Tips For Creating High Converting Call to Action Copy

Author

Kevin Urrutia

Category

Marketing

Posted

January 27, 2023

There are many ways to fall on your face regarding marketing campaigns, but you probably already know it’s essential to include a call to action in marketing content. Your goal is to encourage leads to take action, whether buying a product, signing up for an email newsletter, enrolling in a loyalty program, etc.

But you probably also know that a CTA alone is enough to yield results. It’s essential to ensure the copy surrounding that button is as strong as it can be. If you’re struggling with this, the following tips will help:

Highlight the Benefits

Convincing people to take action is much easier when highlighting the benefits of doing so. For instance, if you were trying to get website visitors to sign up for an email list, simply asking them to do so is insufficient. You need to explain precisely why they would want to do so.

Every time you write CTA copy, ask yourself, “What’s in it for them?” maybe your company is a B2B consulting business. Thus, you would ask people to sign up for your email list by letting them know they would regularly receive content with practical recommendations they could apply in their work. You might also include testimonials from current subscribers to further cement your point. Again, the goal is to make sure you’re explaining precisely why someone should take a requested action. When

Generate a Sense of Urgency

Creating a sense of urgency is an effective way to boost conversions. People are simply more likely to take action if they believe they’ll miss out on an opportunity if they fail to do so.

Thus, whenever possible, you should consider how to make your CTAs sound more urgent. How you do this will depend on the nature of the CTA.

For example, maybe you’re promoting a branded event. You could include code in your CTA that tells leads how many (or rather, how few) spots are left. With the correct code, the number will update every time a site is claimed.

Or, if you’re promoting a temporary sale, use language like “Act fast!” or “Don’t miss out!” Doing so is key to making users feel like they must act now to take advantage of an offer.

Use the Right Action Words

A CTA should include action words. You need to make sure you’re using the right action words. Some verbs will create friction, making a lead reluctant to take action.

These include such words as “buy,” “order,” “purchase,” or anything else that reminds a person this action requires an investment on their part. It’s better to use words and phrases such as “get started,” “view,” “learn more,” join free,” etc. These remind people of the benefits they get from acting on your CTA.

Of course, you also need to monitor your CTA performance. These tips will certainly help you generate stronger CTAs. By paying attention to how well your new tactics work, you’ll continue to make improvements.

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