Share on:
In digital marketing, having all your tools working seamlessly together is key to maximising your impact. At the core of any successful campaign lies the CTA—Call to Action. But it’s not just about having a CTA; it’s about making it persuasive enough to get your audience to act. So, how can you create compelling CTAs and persuasive copy that resonates?
A Call to Action (CTA) is more than a button or link at the end of a webpage or email. It’s a crucial marketing tool that encourages an immediate response. Whether you want your audience to “Sign up,” “Buy now,” or “Learn more,” a CTA guides users toward their next step with your brand.
Without clear CTAs, people might be uncertain about what to do next, leading to lost conversions. A well-placed, persuasive CTA removes this doubt, offering a clear pathway to action.
But CTAs don’t work alone—this is where persuasive copy comes in. Persuasive copy shapes how audiences perceive and engage with your message, tapping into emotions, building trust, and ultimately driving desired actions. When persuasive copy combines with a well-crafted CTA, the results are measurable and impactful.
A persuasive CTA contains several elements that work together to create an actionable and compelling message:
Clear language: Keep it simple and straightforward. Avoid jargon or overly complex phrasing that might confuse or overwhelm your audience. Use concise, direct language to tell them exactly what to do.
Example: Instead of “Click here to find out more,” try “Get free guide.”
Actionable verbs: Strong, action-oriented verbs are essential. Use words like “Download,” “Get,” “Start,” “Discover,” or “Join” to prompt your audience to act immediately.
Example: “Start free trial” or “Download now.”
Sense of urgency: Creating urgency can nudge people to act quickly. Phrases like “Limited time offer” or “Only 3 spots left” add a sense of scarcity that can drive engagement.
Example: “Claim your spot before it’s gone!”
Placement and design: Placement is crucial—make sure your CTA stands out visually and is easy to find. High-contrast colours, large buttons, or bold fonts can all help attract attention. Also, position CTAs where users are most likely to take action, such as in the middle of a blog post or at the end of a service description.
To write persuasive copy, it’s essential to focus on your audience. Your copy should resonate emotionally and address their desires, pain points, and needs. Here’s how to do this:
Know your audience: Invest time in understanding your target audience’s challenges. This knowledge allows you to craft copy that speaks directly to their needs and offers solutions.
Emphasise benefits, not just features: Features tell people what a product or service does, but benefits show how it improves their lives. For example, instead of listing features of a pension or ISA, explain how it saves them time, reduces stress, or helps them work smarter.
Storytelling and emotional appeal: Storytelling can be a powerful persuasion tool. By painting a picture of the desired outcome, you help your audience envision how their lives could improve. Emotional language—such as highlighting excitement, security, or desire—can make your message more compelling.
Even with well-crafted CTAs and copy, there’s always room for improvement. Testing different versions of your CTAs and copy allows you to identify what resonates most with your audience and drives conversions.
A/B Testing: This involves creating two versions of your CTA or copy (Version A and Version B) to see which performs better. For instance, you could test “Get free guide” against “Download guide now” to see which phrase gets more clicks.
Data analysis: Once you’ve run your tests, analyse the data to identify which version performed best. Look for trends in click-through rates, conversion rates, or bounce rates, and use this insight to refine your approach.
Iterative process: Testing isn’t a one-time effort. Continuously refining and optimising your CTAs and copy based on new data can lead to sustained improvements and higher conversions over time.
Let’s have a look at some brands that have effectively implemented persuasive CTAs and copy to boost engagement:
Monzo nails urgency and simplicity with CTAs like “Organise bills with Monzo” or “Open an account for free.” This makes the process feel quick, easy and straightforward.
Dubsado highlights the cost saving benefits with CTAs like “Start for free” This approach draws attention to the platform’s practical value while maintaining an encouraging tone.
Canva’s CTAs focus on simplicity, creativity and the user’s needs. For example, “Start designing” and “Print your creation” immediately address user needs and position their platform as the solution.
Crafting persuasive CTAs and copy is both an art and a science. By understanding your audience, using clear, actionable language, and continuously testing and optimising, you can create CTAs and copy that engage, resonate, and convert. Whether you’re promoting a service, building your email list, or boosting sales, a well-crafted CTA can make a significant difference in your results.
Co-authored by Sarah Daley and Jo Faith—experts in financial services marketing.
Can we help with your marketing in 2025?
For social media marketing needs, contact: hello@sarahdaleysocial.com
For your copywriting needs, contact: jo@jofaithcopywriting.com
Stay in the know in the rapidly changing world of social media. Enter your email below to subscribe to my social insights.
I promise not to bombard you with emails and I would never share your email address with third parties. Read my privacy policy for further information.
© 2024 Copyright Sarah Daley Social
