What is a Call to Action on a Website?

Writing a convincing Call to Action or CTA for short is a must-have skill in running a successful business.

When you are writing blog posts, creating social media campaigns, doing email marketing, a good call to action can help convert readers into leads.

And to be honest it’s not a hard skill to learn. It is actually pretty darn simple.

So in this post, I’m going to answer and show you:

What is a call to action on a website
What is a call to action for
How to write a call to action that converts
& Length and placement of a good call to action

By the end of this post you will write CTA’s just like I do.

What is a Call to Action on a Website?

To put it simply, a call to action is an end result.

For example, getting the reader who landed and read your post to do something that is relevant to the material they just read.

Everyone’s call to action won’t be the same. And it’s not always for getting people to buy something.

It can be a link or a button. The usual CTA’s that you see everyday are:

Click Here
Learn More
Sign up
Join Now

One thing you should remember is, there is no such thing as a perfect Call to Action. It is all subjective depending on the person reading it. One type of CTA might work on one person but not the other. So don’t overthink it.

I will show you how I do calls to action on my websites, which will help with more click-throughs than your standard “click here” type buttons.

What is a Call to Action For?

To get visitors to contact your business via phone or email
To get visitors to share your post with others
To get them to learn more about a topic
To get them to watch a video
To get them to subscribe to an email list
To get them to purchase a product or service

As you can see, there are many forms of CTA’s and they are all not the same. But the formula to write CTA’s, regardless of what type of action you are expecting from them is the same.

How to Write a Call to Action That Converts

You now know that every call to action is not the same. But there are key criteria that I try to check every time I make a call to action.

1. Relevant to the Content

The call to action has to be relevant to the content of that page. You can’t talk about potato peelers and have a CTA to sell a vacuum cleaner. That makes no sense. So keep it relevant and natural.

For example: if you are talking about how to make an orange juice, it is natural to have a call to action that promotes a fruit juicer.

2. Convincing

What is a Call to Action on a Website - Example 1

A call to action has to be convincing for your readers to click it. You have to convince the reader that there is a benefit on the other side of the click. And your content has to lead up to it. If you don’t give any indications as to where they are clicking to then no one will click your CTA.

3. To The Point

The best call to action isn’t long. You may lead up to it with a small sentence or two, but the button itself shouldn’t have a lot of text. Around 2 – 7 words is a good number to aim for. And they should get an indication as to what they are going to get when they click it.

What is a Call to Action on a Website - Example 2
In this example, readers know they are seeing the price on Amazon

4. Make it Personal

An effective call to action is personal and makes a connection with the reader. And to write a personal call to action you have to focus on the benefits like:

Saving Time
Making them healthier
Making someone more confident
Making someone feel better
Learning something that benefit them

Example: This is a REAL CTA I use on this blog that you should totally check out. See how I touched on financial freedom benefit in the call to action below.

Do You Want Financial Freedom?

This is The Course Where I Learned About Call to Actions And Everything on Making Money From a Website

5. Make it Passive

You need to add a bit of flavor to the Call to action. The ones you see every day are good, and they work just fine, but making it passive while applying the techniques above will give you the best results especially on a website.

(Click here) is an OK call to action

(Get Yours Here) is a better call to action

(Here’s the exact model I purchased) or (It’s the best $70 I ever spent on Amazon) are the calls to action I look to do whenever I can.

Because no one likes being sold to. When you add a personal touch and not sound like you are selling too hard is the best way to create your call to action.

How Many Calls to Action Can You Have on a Page or Post?

I recommend having a maximum of two calls to action per page. Because more call to action doesn’t mean more clicks.

You have to be subtle and not overuse them. The focus should be on the content. then the call to action will stand out.

And if it is something like a website post or an email, I recommend having it in the middle and the bottom. The middle one is optional.

This is because you have to get your point across before you try to sell to them or whatever you want to achieve with your call CTA.

By giving your reader the chance to actually read your content will increase the powerfulness of the call to action.

Once you get the hang of creating Calls to action you can do what’s called A/B Testing. This allows us to show one Call to action to a group of people and to show another group on the same page a different call to action. This way you can test which of the CTA’s works best for that particular page.


You wanna know how you can improve your call to action even more?

Just have a look at the calls to action you see every day. They are all around us. They are on the websites you visit, on your social media, on emails you read.

See what calls to actions convinced you, and why.

Remember to not overthink it. There’s no such thing as a perfect CTA. Follow my 5 tips when you are writing them and you will take your CTA game to the next level.

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