What Is a Call to Action (CTA) and How to Write One That Works

A call to action is a button or sentence that tells visitors what to do next. It is often shortened to CTA. Without a clear call, even an interested visitor often leaves without getting in touch.

What a call to action is

Every page, ad and email needs a goal: an enquiry, call, booking or purchase. The call to action is where that goal happens. Examples:

• “Book a free check up”
• “Request a property valuation”
• “Call us”
• “Send an enquiry about your kitchen”

How to write a good call to action

1. Start with a verb. “Book”, “Request”, “Download”.
2. Say what I get. “Request a free valuation” says more than “Submit”.
3. A smaller step. A free check up or valuation is an easier first step than “Buy now”.
4. Remove the fear. A short note under the button: “no obligation” or “reply within one working day”.
5. Same language as the offer. If the ad promises a valuation, the button on the page should say valuation.

Where to place it

• At the top of the page, for those who have already decided.
• After proof, such as reviews and examples of work.
• At the end of the page, for those who read everything.
• On mobile as a button that stays visible while scrolling.

One main action per page works better than five buttons of equal weight.

Common mistakes

• a “Submit” or “Click here” button with no meaning
• a call that appears on mobile only at the bottom of a long page
• a form with too many fields behind a good button
• different actions of equal weight side by side

How to know if it works

Track how many people click the button and how many complete the enquiry. Changes are best checked with an A/B test or by comparing periods. Read more about measurement in what is a conversion.

I write calls to action and copy that leads to enquiries in the copywriting and conversion rate optimization services.