how to write a call to action

Click & Convert: How to Write Effective Calls to Action

Right now, you are one click away from making a profitable sale.

A call to action is, perhaps, one of the most important areas of your website. It doesn’t matter if you’ve poured blood, sweat and tears into your website content, if a user reaches your call to action but doesn’t feel compelled to click, it will have all been for nothing.

Writing a call to action that connects with an everyday user’s digital impulse is no easy feat, but there is a foundation of considerations to remember to give you the optimal chance of doing so.

Today, we’re going to explore everything you need to know about writing these effective calls to action, allowing you to maximise your sales and conversions rates.

Note the Benefit

The first and the most important, element you need to consider in your call to action is the benefit that the user is going to get from clicking on your CTA. For example, when signing up for Netflix, the red CTA simply reads;


This is a powerful call to action because the user knows exactly what they’re getting and why they should be clicking it, ensuring high conversion rates.

Start with a Power Verb

The very first word in your call to action needs to be powerful and directive for the maximum effect. In the Netflix example, the word is ‘join’, suggesting that you’re becoming part of a community of watchers.

Other words could be anything you choose, but for some ideas, you could use words like;

  • Enhance (your marketing plan)
  • Meet (the very best)
  • Sign-up (today)
  • Be (the best)
  • Start (your journey)

Keep Things Short & Sweet

Another important factor to consider is the length of your call to action. Of course, if you’ve got a lot of information to say, by all means, say it, but a call to action is most effective when it’s short and powerful.

“Keeping things short and sweet maximizes the impact it has on the reader (especially since your call to action will stand out from the rest of the page) and the content is, therefore, easily digestible,” shares Jennifer Goodson, a content writer for Paper Fellows.

Writing the Perfects Calls to Action

Since many calls to action will only include a brief amount of text, a couple of sentences at most, the chance that a mistake or error will stand out is high, damaging the credibility of your website and business. Thankfully, there are many online tools you can use to ensure quality;

Be Direct

When a reader reads your CTA, they should know exactly what they’re doing by clicking on the button. There shouldn’t be any questions or doubt in their minds. In some cases, if your website has a lot of content, the user may not be sure what the button does, therefore potentially losing you a sale.

Instead, the reader should know exactly what the next step of their journey is and what clicking your call to action will achieve.

Implement Urgency

Another effective CTA tactic is invoking a sense of urgency in the reader, making them want to click now, rather than thinking about it and coming back at a later date.

For example, if you run an online clothing store and you’re running a sale, asking the user to ‘Click here before the sale ends’ is a great way to tempt the reader into taking action now.

A Brief Insight into Mapping Content into Your Customer Journey

Customer Journey Maps

How effective is your business’s current customer experience?

Your customers, whether they’re existing or potential, will interact with your business in so many ways thanks to the foundations of the digital age in which we live. This means there are multiple routes in which these individuals can take in order to create a successful purchase, and therefore a successful customer journey.

But what part does your content play when it comes to this sales funnel that you’ve created, and is it working to its maximum effectiveness?

Today, we’re going to explore the ins and outs of this customer journey and how you can enhance your content to create the best, and most profitable, experience.

Mapping Your Customer Journeys

Before you start making improvements to your content, you need to know where your business currently stands. This means mapping out your existing customer journey, so you know where your foundations are.

Firstly, define where your customer first interacts with your business. This could be through your social media accounts, through your blog posts or by actively searching for your company. From here, map the route which your customers take to make a purchase.

Count how many steps, how many clicks and how many options your customer has to choose, press and select until they can get to the final confirmation page. This is the heart, and map, of your customer journey.

Identifying the Pressure Points

Now that you’ve mapped your customer’s journey, it’s time to start focusing on the problem areas. These are areas where your customers will be experiencing problems with your sales funnel and, therefore, could be costing you sales.

These friction areas could be caused by anything. Perhaps your steps are too long, or your calls to action on some of your pages aren’t clear enough, or maybe the customer is simply becoming confused by your content.

When you’re going through your content, put yourself in the eyes of your customers and approach your content with a fresh pair of eyes. You can also look at the analytical data of your website, so you can see where people are stalling.

Writing Your Content

With the problems areas identified, it’s time to start focusing on your content in these areas. This is completely down to you and the dynamic of your business. Perhaps your social media channels aren’t pulling in the number of customers you expect. If so, why not try creating infographics or video content to engage your customers.

“Problems can be caused by the content on your website, or maybe your PPC campaigns don’t have the desired effects. Whatever your problem is, consider what kind of content you can use, change and enhance in order to alleviate the problem,” shares Dillan Chambers, a content writer for Write My Paper.

Improving Your Content Writing Skills

When it comes to actually writing your content, you’ll want to make sure that you’re writing the best content possible. However, as you’ll probably know, this is easily said than done. But, thanks to modern day technology, there are many online tools out there that can help you every step of the way;

#1. Cite It In & Word Count

These are two free online tools to help you add professional citations and references to your content, or to track your word counts.

#2. UKWritings

This is a professional copywriting service that can write high-quality posts on your behalf, as recommended by UK Top Writers in UK Writings review.

#3. Grammar Check & To VS Too

These are two blogs and checkers to help you improve the grammar in your content.

#4. Academic Writing Service & Essay Writer

These are two editing tools that can help you ensure that your content is communicating the right message, as recommended by the Huffington Post.

#5. State of Writing & My Writing Way

These are two blogs full of writing guides that can help you to improve your overall writing skill.

#6. Essay Roo & Assignment Help

Two professional writing services that can help you write UX-optimised content, as reviewed by Best Australian Writers.

Analyse and Reform

Once your content has been up for some time, it’s vital that you take yourself back to step one and start the process all over again.

This is so you can continuously identify any pressure points that have formed with your sales structure, enabling you to address them and, therefore, maximise the effectiveness of your customer journey.