Creating a Strong Call To Action: Effective Words and Tactics

The mechanics of creating a strong call-to-action (CTA) require some thought about your audience and your intention. We asked the experts at Clearbridge Branding Agency for their advice on how to create CTAs that spark a response.

So, without further ado, here are three important tips for creating a strong call-to-action.

Creating a Strong Call to Action Online

 Use Command Verbs

Creating a strong call to action is often about being clear and concise. You want your audience to know exactly what to do, and you want them to act. Using clear action verbs can help influence users to take action now and not wait.

If you’re an e-commerce website looking to drive sales, begin your CTA with words like “shop,” “order,” or “buy.” These might sound like bare basics, but when herding customers through a sales funnel, simple says it best.

If you’re promoting a product trial, a white paper, newsletter, infographic, or looking to expand your email list, consider clear words like “try free,” “download,” “subscribe,” “sign up,” or “join.”

If you want to provide more information on a product or service, think of words like “discover,” “explore,” “learn more,” or “fill out a form.”

Embrace the FOMO

While no one really enjoys experiencing FOMO, or the fear of missing out, it’s a clever little trick to underscore urgency in your CTAs. If you’re running a sale or promotion with a limited time frame, FOMO is your friend.

For example, you may have been served ads in your Facebook timeline from businesses claiming to be going out of business with limited half-off inventory saying, “everything must go!,” only to spot them alive and well months later (or maybe you fell prey to a retargeting ad after clicking on a false flash sock sale). While the social media experts at Clearbridge Branding don’t advise misleading customers, it does serve as a great example of what FOMO can really do.

Think about a product on Amazon showing current stock from a seller. “Only 2 left in stock—order soon.” While many would otherwise save the product to their wish list, showing the stock limit may urge a customer to make a purchase now and not abandon their cart.

Evoke Emotion or Enthusiasm

Just because the command verbs you use in your call-to-action may be directive and simple, that doesn’t mean your CTA can’t be creative, says Clearbridge Branding. By using words and punctuation that evoke emotion or spark enthusiasm, you can turn a bland CTA into something that motivates action.

Say you’re planning a trip for the family to Disney World or Universal Orlando Resort. Which CTA is more likely to get your attention: “Book now” or “Start planning your dream vacation in sunny Orlando!”?

The takeaway here, according to Clearbridge Branding, is to let your command verbs clearly direct and to fill the rest of your CTA with language that prompts an emotional response relative to your customer base.

Looking to drive more sales online or to set up your e-commerce website? Experts at Clearbridge Branding Agency are always on-hand to help! Contact them today to learn how they increase your conversions and sales: 856.327.4141.

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