The Power of Persuasion: How to Craft Compelling Calls to Actions (CTAs)

SUSO 14 May 2024

Get insights on how to create compelling CTAs and strategically position them to drive more conversions on your website.

Author: Hadi Waqar, SEO Analyst

Hadi Waqar







A compelling Call to Action (CTA) is the most important element in any marketing campaign. It guides potential customers by clearly stating the next steps they should take, ultimately allowing you to generate business and close leads.

In this article, you will learn how to create effective CTAs and strategically position them to navigate your visitors through the purchasing process.

What Is a Call to Action (CTA)?

A call-to-action (CTA) is designed to prompt users to take specific actions aligned with your goals, ensuring they stay engaged and don’t navigate away from your page. 

Commonly used in advertisements, emails, and landing pages, CTAs often appear as clickable links, forms, pop ups, or buttons.

Examples of Calls to Action

There are various types of Calls to Action (CTAs), each tailored to specific goals, brands, and target audiences.

It’s important to ensure that your CTA aligns seamlessly with your objectives, often necessitating extensive A/B testing to determine the most effective approach for your needs.

Below, I have outlined the most common CTAs, along with details on where they are typically used.


Buttons are one of the most common types of CTAs that you’ll encounter. Typically, these feature an icon alongside a compelling phrase such as “Click here,” “Subscribe now,” “Contact Us” or “Buy now.”

The choice of phrase usually reflects the brand’s style and the specific goals of what the user will achieve by performing the action.

Consider this example of a button on an eCommerce website compelling users to add the product to their basket.

Buttons Calls to Action (CTA)


Forms are particularly prominent on lead generation landing pages, Contact pages, and service-based websites, where they play a crucial role in collecting user data.

Often, combining a form with a button can create a complete conversion pathway. For instance, after submitting the form, users might be redirected to a “Thank You” page or gain access to exclusive content.

Form Calls to Action (CTA)

Contextual Links

Contextual links (aka internal links) are common and essential CTA’s you’ll encounter on the web. Typically found within the body of web pages and blog posts, these links allow users to click on specific text to navigate to related pages.

Here’s a contextual link that guides users to a related page for more information.

Contextual link CTA

Why Are CTAs Important?

Call to Actions (CTAs) serve as the guiding hand in achieving conversions, help in business growth and objectives.

Without CTAs, users are unsure of the next step when it comes to making purchases or subscribing to a service.

Here are some reasons why CTAs are important:

  1. Boost Engagement: By leveraging action words to drive interactions, CTAs encourage users to engage with your content. Without CTAs, users would have nothing to do on a website.
  2. Guide User Behaviour: By strategically placing CTAs, businesses can guide users toward desired actions, facilitating a seamless journey through the conversion funnel.
  3. Track Performance: CTAs can be tracked for measuring the effectiveness of your marketing efforts and whether or not your audience engages with your content.
  4. Drive ROI: CTAs are instrumental in driving return on investment (ROI), ensuring the marketing efforts yield results.

How to Write Effective Calls to Actions

Crafting compelling Calls to Action is essential in capturing users’ attention and guiding them through your funnel. 

In this section, you’ll learn the art of crafting impactful CTAs that not only grab attention but also prompt action, ultimately boosting conversions.

Use Clear & Concise Language

One of the keys to effective communication with your audience is using language that is clear and to the point. This clarity ensures that users understand the intended action associated with your CTAs

The choice of language for CTAs varies depending on your website or goal that you want to achieve:

  • eCommerce: If you’re running an eCommerce store, common CTAs include “buy,” “buy now,” “order,” “shop,” “add to cart”, and so forth.
  • Service / Solutions Based Businesses: For businesses offering services or solutions, typical CTAs might be “Signup,” “Inquire,” “Try for Free,” “Start Free Trial,” “Book Now,” “Schedule an Appointment,” “Contact Us,” “Learn More” or similar phrases.

Choice of language for CTAs

  • Newsletter: If you’re encouraging users to subscribe to a newsletter, straightforward CTAs like “Subscribe Now” or “Subscribe Today” are effective.
  • PDF / Content Download: When offering downloadable content like PDFs, common CTAs include “Download,” “Download Now,” “Get a Copy,” or something similar.

Tailoring your CTAs to your business and audience is crucial. By using language on your CTAs that clearly communicates the desired action, you can maximise engagement and drive conversions.

Create a Sense of Urgency

Using a timer alongside compelling text within your Calls to action (CTAs) can create a sense of urgency.

These CTAs are frequently spotted on eCommerce stores alongside text such as “Only 2 units left,” “50% off for a limited time,” “Limited-time offer,” “Today only: 50% off,” or “Sale Ends Today.” Such text encourages users to act quickly to get the best deals and limited-time offers.

Calls to action (CTAs) with limited-time offers

By creating a sense of urgency, you’re likely going to experience a surge in clicks and conversions. 

However, it’s important to bear in mind that excessive use may decrease user trust in your website, so this tactic should be used sparingly.

Don’t Overdo It

It’s also important to understand how users engage with CTAs at different parts of a webpage and fine-tune them for better conversions. However, it’s essential to have a balance and refrain from using CTA’s on every part of the page. 

Doing so makes it difficult for users to understand which CTA is the most important. 

A/B testing is a great way to identify which CTA’s bring you clicks and which don’t. 

Make It Stand Out

Crafting a compelling Call to Action is crucial for motivating users to act.

Test your CTA’s with various ‘tones of text’, test words that provoke emotion or enthusiasm and iterate until you find the version that resonates most with your audience. However, it’s important to ensure that your CTAs remain consistent with your brand’s tone of voice.

Consider customising your CTAs to different screen sizes (like mobile devices and laptops) to maximise effectiveness.

Use contrasting colours to make your CTAs more pop and appear more prominently on a web page. 

Likewise, use different colours to convey different messaging on your CTAs, for example, this eCommerce website has different colours for buying a product online, and opting for click & collect from a store.

Different colours Calls to Action (CTA)

The Bottom Line

By crafting effective CTAs and refining them, you gain valuable insights into user behaviour. Through optimising these CTAs, you can experience significant improvement in your conversion funnel.

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