CTAs That Convert: How To Use Calls To Action In Your Marketing Strategy

As a marketer, your primary goal is to convert leads into customers. And to do this, you need to have a strong call-to-action (CTA) that effectively prompts your target audience to take the desired action. 

CTAs are critical in your marketing strategy and can help increase conversions, drive traffic, and boost sales. This article will explore how to use CTAs in your marketing strategy to achieve your goals.




What is a Call-to-Action (CTA)?


A CTA is a prompt or instruction encouraging the user to take a specific action. It can be anything from filling out a form, subscribing to a newsletter, downloading an ebook, or purchasing. CTAs are used in various marketing channels, including email marketing, social media, and websites.

Why are CTAs important?


CTA, or Call to Action, is a crucial element in any marketing strategy as it guides the prospective customer towards the desired action. A CTA is typically a button or link that prompts the user to take a specific action, such as downloading an ebook, signing up for a newsletter, making a purchase, or scheduling a consultation.


CTAs are crucial to your marketing strategy because they can help increase conversions and drive traffic to your website. If your CTAs are compelling and relevant to your target audience, they can help build trust and credibility with your brand. Here are a few reasons why CTAs are important in marketing strategy:


  • Encourages conversions: CTAs help to nudge a visitor towards taking a desired action, which can result in more leads and sales for your business.

  • Clarifies objectives: CTAs help to make it clear what the purpose of your marketing campaign is. This clarity can help to improve the user experience and make your marketing messages more effective.

  • Provides direction: CTAs provide a clear direction for visitors, which can help to keep them engaged and increase the chances of them taking the desired action.

  • Increases engagement: CTAs can also help to increase user engagement by encouraging visitors to interact with your content and explore your website further.

Tips to Creating Effective CTAs


Creating an effective CTA requires deeply understanding your target audience and their needs. Here are some tips to help you create CTAs that convert:

  • Be clear and concise

Your CTA should be clear and concise so your target audience knows exactly what action to take. Avoid using vague language and use specific language that communicates the benefit of taking action. 


For example, instead of using a generic CTA like "Click Here," use a more specific CTA like "Download Our Free Guide" or "Get Your Free Consultation." Like this CTA on Trello website instigates the user to sign up for free. 



  • Use action-oriented language

Action-oriented language is a language that inspires action. Your CTA should use verbs encouraging the user to take the desired action. Some examples of action-oriented language include "Download," "Sign up," "Register," and "Subscribe." These words motivate your users to take quick actions without giving a second thought. 


  • Create hype or urgency

Creating urgency in your CTA can help increase conversions by prompting the user to take action now. You can create urgency using phrases like "Limited time offer" or "Act now." You have to make them realize that the user needs the item desperately. 

  • Make it visually appealing

Your CTA should stand out visually on your website or marketing material. Use contrasting colors and whitespace to make your CTA more noticeable. Also, ensure your CTA is appropriately sized, so it's easy to click on both desktop and mobile devices.



  • Test and optimize

Finally, testing and optimizing your CTAs is critical to improving their effectiveness. Try different variations of your CTA, such as different colors, sizes, and wording, to see what works best for your target audience. You can also use background or vector images to make your CTA look more attractive. 

Examples of Some Popular CTAs


  • Unbounce's CTA to sign up for a free trial

Unbounce is a landing page builder, and its CTA allows users to sign up for a free trial. The CTA uses action-oriented language, creating urgency with the phrase "Start my free trial," and is visually appealing with a contrasting color.




  • Grammarly's CTA to add Grammarly to Chrome

Grammarly is a popular writing tool, and its CTA allows users to add the Grammarly Chrome extension. The CTA uses action-oriented language, creating urgency with the phrase "Add to Chrome for free."


It is visually appealing with the use of whitespace and the contrasting green color that stands out against the white background. The CTA is also clear and concise, letting the user know exactly what action to take.




  • Airbnb's CTA to book a stay

Airbnb is a popular online marketplace for vacation rentals. Their CTA is for users to book a stay at a specific location. The CTA uses action-oriented language, "Reserve," and is visually appealing with a large, colorful button that stands out against the background. 

The CTA also creates a sense of trust and credibility by displaying the rating and number of reviews for the listing.

Calling The End To Action


Overall, CTAs are an essential element in any marketing strategy as they help to guide visitors towards taking a specific action, which can result in more conversions, engagement, and, ultimately, revenue for your business. Treat them as the life of your content and the most powerful weapon on your website. 


When creating CTAs, remember to be clear and concise, use action-oriented language, create urgency, make it visually appealing, and test and optimize for the best results. By following these tips and looking at examples of effective CTAs, you can create CTAs that convert and help your business achieve its goals. 


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