4 Ways To Perfect Your Call-To-Action

Looking for more leads? A better conversion rate? There’s one surefire way to help achieve them: have a crystal clear call-to-action (CTA). Here are four steps you can take to make your CTA stronger than ever before.

What Is A Call To Action?

“Sign up!…Please?”

Considering the estimation that we see up to 5000 ads per day (Walker-Smith), it’s safe to say we’ve all seen and heard call to actions, even if we don’t know the explicit term.

A call-to-action is as it is implied: A form of communication that encourages someone to engage with a service, sign up for an email newsletter, download a piece of content from a site, or purchase a product.

Essentially, it’s the copy that closes the deal for you (the company) and a paying customer for your product or service.

As a data-driven email marketing agency, we’re nothing short of obsessed with having every communication we send have a sharp call-to-action to help maximize ROI and engagement among end-users.

As a result, we have come up with our four best tips on how to perfect your CTAs within an email to achieve higher click-through rates and more.

Benefits of A Strong CTA


Slapping a “Learn More” or “Visit Our Site” at the end of an email in a callout box is the easy way to implement a CTA, but often it doesn’t drive the results companies are looking for – and for good reason.

If your headlines, body copy, and design elements for your content are all on-point, it makes sense to take the same precision to your call-to-actions.

A strong call to action serves two primary functions:

a. Tell the end-user specifically what action to take upon viewing the content.
b. Motivate the end-user with a compelling value proposition/reason to engage with the CTA.

“One of the main reasons why most landing pages and sales pages are not converting leads into customers is a weak call to action with no sense of urgency” – Neil Patel

4 Steps For Stronger CTAs



Generic CTAs like “Visit Our Site” and “Learn More” don’t offer the one thing end-users are truly looking for: a real benefit.

At the end of the day, end-users engage with your content in the hopes of information, a service, or a product which will improve their quality of life in some manner.

Be sure to inject your CTA copy with phrases and words that are benefit laden: the CTA’s mentioned above could easily become “Visit Our Site For 50% Off…” or “Learn More About Your Assessment…”  which are much stronger in that they provide value in engaging with the CTA.

Active Tense

Which sentence motivates you more: “You could be eligible for a chance to win.” or “Enter to win your ____________ here.”?

The tense of the language you use is as important as the value of your CTA. When in doubt, use simple and direct language to convey the value of your call-to-action. Writing in the active tense, instead of passively, has been shown to increase engagement due to improved message clarity.

Persuasive Words

If possible, try incorporating these 5 persuasive words into your CTA copy to encourage action:

  • You
  • New
  • Bonus
  • Free
  • Save

These terms might not always be applicable, but if that’s the case with your offering, they’ve been shown to increase chances of conversion on landing pages and within email campaigns.


Strategic Curiousity

“You won’t believe what’s next!”

Do you know why many of our email campaigns for flash sales include countdown timers within the design? FOMO – or Fear Of Missing Out – combined with a sense of urgency, encourages serious engagement among end-users.

“There is no single rule for writing a compelling CTA. It’s only by testing variations that you can be sure of what works.”

For your next landing page, PPC, or email campaign CTA, think about infusing it with copy encouraging urgency for your end-users, combined with a strong value proposition, such as “Don’t Miss Your 50% Off – 3 Days Only!”


Great CTA Examples


Whether it’s a landing page, sales letter copy, or engaging with a PPC ad campaign, ensure you use the steps above to strengthen your call-to-actions and maximize your engagement.

For more information on other tips for creating a better call to action within your marketing material,
contact us here.