15 Tips For Writing Better Calls To Action In Content & Copy

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Tips for Writing Better Calls to Action

The types of CTAs you create depend on many factors. But, there are some tried and true tips that work for any niche to create better calls to action regardless of where it’s placed and what the type of content is.


Should You Use Text or Buttons?

When you are designing your CTAs, you should ask yourself whether you’re planning to use text or a button. The reason is that the words you use and how you set up a CTA with a button are different. You need to consider how it looks on a mobile device and how it stands out on your website.


In general, on your website, it’s going to be better to use a button because they look better and are easier to identify than a text link. But on your website, it might be best to use a combination of contextual linking and button linking. In an email, most of the time text links work better, but it does depend on your audience.


Placement of your CTA

When you need to place a CTA within any type of content, you’ll need to consider placement. Multiple places are always best; and in truth, it’s a guess when you first start before you have any data. You can assume “above the fold,” meaning before anyone scrolls, someplace in the middle, and then again at the end work well. Plus, if you have the right text, you’ll want more contextual links as well.


While in most cases you want to limit the number of different CTAs so that you don’t confuse your audience about what you want them to do next, you still want to place that CTA in multiple places so that your audience doesn’t miss it. People tend to look at websites in a pattern, so it would also be a good thing to use heat map technology to help you with placement.


Use the Right Words

Words are very important when it comes to creating effective CTAs. Each audience is different, but, in general, using action words will help your CTAs convert at a higher rate. Additionally, use descriptive words so that they know what to do, why they’re doing it, and what they’re going to get out of it if they do. If you can lessen their feelings of risk in the meantime, that’s going to help too.


Grab Their Attention

One way to grab your audience’s attention is to avoid creating a cluttered website or cluttered content. Differentiate your calls to action with directional arrows, images, and the right words that grab their attention differently from the rest of the information that you’re sharing with them. Make them know that this is something to pay close attention to by your use of color, fonts, and language.


Make the CTA Relevant

It’s very important that your CTA is relevant to the other content you’re sharing with your viewers and audience. If you find that you’re getting a lot of click-throughs to a sales page or freebie but people aren’t really downloading or buying it, make sure the CTA is relevant to the actual offer. Double down on ensuring that each thing you do is crystal clear so that your CTAs not only get clicked but are followed through.


The type of information that you need to ensure that you write better calls to action is who your audience is, what your purpose is, and what’s in it for them. If you can get that all together in a visually pleasing way that is understandable to your audience, then your CTAs will convert better.

Call to Action in Your Real Estate Content Marketing

There are all sorts of content involved with content marketing from social media messages, to email messages, to guest blog posts, to your own blog posts, whitepapers, eBooks, courses, and more. When you think about it, everything is content. Whether it’s a sales page, an article, or an email, it is all content; and all your content should have a CTA included.


  • Email CTAs – Keep in mind you want to have one email for each topic or subject (or problem) and then one CTA. Place it in the email in more than one spot such as immediately at the top and then at the end.


  • Website Content CTAs – On your website pages, there are many opportunities for CTAs. You’re going to have a lot of options regarding CTAs, but every single page should have at least one prominently-placed CTA so that your audience knows what to do. Try to make it easy for them. You can use “heat map” technology to find out where people are looking at your site to know the best placement for your CTAs.


  • Blog Post CTAs – When you write a blog post, the post should have a purpose, seek to inform, engage, and inspire action on the part of the reader. There are many places you can put CTAs in a blog post, from contextual links to over and under post buttons, that tell your reader what to do. It’s okay to include more than one CTA on a blog post. Some CTAs that are good to use would be to find out information about what you posted or to sign up for reminders of new blog posts.


  • Video CTAs – If you have video content, you should ensure that you’ve either stated the CTA and what to do in the video or in the description of the video. Just like a blog post, a video should be tied to what you want them to do next. If you’re good with editing, you can even add words with clickable links right to the video itself.


  • Report CTAs – If you’ve created a whitepaper, a report, or eBook, you can include CTAs throughout that content too. You can put more than one CTA if you create a long report, or it can contain just one CTA placed in several spots. The important thing is to be clear about what you want them to do after they've read the report. So don’t give them too many things to do and confuse them.


Anytime you create any type of content, you should consider how to add a CTA. It should be simple to figure out what to do because you have a reason for creating that content. You want it to lead someplace, and the CTA helps guide your reader there. You want to focus on the benefits to the audience consuming your content. Answer their main question, “what’s in it for me?,” and you’re sure to get more click-throughs to all your CTAs.


Call to Action in Sales Copy

When you create sales copy, it’s a natural place to include calls to action. It’s probably the main place you thought that you needed CTAs. When you’re talking about sales copy, you need to concern yourself with the content, the visual appeal, and your audience. Plus, you need to know the purpose of the sales copy, and the CTA to make it work.


First Things First

When a viewer comes to your sales page, the first thing they should see is your CTA. Get it right upfront so that they know what to do the moment they see the page. If they want to read all the sales copy or watch your video, they will. But, what if they read about your service or product already and now want to buy? They don’t need to look at everything, they just want to buy or sign up. Give them that opportunity right upfront.


Visuals Are Everything

On a website, it’s imperative that you use contrasting colors and fonts; but don’t burn your viewer’s retinas.  It should, of course, be responsive and work on any platform, whether a PC or a mobile device. If you’re using self-hosted WordPress and additional software like Leadpages.net, or Clickfunnels.com, you should be able to easily create CTAs that look good everywhere.


Use Action Words

If you really want your viewers to act, use action-oriented words. Words like “Sign Up”, “Register Now” are great, but you can be more descriptive by using words like “Start Your 7 Day Trial Now.” There is no rule about how long the text can be on your sign-up box, it just depends on the design. If you need more words, redesign it to take that many words.


Appeal to Your Audience

Your audience is what it’s about. You need to appeal to them in terms of “what’s in it for them” rather than what’s in it for you. Tell them about the benefits to them for signing up, trying the 7-day trial, or whatever it is that you wanted them to do in your CTA. The clearer you are about the benefits they’ll receive, the better.


Multiple Placements

In most cases in sales copy, you’re going to want to use multiple placements for your CTAs. You want them to see the CTA worded in different ways throughout the sales copy so that their fears are reduced, and they eventually click-through to answer your CTA.

Calls to action in your sales copy is imperative if you want to make a business out of what you’re doing. If you don’t ask for the sale, you’re not going to get the sale. It might feel strange at first, but you’re going to be glad you did it. Study after study show that effective CTAs lead to more sales.

Comments (2)

Mimi Foster
Falcon Property Company - Colorado Springs, CO
Voted Colorado Springs Best Realtor

What an in-depth post. Thank you for the time it took to write this information. I have had a lot of fun lately (on Canva) making CTAs for my blog posts. Have a great day!

Apr 06, 2022 07:49 AM
Will Hamm
Hamm Homes - Aurora, CO
"Where There's a Will, There's a Way!"

Hello Sarah  and thanks for the great information to share with us today.  The future will be interesting.

Apr 06, 2022 08:53 AM