5 Best Practices for Creating Calls-to-Action That Convert

Girl typing on a laptop about writing effective call-to-actions

Here’s the deal—calls-to-action (CTA) can make or break your marketing campaign. You could be a seasoned writer, but if your audience isn’t making that purchase, subscribing to that newsletter, or clicking on that link, your entire marketing efforts could go for a toss. To get your CTAs right and make your marketing process rewarding, we bring you the best CTA practices along with a few examples.

5 best practices for crafting successful CTAs

From landing pages to emails, from social media posts to general customer conversation and related chit-chat, CTAs have always had the foremost place in the sales funnel. Here are a few tips to ensure you create unmissable calls-to-action:

  • Prioritize customer intent

Understanding customer intent is essential to correctly placing your client in the buyer’s journey. You need to realize that not everyone who lands on your website will make a purchase; some may be visitors who have discovered your brand by chance. For higher conversions, your CTA must be framed so that it turns the visitor into a potential lead. A classic example here is this: sign up for our newsletter and get a “value proposition” delivered to your inbox.

  • Use the VVU formula

While advertising your brand, use the VVU (verb, value and urgency) formula. Every word in your CTA must fit into these categories in no particular order. For example, Air India uses the VVU formula in their CTAs like “Flights starting at XYZ cost, limited period offer, book now” and successfully achieves more bookings in that time period. 

  • Add in social proof

Most people rely on some sort of proof to take the next step. You can harness this power in your brand marketing strategy by adding verified data in your CTA. Global Citizen uses this approach to bring more readers to their environment-friendly goals. A simple CTA like “Why people across the USA are growing their own food—and why you should too” is enough to generate interest and get people thinking. Using such CTAs reassures your audience and validates your marketing efforts. 

  • Avoid jargon and complex language 

Go easy on your audience and don’t use difficult-to-understand language in your CTAs. For example, let’s consider the following sentences in CTAs:

  • Try our services, and if you’re unhappy with them, show us the receipt and reclaim your money by emailing xyz@abc.com

  • If you’re unsatisfied with our services, we’ll refund 100% of your purchase.

Understandably, the second CTA will have a quicker and higher impact. If there’s mandatory information, you can share it further in your pitch or email. 

  • Make your CTA pop visually

Get creative with your CTA and don’t keep it boring with plain text. Little tweaks, like emojis or a stock photo, will also work for your email or social media post and can draw the reader’s eye to the message. And if you’re fortunate enough, the reader can proceed to become your customer. 

More compelling CTAs, more sale opportunities

A powerful CTA encourages your reader to act by engaging more with your content or buying your products. With targeted CTAs, you’re one step closer to making your reader a potential lead or customer. Our Storytailors team can help you create the perfect CTAs for your emails, ad campaigns, social media, and more.