Writing Calls to Action


A ‘Call to Action’, or CTA, is a short message or introduction that intrigues a user to do something. This task usually covers anything from ‘Buy now’ and ‘Request a Quote’ to ‘Click Here to learn about X’. What these CTAs consist of will depend on the purpose of your marketing material, but needs to suggest in one way or another for the potential customer/user to take the next step.

How does a CTA differ from regular everyday content? Most website or print material’s content has the sole purpose to inform a potential client. A CTA’s purpose is to intrigue the user to perform a task and to point them in the right direction if they want to take the next step, such as making a purchase or booking an appointment. Here are a few pointers to writing effective Call to Actions.

  • The most important element of a CTA are the verb, the action words. These verbs are what suggests the user to ‘act’, or ‘click for more’. Without them, CTA’s simply become bits of information that won’t lead to any pursuing on the user’s part.
  • Less is more when it comes to CTA’s. Try to keep your content to fit within the allotted space suggested by the designer.
  • Don’t give away too much information about the given topic. The purpose of the CTA is to suggest to the user that they must click on the CTA to obtain more information.
  • Since this content is likely to be the first read by your users, make sure that it is directly relevant to the likely reasons they came to your site in the first place, and encourage them to explore your website for more detailed information.
  • Consider ‘why’ a user would need the information you are leading them to. Instead of writing ‘Book a Consultation’, a more relatable alternative would be ‘Looking for More? Click Here to Book a Consultation with Our Experts’.
  • Determine both your brand’s personality and message. This will be affected by both your company and its target market. Determine whether you’re looking for a direct or emotional response from your users.

Remember that the Calls to Action are what drive a user response from your marketing material, and are the key to obtaining client interest online. If your struggling to find the right words to say, give me a shout and I would love to point you in the right direction.