Strong SEO strategies and copywriting hooks draw more eyes to your brand – but a well-crafted call-to-action seals the deal.
Your CTA copy is the launching point for a coveted sale, new email subscriber, or dream client. If you’re looking to drive conversions, increase engagement, and finally reach your business goals, learning how to get the final click matters.
Writing a compelling CTA isn’t easy. It can be difficult to find the words to motivate people to take action and click your link. But the process doesn’t need to be overly complicated. Having some basic knowledge can help you find the right word and design choices that’ll give the reader the motivation they need to act.
In this article, we’ll show you how to craft CTA copy that actually gets clicked.
5 Steps to Writing CTAs that Drive Conversions
1. Define Your Goals
You need to do more than just write copy for your call-to-action and hope your target audience clicks. If you haven’t first defined your goals, your CTA copy will be unclear and ineffective.
It’s a well-known fact that goal setting leads to better results, so be sure to choose a concrete conversion goal as a starting point.
Additionally, you should have a clear understanding of where you’re sending traffic. Take some time to determine what action you want people to take when they click. Are you directing them to a landing page? To a newsletter signup form? To an event registration page? Whatever the case, the CTA in copywriting should always be tailored to its destination.
CTA optimization begins with well-understood parameters. Defining your goals is essential to crafting a compelling and focused call-to-action, thus increasing customer engagement.
2. Start With a Strong Verb
Verb choice in CTA copy is crucial as it directly influences user engagement. Powerful, action-oriented verbs drive users to act, stimulating emotional responses and creating urgency. Think of the verb as the final push that turns hesitant prospects into satisfied customers.
Don’t underestimate the power of visualization in your copy. If your copy leading up to the call-to-action does its job, it should have piqued your reader’s interest and helped them see how your service would benefit them. Finishing with a strong verb is the icing on the cake. It prompts them to visualize exactly how your product will be a part of their life.
Choose your action verb so that it clarifies the action required. A great verb will make the CTA persuasive, clear, and impactful. For example, instead of using words like “learn” or “contact,” try words such as “visit” or “discover.” In fact, tweaking just one word has been known to significantly drive click-through rates.
3. Use Short, Direct Language
Keep your CTA copy direct and to the point. People prefer concise phrasing (especially when browsing online), so clear language is key to writing CTAs that convert. A few select and purposeful words can go a long way in motivating readers to act.
Avoid flowery language or long-winded phrases that don’t tell readers about what they’ll get from clicking your link. If your messaging is overwhelming and confusing, the prospect will likely ignore it and move on.
A succinct CTA allows readers to quickly understand what action they’re supposed to take, reducing any unnecessary friction. Moreover, you should only have one call-to-action per piece of copy. According to Ellie Mirman, VP of Marketing at Toast, having one CTA increased sales by up to 1617%!
Remember that a masterful CTA says the most with the least number of words. Brevity ensures that the focus remains on your core message, which keeps the reader enticed.
4. Make the Benefits Clear
Before you craft CTA copy, you must first have a clear understanding of what the reader will get from clicking your link. In what ways will your product or service benefit them in their day-to-day life?
This entails more than just listing the features of your product. That can be boring and ineffective. Turn those features into benefits, and convey them in a way the reader can relate to. If they can’t see how it applies to their situation, they won’t feel compelled to click.
Include any details that may be relevant such as how long it will take or what they’ll gain from taking action. The more specific, the better. The best way to do this is to find your target audience and tailor the messaging to meet their unique needs.
This helps readers to better understand why they should click your link and gives them peace of mind that the action will be worth their time.
5. Make it Stand Out
You want to craft CTA copy that will be noticed, so make sure it stands out from the rest of the copy. It needs to be clear, action-oriented, and compelling.
Design elements can make your call-to-action pop. Use a bright color or bold font to draw attention to the link. The color red has been shown to be especially effective.
If applicable, use persuasive language that communicates value and incites urgency. Phrases like “Sign up now” or “Download today” suggest immediate action.
You can also add visuals that will allow readers to quickly spot your CTA copy and be motivated to act. Arrows and buttons are useful tools that help draw in the eye and increase click-through-rates. However, don’t overdo it. Too much visual confusion could look gimmicky and turn off potential customers.
Conclusion
Call-to-action copy is essential in any successful marketing campaign. It’s the bridge between your content and conversions, so it should be written with care. Although there are no hard and fast rules for writing effective CTA copy, these tips can help you get started in crafting one that will make an impact.
Do you need help improving your call-to-action copy? Reach out to the Ayokay team. We’ve helped countless companies create compelling and profitable content, and we can help you do the same.
Contact us today to get started!
Jack Shepler is a Marketing and Search Engine Optimization expert. He founded Ayokay, award-winning marketing, and web design firm in Indianapolis, Indiana that has built brands, increased sales for businesses, and helped nonprofit organizations fulfill their missions since 2011. He uses his decades of experience to educate through the Ayokay blog and through public speaking. You can follow him on LinkedIn.
