or subscription-based services, this CTA prompts users to upgrade to a higher-tier plan, boosting revenue and enhancing the customer's experience.
Remember, the effectiveness of CTAs can vary depending on your target audience, industry, and specific goals. It's crucial to test and refine your CTAs based on data and feedback to find what resonates best with your audience and drives the desired actions.
Trigger words to incorporate into your CTAs
Try these 10 proven to be effective trigger words to incorporate into CTAs:
"New": People are often drawn to new experiences or products. Incorporating "New" in your CTA can spark curiosity and attract attention, especially when launching a fresh offering.
"Proven": By using the word "Proven," you assure your audience that your product or service has been tested and validated. It establishes trust and credibility, making it more likely for them to take action.
"Discover": This word stimulates curiosity and suggests there's something valuable or unknown that your audience can explore. It entices them to click or engage further to uncover something intriguing.
"Exclusive": "Exclusive" implies that your offer is unique and not readily available elsewhere. It creates a sense of privilege and motivates users to take action to gain access to something special.
"Unlock": The word "Unlock" implies that your product or service holds a hidden or untapped benefit. It sparks a desire to discover and gain access to those benefits, motivating users to engage and explore further.
"Transform": By using "Transform," you communicate the transformative power of your product or service. It taps into the audience's desire for positive change, inspiring them to take action to achieve that transformation.
"Guaranteed": The word "Guaranteed" instils confidence and reduces perceived risk. It assures your audience that their satisfaction is guaranteed, encouraging them to take action with a sense of security.
"Limited Time": Linking the word "Limited," and adding "Time" creates a sense of urgency. It implies that the opportunity or offer will expire, prompting immediate action before it's too late.
"Free": Everybody loves free things. It reduces risk and invites action.
"Save": Highlighting a saving, whether it's money or time, can entice people to take action.
Example CTAs for a business
Here are some examples of how a fictional fitness app called FitVerse can use effective CTAs across various marketing materials:
Website homepage:
"Start Your Fitness Journey Today!"
Placement: Prominently displayed at the top of the homepage, directing visitors to sign up and create an account.
Social media post:
"Download FitVerse Now and Get Fit on the Go!"
Placement: Included within a captivating social media post, encouraging followers to download the app for convenient fitness routines.
Email newsletter:
"Get Your Free Workout Guide – Sign Up Today!"
Placement: Included in the email newsletter, enticing recipients to sign up and receive a valuable workout guide as a free incentive.
Video ad:
"Transform Your Body – Join FitVerse Today!"
Placement: Displayed at the end of the video ad, prompting viewers to take action and join the fitness app for a body transformation.
Blog article:
"Try Our 7-Day Challenge – Start Your Fitness Transformation!"
Placement: Embedded within the blog article, encouraging readers to take part in a 7-day challenge to kickstart their fitness journey.
App store description:
"Download FitVerse and Achieve Your Fitness Goals!"
Placement: Included at the end of the app store description, motivating potential users to download the app and work towards their fitness goals.
Online banner ad:
"Get Stronger, Fitter, and Healthier – Join FitVerse Now!"
Placement: Displayed as a banner ad on relevant fitness websites, inviting users to click and become part of the FitVerse community.
Website landing page:
"Sign Up for a Free Trial and Experience the FitVerse Difference!"
Placement: Positioned prominently on the landing page, encouraging visitors to sign up for a free trial and discover the benefits of the fitness app.
Remember, it's essential to tailor CTAs to fit specific marketing channels and consider the desired action you want users to take in each context.
Wrapping up
Creating powerful and compelling CTAs is an essential aspect of effective marketing. CTAs serve as powerful signposts, guiding your audience towards desired actions and influencing customer behaviour.
The impact of a well-crafted CTA should not be underestimated—it can lead to higher conversion rates, and increased sales, and create a sense of urgency that prompts immediate action.
By understanding your audience, using persuasive trigger words, and providing clear instructions, you can develop CTAs that resonate with your audience and drive them to take the desired actions.
Remember to test and tweak your CTAs to continually enhance their effectiveness. So, leverage the power of CTAs to create engagement, motivate action, and improve your marketing effectiveness.