The call-to-action, also known as the CTA, is the one thing that gets you conversions.

After guiding your prospect through your copy, this is where it ultimately leads.

And depending on how strong your CTA is, this could mean the difference between a bounce and a conversion.

But first…

What is a call-to-action?

A call-to-action is a clickable element that’s designed to get the prospect to take a desired action

It could be a button or a photo or a simple link.

The point is, the prospect has to click on it to get to the destination of what’s on offer.

A CTA could ask prospects to do a number of things like: signing up for training, downloading a lead magnet, buying a product, reading a blog post.

Like to the left of this blog post, theres a CTA that tells you to get instant access to my proven framework that attracts high ticket clients in 30 days. 

Whatever action you’d like your prospect to take, the CTA needs to be well written and designed for it to be effective at boosting conversions.

Why do you need a strong CTA?

Most people put all their time and energy on writing the ad copy and slap on a half-baked CTA at the end. This is how you leave money on the table.

Even with the best copy or the best product on sale, if you have a weak CTA, you’re hurting your conversions.

A strong CTA should communicate value to the prospect. It should also inspire action and excitement.

For example: Netflix

Join free for a month.

The value is clear: it’s free for a month. The copy surrounding the CTA also further communicates the value, that there’s no obligation and you can cancel anytime. That gets the prospect excited to try it out.

And finally, the word “Join” inspires action

How do you write CTAs?

Before you write your CTA, get clear on your goal.  

Do you want to boost sales? Do you want to increase the number of downloads on your freebie? Do you want to increase the number of subscriptions on your email list?

This will help you figure out how best to phrase your CTA to achieve your goal.

Here are some tips to help you:

1. Use clear language

If your CTA doesn’t communicate your message clearly, your prospect won’t be compelled to click on it.

You want them to get excited to take action, not scratch their heads in confusion.

Use clear language that tells the reader exactly what to do.  

For example:

Don’t try to be too clever with your words. You might end up missing the mark.

2. Create a sense of urgency

Consider these two examples:

Example 1: Grab my free training now

Example 2: Only 3 days left! Grab my free training now.

Which one do you think will perform better?

The second one employs urgency through scarcity. Time is limited, prompting the prospect to act fast.

Whereas with the first one, the reader assumes that he has plenty of time to come back later and get the training.

A sense of urgency will inspire immediate action.

Just don’t try to manipulate your prospects by creating a false sense of urgency.

If you put a time limit on your product, just make sure it’s not there after the time has passed. Otherwise your prospects will feel cheated and manipulated, making you lose trust among your customers.

Another way to create urgency is to use words that imply urgency

Words like:

3. Focus on one thing

A CTA should only focus on directing the prospect to do just one thing. That’s why it’s important to get clear on your goal first.

You can’t ask your prospects to download your ebook and also read your blog post at the same time.

That divides their attention, hurting your conversion rates. Decide which one is more important and stick to it

CONCLUSION

Remember to always be testing. You might not get your CTA right after the first or even second try. Switch it up. Do split tests until you find one that converts the best.

Also, if you would like my help in implementing this and other strategies to sell your high ticket products and services, get in touch with me by clicking the button below to apply for a complimentary consultation.