How to Create Compelling Calls to Action: Tips and Examples

But what exactly is a call to action (CTA), and how can you make it more compelling?

A call to action is a statement that prompts your website visitors or potential customers to take a particular action. This action could be anything from signing up for a newsletter, filling out a form, purchasing a product, or subscribing to a service. The goal of a CTA is to drive a user towards a conversion, and if it's compelling, it can be incredibly effective.

But creating a compelling CTA is not easy, and there are many factors to consider. You need to think about the design, wording, placement, and the value proposition of your CTA.

Here are 7 Tips for creating compelling calls to action

1. Keep it simple and clear

The first and most important tip for creating a compelling call to action is to keep it simple and clear. Your visitors should be able to understand what action you want them to take without any confusion. Your CTA should be easy to read and the language used should be simple and direct. Avoid using industry jargon or technical language that your visitors may not understand.

According to a study by HubSpot, companies that have a clear and concise call-to-action (CTA) have an average conversion rate of 13.5%, compared to a conversion rate of 4.4% for companies with a cluttered or confusing CTA.

Keeping the CTA simple and clear is an essential aspect of creating compelling calls to action. By doing so, businesses can increase the effectiveness of their marketing efforts and drive more conversions.

2. Use action-oriented language

Your CTA should use action-oriented language that motivates the user to act. Use phrases like ‘Get started’, ‘Sign up now’, ‘Try for free’, or ‘Join us today’. These types of phrases create a sense of urgency and encourage the user to take action immediately. According to a study by Unbounce, using action-oriented language in a call-to-action (CTA) can increase conversions by up to 121%.

Using action-oriented language in a CTA statement is an effective strategy to create a sense of urgency and motivate visitors to take action. This can help businesses to increase their conversion rates and achieve better results from their marketing campaigns.

3. Make it stand out

Your CTA should stand out from the rest of the content on the page. Use contrasting colors or bold text to make it easy to find. A common mistake is to make the CTA blend in with the rest of the content, making it difficult to locate.

According to a study by EyeQuant, calls-to-action (CTAs) that stand out and contrast with the surrounding content can result in a 68% increase in conversions. By using contrasting colors, larger font sizes, bold text, or by placing it in a prominent location on the page, businesses can ensure that their CTAs are highly visible and encourage visitors to take the desired action.

4. Use a value proposition

Your CTA should include a value proposition that tells the user what they will get by taking action. Highlight the benefits of your product or service and let them know what problem your product or service can solve for them. By doing so, you create a sense of urgency, and the user is more likely to take action.  Further is has been found by MarketingExperiments that adding a value proposition to a call-to-action (CTA) can increase conversions by up to 50%.

Therefore, by highlighting the benefits of the product or service being offered, businesses can increase the perceived value and motivate customers to take action.

5. Use urgency

Urgency is a powerful motivator, and your CTA should use it to drive conversions. Use phrases like ‘Limited time offer’, ‘Offer expires soon’, or ‘Only a few spots left’ to create a sense of urgency and make the user take action immediately. According to a study by ContentVerve, making a call-to-action (CTA) button stand out on a website or landing page can increase conversions by up to 35.81%.

Therefore, by making the button more noticeable, visitors are more likely to take the desired action, which can help to increase the effectiveness of your marketing campaigns.

6. Make it visually appealing

Your CTA should be visually appealing and designed to grab the user's attention. Use graphics, icons, or images that relate to the product or service you are offering. A visually appealing CTA can increase the click-through rate and drive more conversions.

7. Test and refine

Creating a compelling CTA is not a one-time job you need to test and refine your CTA to improve its effectiveness. Use A/B testing to see which CTA performs better and make changes accordingly. According to a study by HubSpot, A/B testing CTAs can lead to an average lift in click-through rates of 49%. A/B testing CTAs is a proven way to improve click-through rates and drive more conversions. By testing different versions of the CTA and refining it over time, businesses can optimize their marketing campaigns for better results.

Here are Examples of compelling calls to action:

1. Uber

Uber is an excellent example of a company that uses a compelling call to action to drive conversions. The CTA on their homepage is simple and clear, with action-oriented language that motivates the user to take action immediately.

The value proposition is also clear, letting the user know what they will get by taking action. The design is visually appealing and stands out from the

rest of the content on the page. The use of contrasting colors makes the CTA easy to find, and the urgency is created by the phrase "Ride now."

2. Grammarly

Grammarly is a popular online writing assistant tool that uses a compelling CTA to drive conversions. The CTA on their homepage uses action-oriented language and a value proposition that lets the user know what they will get by taking action. The design is visually appealing, with the use of contrasting colors that make the CTA easy to find. The urgency is created by the phrase "Eliminate grammar errors," which creates a sense of urgency and encourages the user to take action.

3. Airbnb

Airbnb is a popular online marketplace for people to rent out their homes or apartments. The CTA on their homepage is simple and clear, using action-oriented language that motivates the user to take action. The value proposition is also clear, highlighting the benefits of using their service. The design is visually appealing, with the use of contrasting colors that make the CTA easy to find. The urgency is created by the phrase "Book unique homes and experiences," which creates a sense of urgency and encourages the user to take action.

4. Squarespace

Squarespace is a popular website builder that uses a compelling CTA to drive conversions. The CTA on their homepage is simple and clear, using action-oriented language that motivates the user to take action. The value proposition is also clear, highlighting the benefits of using their service. The design is visually appealing, with the use of contrasting colors that make the CTA easy to find. The urgency is created by the phrase "Start your free trial today," which creates a sense of urgency and encourages the user to take action.

5. Mailchimp

Mailchimp is an email marketing platform that uses a compelling CTA to drive conversions. The CTA on their homepage is simple and clear, using action-oriented language that motivates the user to take action. The value proposition is also clear, highlighting the benefits of using their service. The design is visually appealing, with the use of contrasting colors that make the CTA easy to find. The urgency is created by the phrase "Join millions of businesses," which creates a sense of urgency and encourages the user to take action.

Creating a compelling call to action is essential for businesses to drive conversions and boost their ROI. By following the tips outlined and drawing inspiration from some of our examples of successful CTAs, businesses can improve their conversions and drive more sales.

Remember to track the success of your CTA and make changes accordingly to ensure that it remains effective. A compelling CTA is a powerful tool that can help your business stand out in a crowded market.