Call to Action : Mastering Copy that Converts

December 15, 2023


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If you're into using your personality, voice, and values to attract your dream clients, you're in the right place. Your words matter – and I'm here to help you make them work for you!

I'm emily - your new fave copywriter

Are you tired of seeing “Learn More” on every single call to action button across your website, sales pages, and emails? Do you want MORE clicks and action-taking from your audience?

You're in the right place! We are going to dive into the world of compelling Calls to Action (CTAs) that align with your brand voice, captivate your audience, and most importantly, drive action.

If you're ready to make money while you sleep, sip on a margarita, or simply enjoy time with friends, this is for you…

A CTA is essentially an invitation for your audience to take a specific action. Whether it's encouraging them to explore further, fill out a form, make a purchase, visit a sales page, read a blog, or any other action, the words on that little button are your CTAs.

Now, let's address a couple of common issues I've observed in the world of CTAs.

1. The temptation to be too clever in your call to action

In the realm of copywriting, it's often said that clarity is key, or similarly, confusion loses! While that witty pun might be funny to you, it might leave your audience scratching their heads. Being too clever can hurt your conversion rate, causing visitors to click away. Wordplay and humor ABSOLUTELY have their place, CTAs should definitely prioritize clarity. You can use your brand voice and be engaging without trying to trick or amuse your audience into taking action.

2. The absence of value in your call to action for the reader

Another reason your CTAs might not be performing well is the absence of value for the reader. This is a common issue, particularly in contexts like blog posts and email sign-ups. Phrases like “Read My Blog” or “Sign Up For My Email List” are clear but lack an emphasis on what's in it for the reader. Your audience is constantly asking, “Why should I do this?” A compelling CTA should convey value. Instead of “Read My Blog,” consider matching it to the blog's theme, such as “Master the Art of CTAs.” Rather than “Learn More,” try “Discover the Possibilities”. By doing this, you invite your audience to engage with the potential benefits igniting their curiosity and providing value.

3. A call to action button that blends in to the background

A common pitfall is a CTA button that blends into the background. This issue may seem like a design concern, but in the world of persuasive writing, design and content are inseparable. If you rbutton seamlessly disappears into the background, it's easy to overlook. This is especially crucial in emails, where people tend to scan quickly. Your CTA must stand out prominently. Use a contrasting color, make it big and bold, and use all caps to make it impossible to miss! For instance, if your website's background is blue, don't choose a slightly different shade of blue for your CTA button; choose a contrasting color like pink or white. Black always works well against lighter backgrounds.


Avoid using “Buy Now” on your CTA buttons. The last thing you want to remind potential customers of is parting with their money. The word “buy” is inextricably linked to spending and parting with money. Instead, highlight the benefits or value they'll receive. For instance, for a program, try “Join Now.” If it's a downloadable product, consider “Download Now” or “Get Yours Today.” You're still communicating the action but without the direct association with spending money.

The quality of your CTA can significantly impact your sales. It's not a massive, overnight transformation, but rather a series of small changes that can cumulatively boost your conversion rates. So, if you're losing potential sales because of clever but unclear CTAs, inconspicuous buttons, or a lack of value communication, it's time to make these small but effective alterations. Your words can work harder for you, ultimately increasing your overall conversion rate.

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