Call-to-action and SEO are designed to direct users to your website display page or your cold email. Once a user arrives at the page, you need them to take action so they can end up as a prospect and, in the end, a customer. In your email marketing campaigns, email marketing plays a very crucial role as it helps your prospects move forward in the sales pipeline.

However, you want to provide a trigger to the end user (i.e., prospect or customer) about what you need them to do and guide them along the way. If they don’t take any action or make a decisive choice, then your advertising efforts and email campaign could be wasted.

What is a Call to Action

A Call To Action (CTA) is a marketing term for any design that suggests an immediate action or promotes sales. The action is written as a verb or a movement phrase, such as

  • Get a demo
  • Click here
  • Download my PDF
  • Sign up today

The CTA is the design of the website, advertisement, or email that encourages them to take action. How do you know that your CTA worked? When a user or prospect takes the decisive action suggested by you, your CTA has fulfilled its purpose.

A CTA can be a significant part of any website or email, as it can move prospects further in the sales pipeline. It indirectly affects your conversion rate.

If you no longer include a clear CTA in your web page or lead form, website traffic or email recipients may not recognize what steps to take after visiting your web page or reading your email. A weak CTA can lead to a waste of time and effort. It may not give an accurate result of the effort that a sales rep makes even after the increased traffic on web pages.

Generate more qualified leads with cold outreach!

How to design an accurate CTA?

Designing an accurate CTA is not an easy task and there is no one solution to do so there are various factors that affect the working of an CTA. Drafting a working CTA can be a process of trial and error. One way to find is through A/B testing. With A/B testing you can know which CTA design suits your website or Email. In email marketing companies have a better idea of the prospect persona. But the same is not true for the webpages as  you may design your website keeping a user persona but the traffic on the website may vary. Hence, experiment may give you accurate CTA.

Factors determining the design of Your Call-to-action.

  • Stage of the Sales Funnel

    While designing a call-to-action, the first factor to keep in mind is the level at which the prospect is in the sales funnel as it will determine the design of the call-to-action. This will help you narrow down the long list of call-to-action designs and create a perfect call-to-action.

    Example: If a prospect is in the middle of the sales funnel. In this stage the prospect is aware of your product and is moving closer to becoming a customer. Now unlike the Top of the funnel, prospects are aware of the product but need more information about the problems your product solves and about your services. Hence an appropriate Call-to-action could be:

    1. Click here to know more about XYZ.
    2. Learn more about XYZ.
    3. Get your free download

    If you want to design a Call-to-action for email marketing in the middle of the funnel then:

    1. Here is the links to the website.
    2. Early booking price.
    3. Target your blog post on user’s persona.
    4. Try to engage with them.

For example, at SendBuzz we have analyzed that most of the visitors are at the top of the funnel as we are new in the market so we have provided a 7 days free trial to the user so that they can get more informed about the product and experience of our service.

The content and blog post that you display on your webpage and blog should be written according to the user persona as it will help your customer and user:

  1. The content should help them understand your product and services.
  2. The information should be easily digested by the visitors of the web page

To write content that the users find useful you need to understand what kind of traffic is visiting the webpage and make a user persona as it will help you to target them.

How does this kind of content writing can help your Call-To-Action? Reduce the bounce back time i.e. while the visitor to your webpage will understand the product and find the information useful leading to the increase in engagement with your webpage.

  • Offer FormatCall-to-action come in various format but choosing the right format for your CTA can be challenging as various factor to consider while doing so like
  • User persona and their preferred CTA
  • Choosing different forms for different stage
  • Selection of action word

1) User persona and their preferred CTA: Not every CTA works for a varied range of users. Example: Like at SendBuzz which is a sales engagement software user’s would not prefer a Sing In CTA rather they would prefer CTA like free template or an informative blogs that help them with their business and improve their sales engagement.

2) Choose different forms for different stages: A lead generating CTA is different from Purchase CTA and so on. For instance, lead generating CTA will be a form that would encourage the visitor’s to fill their personal details or as for their email address and a purchase CTA would encourage the prospects to make the final move of purchasing like buy now and adding customer review to the same would add as an good trigger to your CTA.

3) Selection of action word: Different verb trigger different action from the users like:

  1. Verbs for Lead generation CTA: Sign Up, Join Now, Register for Newsletter, Free demo this words brings the visitor forward in the sales pipeline.
  2. Verbs for Purchase CTA: Buy now, Limited offer, Discount coupons, Free delivery this kind of words create urgency, provide direction, make purchase easily.

Verbs to engage users: Learn more, Know more, Read on these kinds of words direct the user to engage more on the site and decrease your bounce rate.

  • Clickthrough & Conversion Rates

    Click through and conversion rates are the ultimate test of your CTA design as they are the numerical measure of how many of the web page visitors took the intended action that was aimed at the beginning of the formation of the CTA.

    Taking care of the above given metric you have a better understanding of how to draft an CTA that works.

Effective call to Action

How to Write an effective Call to Action?

There are many approaches to writing down a powerful CTA. How you write the CTA copy (in addition to the way you layout and place your CTA) will substantially affect what number of internet site traffic you turn into leads and customers.

Following are the step to draft an effective CTA.

Set a Goal

Before creating any advertising materials (e.g., webpage pages, blog posts), decide the aim of what you propose to create. Similarly, before writing a CTA you should answer some question that would define your goal for writing a CTA:

  1. Who are your target audiences?
  2. What is the action that you want them to take?
  3. Where is your target audiences in the sales cycle? 

Once you set an aim, you may write a CTA that will help you obtain it.

Use Strong Action Verbs

Tell the user precisely what you need them to do.
For example:

  • If you promote items or offerings online? Use “Buy,” “Purchase” or “Order”
  • If you need the user to download a white paper or report? Use “Download,” “Get” or “Subscribe”
  • If you need the chance to attain extra information? Use “Fill out this form…” or “Click right here to touch us”

Use Words That Evoke Emotion

Include phrases and terms that initiate emotion to get a robust reaction from traffic. An easy manner to reveal enthusiasm is to capitalize on phrases and consist of exclamation marks (e.g., Get 50% off TODAY!).

Consider the information that would make your customer realize about their pain point for which you can offer a solution. For example, in case you are selling wholesome meal planning, informing about the advantage of the  wholesome food (e.g., Build your wholesome lifestyle) will encourage them to take a definite action.

State a Key Benefit

Tie the CTA in your pricing proposition or a precise promoting point. Focus on the advantage they’ll get after they click on the CTA.

For example, in case your carrier allows organizations reduce their cost, then your CTA should state “Cut your working prices by 15%.” This kind of textual content states the advantage of clicking the CTA.

You can also combine the CTA with the advantage. For example, the CTA should state “Sign up for an quick software program demo.” It tells the reader what to expect after they click on your CTA.

Create a Sense of Urgency

Create an urgency to trigger your user to take action. Use dates and phrases that imply there may be a time constrain to take advantage of an offer, advertising, or sale.

For example, use phrases like “Today” or “Now,” or terms such as “Sale ends on…” or “While substances last.”

Keep It Quick

If you need to assist with a feeling of urgency, then maintain the CTA brief and sweet. Wordy CTAs are much less powerful than brief CTAs.

The best length of the CTA is 4-five phrases. As said above, using action verbs and writing in an active (instead of passive) style is also essential part of drafting an CTA.

What Is Call to Action in Marketing ?

A call-to-action in marketing is not limited to just the make a website visitor a paying customer. In broader senses it is more about the action that you want the customer to take in response guidance you want them to take.

For example, if you are an email marketer running a marketing campaign and you have placed a link of your website in the end of your email. Then action you want your customer to take is to click on the link at the end of the email.

Some of the best Call to Action Phrases

For writing the best call to action for sales it’s important for you to know who your target audiences are and their placement in the sales funnel.

Below are the section we have mention some of the best call to action phrases that you can you:

Top of the funnel :

  1. Unlock your potential today!”
  2. “Join the movement!”
  3. “Discover a world of possibilities!”
  4. “Take the first step towards success!”
  5. “Start your journey now!”
  6. “Don’t miss out on this opportunity!”
  7. “Be part of something bigger!”
  8. “Experience a transformation like never before!”
  9. “Embrace the future and seize the moment!”
  10. “Ignite your passion and make a difference!”
  11. “Explore new horizons and broaden your perspective!”

Middle of the funnel :

  1. “Claim your exclusive offer now!”
  2. “Take advantage of this limited-time opportunity!”
  3. “Get one step closer to achieving your goals!”
    “Experience the benefits for yourself!”
  4. “Don’t miss out on this game-changing solution!”
  5. “Unlock premium features and enhance your experience!”
  6. “Upgrade to the next level and enjoy even more benefits!”
  7. “See why our customers love us!”
  8. “Request a demo and see it in action!”
  9. “Book your free consultation today!”
  10. “Discover how our product/service can solve your challenges!”
  11. “Get personalized solutions tailored to your needs!”

Bottom of the funnel:

  1. “Buy now and enjoy immediate benefits!”
  2. “Act fast and secure your spot!”
  3. “Limited quantities available – don’t miss out!”
  4. “Make the smart choice and invest in your success!”
  5. “Get the results you’ve been waiting for!”
  6. “Finalize your purchase and start achieving your goals!”
  7. “Take the leap and experience a life-changing transformation!”
  8. “Claim your special offer before it expires!”
  9. “Don’t let this opportunity slip away!”
  10. “Make a confident decision and join our satisfied customers!”
  11. “Get the best value for your money – choose us!”

Bottom of the funnel :

  1. “Buy now and enjoy immediate benefits!”
  2. “Act fast and secure your spot!”
  3. “Limited quantities available – don’t miss out!”
  4. “Make the smart choice and invest in your success!”
  5. “Get the results you’ve been waiting for!”
  6. “Finalize your purchase and start achieving your goals!”
  7. “Take the leap and experience a life-changing transformation!”
  8. “Claim your special offer before it expires!”
  9. “Don’t let this opportunity slip away!”
  10. “Make a confident decision and join our satisfied customers!”
  11. “Get the best value for your money – choose us!”

How to Optimize Your Call to Action?

Consider techniques to optimize your CTA and get the more clicks on your CAT.

Make your CTA like a button

You can surround the CTA inside hyperlinked textual content or a graphic. And then make it as a button that encourages the site visitors to click on the CTA.

According to research, the common Click Through Rate for CTAs is 4.23% percent throughout the different industries, and it is estimated that it increases further up to  5.31% for buttons. For example, Copyblogger found that making CTAs appear to be buttons expanded clicks for CreateDebate via way of means by 45%.

People react to buttons — they understand that something will manifest once they click on them. We are more inclined to press buttons, as we think about the profitable payoff in return.

Design the button that attracts the user attention. Use vibrant color, and make sure the textual content is simple to examine.

Adapt to the Device

When drafting the CTA its important to keep in mind that you optimize it for different design.

According to Statista, more than 1/2 of the world’s internet site visitors are on a cell phone. That is an amazing percent of internet users who are viewing your internet web pages (and CTA) on their smartphones or comparable devices. Therefore, use a responsive layout to make CTAs easy to use even on the small screen is significant.

When your internet site is viewed on a smaller display screen, the CTA  should also can be optimized for the small screen. Make a CTA with the responsive design.

Personalize your CTA

If you want your CTA to work then personalization is very essential as it makes your CTA more relevant to the prospect. You can achieve this by various means like writing the content that solves the pain point of the prospect, giving them some offer or offering them tip and guidance on certain topics. By personalizing your content you also let your prospect know that you care about them.

Put a Number on It

Use number to make your CTA more attractive as numbers have a lasting effect on the viewers or the recipient. Numbers make it easy for you keep your CTA short and easy to read. Examples of numbers to place on a CTA include:

  • Prices,
  • Discounts,
  • Percentage saved,
  • Time saved.

A/B Test Everything

There is no sure short way to know about which CTA will work best for you. Therefore, by experimenting with the different CTA you can get a better performing CAT. A/B testing your CTA can be good method to test your CTA.

Test the colors, fonts, button size, and button placement. Also check the offers, for your target market and their may react . You can also know the level personalization that gets the prospects to click your CTA.

Optimize with AI

Artificial intelligence (AI) is being utilized in an increasing number of programs and software. It can now be used to optimize CTAs in actual time.

Rather than doing an A/B check, AI can behave A/B/C/D/E/…. assessments of several factors on the web page and in the CTA. The AI analyzes man or woman site visitors’ moves as they see exceptional variations of your lead seize pages and CTAs.

The AI does now no longer price exceptional site visitors similarly in its trying out. It weighs traveler behavior, demographics, client status, and different elements whilst showing exceptional pages and CTAs to exceptional users.

AI is extra powerful than A/B trying out due to the fact it could check a couple of factors on the web page extra quickly. It optimizes CTAs and different web website online factors in actual time, which reduces the time to get remarks on what’s working.

Want to grow your outreach? Try SendBuzz today!


An effective and important technique for turning visitors into leads and then into customers is the CTA. It navigates users by directing visitors to carry out particular tasks and follow a predetermined path through your sales pipeline. Therefore, designing a CTA is a significant task that affects your conversion rate, ROI on the marketing budget, finding new leads, and making the final purchase. An effective CTA can boost your business and sales. We will help SendBuzz with your sales engagement process with a personalized email template to optimize your sales process.

Frequently Asked Questions

What is the unsubscribe rate?

Unsubscribe rate refers to the percentage of the number of users who chose to opt-out from your email list. If you send 1000 emails to individual users and 10 of them unsubscribe from the list, your unsubscribe rate will be 1%.

What is a healthy email unsubscribe rate?

If your campaign gets less than 2% unsubscribe rates, it will be considered as a healthy email bounce rate.

How do you calculate the unsubscribe rate for email campaigns?

To calculate email unsubscribe rates, you need to divide the number of unsubscribes by the total successful emails delivered via your email campaign.