Creating A Call To Action That Actually Converts

action  You have finally finished creating the perfect copy; it is written clearly, the content is compelling and engaging, but you’re still not converting customers – why is this?

It doesn’t matter how well your copy is written or what it says; if the call to action at the end of the copy is unclear, your customers will abandon their choice to buy or signup.

If you’re realizing that your conversion rates are slipping but your copy is flawless, maybe you need to make a few changes to the call to action portion of your content.

The Why

Before creating a call to action, you have to know why you want your customers to follow your request. What is it that you want from them? Does your call to action lead them to make a purchase or sign up for your newsletter?

Knowing why is important because it allows you to get to know your audience better. You will figure out what problem it is you are solving for them and how they will benefit from clicking your call to action link. If you don’t know why or don’t clearly state why your audience should continue with your request, they won’t.


Simplicity is the key to a successful call to action. Getting too wordy or posting a long call to action may cause your audience to lose focus on what it is they’re supposed to be doing. Some examples of short and sweet call to actions include:

  • “Start a 30-day free trial”
  • “Download your free e-book now”
  • “Get coupon code”

Be Different

Everyone expects a call to action when they visit a website – your customers know you want them to sign up for your newsletter or purchase an item, but it doesn’t have to be the same as everybody else’s.

Sometimes using a different form of a call to action can be just what your site needs to successfully convert new customers. For example, tell your customers what not to do:

  • “DON’T click here if you don’t want the free e-book”
  • “Click the X if you DON’T want more traffic”

When you use a call to action as a popup, such as asking for the visitor’s email address so that they can receive information, use a negative and positive response:

  • “Yes, I could use more traffic on my website” or “No, I have enough traffic as is”
  • “Sign me up for 500 free leads” or “No thanks, my business is successful enough”

Easy And Persuasive

Making your call to action as easy as possible will increase conversion rates but including a persuasive offer will be much more effective. This will give the customer two immediate reasons to sign up or register for your website.

  • “Sign up your email and receive 3 e-books immediately”
  • “Start your free trial; no downloads, no credit-card required”
  • “Create an account and receive 10GB of space forever”

Your customers don’t expect ten free items when it comes to a persuasive call to action but they don’t want to experience any difficulties when signing up.

Creating the perfect call to action can be difficult, whether it’s for your website or for an email marketing campaign. To get more exclusive marketing tips and information, sign up for your free newsletter today.

    Want to know if your marketing efforts are actually working? If so, download our FREE Marketing Audit!
    Just enter your name and email address below.