How do I write a good call to action?
TL;DR
Use action verbs, be specific, focus on the customer benefit, create urgency where genuine, and test against 'Submit' or 'Click here' (which always lose). 'Start my free trial' beats 'Sign up' by 30-50% in most tests.
Detailed answer
- 1.Use action verbs: Start, Get, Claim, Try, Build, Save.
- 2.Be specific: 'Get my free quote' beats 'Submit'.
- 3.Use first person: 'Start my trial' beats 'Start your trial' in many tests.
- 4.Add urgency only when real: 'Save 20% today' (if today is genuinely the deadline).
- 5.Match the CTA to the funnel stage (top-of-funnel: 'Learn more'; bottom: 'Buy now').
Common mistakes
- 1. Generic CTAs like 'Submit', 'Click here', 'Continue'.
- 2. Putting only one CTA when the visitor might need two paths.
- 3. Burying the CTA below the fold on a long page.
What to do instead
A/B test CTA copy on your highest-traffic page. A 15% lift on the primary CTA often outperforms a 6-month redesign.
Match CTA language to customer intent. A first-time visitor sees 'Learn more'; a returning visitor sees 'Start free trial'. Same page, different CTA.
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