Call-to-actions (CTAs) should be short, simple, direct, and to the point. If that makes it seem like a CTA is the easiest thing in the world to write, you’d be terribly mistaken.

Considering you only have a few words to get your point across, engage audiences, and inspire action, it’s actually one of the more difficult things to compose. It’s not just about the words you use either. You also have to consider factors such as colours and design. Truth be told, if you don’t end up going the generic route, you take the opposite end of the spectrum and overthink it. In both cases, you’re not maximizing your CTA’s potential to convert visitors.

So, to answer the question, I went through my old notes and thought about which of the many CTA tips and guidelines I’ve come across that actually gave me tangible results—especially when it comes to boosting my newsletter signups. Here are my top 5:

1. Color is important

If users find it hard locating your CTA, they’ll most likely end up bouncing off the page instead.

Make sure your CTA button’s color is attention-grabbing and in contrast with the rest of your page. The objective is drawing your audience’s attention to the button so they are compelled to read the surrounding text or copy.

2. Use a relevant and visually appealing hero image to capture attention

Your CTA should be accompanied by a visually appealing photo that will add value to your message and offer. Photos are a good way of guiding your visitors to your CTA button. Once they take notice of your image, they will likely see your CTA.

3. Harp on exclusivity and underscore simplicity

CTAs have to be short and simple. This goes for both the copy that you’re using and the way that you design your CTA. For example, while you’d love to add as many design elements and flourishes to your CTA, the simpler it is, the easier it will be for your audience to understand your message.

As for copy, you want people to know exactly what they will get when they click on the CTA. However, it wouldn’t hurt to make it seem like they’re getting something exclusive. Try phrases that emphasize this such as “Get an exclusive copy” or “Be an insider today.”

4. Play on urgency

If you’re confident that users are already on your site because they know about your product or service—or at the very least are familiar with the industry—then play on their sense of urgency to get more sign ups. “Sign up now,” “Don’t get left behind,” “Get your limited copy”. These are some examples of phrases that help motivate audiences to take action ASAP.

5. Be sure to highlight audience benefit

CTAs are all about the audience. As much as you’d like to talk about how great your offer is, it’s not going to drive your audiences to click. Instead, make sure you’re able to communicate exactly what your CTA is offering. Trust me, this will prove to be more engaging and enticing.

These tips have proven to be the most effective I’ve come across in my years of doing online marketing. For anyone reading this, I’d be happy to hear more tips. Feel free to comment below. If you’d like to discuss how we can help give your marketing efforts a boost, get in touch with me and I’d be happy to brainstorm with you.