No matter how enticing your offer is, it won’t matter if you don’t have a call-to-action (CTA). Without a CTA, your potential leads won’t know what to do after hearing your pitch to get your offer.

This is why I’m so particular about how I write my CTAs. Here are some key things that I focus on:

1. Length

CTAs are meant to be short and succinct.

I take the advice of Neil Patel to heart—if it takes over six seconds to read, then it’s too long.

I know that doesn’t give us marketers a lot of wiggle room to be creative and informative, but it is possible. There’s a lot you can say in four to five words if you put a bit more effort and time into crafting your CTA copy.

2. Writing Style

My next tip for writing CTAs is to use action words. I find that this actually helps me get more clicks. Instead of writing something generic like “Download”, or “Submit”, I go for “Learn More”, “Get Started Now,” or “Join Today.”

3. Personalization

You probably already know the value of personalization for your emails, but personalization for your CTA is just as effective.

Simply shifting your CTA to first-person, as shown in this study, can boost your conversion rate significantly. It worked so well that it delivered a 90% increase in conversions.

4. Design

Your CTA isn’t just about copy—how you design it matters a lot too.

Colour psychology really helps with this. For example:

• Orange is said to prompt immediate action.
• Light blue hues are known for boosting trust and security.
• Green denotes growth, nature, and relaxation.
• Yellow is eye-catching but communicates less urgency.
• Red is known for energy and urgency.

Additionally, the size of your CTA also matters. When it comes to this, the bigger, more eye-catching your CTA is, the better (within reason of course). Make sure you choose a colour that doesn’t blend into the whole page, so your readers know exactly where to click. Design the button in such a way that it stands out. Remember, CTAs are meant to get noticed.

5. Position

Where you place your CTA matters.

Some marketers say placing the CTA above the fold guarantees better visibility. However, doing so also means your reader has barely made it through your entire landing page, email, or post and you’re already asking them to do something for you. Generally, this makes them less likely to click on your CTA.

What I’ve found significantly more effective is adding my CTA button towards the bottom of the page. This ensures that they’ve already read through what you have to say and are ready to make an informed and hopefully positive decision on your CTA.

Hope my answer helps! If you have any questions, don’t hesitate to reach out to me via Leadspanda and I’ll be happy to answer them.