call to action

How the right call to action could help you build trust and create an online community

call to action

Writing a great call to action is an art.

It’s the difference between winning and losing customers, having a successful or a struggling business.

It can build trust, make your prospects feel part of a community or movement, and make them take decisive action.

It tells them exactly what you want them to do. Or, it should!

How do you write a good call to action?

A call to action (CTA) should be short, snappy, and targeted to your ideal customer.

It should match your content seamlessly and will often be contained in a button or icon.

However, don’t leave the copy on your call to action to your designer.

It’s part of the package of persuasion you need to use to create a convincing customer journey, taking them from piqued interest to confirmed sale.

What you need is a top-notch copywriter, of course!

Go back to your client avatar and look at what motivates them.

Do they want to be part of something? Are they naturally cautious? Do they feel the need to take swift decisions?

All of this will inform how you write your CTA.

Then, write 12 of them. Take a look at each one and think about how it answers a need in your ideal client.

Whittle it down to the best three and do some testing with those. Find out which one is the most effective.

You can do this by creating different landing pages, advertising campaigns, or social media posts.

Here are some creative and persuasive CTAs

Join us – Perfect for businesses which are building communities of potential clients. There’s a collaborative feel to this call to action, prospects feel valued, wanted, and part of something bigger than themselves.

Try it free – The purchasing decision moves from interest and research to weighing up benefits and making the choice: to buy or not to buy. One of the important ways you can move the decision along the axle towards purchasing is to build trust. Try it free, without risk, and see for yourself. A powerful CTA.

Discover more – Who doesn’t like to discover something? It’s the best way of finding out information. You’re a traveller in data and case studies, the Indiana Jones of knowledge. You’re more likely to buy if you’ve dug up that nugget yourself.

Claim your… – Hey, it’s already yours! Just claim it and it will be right with you. Who wouldn’t feel a little reciprocity here?

Continue – A clever way of using a very simple call to action. You’re already invested in this potential business relationship, so…


Don’t press! – If you tell people not to do something, you can be guaranteed they will be intrigued about why they shouldn’t and, of course, they will press. Reverse psychology works, as every parent will tell you.

View products – Great for ecommerce sites and it’s straight to the point and invites people into your online store to browse. It’s also much better than using the word ‘browse’ which smacks of going down an online rabbit hole and wasting half your day.

Grab it now! – Get something you want instantaneously. There’s no need for delayed gratification here, whether it’s an online course, e-book, or useful lead generator but don’t use this with stuff you have to wait days for, though, or people might feel a little cheated.

Yes, please – Of course, send me the coupon/offer! Why on earth would I say no? Faced with a yes/no alternative, people are likely to hit yes if your copy is persuasive and there’s a low risk attached.

If you need a hand writing your CTAs, we’re here to help on 07790 657427. Or, join our merry band on LinkedIn.
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