{"id":42048,"date":"2019-12-03T10:00:22","date_gmt":"2019-12-03T17:00:22","guid":{"rendered":"https:\/\/www.clearvoice.com\/resources\/how-to-write-a-call-to-action\/"},"modified":"2025-01-30T18:19:37","modified_gmt":"2025-01-31T01:19:37","slug":"how-to-write-a-call-to-action","status":"publish","type":"post","link":"https:\/\/www.clearvoice.com\/resources\/how-to-write-a-call-to-action\/","title":{"rendered":"How to Write a Call to Action People Actually Want to Click"},"content":{"rendered":"\t\t
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What is a CTA? In marketing, a CTA is a “call to action” or the compelling language used to get a consumer to click a button or link, or to take some other action to move further down the sales funnel or customer journey.<\/strong><\/p><\/blockquote>

There is only one guarantee in B2B content\u2026 a call to action (CTA)<\/a>.<\/p>

Everywhere you turn \u2014 blogs, emails, landing pages, social media posts, ads, videos, websites, ebooks \u2014 a shiny button or punchy one-liner calls to you like a siren from the digital sea. But unlike a siren, you\u2019re rarely hypnotized by what that CTA says because it\u2019s empty, boring, irrelevant, generic\u2026 insert adjective of choice.<\/p>

Often a call to action ends up being an afterthought, a dark and mysterious one that confuses the hell out of people. \u201cLearn More\u201d and \u201cGet Started\u201d are slapped onto a piece of content and marketers call it a day. Buyers don\u2019t want to click, because they don\u2019t know what they\u2019re getting into or they don\u2019t have a reason to care.<\/p>

Strong CTAs encourage buyers to take actions<\/a>\u00a0that lead them down the road to becoming your customer.<\/p>

You use themes all the time in your content strategy, so why not use the same approach with your call to action? You already know how to write a call to action. Below are out-of-the-box ideas that leverage themes to entice your future customers to click and convert.<\/p>

Ready to \u201cLearn More?\u201d Kidding, let\u2019s get to it…<\/p>

\"CallBuyer persona call-to-action examples<\/h2>

To speak the language of your audience, you must first know who that audience is. Developing your\u00a0B2B buyer personas with this helpful template<\/a>\u00a0is step one. The next step is\u00a0integrating buyer personas\u00a0into your B2B content.<\/p>

A call to action is arguably the most important content you create. Messaging is more cohesive when you lean on the content strategy you worked so hard to build. So, what are the top goals and challenges you learned during surveys you conducted for buyer persona research? Use these insights in your CTAs.<\/p>

Text CTA<\/strong>:\u00a0Follow in the footsteps of high-performing account executives.
Button CTA<\/strong>:\u00a0Achieve Goals<\/p>

Text CTA<\/strong>:\u00a0Execute more quality content with less resource strain.
Button CTA<\/strong>:\u00a0Start Automating<\/p>

Aspirational call-to-action phrases<\/h2>

Ready to create wonderful content? This question on\u00a0ClearVoice\u2019s landing page for hiring writers<\/a>\u00a0uses an aspirational approach to motivate people to click. What if ClearVoice went the other way and said: \u201cWant to avoid low conversion rates?\u201d Waah-waah.<\/p>

If organizations create wonderful content, they are more likely to connect with buyers and convert them. By focusing on positive messaging and the potential for success, there is no need to dwell on headaches. Everyone has challenges and people don\u2019t need to be reminded of them constantly. Speak to what your prospect wants to achieve to inspire action.<\/p>

Text CTA<\/strong>:\u00a0It\u2019s your turn. Achieve [aspiration] when you partner with our team.
Button CTA<\/strong>:\u00a0I\u2019m Ready<\/p>

Text CTA<\/strong>: Make faster, data-driven decisions with [company name] solutions.
Button CTA<\/strong>:\u00a0Count Me In<\/p>

Challenge-solving call-to-action words<\/h2>

But, of course, everyone experiences challenges and you can\u2019t completely ignore pain points. Addressing challenges elegantly is messaging your prospect will also relate to. When writing a challenge-focused call to action, demonstrate how your solution or service will help your future customer be victorious.<\/p>

Text CTA<\/strong>:\u00a0Take the first step in overcoming [challenge X, Y, and Z].
Button CTA<\/strong>: Step 1<\/p>

Text CTA:\u00a0<\/strong>Gain a competitive edge with [company name].
Button CTA<\/strong>: Beat the Competition<\/p>

\"Call<\/h2>

Call to action using a testimonial<\/h2>

Got reviews? Congratulations, you have unbeatable validation to leverage. You already know that humans trust other humans more than brands. Here\u2019s an idea for\u00a0incorporating customer validation<\/a> that doesn\u2019t involve another tired website testimonial slider… use a testimonial in your call to action instead.<\/p>

Text CTA<\/strong>:\u00a0\u201c[Company name] cut my IT costs by $2,500 per month.\u201d
Button CTA<\/strong>:\u00a0Cut Your Costs<\/p>

Text CTA<\/strong>:\u00a0\u201c[Company name] helped me protect the time of our [team name] and executives.”
Button CTA<\/strong>:\u00a0Protect Your Team<\/p>

Buyer stages in your call to action<\/h2>

Our goal with B2B content is to help buyers solve their problems by understanding their motives \u2014 instead of following our own agenda.\u00a0Aligning content types with buyer stages\u00a0applies to your call to action as well. If your CTA doesn\u2019t align with buyer stages, you end up with a very disjointed piece of content and less likelihood for conversions.<\/p>

Let\u2019s say you gated a \u201chow-to\u201d ebook asset and anyone who downloads joins a nurture email campaign. Sales-driven teams will default to the \u201cwanna chat?\u201d CTA in every follow-up email. Whoa.<\/p>

This Decision stage call to action is really presumptuous since that prospect engaged with an Education stage asset. Instead, after sending the \u201cthank you for downloading\u201d email with the asset, create a buyer-aligned email series with appropriate CTAs that move your prospect slowly down the funnel\u2026<\/p>

Education (top of funnel)<\/h3>

Email 1<\/strong>:\u00a0Educate further with a relevant blog post.
Text CTA<\/strong>:\u00a0Read our most popular blog to understand what real-life [role name (s)] expect.
Button CTA<\/strong>:\u00a0Read Blog<\/p>

Consideration (mid-funnel)<\/h3>

Email 2<\/strong>:\u00a0Show a video with a relatable customer success story.
Text CTA<\/strong>:\u00a0See how [company name] transformed [customer name\u2019s] entire process.
Button CTA<\/strong>:\u00a0Watch Video<\/p>

Decision (Bottom of funnel)<\/h3>

Email 3<\/strong>:\u00a0Now it\u2019s time for a chat with a demo scheduling action.
Text CTA<\/strong>:\u00a0Thousands of [role name {s)] are succeeding with our [product name] solution.
Button CTA<\/strong>:\u00a0Schedule Demo<\/p>

Content takeaway call-to-action examples<\/h2>

When someone reads your content, they will hopefully walk away learning something new (aka… the takeaway). Why, oh why is it that the concluding call to action on a blog or article has nothing to do with the content takeaway?<\/p>

An easy way to tie your call to action to the takeaway is to play off your title or header. We all carefully construct headlines, with 58 percent writing 2-3 headlines for a typical blog post<\/a>\u00a0before making a final headline decision. If that headline is written well, it sums up the why of that particular piece of content.<\/p>

Headline<\/strong>:\u00a0Deliver More Than Expected with [Product Category] Software
Text CTA<\/strong>:\u00a0[Company name] helps you overdeliver and distinguish your business.
Button CTA<\/strong>:\u00a0Stand Out<\/p>

Headline<\/strong>:\u00a0How to Master Your SaaS Sales Process and Close More Deals
Text CTA<\/strong>:\u00a0Take the next step in mastering your SaaS sales process.
Button CTA<\/strong>:\u00a0Close More Deals<\/p>

\"Try<\/h2>

Data-driven call-to-action phrases<\/h2>

If you have original data from a survey, testimonial, or ROI calculator, your call to action is prime real estate for these stats. All too often, data is buried in a mid-page paragraph \u2014\u00a0maybe\u00a0stats are spotlighted in a pull-quote. Numbers break up text, so numerical data is a great way to grab your buyer\u2019s attention.<\/p>

Reinforce data you already used in the content by bringing the same numeric result into your call to action. Alternatively, grab a different data point that ties into the theme of your content. By all means, have a little fun when you\u2019re using data in your call to action, as demonstrated in the second Button CTA example below.<\/p>

Text CTA<\/strong>: Save 40 percent on project completion time and focus on other priorities.
Button CTA<\/strong>: Save 40%<\/p>

Text CTA<\/strong>: Do you want to increase leads by 65 percent?
Button CTA<\/strong>: Leads, Please<\/p>

How to write a call to action that gets results<\/h2>

\u201cWhen it is obvious that the goals cannot be reached, don’t adjust the goals, adjust the action steps.\u201d You would think some genius B2B marketer said these words, but it was Confucius, who was slightly ahead of his time back in the sixth century.<\/p>

Create a call to action that truly punctuates your message, versus going the generic route. Your messaging will be more impactful and you\u2019ll see that impact with higher conversion rates.<\/p>

What are you waiting for? “Get Started”… gotcha again.<\/p>

\u00a0<\/p>

\"Content<\/a>
Get a better idea of the cost for your content plans. See how ClearVoice<\/a> can help you power your content marketing.<\/em><\/figcaption><\/figure>

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You know how to write a call to action, but are you getting click-throughs? 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