The Art of Writing a Great Call to Action: 3 Essential Components

/ Editor - 2 April 2023
Lead readers to take action with this essential guide to crafting amazing calls-to-action. Learn the 3 components of success and how to use them.

Writing effective calls-to-action that actually work isn’t always easy, but it can be one of the most useful tools in driving conversions and customer engagement.

Crafting a powerful CTA requires understanding your audience and what they are looking for, as well as using strong visuals and language that is direct, simple, and focused on the action you want people to take. Additionally, it pays to be forceful yet straightforward with your calls to action – make sure readers know exactly what they should do and why they should do it now! With these tips in mind, let’s explore how to write an effective call-to-action.


What is a Call to Action CTA?

A call to action (CTA) is an instruction for people to take action on your website. It’s usually placed at the end of the page where readers are most likely to click.

Asking them to sign-up, register, buy, subscribe, donate, or download.

The most important thing about CTAs is that they are not just buttons. They have a purpose and should always be relevant to the content of the page.

They don’t just sit around looking pretty. They tell you what you need to know, and how you should act on them.

The CTA should be placed just above the fold so they don’t have to scroll down to find it.

The CTA must be large enough to stand out from the rest of the content but not too big that users feel overwhelmed.

You want your CTA to stand out from the crowd because it will be the first thing your users see when they visit your site.

And if it doesn’t grab their attention, then nothing else will.


Why are CTAs important?

The best way to understand this concept is by looking at it from the perspective of a potential customer. As soon as they land on your website, they want to know what you offer and if it’s something they might want. A clear call to action will tell them exactly what you want them to do next.

This is why it’s important to include a clear statement about what you want them to take action on. It also helps to keep the copy short and simple so that people don’t need to read too much to figure out what to do next.

They are critical to any successful online marketing campaign. Without them, you won’t be able to convert visitors into leads, and without leads, you won’ t be able to close sales.


What Makes a Good Call To Action? Things That a CTA Must Present

A good CTA must present enough information to persuade people to take action.

It needs to be specific and compelling so that people want to click through. It has to be easy to find and accessible at any point during the customer journey.

Here is 3 things that are normal present in any good CTA.


1. A Call To Action That Is Clear And Concise

A good call to action should be specific and direct. If someone has just read your article, they want to know what they can do to help. They don’t want to read through multiple paragraphs looking for something and to find that it isn’t clear. It needs to be concise, one sentence at most and clear to what you want them to do.


2. A Strong Benefit And/Or An Incentive

An effective call to action needs to have some kind of benefit and reward at the end.

you want to create a call to action that actually provides value to your audience. Make sure that whatever you’re offering them is worth their time and effort.

This could be anything from a benefit to signing up to your newsletter like a weekly breakdown of exclusive news, a discount code or a freebie. Whatever it is, make sure it’s something that people are going to want.

The last thing


 3. Accessible At All Times

The last thing it needs to be accessible at any point during the customer journey.

If someone has just read your website and is really into your product, they don’t want to click through multiple pages looking for something that isn’t there.

Your call to action should be easy to find and not buried deep inside your content.


The 5 Call-to-Action Examples and How to Replicate Them


1. Glossier


best call to action examples 2022: Glossier

The beauty company Glossier has mastered their marketing approach, making sure to feature diverse women with a wide range of skin tones in their ads. It’s impossible to forget about their boy brow campaign. The website has a minimal design which emphasizes the photographs of models and makeup, making them pop on the page.

Glossier uses an overlay when visitors are scrolling through their website as a CTA. The persuasive language they use in the pop-up is calculated to encourage people to join their email list instead of navigating away from the site.

Plus, they reinforce your decision by offering an image of a model wearing their makeup. This makes their brand more familiar and gives users another reason to click the “i’m in” button.

To make your CTA effective, it’s important to give users a clear message about why they should take action and also provide them with an incentive for doing so. That way, you’re likely to see higher conversion rates from those who have interacted with your CTA.


2. Hulu

best call to action examples 2022: Hulu

Hulu successfully created an effective Call-to-Action by making it clear and accessible. By emphasizing the value of its discounts and promotions, Hulu made it easy for visitors to take advantage of its offers.


The dimmed background showcases the entertainment options available and the green and white text really stands out, drawing attention to the promotion. Also, it’s important to entice visitors by giving them a sense that they are getting great deals on bundles and other incentives. As a result, Hulu’s CTA button says “Get The Disney Bundle” instead of simply saying “Sign Up.”


Ultimately, making your CTA visible, easy to understand and including an incentive can help get more visitors to convert.


3. Budgetnista

best call to action examples 2022: Budgetnista

Tiffany Aliche is an expert in financial education and author who truly understands the importance of making a call-to-action that is both clear and accessible to her followers. Through her platform she provides educational materials to engage her viewers, and follows it up with CTAs that are addressed with exactness and finesse.

Her goal for the CTAs is twofold – to inform her readers about their desired steps towards financial wellness and stability, while also providing them with an incentive to click through. The effective CTAs crafted by Tiffany enable viewers to make well-thought decisions on their journey of achieving financial stability while making sure they get something in return as well.


4. 310 Creative Agency

best call to action examples 2022: 310 creative

When crafting your call-to-action, it’s important to make sure that it is clear, accessible, and includes an incentive.

310 Creative understands this concept and applied it to their website by using a slide-in CTA which encourages visitors to book a free assessment. This helps them identify issues in their business that may be lagging and understand the reasons why, without costing them any money.

By eliminating any obstacles that may come with trying something new, they show visitors that they care and are willing to help without needing anything back in return.

By saying “If this sounds familiar, let’s talk” they create an inviting atmosphere where people feel heard and motivated to explore further – knowing that there is something in it for them.


5. Heyday


best call to action examples 2022: HeyDay

Heyday is a bit of a maverick in the face care business. Many appreciate its minimalist, no-frills approach and the fact that they can just get the aesthetician treatment without any fuss or upselling.

Heyday takes a minimalist approach in their call-to-action and it works: creating an clear, accessible, and incentivized action for the consumers. Rather than relying on overwhelming amounts of text, they instead use attractive visuals to draw viewers in. And by offering incentives such as discounts and savings, it encourages those viewers to take the desired action — signing up for their newsletter.

To further increase engagement with their CTA, Heyday adds a humorous link if you’d rather not take advantage of the discounts: “No thanks, I prefer full-price skincare.” This is a great way to draw attention to the CTA and make it more engaging by adding lighthearted humour.

So if you’re looking to create your own effective CTA, keep Heyday’s example in mind: offer attractive aesthetics and incentives coupled with a bit of humour – a winning combination when it comes calls-to-action!

In conclusion, a good call to action should be clear and concise, provide a strong benefit or incentive, and be accessible at all times. It is an essential part of any successful online marketing campaign and should not be overlooked. By following the tips outlined in this article, you can create effective CTAs that will help you convert more visitors into leads and close more sales.

Now that you know the key elements of a successful call to action, it’s time to take action!

Don’t forget to test different versions of your CTA to see which one performs best. With these tips in mind, you can create effective CTAs that show great results.


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Editor | Loves Scientific Marketing | Hates Bad Marketing |