A Complete Guide To Creating Call To Actions That Work


Everyone knows the importance of CTA’s today and almost everyone uses them. Things like “Buy now, Register, Subscribe now!”

However, these regular CTAs just don’t work as they use to anymore. As our audiences get smarter and experienced, they essentially become immune to the effect these CTAs are supposed to create.

Furthermore, you already know that if a visitor doesn’t click, they don’t convert!

So, how does one solve this dilemma? How does one boost the conversions of their call to actions? How does one make effective call to actions?

The answer is really simple!

1. Making It Benefit-Oriented

This is by far the most important thing to keep in mind while creating a CTA. Your CTA should really be a benefit to your audience.

This is the easiest way to make a convincing CTA. People click on things that will give a good benefit to them. This is just how things work.

By making your CTA benefit oriented you will be able to boost conversion rates because those who click will know exactly what they are getting into.

If people don’t know this, they won’t click.

Here are some examples:

effective call to actions examples

Notice, this CTA from Hotjar. Here, Hotjar tells you exactly what they offer: Finding your hottest opportunities for growth. Then, on the CTA button, Hotjar says “TRY IT FOR FREE”.


effective call to actions examples

Here is another great example. This CTA on Neil Patel’s website first asks a question then, says “Analyze Website”. Similar to Hotjar’s CTA, the user knows exactly what they are getting into and what benefit they can get from this: More Traffic.

2. Make Sure the CTA Buttons Actually Look Like Buttons

Signifiers are important for conversions. This just means that every element on your website should look like what it’s supposed to be used for.

Buttons, in this case, should look like buttons.

Not only will this make your CTA stand out, it can alone increase conversions.

Buttons convert more when they are visible. There is a reason grey buttons don’t convert!

While you may think this is common sense, there are many example of such on the internet.

Take this CTA from Whisky Exchange:

not an effective call to action example

Can you find the button?

You can’t!

3. Use Curiosity To Your Advantage

Humans are curious by nature. If you create CTA’s that are able to create a desire for your audience to find out more, they will automatically click leading to an increased number of conversions.

So how does one do this?

By using emotional triggers such as surprise, fun, delight, etc.

These words are able to arouse curiosity in readers.

Remember, its humans that are using the internet. Humans who make emotional and rational decisions on a day-to-day basis.

Creating Effective Call to Actions

While, creating CTAs has gotten harder, their goal hasn’t changed over the years : Put a message to your audience at the right time, to make them do something.

Remember effective call to actions are those that are benefit oriented, visually appealing and are able to use curiosity to your advantage.

Effective call to actions are buttons that imply no work on your part, aren’t vague and have subtle urgency.

What CTA Techniques do you use? Do you have any other tips for creating effective call ot actions? 

Let me know in the comments below!

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