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How to Craft a Call-To-Action That Converts

Copy that converts has to be about the audience. Too many websites focus on what they think makes them the best, without paying enough attention to their prospects’ desires. Appeal to your prospects’ self-interests, and they’ll be more likely to convert.

In terms of writing about your product or service, think about your unique value proposition– what are you offering your prospects that they might not be able to find anywhere else? Remember, if you don’t answer this, they’ll go and look for it elsewhere.

Address their fears and tell them how your product or service will benefit their lives and make things easier/better/faster/more affordable.

And one of the most important aspects of your copy is your call-to-action (CTA).

Follow these basic principles when crafting yours:

  1. Your CTA should be easily recognisable and consistent across your website. Try a clear button or a simple line of text
  2. Place it logically where you know your interested prospects will read it. If you’d like to tell them about a free trial you’re offering, place it at the end of your latest blog post, where you’ll already have their attention
  3. Make it stand out. Write it on a separate line, put it in its own box, write it in a different colour. Anything to make it clear to your readers that this is what you want them to do. Remember, most people browse many websites before they make their final decision, so make sure your CTA can be identified with a quick scan
  4. Your CTA should be straightforward. Make it between 10-15 words and use simple phrases like “now” and “today”. Don’t feel like you have to be creative and invent something completely new


Appeal to your prospects’ emotions:

Try these tactics to compel your prospects to convert:

  • Offer your readers something more. This is particularly useful for businesses that use a multi-step sales funnel and are looking at educating their prospects before they make an informed decision. Try Learn More or Read about xyz here. This way you’re also positioning yourself as a reliable and trustworthy source.
  • Offer a free trial. Let your prospects try your product or service commitment-free, which is the perfect way of bringing in customers who might be unsure. And once they try it, they’re more likely to use it.
  • Create a sense of urgency. Set deadlines for your offers or tell them that places are limited for your next event. This way, your prospects won’t want to wait too long or shop around too much, as they’ll be concerned about missing out.


Unfortunately, you won’t be able to convince everyone who visits your website to convert. But as soon as you ask yourself what your customers might want, then you’re on your way to creating compelling CTAs that generate more conversions.

And if you feel like your CTAs need a bit of a makeover, then call us today on 1300 663 995. We’ll be happy to help you on your way to more conversions.

By Cassie Chorn

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