Marketing is hugely based on good writing. Articulating clear ideas is important for catching the prospect’s consideration. Let’s take a call-to-action (CTA) as an instance here. If the crafted copy doesn’t attract visitors, it can negatively impact your lead conversions, click-through rate, and sales.

This blog will discuss some important copywriting practices and suggestions you should apply anfd follow in your CTAs to generate more leads, drive traffic, and convert users into customers.

 What is a call to action?

A call-to-action (CTA) is a word or phrase that encourages a reader to take a preferred action. Meanwhile, in marketing, CTAs are present all over campaign copy, which helps persuade your audience to take the next step in the sales shaft through a button or hyperlink.

Your CTA must encourage people to accomplish one of the following actions:

• Subscribe to your email newsletter
• Sign up for an account.
• Download an ebook.

Additionally, if you want more people to be influenced and take the next step, then your CTA must be captivating enough for them to stop and have a look at it. This is why knowing how to write a CTA is necessary.

Benefits of a good call to action

Before going into the steps of how to write CTAs, let’s have a look at the benefits of CTAs.

As you are aware, a call to action is a marker that turns simple visitors into potential customers by assisting them to keep probabilities moving toward the goals to not let them deviate and get detached.

These examples display the impact of a great and powerful call to action:

• Emails with a single CTA improved clicks by 371% and sales by 1617%.
• CTAs on a landing page maximized clicks by 80%.
• Including well-retained CTAs, it improved blog post revenue by 83%.

Overview

CTAs or call-to-actions are considered significant elements for digital marketing, ads, and campaigns due to their potential to allow viewers to take the next rational step in their online journey, including purchasing or signing up for a newsletter. Overall, CTAs are precisely assessable and let marketers track conversions and leads, thus learning more about their users.

How to Write a Call-to-Action

A precise skill is required for writing powerful calls to action, which involves equal parts of arts and science. Fortunately, writing strong CTAs can be learned or acquired with plenty of practice. By following the given steps, you can skill powerful CTAs that can help boost traffic and transform leads into customers.

Begin with strong verbs

The first piece of advice for writing good CTA is similar to the rule of the classic book Writing Tools, and that is to start sentences with verbs and subjects. As in English, we read from left to right, and verbs and subjects help us quickly assemble a sentence’s denotation.

As important as these facts might be, during the production of your online CTA, recognizing when readers’ attention is more subtle than the shadow of a flapping bird is also important.

Simply, the first word at the start of each sentence is an action-focused verb. Words such as “drive,” “create,” and “start” can motivate action that will instantly bring positive outcomes.

If you are not including verbs in the CTA, you aren’t encouraging readers to take action, and as we mentioned earlier, it can negatively impact the click-through rate of your CTA.

Involve numbers

The internet is always flooded with guesses and ambiguous statements, and this is the reason utilizing data and numbers is a successful way of demonstrating your message as clearly and straightforwardly as possible.

Numbers are a great way to interrupt ambiguity; therefore, be specific regarding your offer and set the right prospects. A number states visitors accurately what they’ll get, how much they will get, for how long, etc.

This technique has flourished in CTA copies, blog post titles, email subject lines and press release headlines.

As stated by Hubspot, one study analyzed 721 renowned articles and found that the second most popular beginning word is a number.

Now the question arises, “What numbers can you include in your CTA copy?”

You can add the offered whitepaper’s page length, list the numerical influence or advantage of a specific provided resource, or mention a specific discount.

Minimum character count

A standard advice for CTAs is to “keep them concise.” Avoid writing complex copy that takes your readers to keep reading it. Not only CTAs, but they should also be applied to other marketing activities, including emails and press releases. According to Hubspot, in an analysis of high-converting CTA buttons, the study found that a normal CTA comprises 3.411 words.

Another great tip for writing a CTA that attracts readers’ consideration and gets to the point is to look up to the way press release headlines are written.

On the one hand, Wylie Communication’s analysis states that the PR headline length should be around 55 words or fewer.

However, Cision’s State of Press Releases Report found an average headline length of 88 characters.

Keep this tip in mind and follow them while writing your CTA copy, or you can look for writing services that can help with all your writing related to marketing and then observe the reader’s reaction.

Use adverbs thoughtfully

Most adverbs are identifiable with an ending, including “-ly” for, e.g., “lastly,” “finally, “unfortunately,” and “quietly.”

Though there are diverse types of adverbs (regarding direction, degree, time, and manner), along with their function of modifying “components other than nouns.”

Adverbs do not have any stable position in a sentence. For example, you can abode the word “finally” or “lastly” at the sentence’s beginning, middle, or end.

Words like “actually,” “incredibly,” or “really” are often deliberated fuzz and don’t add much value when a more powerful adverb can get into its place. For example, “extremely important” could replace “consequential.”

But remember to limit the number of adverbs in your CTAs, except they hold the potential to add value to the sentence.

Give your audience a reason to act

In simple words, let people know what they have in it if they click or let them know how it will assist them, whether making their jobs better, losing weight, saving time or saving money, etc. This way, it will draw in profoundly with your proposed value or unique selling point (USP). Note that your USP is perhaps one of the most significant fragments of obtaining new leads. Therefore, forming a nice USP/CTA mash-up is a good idea for increasing visits or clicks.

A good example of a call to action here could be something like, “Contact us and start saving money today!” Here, you have not only mentioned what you want from readers (call today), but you have also provided them with the purpose of why they should do it (save money).

Personalize CTA to device type

Generating an amazing call-to-action is significant, and this is not something new. But considering customization or personalization based on the device being used by the majority of customers can actually spice up the game. According to Google, desktops and tablets are the same devices due to roughly the same screen size, and even people use them for searching purposes in similar circumstances.

For instance, if you watch an ad somewhere regarding any product or something in which they are interested, then they probably search for it more to know more about it, and they will do it over their tablet or laptop. Therefore, it is probably best to provide them with CTAs comprising words like “learn more” or “shop now.”

On the other hand, mobile devices are inclined to have diverse user behavior and search concentration if compared to desktops/tablets. Since 80% of local business searches made on mobile devices have transformed, it’s practical to customize your CTA based on the device.

One huge difference between desktop and mobile is that on mobile, people have an option of calling with whom they are doing shopping. Therefore, create more call-centric CTAs for phone devices, particularly for service-providing businesses.

For example, some practical and powerful CTAs can be “call us today for more information” or “call now to get started” to direct and allow your target audience to make them do according to your necessity.

Maximize using practical language.

Always remember, when it comes to writing powerful CTAs, keep the language more practical and less technical. The language used in your CTA should reveal industry-precise knowledge. However, some other best methods can take the place of good and successful CTAs irrespective of industry if done accurately.

This has been examined and abstracted from the best practices of several diverse marketing ventures.

For example, in headlines, words like “why” or “best” propose the content can extend the reader’s knowledge. The same logic can also be applied to crafting CTA copy; therefore, outline the offer’s pros and the ways in which it can make your predictions smarter.

While writing CTAs, avoid using excessively technical terminology. Several words that attract the fewest views in blog posts include “franchise,” “investment,” “virtualization,” and “conferencing.” Clearly, these terms indicate enforced intricacy and seem to be less attractive to readers.

It’s basic that if people do not want to see something that is not pleasing to them, then you should not be adding it, and they will eventually like it if you add what they want you to add.