Call to action: how to write CTAs that sell

CTA is short for “call to action.”

In the world of digital marketing, it's a very popular expression. So you may have heard of it or even use it every day. After all, we're talking about one of the simplest strategies to execute and, for that reason, one of the most widely used to win customers and generate sales.

But do you know how to write CTAs that sell?

What a CTA is

There's no simpler way to sum it up than we already have in this article. A CTA is, in fact, a call to action.

In other words, a phrase that tries to grab the user's attention and tell them what the next step in their buying journey is. For example, the “read more” you see on a news site and the “get offer” on Instagram ads are both calls to action.

For your online business, you'll need a CTA on:

• The landing page for your lead magnet;
• Your sales page;
• Your upsell or order bump offer on the checkout page;
• And also in your social media content.

As we said, it's a very popular strategy, both for its simplicity and its effectiveness.

They usually appear on buttons and links, which is why the copy is short and to the point. But you can't just create a colorful “buy now” button and believe that's a call to action that sells. It doesn't quite work that way.

How to write a good CTA

Being short and to the point is, yes, the first step toward a CTA that converts. But that little piece of text needs to be part of a bigger context. It's the end point of a journey, for the user and for you.

It's worth stressing that a CTA is just one (really!). Don't use more than one action: it will confuse your user and, as a result, lead to drop-offs.

But that's not enough for a good call to action. When writing calls to action for your online business, remember to:

• Use verbs in the imperative, giving the exact instruction for what you want done (for example: buy, click, subscribe, claim);
• Make it clear why the action matters (last spots, only a few hours left on the offer, exclusive benefits, etc.);
• Choose eye-catching visual elements;
• Remember who your persona is and what they need;

Another important point is to think about where your CTA will be used. Instagram copy isn't the same as website copy, even when we're talking about a phrase of just a few words. Adapt your copy to where it will be published.

5 real-world CTA examples

• “Get started now” on the Cademí website;
• “Check eligibility” on the Gympass website;
• “Frequently bought together + add both to cart” on Amazon product pages;
• “Only 2 left on our site + I'll reserve” on Booking property pages;
• “Buy now in the app, it's faster and easier” on the Mercado Livre website banner.

Notice what they have in common: they all focus on what the company wants from the customer, address a pain point, and fit the place where they appear.

In Booking's case, for example, the low-availability alert makes booking feel more urgent. On Amazon, the friendly tip shows you'll need something beyond what you had in mind. In both cases, better not miss out, right?

CTAs inside the member area

Another example of this need to adapt, for people with online businesses, is the option of placing calls to action inside the member area.

In this case, the goal is likely to get students engaged with the lessons, and the way to do that won't be the same as selling your content. For those who use Cademí, Brazil's first Member Hub, there's also the option of selling to existing students with banners inside the learning environment.

Some Cademí customers have generated more than R$ 100 thousand in sales just by using strategic CTAs inside the member area.

If you want to apply what you've learned here, remember to pay attention to the context your CTA appears in and the format of the communication. In a banner inside the member area, for example, there's much less room for text than in an email. Ideally, the recipient is already ready to buy, whether because they feel that pain and want to solve it or because they see it as an opportunity not to be missed. Go for copy that's much more targeted and personalized.