Digital Marketing Strategies That Produce Results

Digital Marketing, SEO, Social Media & PPC

How to Write CTAs that Convert: Entrepreneurs Best Tips

How to Write CTAs that Convert: Entrepreneurs Best Tips

Are your CTA’s converting or bouncing your audience? When it comes to CTAs, don't call it one and done: Take the time to test and optimize your CTAs to see what performs best. A call-to-action—or CTA, as it’s often known—is deceptively simple. Typically, it’s just a few words aimed at pushing a prospect towards a goal: “Learn More,” “Watch Now,” “Get Your E-book.”

But an effective CTA can mean the difference between a new lead or sale and a lost opportunity: Michael Agaard of Unbounce called it the “tipping point between bounce and conversion.” Get it wrong, and your visitor may be gone for good. Build a smart, sleek CTA and you’ve got an incredible opportunity to create brand ambassadors and convert sales. But just how do you craft killer CTAs? Details matter when it comes to facilitating an interaction that converts.

To learn how to master the art of the CTA, check out the tips we’ve gathered, incorporating expert research and entrepreneurs’ own personal experiences:

Split Test Your CTAs

When it comes to CTAs, don't call it one and done: Take the time to test and optimize your CTAs to see what performs best. Show a segment of your subscribers a specific CTA, and others a different one—adding variations relating to copy and design. It can take some time to draw statistically significant results—Optimizely has found that you may need as many as 12,000 users involved in a test to generate relevant data.

If your audience isn’t quite so large, you can still run similar tests, but take your results with a grain of salt. If you notice that one CTA is performing at a far higher rate than the other, you’ll be able to swap out the poor-performing one with your winning CTA—or challenge your winning CTA again with a promising new variant. Repeat the test ad nauseam, until you've found a winning combination of words and design that hooks your reader and compels them to click.

Give Actionable Commands

Gene Caballero, co-founder of, which has been described as Uber for lawn care, says readers are much more likely to click on a CTA that makes clear what will happen next. “The words ‘Next, Sign Up, Complete, Submit’ that have been used for years as CTA copy are all ubiquitous words that do not indicate what will happen next,” he says.

Instead, Caballero uses more direct CTAs, such as “Get My Quotes,” “Send My Order,” and even “Mow My Grass.” This clarity, Caballero believes, reduces the anxiety and mental friction the reader might feel with a CTA that’s vague about what will happen when you click on it.

Contrary View: Keep Things Broad

Conversely, Max Robinson of the online nursery retailer says that the broader the CTA, the better. “We’ve found that often it’s our more vague CTAs that tend to attract more clicks,” he writes. (This diversity in opinion illustrates the importance of A/B testing—what works for someone else might not work for you.)

“For example, we recently started to change the language that we use in our emails very slightly, so rather than mentioning specific products or offers in our CTAs, we’d be inviting readers to check out all of our offers.” On the website, too, the retailer offers an ad promoting “up to 50% off”—encouraging the visitor to click through to a page listing each product offer.

Because the e-commerce retailer sells many different baby products, not every prospect will be in the market for the same items, so it can be valuable to encourage prospects to view all offers before narrowing down their marketing message in future collateral.

Simplify Your CTAs

While it may be tempting to encourage multiple CTAs, stick with one in each message: Research shows that singles increase clicks 371 percent (!) and sales 1,617 percent (!!) over multiple CTAs. So ask your visitor to download your ebook OR sign up for a free trial—but not both, or she'll probably stick with neither.

Also, consider a colored box: In multiple tests, red tended to generate the most conversions over other colors, such as green.

Offer Personalized Help

The online jewelry retailer Four Mine uses its email CTAs to give its customers or potential customers an opportunity to interact with a salesperson. Their calls to action involve requesting more videos, images, and details about their rings, gemstones, and diamonds. At the bottom of their website, there’s a “Let’s Talk” button.

This works for Four Mine because it allows the customer to feel like there is someone on the other side who will offer them personalized help based on their specific needs. It also facilitates sales because it addresses anxiety about product unknowns that can dissuade online purchases. “Any CTA that makes the customer feel comfortable asking questions can generate effective leads,” Four Mine’s Slisha Kankariya says.

Use Web Behavior To Customize CTAs

One of the most effective ways to increase the impact of your CTAs is to focus on an action that a specific prospect has already shown interest in, based on her previous web behavior. For instance, if a website visitor has visited the animals section of your e-commerce art prints shop, you can add her to your “animals” email group, so she’ll receive a “see new work” CTA whenever you have an adorable puppy print up for display.

Focus On Small, Realistic Steps

In order to drive a successful CTA, make sure you’re not asking your customer to overcommit. If you’re an e-commerce store that sells musical instruments, for instance, your customers may not be ready to pull out their credit cards to buy a new guitar at the drop of a hat.

But by adding less committal CTAs, like “add to wish list,” you can help keep your products top of mind—and then use marketing automation to track how often they return to the product link on your website. When they do, you can trigger another email reminder, including a special promotional offer to purchase the product. Keep surfacing your recommendation on a timed schedule (perhaps weekly?), and sooner or later, you may get your prospect to commit.

While CTAs are important, they’re just a small part of the equation in pulling a prospect all the way through a sales funnel. Focus on bold, direct CTAs paired with a strong marketing strategy that helps you track your buyer’s journey and sends your prospects the right content at the right time. Pay close attention to context in determining the right CTAs for buyers at every stage, and you’ll be able to build a strong marketing pipeline that won’t let you down.

Get in touch

Get Your Free Consultation Now

You'll learn which levers will yield the highest impact for your business, what metrics to keep an eye on, and what things you can apply immediately to see quick results.

What Our Clients Are Saying

"Seeing extraordinary growth in our business"

Before switching to Webforce we tried BigCommerce, Shopify, WooCommerce, and other systems that didn't achieve what we needed. Webforce works great for digital & physical products, it integrates seamlessly with our shipping and fulfillment, & It's flexiblility in services along with awesome marketing tools are great for maximizing our online advertising campaigns. We are seeing extraordinary growth in our business and would recommend this to anybody looking to take their business to the next level!

Tony Moy

Sales Director - BrainJuice

"Recouped our investment in 2 weeks and 110K in the first full month of working with WebForce. 496% ROI! "

Instead of 6 months or more and spending tens of thousands trying to do this on our own, Luis Madrid, Johnson Li, and the rest of the Webforce team, helped us get everything set up and start seeing a profit in just a few weeks.

Joe Barton

Barton Publishing

"I'm glad we hired you guys to do it"

Ya'll keep doing what you doing. I'm not a marketing or tech person, but I'm glad we hired you guys to do it. Let's keep it coming!

Corey Calliet

Fitness Celebrity & Influencer

"Professional, friendly, technical expertise and trustworthy service."

The completed site has exceeded our expectations and is very easy to use with no barriers. I have already seen the generation of business directly driven by the website; which is a result of Luis' SEO strategies to place us on the front page of search engine results. I would not hesitate in recommending Luis and Webforce HQ for their professional, friendly, technical expertise and trustworthy service.

Christian Santi

Director of Sales

"Glad We Partnered With WebForce"

We've been working with Luis & WebForce for over 5 years and I couldn't be happier with the results. Their marketing, design and expertise has led us to great success. Using their CRM platform to power all our online funnels, e-commerce and lead generation simplified the process and made running my business much easier.

Tom Hegna

Author & Retirement Expert

"Miles Ahead of Konnektive & Limelight"

I've been in the industry for over 20 years and have had exposure to many CRM's along the way. The landing page builder, ecom store module, one click upsells and membership site features that are all built in, are miles ahead of konnective, limelight and other technologies I've seen. I really like the platform!

Jason Isgro

Digital Marketer // Developer

"Over 500k In Revenue in Less Than 6 Months"

We wanted to propel our brand Purelife Organics. With the help of WebForce, we deployed Sales Funnels, VSL's, a brand new E-Commerce store and with the help of their Outbound Sales Center, we achieved Over 500k In Revenue in Less Than 6 Months

Todd Lamb

Purelife Organics