How To Write A STRONG Call To Action

And, a strong call to action (CTA) …that delivers results!

I get this question a lot – “Catherine, I know what I want to say in my Call To Action, but I don’t know HOW to say it. Can you please help?”

So I wanted to take a few minutes to break it down for you…

Essentially, a Call To Action (also known as a CTA) is a few key words or phrases that are designed to inform someone (your audience) of what they should do (or an action they should take), and it should ideally motivate them to do it.

In order for the CTA to be effective, it’s super important to not just tell your audience WHAT it is that you’d like them to do, it’s critical that you tell them WHY. When you are able to do this successfully, you’ll see a much higher conversion rate. More on that a bit later…

Here are a few key elements of a strong Call To Action:

1. It should have a clear goal in mind. Before you write, post, or share it, make sure that you know exactly what it is you’re trying to accomplish with your CTA. Are you hoping to:

a) Increase email opt ins?

b) Boost sales?

c) Move readers to another piece of content?

d) Encourage them to enter a giveaway?

2. Should be specific. It shouldn’t be more than a sentence or two, it needn’t involve multiple steps, and the reader should know exactly what it is that you’d like them to do.

3. It should create an emotional response. The BEST Calls To Action use strong verbs such as:

a) Learn – sounds inviting and offers something of value

b) Save – whether it’s time or money you’re offering, people like saving

c) Discover – invites the reader to learn something new

d) Try – implies low to no-risk

e) Connect – adds a personal touch

… but wait, there’s more!

There is a long list of other verbs that can also be effective depending on what you hope to achieve with your CTA: Join, Start, Reply, Add, Take, etc…

In terms of what verbs to avoid, a Call To Action that asks the reader to “click here” is considered to be overused and therefore, somewhat weak. Similarly, verbs that sound demanding or loaded with expectation will tend to not deliver the results you are looking for.

In other words, you would like your CTA to inspire your audience to take a simple action that will provide them with an immediate benefit of some sort. This benefit can be an offer of useful information, a freebie, an opportunity to take a closer look, or a chance to be a part of something new and exciting.

A effective Call To Action should require very little of the person it is directed at – instead, it is intended to share something of value and interest to THEM (and ideally, their action will come back to benefit you and your business in the future).

Some of the best CTAs that I’ve taken note of over the last few years have been phrased in the following ways:

• Discover your best life
• Join our community
• Book your next adventure

Please feel free to take inspiration from this post and reach out to me if you’d like to jump in a little deeper. Creating content for small businesses that adds value, builds relationships, and inspires action is something that I absolutely love to do.

I can’t wait to help you use your voice to make an impact in your online community.