Maybe you want your followers to sign up for a free trial, download a PDF template, go to your landing page, or pick up the phone and call. Whatever it is, you need a call to action (CTA).

If people always did what we wanted, there would be someone rubbing my shoulders and kindly feeding me popcorn right now. (This imaginary person has three hands.)

However, we all know that convincing others to take the actions we want is difficult. Especially on the busy, distracting internet.

If there’s an action you want your audience to take, you can’t just hope and wish and hint. You need CTA it screams loud and clear.

Read on for tips, tricks, and lots of examples to get your audience into making their dreams (popcorn massage related or otherwise) come true.

What is a call-to-action (CTA)?

A call to action is a prompt that gets your audience to do something specific.

This is the part of your content, ad or website that invites the reader to take action. On a website, a Call to Action is usually a button, a clickable image, or a link.

Usually, there is a CTA at the end of a blog post or web page, but these can appear anywhere on a website or even in a social media post.

This process can be:

  • Account creation
  • ask for a quote
  • enter a competition
  • sign a petition
  • Registering for a course
  • And more

A clear CTA makes it easy for the reader to do what you want them to do. No friction, no tangling, or searching for the right form or PDF.

The button or link that starts the next step in your funnel. You’re putting the ball on the t-shirt, so the reader has to stand up and swing. (And probably, if they’re not me, really hit it.)

It can be several words or it can be a sentence or two. Whatever it takes to instruct your reader to take the next step… and more importantly, motivate them to do it.

Because the trick is this: Give people a reason click. The key to a good call to action is not just telling them. What to do, but why they should. This means hone the art of fine writing. effective CTAs.

How to write a call to action for social media

Before you sit down with your keyboard (or quill and ink) to compose the perfect message, it’s important to consider your ultimate social media goals and how your CTA can serve them.

How will you measure the success of your post? Visitors to your landing page? Newsletter registrations? The number of spoiled photos submitted?

There is no wrong answer, but it is a helpful question to keep in mind as you create your CTA.

Not sure about your brand goals yet? Use our social media strategy guide to take it for a spin.

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Choose strong action words

Whatever action you hope your readers take, you want to force them to do it.

Strong, clear, instructive verbs (aka command words) are great here.

Try expressions like:

  • “Sign up for your free trial.”
  • “Download my guide.”
  • “Get your free instant quote.”
  • “Buy dog ​​hammocks.”
  • “Publish jobs for free.”

Here are 401+ powerful words to consider. Be brave!


Source: ZipRecruiter screenshot

Consider the urgency… before it’s too late!

Limiting time often encourages users to respond more to CTAs.

“Call us today” means much more urgency and urgency than “Call us”.

“Book your place at our nude skydiving workshop – before it’s full!” The experience instantly makes you feel privileged.

Call this the FOMO principle. But don’t MO try this trick yourself.

Clarify the benefit

Does your CTA pass the “so what” test? Readers care about what’s inside for them, so tell them.

Choose a language that can inspire enthusiasm or emotion. Go beyond stating what your business does and tell them exactly what it can do for them.

Basically: what is your unique selling point? Will your audience advance their careers? Fixing their love life?

An example: “Enroll my course to earn $1,000 a day on your blog!” It is not a particularly intriguing proposition. Of course I want $1000! Today and EVERYDAY! Save me!

Similarly, MeUndies’ CTA below clearly states the immediate benefit of signing up for their newsletter.


Instant advantage of signing up for the MeUndies newsletter

Source: BenUndies screenshot

Stay true to your brand’s voice

If you’re cool and cool (like me, of course), your CTAs should feel the same way.

If you’re posh and professional, stay away from the tone of voice.

“Buy the fall collection” instead of “Go to my website to grab one!” both push your audience to the same action, but with a different tone.

Everything you do, including CTAs, is part of your brand’s DNA. Make sure it fits the flow.

Choose the clear versus the smart

Keep it simple honey.

Drop the jargon and resist the urge to play weird words (it’s a struggle, I know) and write your message crystal clear.

The shorter it is, the more likely the reader is to understand and take action. Cut the syllables. If you can do it without saying a word, do it.

Which is more lively and clean? “Fill out this form” or “sign up today”?

You only have a few precious seconds to deliver your message. Hold on fast!

Send them where they need to go

You should direct your readers to exactly where you say you’re going to do it.

After all, how frustrating is it when you click on a page that redirects you to another page and another? Your credibility is at stake.

(You’ll also lower your bounce rate by being clear about what to expect when they click.)

So, if your copy for a contest says “Go to this Instagram account to play”, readers better be just a click away! The more steps there are between clicking that button and getting what they want, the more opportunities there are to lose their attention.

be pop

Show some interest in your CTA.

On your website, whether it’s a button, a large highlighted link, or a drop-down box, you should differentiate it from the rest of your content.

It’s not possible to customize this on every social media platform of course, but emojis or line breaks can give you some control to make that CTA stand out from the rest of the copy. (One light power is better than none!)

keep talking

A simple trick for you: Using “you” in the copy is an easy way to make your readers feel like you care.

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You’ve just realized that things feel a little more like conversation, not sales pitch. Because you—only you!—you are a smart and beautiful genius, you.

It’s like an instant personal interaction between you and me. You can feel it, right? you do, right?

64 more powerful words to point your audience in the right direction.

Try and try again

The trial will serve you well. Change the words, colors, placement, images, and even the font if possible, to see what drives the traffic best.

Try A/B testing to gauge what works best and then tweak, polish and try again.

Even a simple change from “Start your free trial” to “Get started” Mine free trial” can make a world of difference.

10 smart call-to-action examples

Need some inspiration for your CTAs? Borrow some ideas from these great posts.

“Read full profile here”

fashion He teases us with some of Lizzo’s information and photos, and then shares that we can get more of those fiery Lizzo gossip by clicking the link.

“Don’t miss our lightning discount”

Frank and Oak also showed us how much we could save (20%? Hurry!)

Don’t miss our Instant Sale – Enjoy an extra 20% site wide!https://www.frankandoak.com/

Posted by Frank And Oak on Thursday, July 23, 2020

“Take an exam.”

There is no pressure or commitment to the vitamin delivery service on the landing page of Care/Of: just a prompt for you to try a test to find out which vitamins are right for you.


Maintenance/Vitamin test CTA

Source: Maintenance / Of screenshot

“Pre-order and get exclusive bonus material”

Racial justice educator Rachel Ricketts gives you a “why now” reason to pre-order her book with the promise of exclusive (ooh, VIP!) bonus content.

“Download the full report”

With this reassuring CTA, it is clear that Buildium cannot provide you with an escape. Click the button and they will deliver the full report.


Download the full Buildium report

Source: structure screenshot

“Tap to shop”

The CTA at the bottom of this postpartum kit post from One Tough Mother makes it clear how to take action: just tap!

“Take 60 seconds to set up Engage and start a new business.”

This ad by NiceJob tells you what, why, and even time commitment in just 11 words.

“Get an offer.”

The first part of TD Insurance’s advertisement explains that graduates receive a preferred rate. Their CTA forces us to not only learn more or compare odds, but also jump right in to get that sweet, sweet offer ASAP.

“Start FREE trial.”

It’s not intimidating, and the price is right: Hulu offers a CTA on its landing page that’s hard to resist.


Hulu landing page CTA

Source: hulu screenshot

“Avoid these mistakes.”

Ooh, rare negative CTA! “Avoid” is a powerful action word that evokes emotion, and Food52 capitalizes on it when trying to drive traffic to their garlic bug guides.

As a result, a successful CTA, “What’s next” and “Why should I do it?” It is a CTA that answers questions.

Filter your shiny new CTAs through this filter and you’ll know you have something attractive and clickable, ready to share.

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