4 Ways To Perfect Your Call-To-Action

Colleen Preisner

3 minute read

Looking for more leads? A better conversion rate? There’s one surefire way to help achieve them–have a crystal clear call-to-action (CTA). Here are four steps you can take to make your CTA stronger than ever before.

What Is A Call-To-Action?

“Sign up!…Please?”

Considering the estimation that we see up to 5,000 ads per day (Walker-Smith), it’s safe to say we’ve all seen and heard calls-to-action, even if we don’t know the explicit term.

A call-to-action is as implied–a form of communication that encourages someone to engage with a service, sign up for an email newsletter, download a piece of content from a site, or purchase a product.

Essentially, it’s the CTA copy that closes the deal between you (the company) and a paying customer.

As an email marketing agency, we’re nothing short of obsessed with having every communication we send have a sharp CTA to help maximize ROI and engagement among end-users.

As a result, we have come up with our four best tips on how to perfect your CTAs to achieve higher click-through rates and more.

Benefits of a Strong CTA

Slapping a “Learn More” or “Visit Our Site” at the end of an email in a callout box is the easy way to implement a CTA, but it often doesn’t drive the results companies are looking for–and for good reason.

If your headlines, body copy, and design elements for your content are all on-point, it makes sense to take the same precision to your calls-to-action.

A strong CTA serves two primary functions:

a. Tell the end-user specifically what action to take upon viewing the content.
b. Motivate the end-user with a compelling value proposition/reason to engage with the CTA.

“One of the main reasons why most landing pages and sales pages are not converting leads into customers is a weak call to action with no sense of urgency.” – Neil Patel

4 Steps For Stronger CTAs


Generic CTAs like “Visit Our Site” and “Learn More” don’t offer the one thing end-users are truly looking for–a real benefit.

At the end of the day, end-users engage with your content in the hopes of information, a service, or a product that will improve their quality of life in some manner.

Be sure to inject your CTA copy with phrases and words that are benefit-laden; the CTA’s mentioned above could easily become “Visit Our Site For 50% Off…” or “Learn More About Your Assessment…”, which are much stronger in that they provide value in engaging with the CTA.

Active Tense

Which sentence motivates you more: “You could be eligible for a chance to win.” or “Enter to win your ____________ here.”?

The tense of the language you use is as important as the value of your CTA. When in doubt, use simple and direct language to convey the value of your CTA. Studies have shown that writing in the active tense, instead of passive tense, increases engagement due to improved message clarity.

Persuasive Words

If possible, try incorporating these 5 persuasive words into your CTA copy to encourage action:

  • You
  • New
  • Bonus
  • Free
  • Save

These terms might not always be applicable, but they’ve also been shown to increase chances of conversion when used on landing pages and within email campaigns.

Strategic Curiosity

“You won’t believe what’s next!”
Do you know why many of our email campaigns for flash sales include countdown timers within the design? FOMO (Fear Of Missing Out), combined with a sense of urgency, encourages serious engagement among end-users.

“There is no single rule for writing a compelling CTA. It’s only by testing variations that you can be sure of what works.” – David Zheng

For your next landing page, PPC, or email campaign CTA, think about infusing it with copy-encouraging urgency for your end-users combined with a strong value proposition, such as “Don’t Miss Your 50% Off, 3 Days Only!”


Whether it’s for a landing page, for a sales letter, or for engaging with a PPC ad campaign, ensure you use the steps above to strengthen your CTAs and maximize your engagement.

Trendline Interactive

Ready to send better messages?

About the Author(s)

Colleen Preisner

Two decades of experience in the financial services industry. Fanatic of insight-based marketing strategy, having worked in nearly every marketing discipline. She leads Trendline’s Client Services teams across North America. Follow Colleen on LinkedIn

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