Back to Blog List

Topics/Previous Posts

How to Write Better Call-to-Actions

Many people and businesses struggle to turn website visitors into paying customers with a good call-to-action.

The general rule of thumb is that anywhere from 1 to 4% of website visitors will turn into a customer, client, or lead. Because of these low conversion rates, it’s critically important that your website is optimized for best chances of success. It’s important to have an optimized website that’s designed with conversion optimization in mind. What most people don’t realize is that the copy that resides on the website is just as important as the design – if not more so. Good copy vs. bad copy can mean the difference in just a few sales or leads or an entire flood of them. One of the most important aspects of good copy is the call-to-action (CTA).

A CTA directs the reader to do something:

  • “Click here for more info”
  • “Buy now!”
  • “Contact us to schedule an appointment”
Without a CTA, you’ll find that your website conversion rates are very low. There are many psychological reasons why CTA’s are so effective – and we would need an entire novel to list them all. Instead, we’re going to look at 5 tips on how you can write better CTA’s for your website which can increase sales and leads literally overnight.


A well-known psychological principle is that people tend to act when there is a sense of urgency. Such time-sensitive words as “now” or “today” give off subtle psychological cues that will convince people to perform the action you requested. Don’t use passive language or voice when writing a CTA – it won’t make as great as an impact in the minds of the readers as using active language or voice. Bad: “Shop our Products” Good: “Shop Our Annual Sale Now!”


Sometimes called “trigger words”, action-oriented call-to-actions consist of an action verb in the front. This is the cornerstone of persuasive writing. Instead of barking commands at people, try suggesting the desired actions instead. Bad: “Submit” or “Sign up” Good: “Open My Account” or “Get My Custom Quote”


It’s also important that you convey value with your call-to-action. If you’re not actively conveying value, then you’re probably coming off as overly salesy, which is a huge no-no in this day and age. Take the time to think about how your CTA can convey value. In as few words as possible, describe what value the person will get if they perform the requested action. Bad: “Contact Our Sales Rep” Good: “Register for a Custom Consultation”

K.I.S.S. (keep it simple…)

A CTA should be short and sweet. Writing more than 5 words isn’t as effective as writing just 2 to 5. Most writing is skimmed as it is, so make sure that your CTA’s stick out. You can bold them or use a bigger font.   Bad: “Register now to get a free copy of our very popular eBook which tens of thousands of people have downloaded over the past 5 years.” Good: “Click Here for Your Free eBook!”

Speaker, Spoken to, Spoken About

If possible, always write your CTA’s in the first person. A case study performed by a famous internet marketer showed an increase of conversions by over 26% by changing just one word! People tend to respond best when the tone of the conversation is one that is familiar – and nothing is more familiar than one’s own self. Bad: “Start your free 10-day trial” Good: “Start my free 10-day trial”

Marketing Experts in New Bern

When it comes to optimizing your website and other copy to increase conversions, it’s all about testing. Test, test, test and test some more. You can try different variations of words as well as change the colors and shapes of buttons and graphics. You’ll be surprised at how just one seemingly minor change could result in a flood of new sales, leads, or clients. If you need help optimizing your marketing campaigns or are wondering how many more sales and registrations your website could be driving if it were optimized, give the experts at AlphaGraphics a call. To learn more about how AlphaGraphics of New Bern can produce and design your next project, you may email us, request a quote or call us at (252) 633-3199.

Back to Blog List