Guide

What Is a Call to Action and Why Does It Matter?

Guide

What Is a Call to Action and Why Does It Matter?

Guide

What Is a Call to Action and Why Does It Matter?

Guide

What Is a Call to Action and Why Does It Matter?

Guide

What Is a Call to Action and Why Does It Matter?

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Guide

What Is a Call to Action and Why Does It Matter?

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Guide

What Is a Call to Action and Why Does It Matter?

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“But wait, there’s more!”

“Call in the next 15 minutes and you’ll get two for the price of one!” 

Ever wonder how infomercials convince people to purchase? Even in the era of smartphones and streaming, these ads still sell. The longstanding “As Seen on TV” market is stronger than ever, with millions of customers regularly handing over $39.99 for a shower scrub brush or $19.95 for tablet pillow pads.

The reason? It all comes down to one critical component known as the “call to action.” 

Infomercials are really good at telling customers exactly what to do. Each one includes a clear, concise, urgent message to “act now.”

It’s one of the oldest strategies in the book, and remains one of the most effective marketing tactics to this day. Countless studies show how clear calls to action regularly convince people to make fast decisions.

Wondering how you can put this handy tool to work within your own marketing campaigns? Act now: Read this guide! We’ll break down the essential elements of the call to action, and show you how to put it to work for your organization.

What Is a Call to Action?

A call to action (also known as a CTA) is an imperative instruction that encourages action. It’s a command to do something specific; CTAs tell people exactly what to do and when to do it. Most often, they appear in the form of two- and three-word phrases such as "Buy Now," "Start Today," or even "Learn More Here." Each one makes a point of letting people know they should respond directly to a brand in the form of a click, call, chat, reply, subscription, or purchase. 

And they work. Really, really well. In fact, these seemingly simple statements hold some surprisingly strong firepower. In one study, including a single call to action in emails increased sales 1,617%. In another, personalizing website CTAs led to an additional 202% increase in clicks and conversions

So...when is it a good idea to use a call to action in your marketing? Most digital marketers want their customers to take a specific, measurable action. For example, you might tell people to sign up for your email newsletter, download an ebook, or make a purchase. In each of these instances, a clear call to action should spur customers to click.

Where Should You Use a Call to Action?

Any time you want your customers to take a specific action, you should include a CTA. Whether presented as a colorful, clickable button or in an attention-grabbing headline, the goal is the same. Rather than providing information and hoping your visitors will understand what you want them to do next, you need to tell them exactly what steps to follow.

With this in mind, most companies can find opportunities to incorporate CTAs across the entire marketing mix. If you’re not sure where to start, begin by adding a call to action to your:

  • Website 
  • Landing pages
  • Online forms
  • Blog posts
  • Paid search ads
  • Social media ads
  • Email newsletters
  • Marketing automation campaigns

Many beginners will save all of their CTAs for online forms and clickable buttons. Don’t make this mistake! While these placements are highly important, you should also include calls to action in other content as well. Studies show that CTAs can also be effective:

  • Within headlines and subheads
  • As links within your copy
  • In website sidebars and popups
  • In italics or bolding at the end of a blog post
  • In the title tags and meta descriptions that appear in Google
  • Within marketing videos

And this is all just for starters. Once you get into the habit of using CTAs, you’ll see opportunities for them everywhere. Even something as simple as adding social media sharing buttons to emails and blog posts can have a big impact on results. 

Call to Action Best Practices

Taking time to create compelling calls to action should be a high priority—not an afterthought. After all, these are the phrases that often have the biggest impact on conversions and sales. A well-constructed CTA can turn visitors into leads, leads into prospects, prospects into customers, and customers into advocates. They're relevant across the entire journey with your brand, so it's important to get them right in each and every placement.

When you're first getting started with CTAs, it's a good idea to keep several best practices in mind.

  • Don’t use boring call-to-action buttons. Choose clear language that indicates what you want your customer to do.
  • Limit the number of CTAs per page. Users get confused when they are offered a bunch of choices.
  • Use click-friendly call-to-action phrases. Words like “next” or “learn more” cause users to hesitate because they don’t know what will happen when they click.
  • Include relevant microcopy, such as last-minute instructions. What concerns might someone have while their mouse hovers over the submit button?
  • Experiment with placement. Test right and left sides as well as above and below the fold.

Special considerations for online forms

Taking time to create a clear, compelling call to action is important in all applications, but becomes especially essential when you’re building an online form. Because these capture valuable data, their CTAs must be particularly persuasive. Every online form requires a submission, but your customers probably won’t submit them out of the goodness of their hearts. They need to be motivated by desire or a promise. 

There are two main places to encourage submissions of your online form: the headline and the submit button. For example, a survey headline might state: “Share your opinion and help us improve our product.” The headline can communicate your value proposition and encourage users to fill out the form.

Your submit button is the last place users might hesitate. Does the button take advantage of that moment? “Submit” is a pretty vague word. By using a clearer word or phrase such as “register,” “buy,” or “contact us,” you can offer a better picture of what the submission will accomplish.

Pro Tip: Looking for an easy way to see if your call to action is working? Try A/B testing. This simple-but-effective conversion tool lets you try out different fonts, colors, copy, and more—and then shows you which version leads to more clicks. 

Call to Action Examples

By now, you may be wondering what a compelling call to action looks like. The answer will differ based on a number of factors, such as where it appears, how far along a prospect or customer is in their journey with your company, and what the specific action involves.

When crafting a call to action, put yourself in your prospect’s or customer’s shoes. What would you want to know? What would compel you to click a link or button? Make your call to action as clear and concise as possible. Here are some ideas to get you started:

Online forms

From contact and order forms to surveys and registrations, every type of online form you create will require a call to action. Rather than using a standard “submit” button, look for ways to replace that default text with more specific phrases. Examples of CTAs for form buttons include:

  • Get in touch
  • Contact me
  • Buy now
  • Download now
  • Claim your gift
  • Share your opinion
  • Tell us what you think
  • Enter to win
  • I want to win
  • Give today
  • Support a great cause
  • Register now
  • Save your spot
  • Get your ticket

On your website

If you haven’t already filled your website with at least one call to action per page, now’s the time to comb your content for opportunities to do just that. Whether you want your visitors to fill out a form, subscribe to an email list, or continue clicking through your site, it pays to tell people exactly what they should do next. Examples of effective website calls to action include:

  • Request a demo
  • Start your free trial
  • See plans and pricing
  • Explore our resources
  • Get your complimentary copy
  • Talk to an expert
  • Get on the wishlist
  • Subscribe to the newsletter
  • Shop best sellers
  • Shop new arrivals
  • Read the success story
  • Watch the video
  • See it in action
  • Chat with us

The words you choose to use will depend on your industry, your target market, and the goals you’re trying to achieve.

What Elements Matter Most in a Call to Action?

Effective CTAs boil down to good design and strong copy. Choose the elements thoughtfully and test them to see what’s working. Your website copy and design should be easy to understand at a glance. If your page isn’t getting the conversions you want, try updating your call to action one element at a time. For design, you could try:

  • Making your button bigger
  • Changing your button color
  • Creating a bigger contrast between text and button colors
  • Placing the CTA on a different part of the page or form
  • Using bolding or italics
  • Using different font styles or sizes

For the copy, you could experiment with:

  • Your headline
  • The subhead
  • A bulleted list of benefits
  • Supporting text or specific instructions
  • The submit button text

In conclusion

Providing a strong call to action makes an otherwise uncertain process easy on your customers. It helps them know exactly what you want them to do—click, buy, sign up, and so on—and reduces friction by providing clear, simple directives.

Looking for more tips you can use to convert leads into customers? Here’s our call to action: Be sure to check out Formstack’s full suite of tools, from capturing more leads to engaging with customers, created especially for digital marketers. Get the latest here.

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What Is a Call to Action and Why Does It Matter?

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What Is a Call to Action and Why Does It Matter?

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“But wait, there’s more!”

“Call in the next 15 minutes and you’ll get two for the price of one!” 

Ever wonder how infomercials convince people to purchase? Even in the era of smartphones and streaming, these ads still sell. The longstanding “As Seen on TV” market is stronger than ever, with millions of customers regularly handing over $39.99 for a shower scrub brush or $19.95 for tablet pillow pads.

The reason? It all comes down to one critical component known as the “call to action.” 

Infomercials are really good at telling customers exactly what to do. Each one includes a clear, concise, urgent message to “act now.”

It’s one of the oldest strategies in the book, and remains one of the most effective marketing tactics to this day. Countless studies show how clear calls to action regularly convince people to make fast decisions.

Wondering how you can put this handy tool to work within your own marketing campaigns? Act now: Read this guide! We’ll break down the essential elements of the call to action, and show you how to put it to work for your organization.

What Is a Call to Action?

A call to action (also known as a CTA) is an imperative instruction that encourages action. It’s a command to do something specific; CTAs tell people exactly what to do and when to do it. Most often, they appear in the form of two- and three-word phrases such as "Buy Now," "Start Today," or even "Learn More Here." Each one makes a point of letting people know they should respond directly to a brand in the form of a click, call, chat, reply, subscription, or purchase. 

And they work. Really, really well. In fact, these seemingly simple statements hold some surprisingly strong firepower. In one study, including a single call to action in emails increased sales 1,617%. In another, personalizing website CTAs led to an additional 202% increase in clicks and conversions

So...when is it a good idea to use a call to action in your marketing? Most digital marketers want their customers to take a specific, measurable action. For example, you might tell people to sign up for your email newsletter, download an ebook, or make a purchase. In each of these instances, a clear call to action should spur customers to click.

Where Should You Use a Call to Action?

Any time you want your customers to take a specific action, you should include a CTA. Whether presented as a colorful, clickable button or in an attention-grabbing headline, the goal is the same. Rather than providing information and hoping your visitors will understand what you want them to do next, you need to tell them exactly what steps to follow.

With this in mind, most companies can find opportunities to incorporate CTAs across the entire marketing mix. If you’re not sure where to start, begin by adding a call to action to your:

  • Website 
  • Landing pages
  • Online forms
  • Blog posts
  • Paid search ads
  • Social media ads
  • Email newsletters
  • Marketing automation campaigns

Many beginners will save all of their CTAs for online forms and clickable buttons. Don’t make this mistake! While these placements are highly important, you should also include calls to action in other content as well. Studies show that CTAs can also be effective:

  • Within headlines and subheads
  • As links within your copy
  • In website sidebars and popups
  • In italics or bolding at the end of a blog post
  • In the title tags and meta descriptions that appear in Google
  • Within marketing videos

And this is all just for starters. Once you get into the habit of using CTAs, you’ll see opportunities for them everywhere. Even something as simple as adding social media sharing buttons to emails and blog posts can have a big impact on results. 

Call to Action Best Practices

Taking time to create compelling calls to action should be a high priority—not an afterthought. After all, these are the phrases that often have the biggest impact on conversions and sales. A well-constructed CTA can turn visitors into leads, leads into prospects, prospects into customers, and customers into advocates. They're relevant across the entire journey with your brand, so it's important to get them right in each and every placement.

When you're first getting started with CTAs, it's a good idea to keep several best practices in mind.

  • Don’t use boring call-to-action buttons. Choose clear language that indicates what you want your customer to do.
  • Limit the number of CTAs per page. Users get confused when they are offered a bunch of choices.
  • Use click-friendly call-to-action phrases. Words like “next” or “learn more” cause users to hesitate because they don’t know what will happen when they click.
  • Include relevant microcopy, such as last-minute instructions. What concerns might someone have while their mouse hovers over the submit button?
  • Experiment with placement. Test right and left sides as well as above and below the fold.

Special considerations for online forms

Taking time to create a clear, compelling call to action is important in all applications, but becomes especially essential when you’re building an online form. Because these capture valuable data, their CTAs must be particularly persuasive. Every online form requires a submission, but your customers probably won’t submit them out of the goodness of their hearts. They need to be motivated by desire or a promise. 

There are two main places to encourage submissions of your online form: the headline and the submit button. For example, a survey headline might state: “Share your opinion and help us improve our product.” The headline can communicate your value proposition and encourage users to fill out the form.

Your submit button is the last place users might hesitate. Does the button take advantage of that moment? “Submit” is a pretty vague word. By using a clearer word or phrase such as “register,” “buy,” or “contact us,” you can offer a better picture of what the submission will accomplish.

Pro Tip: Looking for an easy way to see if your call to action is working? Try A/B testing. This simple-but-effective conversion tool lets you try out different fonts, colors, copy, and more—and then shows you which version leads to more clicks. 

Call to Action Examples

By now, you may be wondering what a compelling call to action looks like. The answer will differ based on a number of factors, such as where it appears, how far along a prospect or customer is in their journey with your company, and what the specific action involves.

When crafting a call to action, put yourself in your prospect’s or customer’s shoes. What would you want to know? What would compel you to click a link or button? Make your call to action as clear and concise as possible. Here are some ideas to get you started:

Online forms

From contact and order forms to surveys and registrations, every type of online form you create will require a call to action. Rather than using a standard “submit” button, look for ways to replace that default text with more specific phrases. Examples of CTAs for form buttons include:

  • Get in touch
  • Contact me
  • Buy now
  • Download now
  • Claim your gift
  • Share your opinion
  • Tell us what you think
  • Enter to win
  • I want to win
  • Give today
  • Support a great cause
  • Register now
  • Save your spot
  • Get your ticket

On your website

If you haven’t already filled your website with at least one call to action per page, now’s the time to comb your content for opportunities to do just that. Whether you want your visitors to fill out a form, subscribe to an email list, or continue clicking through your site, it pays to tell people exactly what they should do next. Examples of effective website calls to action include:

  • Request a demo
  • Start your free trial
  • See plans and pricing
  • Explore our resources
  • Get your complimentary copy
  • Talk to an expert
  • Get on the wishlist
  • Subscribe to the newsletter
  • Shop best sellers
  • Shop new arrivals
  • Read the success story
  • Watch the video
  • See it in action
  • Chat with us

The words you choose to use will depend on your industry, your target market, and the goals you’re trying to achieve.

What Elements Matter Most in a Call to Action?

Effective CTAs boil down to good design and strong copy. Choose the elements thoughtfully and test them to see what’s working. Your website copy and design should be easy to understand at a glance. If your page isn’t getting the conversions you want, try updating your call to action one element at a time. For design, you could try:

  • Making your button bigger
  • Changing your button color
  • Creating a bigger contrast between text and button colors
  • Placing the CTA on a different part of the page or form
  • Using bolding or italics
  • Using different font styles or sizes

For the copy, you could experiment with:

  • Your headline
  • The subhead
  • A bulleted list of benefits
  • Supporting text or specific instructions
  • The submit button text

In conclusion

Providing a strong call to action makes an otherwise uncertain process easy on your customers. It helps them know exactly what you want them to do—click, buy, sign up, and so on—and reduces friction by providing clear, simple directives.

Looking for more tips you can use to convert leads into customers? Here’s our call to action: Be sure to check out Formstack’s full suite of tools, from capturing more leads to engaging with customers, created especially for digital marketers. Get the latest here.

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“But wait, there’s more!”

“Call in the next 15 minutes and you’ll get two for the price of one!” 

Ever wonder how infomercials convince people to purchase? Even in the era of smartphones and streaming, these ads still sell. The longstanding “As Seen on TV” market is stronger than ever, with millions of customers regularly handing over $39.99 for a shower scrub brush or $19.95 for tablet pillow pads.

The reason? It all comes down to one critical component known as the “call to action.” 

Infomercials are really good at telling customers exactly what to do. Each one includes a clear, concise, urgent message to “act now.”

It’s one of the oldest strategies in the book, and remains one of the most effective marketing tactics to this day. Countless studies show how clear calls to action regularly convince people to make fast decisions.

Wondering how you can put this handy tool to work within your own marketing campaigns? Act now: Read this guide! We’ll break down the essential elements of the call to action, and show you how to put it to work for your organization.

What Is a Call to Action?

A call to action (also known as a CTA) is an imperative instruction that encourages action. It’s a command to do something specific; CTAs tell people exactly what to do and when to do it. Most often, they appear in the form of two- and three-word phrases such as "Buy Now," "Start Today," or even "Learn More Here." Each one makes a point of letting people know they should respond directly to a brand in the form of a click, call, chat, reply, subscription, or purchase. 

And they work. Really, really well. In fact, these seemingly simple statements hold some surprisingly strong firepower. In one study, including a single call to action in emails increased sales 1,617%. In another, personalizing website CTAs led to an additional 202% increase in clicks and conversions

So...when is it a good idea to use a call to action in your marketing? Most digital marketers want their customers to take a specific, measurable action. For example, you might tell people to sign up for your email newsletter, download an ebook, or make a purchase. In each of these instances, a clear call to action should spur customers to click.

Where Should You Use a Call to Action?

Any time you want your customers to take a specific action, you should include a CTA. Whether presented as a colorful, clickable button or in an attention-grabbing headline, the goal is the same. Rather than providing information and hoping your visitors will understand what you want them to do next, you need to tell them exactly what steps to follow.

With this in mind, most companies can find opportunities to incorporate CTAs across the entire marketing mix. If you’re not sure where to start, begin by adding a call to action to your:

  • Website 
  • Landing pages
  • Online forms
  • Blog posts
  • Paid search ads
  • Social media ads
  • Email newsletters
  • Marketing automation campaigns

Many beginners will save all of their CTAs for online forms and clickable buttons. Don’t make this mistake! While these placements are highly important, you should also include calls to action in other content as well. Studies show that CTAs can also be effective:

  • Within headlines and subheads
  • As links within your copy
  • In website sidebars and popups
  • In italics or bolding at the end of a blog post
  • In the title tags and meta descriptions that appear in Google
  • Within marketing videos

And this is all just for starters. Once you get into the habit of using CTAs, you’ll see opportunities for them everywhere. Even something as simple as adding social media sharing buttons to emails and blog posts can have a big impact on results. 

Call to Action Best Practices

Taking time to create compelling calls to action should be a high priority—not an afterthought. After all, these are the phrases that often have the biggest impact on conversions and sales. A well-constructed CTA can turn visitors into leads, leads into prospects, prospects into customers, and customers into advocates. They're relevant across the entire journey with your brand, so it's important to get them right in each and every placement.

When you're first getting started with CTAs, it's a good idea to keep several best practices in mind.

  • Don’t use boring call-to-action buttons. Choose clear language that indicates what you want your customer to do.
  • Limit the number of CTAs per page. Users get confused when they are offered a bunch of choices.
  • Use click-friendly call-to-action phrases. Words like “next” or “learn more” cause users to hesitate because they don’t know what will happen when they click.
  • Include relevant microcopy, such as last-minute instructions. What concerns might someone have while their mouse hovers over the submit button?
  • Experiment with placement. Test right and left sides as well as above and below the fold.

Special considerations for online forms

Taking time to create a clear, compelling call to action is important in all applications, but becomes especially essential when you’re building an online form. Because these capture valuable data, their CTAs must be particularly persuasive. Every online form requires a submission, but your customers probably won’t submit them out of the goodness of their hearts. They need to be motivated by desire or a promise. 

There are two main places to encourage submissions of your online form: the headline and the submit button. For example, a survey headline might state: “Share your opinion and help us improve our product.” The headline can communicate your value proposition and encourage users to fill out the form.

Your submit button is the last place users might hesitate. Does the button take advantage of that moment? “Submit” is a pretty vague word. By using a clearer word or phrase such as “register,” “buy,” or “contact us,” you can offer a better picture of what the submission will accomplish.

Pro Tip: Looking for an easy way to see if your call to action is working? Try A/B testing. This simple-but-effective conversion tool lets you try out different fonts, colors, copy, and more—and then shows you which version leads to more clicks. 

Call to Action Examples

By now, you may be wondering what a compelling call to action looks like. The answer will differ based on a number of factors, such as where it appears, how far along a prospect or customer is in their journey with your company, and what the specific action involves.

When crafting a call to action, put yourself in your prospect’s or customer’s shoes. What would you want to know? What would compel you to click a link or button? Make your call to action as clear and concise as possible. Here are some ideas to get you started:

Online forms

From contact and order forms to surveys and registrations, every type of online form you create will require a call to action. Rather than using a standard “submit” button, look for ways to replace that default text with more specific phrases. Examples of CTAs for form buttons include:

  • Get in touch
  • Contact me
  • Buy now
  • Download now
  • Claim your gift
  • Share your opinion
  • Tell us what you think
  • Enter to win
  • I want to win
  • Give today
  • Support a great cause
  • Register now
  • Save your spot
  • Get your ticket

On your website

If you haven’t already filled your website with at least one call to action per page, now’s the time to comb your content for opportunities to do just that. Whether you want your visitors to fill out a form, subscribe to an email list, or continue clicking through your site, it pays to tell people exactly what they should do next. Examples of effective website calls to action include:

  • Request a demo
  • Start your free trial
  • See plans and pricing
  • Explore our resources
  • Get your complimentary copy
  • Talk to an expert
  • Get on the wishlist
  • Subscribe to the newsletter
  • Shop best sellers
  • Shop new arrivals
  • Read the success story
  • Watch the video
  • See it in action
  • Chat with us

The words you choose to use will depend on your industry, your target market, and the goals you’re trying to achieve.

What Elements Matter Most in a Call to Action?

Effective CTAs boil down to good design and strong copy. Choose the elements thoughtfully and test them to see what’s working. Your website copy and design should be easy to understand at a glance. If your page isn’t getting the conversions you want, try updating your call to action one element at a time. For design, you could try:

  • Making your button bigger
  • Changing your button color
  • Creating a bigger contrast between text and button colors
  • Placing the CTA on a different part of the page or form
  • Using bolding or italics
  • Using different font styles or sizes

For the copy, you could experiment with:

  • Your headline
  • The subhead
  • A bulleted list of benefits
  • Supporting text or specific instructions
  • The submit button text

In conclusion

Providing a strong call to action makes an otherwise uncertain process easy on your customers. It helps them know exactly what you want them to do—click, buy, sign up, and so on—and reduces friction by providing clear, simple directives.

Looking for more tips you can use to convert leads into customers? Here’s our call to action: Be sure to check out Formstack’s full suite of tools, from capturing more leads to engaging with customers, created especially for digital marketers. Get the latest here.

“But wait, there’s more!”

“Call in the next 15 minutes and you’ll get two for the price of one!” 

Ever wonder how infomercials convince people to purchase? Even in the era of smartphones and streaming, these ads still sell. The longstanding “As Seen on TV” market is stronger than ever, with millions of customers regularly handing over $39.99 for a shower scrub brush or $19.95 for tablet pillow pads.

The reason? It all comes down to one critical component known as the “call to action.” 

Infomercials are really good at telling customers exactly what to do. Each one includes a clear, concise, urgent message to “act now.”

It’s one of the oldest strategies in the book, and remains one of the most effective marketing tactics to this day. Countless studies show how clear calls to action regularly convince people to make fast decisions.

Wondering how you can put this handy tool to work within your own marketing campaigns? Act now: Read this guide! We’ll break down the essential elements of the call to action, and show you how to put it to work for your organization.

What Is a Call to Action?

A call to action (also known as a CTA) is an imperative instruction that encourages action. It’s a command to do something specific; CTAs tell people exactly what to do and when to do it. Most often, they appear in the form of two- and three-word phrases such as "Buy Now," "Start Today," or even "Learn More Here." Each one makes a point of letting people know they should respond directly to a brand in the form of a click, call, chat, reply, subscription, or purchase. 

And they work. Really, really well. In fact, these seemingly simple statements hold some surprisingly strong firepower. In one study, including a single call to action in emails increased sales 1,617%. In another, personalizing website CTAs led to an additional 202% increase in clicks and conversions

So...when is it a good idea to use a call to action in your marketing? Most digital marketers want their customers to take a specific, measurable action. For example, you might tell people to sign up for your email newsletter, download an ebook, or make a purchase. In each of these instances, a clear call to action should spur customers to click.

Where Should You Use a Call to Action?

Any time you want your customers to take a specific action, you should include a CTA. Whether presented as a colorful, clickable button or in an attention-grabbing headline, the goal is the same. Rather than providing information and hoping your visitors will understand what you want them to do next, you need to tell them exactly what steps to follow.

With this in mind, most companies can find opportunities to incorporate CTAs across the entire marketing mix. If you’re not sure where to start, begin by adding a call to action to your:

  • Website 
  • Landing pages
  • Online forms
  • Blog posts
  • Paid search ads
  • Social media ads
  • Email newsletters
  • Marketing automation campaigns

Many beginners will save all of their CTAs for online forms and clickable buttons. Don’t make this mistake! While these placements are highly important, you should also include calls to action in other content as well. Studies show that CTAs can also be effective:

  • Within headlines and subheads
  • As links within your copy
  • In website sidebars and popups
  • In italics or bolding at the end of a blog post
  • In the title tags and meta descriptions that appear in Google
  • Within marketing videos

And this is all just for starters. Once you get into the habit of using CTAs, you’ll see opportunities for them everywhere. Even something as simple as adding social media sharing buttons to emails and blog posts can have a big impact on results. 

Call to Action Best Practices

Taking time to create compelling calls to action should be a high priority—not an afterthought. After all, these are the phrases that often have the biggest impact on conversions and sales. A well-constructed CTA can turn visitors into leads, leads into prospects, prospects into customers, and customers into advocates. They're relevant across the entire journey with your brand, so it's important to get them right in each and every placement.

When you're first getting started with CTAs, it's a good idea to keep several best practices in mind.

  • Don’t use boring call-to-action buttons. Choose clear language that indicates what you want your customer to do.
  • Limit the number of CTAs per page. Users get confused when they are offered a bunch of choices.
  • Use click-friendly call-to-action phrases. Words like “next” or “learn more” cause users to hesitate because they don’t know what will happen when they click.
  • Include relevant microcopy, such as last-minute instructions. What concerns might someone have while their mouse hovers over the submit button?
  • Experiment with placement. Test right and left sides as well as above and below the fold.

Special considerations for online forms

Taking time to create a clear, compelling call to action is important in all applications, but becomes especially essential when you’re building an online form. Because these capture valuable data, their CTAs must be particularly persuasive. Every online form requires a submission, but your customers probably won’t submit them out of the goodness of their hearts. They need to be motivated by desire or a promise. 

There are two main places to encourage submissions of your online form: the headline and the submit button. For example, a survey headline might state: “Share your opinion and help us improve our product.” The headline can communicate your value proposition and encourage users to fill out the form.

Your submit button is the last place users might hesitate. Does the button take advantage of that moment? “Submit” is a pretty vague word. By using a clearer word or phrase such as “register,” “buy,” or “contact us,” you can offer a better picture of what the submission will accomplish.

Pro Tip: Looking for an easy way to see if your call to action is working? Try A/B testing. This simple-but-effective conversion tool lets you try out different fonts, colors, copy, and more—and then shows you which version leads to more clicks. 

Call to Action Examples

By now, you may be wondering what a compelling call to action looks like. The answer will differ based on a number of factors, such as where it appears, how far along a prospect or customer is in their journey with your company, and what the specific action involves.

When crafting a call to action, put yourself in your prospect’s or customer’s shoes. What would you want to know? What would compel you to click a link or button? Make your call to action as clear and concise as possible. Here are some ideas to get you started:

Online forms

From contact and order forms to surveys and registrations, every type of online form you create will require a call to action. Rather than using a standard “submit” button, look for ways to replace that default text with more specific phrases. Examples of CTAs for form buttons include:

  • Get in touch
  • Contact me
  • Buy now
  • Download now
  • Claim your gift
  • Share your opinion
  • Tell us what you think
  • Enter to win
  • I want to win
  • Give today
  • Support a great cause
  • Register now
  • Save your spot
  • Get your ticket

On your website

If you haven’t already filled your website with at least one call to action per page, now’s the time to comb your content for opportunities to do just that. Whether you want your visitors to fill out a form, subscribe to an email list, or continue clicking through your site, it pays to tell people exactly what they should do next. Examples of effective website calls to action include:

  • Request a demo
  • Start your free trial
  • See plans and pricing
  • Explore our resources
  • Get your complimentary copy
  • Talk to an expert
  • Get on the wishlist
  • Subscribe to the newsletter
  • Shop best sellers
  • Shop new arrivals
  • Read the success story
  • Watch the video
  • See it in action
  • Chat with us

The words you choose to use will depend on your industry, your target market, and the goals you’re trying to achieve.

What Elements Matter Most in a Call to Action?

Effective CTAs boil down to good design and strong copy. Choose the elements thoughtfully and test them to see what’s working. Your website copy and design should be easy to understand at a glance. If your page isn’t getting the conversions you want, try updating your call to action one element at a time. For design, you could try:

  • Making your button bigger
  • Changing your button color
  • Creating a bigger contrast between text and button colors
  • Placing the CTA on a different part of the page or form
  • Using bolding or italics
  • Using different font styles or sizes

For the copy, you could experiment with:

  • Your headline
  • The subhead
  • A bulleted list of benefits
  • Supporting text or specific instructions
  • The submit button text

In conclusion

Providing a strong call to action makes an otherwise uncertain process easy on your customers. It helps them know exactly what you want them to do—click, buy, sign up, and so on—and reduces friction by providing clear, simple directives.

Looking for more tips you can use to convert leads into customers? Here’s our call to action: Be sure to check out Formstack’s full suite of tools, from capturing more leads to engaging with customers, created especially for digital marketers. Get the latest here.

Collecting payments with online forms is easy, but first, you have to choose the right payment gateway. Browse the providers in our gateway credit card processing comparison chart to find the best option for your business. Then sign up for Formstack Forms, customize your payment forms, and start collecting profits in minutes.

Online Payment Gateway Comparison Chart

NOTE: These amounts reflect the monthly subscription for the payment provider. Formstack does not charge a fee to integrate with any of our payment partners.

FEATURES
Authorize.Net
Bambora
Chargify
First Data
PayPal
PayPal Pro
PayPal Payflow
Stripe
WePay
ProPay
Monthly Fees
$25
$25
$149+
Contact First Data
$0
$25
$0-$25
$0
$0
$4
Transaction Fees
$2.9% + 30¢
$2.9% + 30¢
N/A
Contact First Data
$2.9% + 30¢
$2.9% + 30¢
10¢
$2.9% + 30¢
$2.9% + 30¢
$2.6% + 30¢
Countries
5
8
Based on payment gateway
50+
203
3
4
25
USA
USA
Currencies
11
2
23
140
25
23
25
135+
1
1
Card Types
6
13
Based on payment gateway
5
9
9
5
6
4
4
Limits
None
None
Based on payment gateway
None
$10,000
None
None
None
None
$500 per transaction
Form Payments
Recurring Billing
Mobile Payments
PSD2 Compliant

“But wait, there’s more!”

“Call in the next 15 minutes and you’ll get two for the price of one!” 

Ever wonder how infomercials convince people to purchase? Even in the era of smartphones and streaming, these ads still sell. The longstanding “As Seen on TV” market is stronger than ever, with millions of customers regularly handing over $39.99 for a shower scrub brush or $19.95 for tablet pillow pads.

The reason? It all comes down to one critical component known as the “call to action.” 

Infomercials are really good at telling customers exactly what to do. Each one includes a clear, concise, urgent message to “act now.”

It’s one of the oldest strategies in the book, and remains one of the most effective marketing tactics to this day. Countless studies show how clear calls to action regularly convince people to make fast decisions.

Wondering how you can put this handy tool to work within your own marketing campaigns? Act now: Read this guide! We’ll break down the essential elements of the call to action, and show you how to put it to work for your organization.

What Is a Call to Action?

A call to action (also known as a CTA) is an imperative instruction that encourages action. It’s a command to do something specific; CTAs tell people exactly what to do and when to do it. Most often, they appear in the form of two- and three-word phrases such as "Buy Now," "Start Today," or even "Learn More Here." Each one makes a point of letting people know they should respond directly to a brand in the form of a click, call, chat, reply, subscription, or purchase. 

And they work. Really, really well. In fact, these seemingly simple statements hold some surprisingly strong firepower. In one study, including a single call to action in emails increased sales 1,617%. In another, personalizing website CTAs led to an additional 202% increase in clicks and conversions

So...when is it a good idea to use a call to action in your marketing? Most digital marketers want their customers to take a specific, measurable action. For example, you might tell people to sign up for your email newsletter, download an ebook, or make a purchase. In each of these instances, a clear call to action should spur customers to click.

Where Should You Use a Call to Action?

Any time you want your customers to take a specific action, you should include a CTA. Whether presented as a colorful, clickable button or in an attention-grabbing headline, the goal is the same. Rather than providing information and hoping your visitors will understand what you want them to do next, you need to tell them exactly what steps to follow.

With this in mind, most companies can find opportunities to incorporate CTAs across the entire marketing mix. If you’re not sure where to start, begin by adding a call to action to your:

  • Website 
  • Landing pages
  • Online forms
  • Blog posts
  • Paid search ads
  • Social media ads
  • Email newsletters
  • Marketing automation campaigns

Many beginners will save all of their CTAs for online forms and clickable buttons. Don’t make this mistake! While these placements are highly important, you should also include calls to action in other content as well. Studies show that CTAs can also be effective:

  • Within headlines and subheads
  • As links within your copy
  • In website sidebars and popups
  • In italics or bolding at the end of a blog post
  • In the title tags and meta descriptions that appear in Google
  • Within marketing videos

And this is all just for starters. Once you get into the habit of using CTAs, you’ll see opportunities for them everywhere. Even something as simple as adding social media sharing buttons to emails and blog posts can have a big impact on results. 

Call to Action Best Practices

Taking time to create compelling calls to action should be a high priority—not an afterthought. After all, these are the phrases that often have the biggest impact on conversions and sales. A well-constructed CTA can turn visitors into leads, leads into prospects, prospects into customers, and customers into advocates. They're relevant across the entire journey with your brand, so it's important to get them right in each and every placement.

When you're first getting started with CTAs, it's a good idea to keep several best practices in mind.

  • Don’t use boring call-to-action buttons. Choose clear language that indicates what you want your customer to do.
  • Limit the number of CTAs per page. Users get confused when they are offered a bunch of choices.
  • Use click-friendly call-to-action phrases. Words like “next” or “learn more” cause users to hesitate because they don’t know what will happen when they click.
  • Include relevant microcopy, such as last-minute instructions. What concerns might someone have while their mouse hovers over the submit button?
  • Experiment with placement. Test right and left sides as well as above and below the fold.

Special considerations for online forms

Taking time to create a clear, compelling call to action is important in all applications, but becomes especially essential when you’re building an online form. Because these capture valuable data, their CTAs must be particularly persuasive. Every online form requires a submission, but your customers probably won’t submit them out of the goodness of their hearts. They need to be motivated by desire or a promise. 

There are two main places to encourage submissions of your online form: the headline and the submit button. For example, a survey headline might state: “Share your opinion and help us improve our product.” The headline can communicate your value proposition and encourage users to fill out the form.

Your submit button is the last place users might hesitate. Does the button take advantage of that moment? “Submit” is a pretty vague word. By using a clearer word or phrase such as “register,” “buy,” or “contact us,” you can offer a better picture of what the submission will accomplish.

Pro Tip: Looking for an easy way to see if your call to action is working? Try A/B testing. This simple-but-effective conversion tool lets you try out different fonts, colors, copy, and more—and then shows you which version leads to more clicks. 

Call to Action Examples

By now, you may be wondering what a compelling call to action looks like. The answer will differ based on a number of factors, such as where it appears, how far along a prospect or customer is in their journey with your company, and what the specific action involves.

When crafting a call to action, put yourself in your prospect’s or customer’s shoes. What would you want to know? What would compel you to click a link or button? Make your call to action as clear and concise as possible. Here are some ideas to get you started:

Online forms

From contact and order forms to surveys and registrations, every type of online form you create will require a call to action. Rather than using a standard “submit” button, look for ways to replace that default text with more specific phrases. Examples of CTAs for form buttons include:

  • Get in touch
  • Contact me
  • Buy now
  • Download now
  • Claim your gift
  • Share your opinion
  • Tell us what you think
  • Enter to win
  • I want to win
  • Give today
  • Support a great cause
  • Register now
  • Save your spot
  • Get your ticket

On your website

If you haven’t already filled your website with at least one call to action per page, now’s the time to comb your content for opportunities to do just that. Whether you want your visitors to fill out a form, subscribe to an email list, or continue clicking through your site, it pays to tell people exactly what they should do next. Examples of effective website calls to action include:

  • Request a demo
  • Start your free trial
  • See plans and pricing
  • Explore our resources
  • Get your complimentary copy
  • Talk to an expert
  • Get on the wishlist
  • Subscribe to the newsletter
  • Shop best sellers
  • Shop new arrivals
  • Read the success story
  • Watch the video
  • See it in action
  • Chat with us

The words you choose to use will depend on your industry, your target market, and the goals you’re trying to achieve.

What Elements Matter Most in a Call to Action?

Effective CTAs boil down to good design and strong copy. Choose the elements thoughtfully and test them to see what’s working. Your website copy and design should be easy to understand at a glance. If your page isn’t getting the conversions you want, try updating your call to action one element at a time. For design, you could try:

  • Making your button bigger
  • Changing your button color
  • Creating a bigger contrast between text and button colors
  • Placing the CTA on a different part of the page or form
  • Using bolding or italics
  • Using different font styles or sizes

For the copy, you could experiment with:

  • Your headline
  • The subhead
  • A bulleted list of benefits
  • Supporting text or specific instructions
  • The submit button text

In conclusion

Providing a strong call to action makes an otherwise uncertain process easy on your customers. It helps them know exactly what you want them to do—click, buy, sign up, and so on—and reduces friction by providing clear, simple directives.

Looking for more tips you can use to convert leads into customers? Here’s our call to action: Be sure to check out Formstack’s full suite of tools, from capturing more leads to engaging with customers, created especially for digital marketers. Get the latest here.

“But wait, there’s more!”

“Call in the next 15 minutes and you’ll get two for the price of one!” 

Ever wonder how infomercials convince people to purchase? Even in the era of smartphones and streaming, these ads still sell. The longstanding “As Seen on TV” market is stronger than ever, with millions of customers regularly handing over $39.99 for a shower scrub brush or $19.95 for tablet pillow pads.

The reason? It all comes down to one critical component known as the “call to action.” 

Infomercials are really good at telling customers exactly what to do. Each one includes a clear, concise, urgent message to “act now.”

It’s one of the oldest strategies in the book, and remains one of the most effective marketing tactics to this day. Countless studies show how clear calls to action regularly convince people to make fast decisions.

Wondering how you can put this handy tool to work within your own marketing campaigns? Act now: Read this guide! We’ll break down the essential elements of the call to action, and show you how to put it to work for your organization.

What Is a Call to Action?

A call to action (also known as a CTA) is an imperative instruction that encourages action. It’s a command to do something specific; CTAs tell people exactly what to do and when to do it. Most often, they appear in the form of two- and three-word phrases such as "Buy Now," "Start Today," or even "Learn More Here." Each one makes a point of letting people know they should respond directly to a brand in the form of a click, call, chat, reply, subscription, or purchase. 

And they work. Really, really well. In fact, these seemingly simple statements hold some surprisingly strong firepower. In one study, including a single call to action in emails increased sales 1,617%. In another, personalizing website CTAs led to an additional 202% increase in clicks and conversions

So...when is it a good idea to use a call to action in your marketing? Most digital marketers want their customers to take a specific, measurable action. For example, you might tell people to sign up for your email newsletter, download an ebook, or make a purchase. In each of these instances, a clear call to action should spur customers to click.

Where Should You Use a Call to Action?

Any time you want your customers to take a specific action, you should include a CTA. Whether presented as a colorful, clickable button or in an attention-grabbing headline, the goal is the same. Rather than providing information and hoping your visitors will understand what you want them to do next, you need to tell them exactly what steps to follow.

With this in mind, most companies can find opportunities to incorporate CTAs across the entire marketing mix. If you’re not sure where to start, begin by adding a call to action to your:

  • Website 
  • Landing pages
  • Online forms
  • Blog posts
  • Paid search ads
  • Social media ads
  • Email newsletters
  • Marketing automation campaigns

Many beginners will save all of their CTAs for online forms and clickable buttons. Don’t make this mistake! While these placements are highly important, you should also include calls to action in other content as well. Studies show that CTAs can also be effective:

  • Within headlines and subheads
  • As links within your copy
  • In website sidebars and popups
  • In italics or bolding at the end of a blog post
  • In the title tags and meta descriptions that appear in Google
  • Within marketing videos

And this is all just for starters. Once you get into the habit of using CTAs, you’ll see opportunities for them everywhere. Even something as simple as adding social media sharing buttons to emails and blog posts can have a big impact on results. 

Call to Action Best Practices

Taking time to create compelling calls to action should be a high priority—not an afterthought. After all, these are the phrases that often have the biggest impact on conversions and sales. A well-constructed CTA can turn visitors into leads, leads into prospects, prospects into customers, and customers into advocates. They're relevant across the entire journey with your brand, so it's important to get them right in each and every placement.

When you're first getting started with CTAs, it's a good idea to keep several best practices in mind.

  • Don’t use boring call-to-action buttons. Choose clear language that indicates what you want your customer to do.
  • Limit the number of CTAs per page. Users get confused when they are offered a bunch of choices.
  • Use click-friendly call-to-action phrases. Words like “next” or “learn more” cause users to hesitate because they don’t know what will happen when they click.
  • Include relevant microcopy, such as last-minute instructions. What concerns might someone have while their mouse hovers over the submit button?
  • Experiment with placement. Test right and left sides as well as above and below the fold.

Special considerations for online forms

Taking time to create a clear, compelling call to action is important in all applications, but becomes especially essential when you’re building an online form. Because these capture valuable data, their CTAs must be particularly persuasive. Every online form requires a submission, but your customers probably won’t submit them out of the goodness of their hearts. They need to be motivated by desire or a promise. 

There are two main places to encourage submissions of your online form: the headline and the submit button. For example, a survey headline might state: “Share your opinion and help us improve our product.” The headline can communicate your value proposition and encourage users to fill out the form.

Your submit button is the last place users might hesitate. Does the button take advantage of that moment? “Submit” is a pretty vague word. By using a clearer word or phrase such as “register,” “buy,” or “contact us,” you can offer a better picture of what the submission will accomplish.

Pro Tip: Looking for an easy way to see if your call to action is working? Try A/B testing. This simple-but-effective conversion tool lets you try out different fonts, colors, copy, and more—and then shows you which version leads to more clicks. 

Call to Action Examples

By now, you may be wondering what a compelling call to action looks like. The answer will differ based on a number of factors, such as where it appears, how far along a prospect or customer is in their journey with your company, and what the specific action involves.

When crafting a call to action, put yourself in your prospect’s or customer’s shoes. What would you want to know? What would compel you to click a link or button? Make your call to action as clear and concise as possible. Here are some ideas to get you started:

Online forms

From contact and order forms to surveys and registrations, every type of online form you create will require a call to action. Rather than using a standard “submit” button, look for ways to replace that default text with more specific phrases. Examples of CTAs for form buttons include:

  • Get in touch
  • Contact me
  • Buy now
  • Download now
  • Claim your gift
  • Share your opinion
  • Tell us what you think
  • Enter to win
  • I want to win
  • Give today
  • Support a great cause
  • Register now
  • Save your spot
  • Get your ticket

On your website

If you haven’t already filled your website with at least one call to action per page, now’s the time to comb your content for opportunities to do just that. Whether you want your visitors to fill out a form, subscribe to an email list, or continue clicking through your site, it pays to tell people exactly what they should do next. Examples of effective website calls to action include:

  • Request a demo
  • Start your free trial
  • See plans and pricing
  • Explore our resources
  • Get your complimentary copy
  • Talk to an expert
  • Get on the wishlist
  • Subscribe to the newsletter
  • Shop best sellers
  • Shop new arrivals
  • Read the success story
  • Watch the video
  • See it in action
  • Chat with us

The words you choose to use will depend on your industry, your target market, and the goals you’re trying to achieve.

What Elements Matter Most in a Call to Action?

Effective CTAs boil down to good design and strong copy. Choose the elements thoughtfully and test them to see what’s working. Your website copy and design should be easy to understand at a glance. If your page isn’t getting the conversions you want, try updating your call to action one element at a time. For design, you could try:

  • Making your button bigger
  • Changing your button color
  • Creating a bigger contrast between text and button colors
  • Placing the CTA on a different part of the page or form
  • Using bolding or italics
  • Using different font styles or sizes

For the copy, you could experiment with:

  • Your headline
  • The subhead
  • A bulleted list of benefits
  • Supporting text or specific instructions
  • The submit button text

In conclusion

Providing a strong call to action makes an otherwise uncertain process easy on your customers. It helps them know exactly what you want them to do—click, buy, sign up, and so on—and reduces friction by providing clear, simple directives.

Looking for more tips you can use to convert leads into customers? Here’s our call to action: Be sure to check out Formstack’s full suite of tools, from capturing more leads to engaging with customers, created especially for digital marketers. Get the latest here.

“But wait, there’s more!”

“Call in the next 15 minutes and you’ll get two for the price of one!” 

Ever wonder how infomercials convince people to purchase? Even in the era of smartphones and streaming, these ads still sell. The longstanding “As Seen on TV” market is stronger than ever, with millions of customers regularly handing over $39.99 for a shower scrub brush or $19.95 for tablet pillow pads.

The reason? It all comes down to one critical component known as the “call to action.” 

Infomercials are really good at telling customers exactly what to do. Each one includes a clear, concise, urgent message to “act now.”

It’s one of the oldest strategies in the book, and remains one of the most effective marketing tactics to this day. Countless studies show how clear calls to action regularly convince people to make fast decisions.

Wondering how you can put this handy tool to work within your own marketing campaigns? Act now: Read this guide! We’ll break down the essential elements of the call to action, and show you how to put it to work for your organization.

What Is a Call to Action?

A call to action (also known as a CTA) is an imperative instruction that encourages action. It’s a command to do something specific; CTAs tell people exactly what to do and when to do it. Most often, they appear in the form of two- and three-word phrases such as "Buy Now," "Start Today," or even "Learn More Here." Each one makes a point of letting people know they should respond directly to a brand in the form of a click, call, chat, reply, subscription, or purchase. 

And they work. Really, really well. In fact, these seemingly simple statements hold some surprisingly strong firepower. In one study, including a single call to action in emails increased sales 1,617%. In another, personalizing website CTAs led to an additional 202% increase in clicks and conversions

So...when is it a good idea to use a call to action in your marketing? Most digital marketers want their customers to take a specific, measurable action. For example, you might tell people to sign up for your email newsletter, download an ebook, or make a purchase. In each of these instances, a clear call to action should spur customers to click.

Where Should You Use a Call to Action?

Any time you want your customers to take a specific action, you should include a CTA. Whether presented as a colorful, clickable button or in an attention-grabbing headline, the goal is the same. Rather than providing information and hoping your visitors will understand what you want them to do next, you need to tell them exactly what steps to follow.

With this in mind, most companies can find opportunities to incorporate CTAs across the entire marketing mix. If you’re not sure where to start, begin by adding a call to action to your:

  • Website 
  • Landing pages
  • Online forms
  • Blog posts
  • Paid search ads
  • Social media ads
  • Email newsletters
  • Marketing automation campaigns

Many beginners will save all of their CTAs for online forms and clickable buttons. Don’t make this mistake! While these placements are highly important, you should also include calls to action in other content as well. Studies show that CTAs can also be effective:

  • Within headlines and subheads
  • As links within your copy
  • In website sidebars and popups
  • In italics or bolding at the end of a blog post
  • In the title tags and meta descriptions that appear in Google
  • Within marketing videos

And this is all just for starters. Once you get into the habit of using CTAs, you’ll see opportunities for them everywhere. Even something as simple as adding social media sharing buttons to emails and blog posts can have a big impact on results. 

Call to Action Best Practices

Taking time to create compelling calls to action should be a high priority—not an afterthought. After all, these are the phrases that often have the biggest impact on conversions and sales. A well-constructed CTA can turn visitors into leads, leads into prospects, prospects into customers, and customers into advocates. They're relevant across the entire journey with your brand, so it's important to get them right in each and every placement.

When you're first getting started with CTAs, it's a good idea to keep several best practices in mind.

  • Don’t use boring call-to-action buttons. Choose clear language that indicates what you want your customer to do.
  • Limit the number of CTAs per page. Users get confused when they are offered a bunch of choices.
  • Use click-friendly call-to-action phrases. Words like “next” or “learn more” cause users to hesitate because they don’t know what will happen when they click.
  • Include relevant microcopy, such as last-minute instructions. What concerns might someone have while their mouse hovers over the submit button?
  • Experiment with placement. Test right and left sides as well as above and below the fold.

Special considerations for online forms

Taking time to create a clear, compelling call to action is important in all applications, but becomes especially essential when you’re building an online form. Because these capture valuable data, their CTAs must be particularly persuasive. Every online form requires a submission, but your customers probably won’t submit them out of the goodness of their hearts. They need to be motivated by desire or a promise. 

There are two main places to encourage submissions of your online form: the headline and the submit button. For example, a survey headline might state: “Share your opinion and help us improve our product.” The headline can communicate your value proposition and encourage users to fill out the form.

Your submit button is the last place users might hesitate. Does the button take advantage of that moment? “Submit” is a pretty vague word. By using a clearer word or phrase such as “register,” “buy,” or “contact us,” you can offer a better picture of what the submission will accomplish.

Pro Tip: Looking for an easy way to see if your call to action is working? Try A/B testing. This simple-but-effective conversion tool lets you try out different fonts, colors, copy, and more—and then shows you which version leads to more clicks. 

Call to Action Examples

By now, you may be wondering what a compelling call to action looks like. The answer will differ based on a number of factors, such as where it appears, how far along a prospect or customer is in their journey with your company, and what the specific action involves.

When crafting a call to action, put yourself in your prospect’s or customer’s shoes. What would you want to know? What would compel you to click a link or button? Make your call to action as clear and concise as possible. Here are some ideas to get you started:

Online forms

From contact and order forms to surveys and registrations, every type of online form you create will require a call to action. Rather than using a standard “submit” button, look for ways to replace that default text with more specific phrases. Examples of CTAs for form buttons include:

  • Get in touch
  • Contact me
  • Buy now
  • Download now
  • Claim your gift
  • Share your opinion
  • Tell us what you think
  • Enter to win
  • I want to win
  • Give today
  • Support a great cause
  • Register now
  • Save your spot
  • Get your ticket

On your website

If you haven’t already filled your website with at least one call to action per page, now’s the time to comb your content for opportunities to do just that. Whether you want your visitors to fill out a form, subscribe to an email list, or continue clicking through your site, it pays to tell people exactly what they should do next. Examples of effective website calls to action include:

  • Request a demo
  • Start your free trial
  • See plans and pricing
  • Explore our resources
  • Get your complimentary copy
  • Talk to an expert
  • Get on the wishlist
  • Subscribe to the newsletter
  • Shop best sellers
  • Shop new arrivals
  • Read the success story
  • Watch the video
  • See it in action
  • Chat with us

The words you choose to use will depend on your industry, your target market, and the goals you’re trying to achieve.

What Elements Matter Most in a Call to Action?

Effective CTAs boil down to good design and strong copy. Choose the elements thoughtfully and test them to see what’s working. Your website copy and design should be easy to understand at a glance. If your page isn’t getting the conversions you want, try updating your call to action one element at a time. For design, you could try:

  • Making your button bigger
  • Changing your button color
  • Creating a bigger contrast between text and button colors
  • Placing the CTA on a different part of the page or form
  • Using bolding or italics
  • Using different font styles or sizes

For the copy, you could experiment with:

  • Your headline
  • The subhead
  • A bulleted list of benefits
  • Supporting text or specific instructions
  • The submit button text

In conclusion

Providing a strong call to action makes an otherwise uncertain process easy on your customers. It helps them know exactly what you want them to do—click, buy, sign up, and so on—and reduces friction by providing clear, simple directives.

Looking for more tips you can use to convert leads into customers? Here’s our call to action: Be sure to check out Formstack’s full suite of tools, from capturing more leads to engaging with customers, created especially for digital marketers. Get the latest here.

“But wait, there’s more!”

“Call in the next 15 minutes and you’ll get two for the price of one!” 

Ever wonder how infomercials convince people to purchase? Even in the era of smartphones and streaming, these ads still sell. The longstanding “As Seen on TV” market is stronger than ever, with millions of customers regularly handing over $39.99 for a shower scrub brush or $19.95 for tablet pillow pads.

The reason? It all comes down to one critical component known as the “call to action.” 

Infomercials are really good at telling customers exactly what to do. Each one includes a clear, concise, urgent message to “act now.”

It’s one of the oldest strategies in the book, and remains one of the most effective marketing tactics to this day. Countless studies show how clear calls to action regularly convince people to make fast decisions.

Wondering how you can put this handy tool to work within your own marketing campaigns? Act now: Read this guide! We’ll break down the essential elements of the call to action, and show you how to put it to work for your organization.

What Is a Call to Action?

A call to action (also known as a CTA) is an imperative instruction that encourages action. It’s a command to do something specific; CTAs tell people exactly what to do and when to do it. Most often, they appear in the form of two- and three-word phrases such as "Buy Now," "Start Today," or even "Learn More Here." Each one makes a point of letting people know they should respond directly to a brand in the form of a click, call, chat, reply, subscription, or purchase. 

And they work. Really, really well. In fact, these seemingly simple statements hold some surprisingly strong firepower. In one study, including a single call to action in emails increased sales 1,617%. In another, personalizing website CTAs led to an additional 202% increase in clicks and conversions

So...when is it a good idea to use a call to action in your marketing? Most digital marketers want their customers to take a specific, measurable action. For example, you might tell people to sign up for your email newsletter, download an ebook, or make a purchase. In each of these instances, a clear call to action should spur customers to click.

Where Should You Use a Call to Action?

Any time you want your customers to take a specific action, you should include a CTA. Whether presented as a colorful, clickable button or in an attention-grabbing headline, the goal is the same. Rather than providing information and hoping your visitors will understand what you want them to do next, you need to tell them exactly what steps to follow.

With this in mind, most companies can find opportunities to incorporate CTAs across the entire marketing mix. If you’re not sure where to start, begin by adding a call to action to your:

  • Website 
  • Landing pages
  • Online forms
  • Blog posts
  • Paid search ads
  • Social media ads
  • Email newsletters
  • Marketing automation campaigns

Many beginners will save all of their CTAs for online forms and clickable buttons. Don’t make this mistake! While these placements are highly important, you should also include calls to action in other content as well. Studies show that CTAs can also be effective:

  • Within headlines and subheads
  • As links within your copy
  • In website sidebars and popups
  • In italics or bolding at the end of a blog post
  • In the title tags and meta descriptions that appear in Google
  • Within marketing videos

And this is all just for starters. Once you get into the habit of using CTAs, you’ll see opportunities for them everywhere. Even something as simple as adding social media sharing buttons to emails and blog posts can have a big impact on results. 

Call to Action Best Practices

Taking time to create compelling calls to action should be a high priority—not an afterthought. After all, these are the phrases that often have the biggest impact on conversions and sales. A well-constructed CTA can turn visitors into leads, leads into prospects, prospects into customers, and customers into advocates. They're relevant across the entire journey with your brand, so it's important to get them right in each and every placement.

When you're first getting started with CTAs, it's a good idea to keep several best practices in mind.

  • Don’t use boring call-to-action buttons. Choose clear language that indicates what you want your customer to do.
  • Limit the number of CTAs per page. Users get confused when they are offered a bunch of choices.
  • Use click-friendly call-to-action phrases. Words like “next” or “learn more” cause users to hesitate because they don’t know what will happen when they click.
  • Include relevant microcopy, such as last-minute instructions. What concerns might someone have while their mouse hovers over the submit button?
  • Experiment with placement. Test right and left sides as well as above and below the fold.

Special considerations for online forms

Taking time to create a clear, compelling call to action is important in all applications, but becomes especially essential when you’re building an online form. Because these capture valuable data, their CTAs must be particularly persuasive. Every online form requires a submission, but your customers probably won’t submit them out of the goodness of their hearts. They need to be motivated by desire or a promise. 

There are two main places to encourage submissions of your online form: the headline and the submit button. For example, a survey headline might state: “Share your opinion and help us improve our product.” The headline can communicate your value proposition and encourage users to fill out the form.

Your submit button is the last place users might hesitate. Does the button take advantage of that moment? “Submit” is a pretty vague word. By using a clearer word or phrase such as “register,” “buy,” or “contact us,” you can offer a better picture of what the submission will accomplish.

Pro Tip: Looking for an easy way to see if your call to action is working? Try A/B testing. This simple-but-effective conversion tool lets you try out different fonts, colors, copy, and more—and then shows you which version leads to more clicks. 

Call to Action Examples

By now, you may be wondering what a compelling call to action looks like. The answer will differ based on a number of factors, such as where it appears, how far along a prospect or customer is in their journey with your company, and what the specific action involves.

When crafting a call to action, put yourself in your prospect’s or customer’s shoes. What would you want to know? What would compel you to click a link or button? Make your call to action as clear and concise as possible. Here are some ideas to get you started:

Online forms

From contact and order forms to surveys and registrations, every type of online form you create will require a call to action. Rather than using a standard “submit” button, look for ways to replace that default text with more specific phrases. Examples of CTAs for form buttons include:

  • Get in touch
  • Contact me
  • Buy now
  • Download now
  • Claim your gift
  • Share your opinion
  • Tell us what you think
  • Enter to win
  • I want to win
  • Give today
  • Support a great cause
  • Register now
  • Save your spot
  • Get your ticket

On your website

If you haven’t already filled your website with at least one call to action per page, now’s the time to comb your content for opportunities to do just that. Whether you want your visitors to fill out a form, subscribe to an email list, or continue clicking through your site, it pays to tell people exactly what they should do next. Examples of effective website calls to action include:

  • Request a demo
  • Start your free trial
  • See plans and pricing
  • Explore our resources
  • Get your complimentary copy
  • Talk to an expert
  • Get on the wishlist
  • Subscribe to the newsletter
  • Shop best sellers
  • Shop new arrivals
  • Read the success story
  • Watch the video
  • See it in action
  • Chat with us

The words you choose to use will depend on your industry, your target market, and the goals you’re trying to achieve.

What Elements Matter Most in a Call to Action?

Effective CTAs boil down to good design and strong copy. Choose the elements thoughtfully and test them to see what’s working. Your website copy and design should be easy to understand at a glance. If your page isn’t getting the conversions you want, try updating your call to action one element at a time. For design, you could try:

  • Making your button bigger
  • Changing your button color
  • Creating a bigger contrast between text and button colors
  • Placing the CTA on a different part of the page or form
  • Using bolding or italics
  • Using different font styles or sizes

For the copy, you could experiment with:

  • Your headline
  • The subhead
  • A bulleted list of benefits
  • Supporting text or specific instructions
  • The submit button text

In conclusion

Providing a strong call to action makes an otherwise uncertain process easy on your customers. It helps them know exactly what you want them to do—click, buy, sign up, and so on—and reduces friction by providing clear, simple directives.

Looking for more tips you can use to convert leads into customers? Here’s our call to action: Be sure to check out Formstack’s full suite of tools, from capturing more leads to engaging with customers, created especially for digital marketers. Get the latest here.

“But wait, there’s more!”

“Call in the next 15 minutes and you’ll get two for the price of one!” 

Ever wonder how infomercials convince people to purchase? Even in the era of smartphones and streaming, these ads still sell. The longstanding “As Seen on TV” market is stronger than ever, with millions of customers regularly handing over $39.99 for a shower scrub brush or $19.95 for tablet pillow pads.

The reason? It all comes down to one critical component known as the “call to action.” 

Infomercials are really good at telling customers exactly what to do. Each one includes a clear, concise, urgent message to “act now.”

It’s one of the oldest strategies in the book, and remains one of the most effective marketing tactics to this day. Countless studies show how clear calls to action regularly convince people to make fast decisions.

Wondering how you can put this handy tool to work within your own marketing campaigns? Act now: Read this guide! We’ll break down the essential elements of the call to action, and show you how to put it to work for your organization.

What Is a Call to Action?

A call to action (also known as a CTA) is an imperative instruction that encourages action. It’s a command to do something specific; CTAs tell people exactly what to do and when to do it. Most often, they appear in the form of two- and three-word phrases such as "Buy Now," "Start Today," or even "Learn More Here." Each one makes a point of letting people know they should respond directly to a brand in the form of a click, call, chat, reply, subscription, or purchase. 

And they work. Really, really well. In fact, these seemingly simple statements hold some surprisingly strong firepower. In one study, including a single call to action in emails increased sales 1,617%. In another, personalizing website CTAs led to an additional 202% increase in clicks and conversions

So...when is it a good idea to use a call to action in your marketing? Most digital marketers want their customers to take a specific, measurable action. For example, you might tell people to sign up for your email newsletter, download an ebook, or make a purchase. In each of these instances, a clear call to action should spur customers to click.

Where Should You Use a Call to Action?

Any time you want your customers to take a specific action, you should include a CTA. Whether presented as a colorful, clickable button or in an attention-grabbing headline, the goal is the same. Rather than providing information and hoping your visitors will understand what you want them to do next, you need to tell them exactly what steps to follow.

With this in mind, most companies can find opportunities to incorporate CTAs across the entire marketing mix. If you’re not sure where to start, begin by adding a call to action to your:

  • Website 
  • Landing pages
  • Online forms
  • Blog posts
  • Paid search ads
  • Social media ads
  • Email newsletters
  • Marketing automation campaigns

Many beginners will save all of their CTAs for online forms and clickable buttons. Don’t make this mistake! While these placements are highly important, you should also include calls to action in other content as well. Studies show that CTAs can also be effective:

  • Within headlines and subheads
  • As links within your copy
  • In website sidebars and popups
  • In italics or bolding at the end of a blog post
  • In the title tags and meta descriptions that appear in Google
  • Within marketing videos

And this is all just for starters. Once you get into the habit of using CTAs, you’ll see opportunities for them everywhere. Even something as simple as adding social media sharing buttons to emails and blog posts can have a big impact on results. 

Call to Action Best Practices

Taking time to create compelling calls to action should be a high priority—not an afterthought. After all, these are the phrases that often have the biggest impact on conversions and sales. A well-constructed CTA can turn visitors into leads, leads into prospects, prospects into customers, and customers into advocates. They're relevant across the entire journey with your brand, so it's important to get them right in each and every placement.

When you're first getting started with CTAs, it's a good idea to keep several best practices in mind.

  • Don’t use boring call-to-action buttons. Choose clear language that indicates what you want your customer to do.
  • Limit the number of CTAs per page. Users get confused when they are offered a bunch of choices.
  • Use click-friendly call-to-action phrases. Words like “next” or “learn more” cause users to hesitate because they don’t know what will happen when they click.
  • Include relevant microcopy, such as last-minute instructions. What concerns might someone have while their mouse hovers over the submit button?
  • Experiment with placement. Test right and left sides as well as above and below the fold.

Special considerations for online forms

Taking time to create a clear, compelling call to action is important in all applications, but becomes especially essential when you’re building an online form. Because these capture valuable data, their CTAs must be particularly persuasive. Every online form requires a submission, but your customers probably won’t submit them out of the goodness of their hearts. They need to be motivated by desire or a promise. 

There are two main places to encourage submissions of your online form: the headline and the submit button. For example, a survey headline might state: “Share your opinion and help us improve our product.” The headline can communicate your value proposition and encourage users to fill out the form.

Your submit button is the last place users might hesitate. Does the button take advantage of that moment? “Submit” is a pretty vague word. By using a clearer word or phrase such as “register,” “buy,” or “contact us,” you can offer a better picture of what the submission will accomplish.

Pro Tip: Looking for an easy way to see if your call to action is working? Try A/B testing. This simple-but-effective conversion tool lets you try out different fonts, colors, copy, and more—and then shows you which version leads to more clicks. 

Call to Action Examples

By now, you may be wondering what a compelling call to action looks like. The answer will differ based on a number of factors, such as where it appears, how far along a prospect or customer is in their journey with your company, and what the specific action involves.

When crafting a call to action, put yourself in your prospect’s or customer’s shoes. What would you want to know? What would compel you to click a link or button? Make your call to action as clear and concise as possible. Here are some ideas to get you started:

Online forms

From contact and order forms to surveys and registrations, every type of online form you create will require a call to action. Rather than using a standard “submit” button, look for ways to replace that default text with more specific phrases. Examples of CTAs for form buttons include:

  • Get in touch
  • Contact me
  • Buy now
  • Download now
  • Claim your gift
  • Share your opinion
  • Tell us what you think
  • Enter to win
  • I want to win
  • Give today
  • Support a great cause
  • Register now
  • Save your spot
  • Get your ticket

On your website

If you haven’t already filled your website with at least one call to action per page, now’s the time to comb your content for opportunities to do just that. Whether you want your visitors to fill out a form, subscribe to an email list, or continue clicking through your site, it pays to tell people exactly what they should do next. Examples of effective website calls to action include:

  • Request a demo
  • Start your free trial
  • See plans and pricing
  • Explore our resources
  • Get your complimentary copy
  • Talk to an expert
  • Get on the wishlist
  • Subscribe to the newsletter
  • Shop best sellers
  • Shop new arrivals
  • Read the success story
  • Watch the video
  • See it in action
  • Chat with us

The words you choose to use will depend on your industry, your target market, and the goals you’re trying to achieve.

What Elements Matter Most in a Call to Action?

Effective CTAs boil down to good design and strong copy. Choose the elements thoughtfully and test them to see what’s working. Your website copy and design should be easy to understand at a glance. If your page isn’t getting the conversions you want, try updating your call to action one element at a time. For design, you could try:

  • Making your button bigger
  • Changing your button color
  • Creating a bigger contrast between text and button colors
  • Placing the CTA on a different part of the page or form
  • Using bolding or italics
  • Using different font styles or sizes

For the copy, you could experiment with:

  • Your headline
  • The subhead
  • A bulleted list of benefits
  • Supporting text or specific instructions
  • The submit button text

In conclusion

Providing a strong call to action makes an otherwise uncertain process easy on your customers. It helps them know exactly what you want them to do—click, buy, sign up, and so on—and reduces friction by providing clear, simple directives.

Looking for more tips you can use to convert leads into customers? Here’s our call to action: Be sure to check out Formstack’s full suite of tools, from capturing more leads to engaging with customers, created especially for digital marketers. Get the latest here.

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CEO of
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Chris is on a mission to turn people into great leaders. He's passionate about helping problem solvers see more value in the work they do every day.