If you’re still leaning on “Click here” or “Learn more” as your go-to calls to action (CTAs), you’re not alone—but you are probably missing out on conversions. A great CTA doesn’t just sit politely at the bottom of your page. It grabs attention, builds momentum, and gives your reader the confidence to say, “Yep, this is for me.”
In this article, we’ll talk about how to write CTAs that actually work—the kind that get clicks, conversions, and maybe even a few compliments. But more importantly, let’s talk about why they work. When you understand the mechanics behind a great CTA, you can stop relying on formulas and start creating your own with confidence.
What is a CTA (and why does it matter)?
A CTA, or Call to Action, is where you tell your reader what to do next. It might be a button, a link, a bolded line in an email, or even something you say in a video.
It seems simple enough, but how to write CTAs? It’s harder than it seems. Because here’s the truth: this tiny piece of copy is doing a lot of heavy lifting. A strong CTA answers the unspoken question, “What do I do now?” If you’ve ever read a blog post, nodded along, then closed the tab without taking the next step—it’s because the CTA didn’t do its job.
Think of your CTA as your reader’s exit ramp. They’re cruising along the highway of your content. They’re interested. Maybe even excited. But if there’s no clear off-ramp, they’ll keep driving. Or worse, they’ll stop paying attention.
Why Most Fall Flat (and how to write CTAs that don’t)
If your CTA isn’t converting, it might be because it’s:
- Too vague: “Click here” doesn’t say what’s in it for them
- Emotionless: There’s no urgency, benefit, or connection
- Generic: It feels like a stock phrase instead of part of your voice
- Unclear: The next step is fuzzy or intimidating
People don’t click unless they want to—and they don’t want to unless they know exactly what’s on the other side. That’s why clarity is more powerful than cleverness. It’s not about being flashy. It’s about being unmistakably helpful.
Before & After Examples
❌ Before: Click here
✅ After: Send me the client-magnet checklist
❌ Before: Learn more
✅ After: Show me how to simplify my website copy
❌ Before: Submit
✅ After: Yes! I want in on the copy glow-up
❌ Before: Book now
✅ After: Let’s talk about your dream launch
When you swap out vague verbs for meaningful benefits, your CTA stops sounding like a chore and starts sounding like an opportunity.
Try These CTA Styles Instead
You don’t need to reinvent the wheel—just steer it with a little more intention. Below are a few CTA styles to try, along with the thinking behind why they work.
1. Action + Outcome
This classic structure focuses on two essential ingredients: what you’re asking them to do, and what they’ll get in return.
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Why it works: It reduces friction and boosts motivation. You’re making the action feel useful, valuable, and immediate.
2. The “I want to…” test
Fill in the blank: “I want to…” followed by your CTA. If it works, great. If not, it needs more clarity or relevance. In this formula, the CTA should be about the transformation they’ll get when they act.
- I want to build my dream website
- I want to ditch the DIY stress
- I want to feel more confident in my content
- I want to stop yelling into the void on Instagram
Why it works: It shifts your perspective to your reader’s mindset. You’re tapping into their internal goals—not just your external offer.
3. Spark curiosity
Curiosity is powerful when there’s a promise of a specific and satisfying answer. We could also call this the “open loop.” They want to know the answer but must click to get it.
- Find out what your homepage is missing
- Take the quiz and discover your brand voice
- Peek inside the client onboarding flow
- See the 3 changes that doubled this client’s conversion rate
Why it works: It creates a knowledge gap. Your reader wants to close it—and the only way to do that is to click.
4. Show your personality
This one’s especially powerful if your brand is quirky, warm, bold, or playful.
- Gimme the good stuff
- Heck yes, I’m ready!
- I want the unicorn-approved version
- Beam me up, strategy-wise
Why it works: It builds connection. Your CTA becomes part of your brand’s voice—not just a functional step.
5. Remove friction
Sometimes people want to click, but hesitation creeps in. Eliminate that with language that reassures.
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Why it works: It reduces fear and lowers the stakes. If there’s nothing to lose, the action feels safer and easier to take.
Where CTAs Show Up (Hint: Not Just at the End)
Your CTA doesn’t have to wait until the bottom of the page to make its debut. In fact, sprinkling smaller CTAs throughout your content helps guide people step by step.
Try placing CTAs:
- In your email P.S.: “P.S. Want the full swipe file? Grab it here.”
- Mid-way through a blog post, when energy’s high
- In your Instagram caption: “Save this for later” or “Tell me your thoughts below”
- On your thank-you page: “While you wait, here’s a sneak peek…”
- In your email signature: “Need better copy? Let’s chat.”
Why it works: People skim. They scroll. They get distracted. By giving them multiple moments to say “yes,” you meet them where they are—without waiting until the final line.
Make It Better (and Then Better Again)
Even a strong CTA can benefit from fine-tuning. This is where testing and feedback come in.
Try this:
- A/B test two versions—one clear, one clever—and see which gets more clicks
- Use heatmaps to see if your CTA is getting ignored because of layout or design
- Say it out loud: Does it sound robotic or awkward?
- Borrow inspiration: Keep a swipe file of CTAs that make you want to click
You don’t have to be perfect—you just have to be intentional. And intentionality starts with asking, “What would make this a ‘heck yes’ for my audience?”
Quick Win Challenge
This week, pick one CTA in your current content and rewrite it. Make it:
- More specific
- More voice-y
- More benefit-driven
Then track what happens. Did more people click? Did you get more replies? Use that feedback to refine future CTAs.
And hey—if you want more ideas on how to write CTAs or feedback on any you’ve written, send me a note. I’m always down to nerd out on good copy.
Psst… I’m cooking up a swipe file of spicy, high-converting CTAs. Stay tuned—it’s gonna be good. 😉
