What Is A Call To Action In Writing

What Is A Call-To-Action?

A CTA can be defined as a word or phrase that compels someone to do something, from calling a phone number to downloading a PDF. A good CTA aims to solve a problem, showing the reader a clear path toward a solution – and convincing them to trust your service and/or product to help them get there.

Writing CTAs that make people click takes practice, but don't overthink it. Not all CTAs require the same approach. That's why we have so many examples below!

Where To Use CTAs

As mentioned above, CTAs can be used for anything. The magic lies in where and how you use them. The technique must adapt to each content type you're writing for. You would approach web pages differently than you would approach a blog, for example.

Speaking of web pages, you should always incorporate what we like to call an "above the fold" CTA. This is a button that can easily be found at the top section of your content. The human eye is trained to spot things that stand out, like the button in the image below.

forefront web home page with CTA examples

Our web developers incorporate this best practice into our websites, resulting in user-friendly design that increases conversions. Don't believe us? The proof is in the pudding – and our portfolio .

Your homepage alone should contain several CTAs. Each time you talk about a different product or service, link to that page, making it easier for visitors to find their desired destination.

Other types of content, such as blogs, don't need to be as "in your face" when it comes to CTAs, but the use of them should still be strategic. Using links throughout the copy not only boosts your inbound link rating, but it can also help readers learn more about that specific product or niche you're discussing. Each blog should end with a CTA, so keep that in mind as you start outlining.

Need help with blog topic ideas? We got you. (See what we did there?)

Social media is another place for subtle CTAs. Never overload your post with salesy jargon; simplify the message instead. Ditch the excessive character count and replace it with "Learn more:" or "See for yourself:" if you need a CTA at all. Here are two examples from ForeFront's Facebook illustrating different ways to inspire clicks.

Obvious CTA:

obvious CTA example on facebook post

Subtle CTA:

subtle CTA example on Facebook post
Get familiar with what feels right in your own content strategy. If you're writing fresh web copy, use a CTA above the fold and link out accordingly throughout the page. For blogs, you can use inbound linking to lead readers toward your services. Have a CTA section at the end of the article to tie up loose ends. Social media shouldn't always have CTAs, but they definitely help mix up your content calendar.

Call-To-Action Examples

The action you want someone to take will determine how you word your CTA. Because CTAs can range from primary actions (call now, schedule today, donate today) to secondary actions (download, subscribe, learn more), it's important to tailor your message to your audience. Read through a few of our favorite CTAs to get started. Remember, these can exist as buttons or links. You can even use these ideas to anchor CTA outro paragraphs.

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Inspire People With Compelling CTAs

CTAs are a necessity for any digital marketing plan. Don't be afraid to try new ideas and go outside of your comfort zone if you think it will improve conversions. Use CTAs on content of all shapes and sizes, but remember to write with your readers in mind. Being concise has the best results, so if you're hitting a wall or succumbing to writer's block, take a deep breath and don't overthink it.

Are Your CTAs Doing More Harm Than Good?

Even copywriting machines struggle to find time to comb through into their websites and find opportunities to increase clicks. Sound familiar? We have an entire department dedicated to driving quality traffic that converts. Take advantage of our free website analysis and see what happens when you have real humans using a hands-on approach to empower your digital marketing.

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Whitney Derr is a conversion strategist and copywriter at ForeFront Web. When she's not wordsmithing or analyzing web results, she's practicing handstands on her yoga mat.