It’s All in the Mind: How to Write an Awesome Call-to-Action (CTA)

Have you ever wondered why some buttons feel like they are supernaturally impelling you to click, while some blend into the noise – or worse, give you the marketing ick?

The secret to a good CTA is a blend of compelling language, smart design, and psychology. As a wise onion once said – kick, punch, it’s all in the mind.

But first things’ first…

What is a Call-to-Action (CTA)?

A Call-to-action is a direct instruction within a piece of marketing collateral that tells interested parties what action they should take next. This is often a prompt to buy now, sign up, to subscribe, or any action that will take the reader closer to a sale.

It’s an essential part of any marketing collateral, and not something to approach half-heartedly. After all, you’re writing the copy for a reason – because you want your readers to do a thing. The CTA is the bit that asks them to do the thing. And if you don’t ask, you don’t get, right?

Here are my 4 steps to creating a great call-to-action.

Part 1: Use Strong, Intentful Language

Craft a Direct, Active Instruction

Any compelling CTA uses carefully chosen, powerful, active verbs. These are selected to create a clear, mental picture of the action the marketer wants you to take. Let’s explore this with some examples:

• Instead of just “Download,” opt for “Get My Free Guide”
• Instead of “Request a Demo,” choose “Book My Free Demo”
• Instead of “Claim My Discount,” go for “Get 20% Off Today!

You’ll notice that these examples all communicate directly what the reader is due to receive whilst also using very punchy and uncomplicated language – all great advice for CTA writing.

Trigger Loss Aversion Bias (Carefully & Ethically)

Using FOMO, fear of missing out, is common practice in digital marketing today, what with countdown timers, limited time offers, and windows of exclusivity. Though used a lot in online retail, there are lighter lessons that B2Bs with longer sales cycles can learn here. Instead of the vanilla “Sign up for our newsletter,” try “Don’t miss out on our exclusive weekly tips,” or instead of simply saying “Buy Now,” let them know what they’ll lose out on if they don’t act soon.

These kinds of calls to action can work well when used to compare a current state with a future desired state: Instead of “Improve Your Workflow,” try “Stop Losing Time on Manual Tasks;” or instead of “Learn About Our Security Solutions,” use “Secure Your Data Before It’s Too Late.”

Personally, I think that certain loss-aversion CTAs need to be approached with caution. Calls-to-action that lean on genuine exclusivity and limited time windows are fine, obviously. But we’re all aware of less scrupulous marketing tactics that have said something was going away when it wasn’t or made out that something was a well-guarded industry secret when it’s really the first search result.

British legislation is actually trying to tackle unscrupulous online marketing practices like deceptive scarcity, fake countdown timers, and forcing buyers to make hurried purchase decisions. Keep those scruples intact, people.

Use First-Person Language to Foster Ownership

Always use words like “I,” “me,” and “my” rather than “you” and “your.” Speaking about the reader in the first person frames the desired action as their own personal choice and something that is ultimately to their benefit.

For example, “Schedule My Free Consultation” or “Start My Free Trial” makes the action feel less like an external command and more like an internal, personal decision. I also like CTAs like “Give Me My Report!” as they are a little tongue in cheek and frame the deliverable as something naturally belonging to the reader.

Part 2: Reducing Friction and Building Trust

Cool The Commitment

Buyers are often unsure of large commitments. They might not want to sign on the dotted line today, but they might want a taste of what you have to offer. Make the action feel less daunting by using softer language – or even better: give them flexible, no-obligation options to trial an element of your service.

For example, “Try Free for 14 Days” feels less intimidating than “Create Account” or “Start Now” which naturally feel like more of a barrier to those who aren’t 100% won over yet.

Manage Expectations

A great CTA doesn’t just tell people what to do; it removes the mystery about what happens next – that life beyond the button click. When a user sees a button that says, “Download My Free E-book,” they know exactly what to expect: a file will be downloaded to their device. This clarity builds trust and reduces friction.

By including a specific, transparent practicality in your CTA copy, you reassure the user that their click will lead to a predictable and positive outcome. This simple act of removing uncertainty can significantly increase conversion rates because it removes some of the mystery from the conversion.

Amp Up the Social Proof

We’re social beings, which tends to make us susceptible to the “bandwagon effect”. This is a psychological concept makes us more likely to take an action if we see or hear that others are doing the same. We trust something more when we see other people doing it.

Within or close to your CTA, include a line that provides social proof. Phrases like “Join over 10,000 satisfied users” or “Rated 5 stars by our clients” can paint you in a powerfully trustworthy light.

Part 3: Placement and Design

Now I’m not much of a designer, I’m a words person, but it pays to be aware of the visual elements of a good call-to-action.

Be Mindful About Placement

The best CTAs are in the right place at the right time. In order to know what “right” means in this context, you need to understand user intent. For example, who is more likely to be on this page – a brand-new visitor looking for a spot of information, or a returning prospect ready to buy?

It makes sense to put a CTA at the end of any piece of sales copy. If you have a longer piece of copy or a landing page that has different sections, you may even find it useful to pepper appropriate calls to action throughout the piece for skim readers and those who are already on-board and don’t want to scroll all the way down.

The Power of Colour & Visual Cues

Though heavily dependent on your visual brand, colour is an important consideration when crafting a CTA. According to colour theory, bold, fiery colours like red or orange can create a sense of urgency; greens can feel safe and positive; and blues can feel established and trustworthy.

You can also use eye-catching cues like arrows or bold subheadings to guide the user’s eye towards your CTA. Don’t hide the all-important action you want people to take in a bit of body text or an unassuming hyperlink – make it an unavoidable design element that leaves no uncertainty about how to take action. And lastly, make sure your button has enough whitespace around it to “breathe” and not get lost in a cluttered page.

Part 4: The Agile Analytical Loop

Marketing collateral and campaigns should never be left to just sit. There is always something to learn and improve when you look at the data.

It’s unlikely that the first CTA you come up with is your perfect one. The only way you can hit upon the perfect CTA is with continuous testing and improvement. Analytics are your friend here. If you feel a call-to-action isn’t performing well, test out a new one – informed by customer preference or usage trends wherever possible. 

However, if your results are the same after a few different tries, then it’s probably not the CTA that’s letting you down. Head back to the drawing board to see what else might need improving to uplift conversions.

After all, a page’s copy can be amazing, but if the call to action isn’t equally strong, then the success of the whole page will sink like a lead balloon. But a great call to action can send your conversion rates climbing, sailing off happily into the sunset!

If you’re a UK techy B2B and you’re wondering if your calls to action are missing the mark, then I’d love to have a chat. I’m a marketing consultant for IT B2Bs and I’m available for copywriting, content marketing, and marketing strategy work.