How To Write AMAZING Copy For Your Website: People Like To Be Told What To Do.

Compelling, effective copy for your site will draw in your target audience and convert web traffic into paying customers. All your SEO efforts, active social media presence and even the word of mouth surrounding your product means nothing if your site can’t get visitors to convert.

Why do calls to action work?

Calls to action are useful to you and to your audience because they help improve the usability of your site, creating a more streamlined and enjoyable user experience for your readers. They sign post your site which is useful for your users, and they drive traffic to where it counts: downloads, payments and details, which is great for you.

Wikipedia defines a CTA as “a banner, button, or some type of graphic or text on a website meant to prompt a user to click it and continue down a conversion funnel.”

A call to action can take many forms and you may include more than one on your site. Take care not to get over-excited and include too many CTAs, as this will make the user experience more confusing and your audience will leave your site.

In order for your web leads to engage with your product or service, you need to tell them where to go and what to do when they get there, as well as why they should do this.

Define the objectives of your CTA. Decide how you want your readers to act: what actions will be of the most use to you? do you need your sit visitors to download your latest white paper, to sign up to a service or to request a call back? What details will you need from them to be able to secure their custom either right now or in the future?

The answer to these questions is subjective, but it is always the action that leads to paying customers. Design your CTAs and the layout of your site by how you want your potential customers to behave. Calls to action are more effective when they do the following things:

Create value

Your readers will not provide you with their information, download your PDF or sign up to your service if you fail to make it clear why they should. Provide them with incentive to do so by making clear the value to them.

The most effective way of doing this is to convey the benefits of your products or services to the user. People will only take from you what they perceive to be valuable because you are asking them to pay for it, either by taking information or money from them.

Write down the three biggest benefits you offer you customers and choose the best one. Find a way to whittle this down into a call to action of roughly 90 – 150 characters. You have a limited time frame in which to grab your readers’ attention. If you can tweet it, you can keep it: outline the key benefits of your service while keeping this rule in mind.

Make your CTAs memorable, short, sweet and snappy.

Create urgency

Do not give your users the option of saying no. The more time you give them to think about what they are doing, the more opportunities they have to say no. Your buttons, site layout and copy should create the impression that your users need to act immediately, to ensure a higher click-through rate (CTR).

Promoting offers that are only available for a limited time are a great way of doing this, playing on users’ fear of missing out on an opportunity to get something great for less money.

The point of marketing is not to encourage your audience to think for themselves (though it is also not to trick or deceive your users). But you need to get as much of your site traffic as possible to convert. Emphasise that they need to do it now


In order for your CTAs to be effective, you need to make sure they are coherent. Take care that your CTAs never link to your homepage, and that the place that they lead from matches where it links the user to.

If your call to action links from a blog post, it arguably makes more sense to encourage users to comment or follow you on social media than to try to get them to sign up to your latest offer. That is, unless your post was about that offer.

Build a dedicated landing page so that each of your calls to action are well aligned.

Key takeaways

Calls to action need to be in the forefront of your mind when you come to write the copy for your site. Don’t overwhelm your users with too many instructions; get them to focus on one action. Make sure it is the action that benefits your relationship with your audience, and make it clear how they will benefit from following through by either signing up to your newsletter, downloading a white paper or signing up to your service.

Short, snappy copy is the most effective when it comes to CTAs.

For more tips on how to write great CTAs, check out this SlideShare from HubSpot which also details the most effective layout, best colour schemes and enticingly clickable buttons.

This is the third post in our series, “How To Write AMAZING Copy For Your Website,” bringing you the best practices to help you improve your website and grow your business. For more help on writing AMAZING copy, you might find it helpful to learn how to Get Over Yourself or that Rational Statistics Won’t Win You Any Arguments.

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