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The secret to writing a call to action in a persuasive speech

Nancy Duarte

A well-constructed and delivered presentation changes minds and ignites action.

Yet, there’s a key part of a presentation that doesn’t get mentioned enough — the call to action or CTA — and, a clear CTA creates a  critical turning point in your presentation (or any other form of persuasive communication, too).

What is a call to action in writing?

The call to action in writing persuasive speeches comes right before the end of a persuasive speech where you clearly tell the audience a role they can play after they leave your talk. The CTA gives audience members concrete tasks to tackle, and these tasks must be completed in order to bring your ideas to fruition. And, it’s a key part of what makes your speech, persuasive.

An audience might be thoroughly gripped by your narrative and convinced to believe what you do — but if they leave not knowing what they are supposed to do with your ideas, your presentation will have been — essentially fruitless.

Because CTAs are such an important part of a presentation, it’s essential to make sure that the one you deliver lands with the people hearing it. The way to ensure that you write a call to action that persuades is to keep in mind that one size does NOT fit all — and you’ve got to tailor your CTAs.

People respond to different types of calls to action based on their:

• Temperaments
• Daily activities

So it’s important to get to know who is in your audience before you decide how you’re going to deliver their post-talk “to-dos.” Once you do, you can ensure your persuasive call to action actually gets a response.

Understanding your audience involves empathy. To get started easily, download our free Audience Needs Map ™. It’ll help you figure out and analyze the best persuasive calls to action for your presentation so that it concludes with success.

Start with your audience for your call to action speech

Before writing your calls to action in your persuasive speech, you need to think about your audience. What is their make-up? What makes them tick? In most presentations, there are four distinct skills your audience has. Remember these as you write your calls to action:

• Influencers
• And Innovators

To get your audience to act, your CTAs have to strike a chord and make sense with the skills they bring to the table. Taking action will seem natural for them when they can respond with an action that resonates with them. Audiences have a mix of all these skills, and you should appeal to each of them in your presentations . Let’s break this down.

4 call to action examples in persuasive writing

1. getting doers to do something.

Doers are the worker bees of an organization. They are the ones that hear what needs to get done — and then do it. Doers don’t shy away from physical tasks, and have the ability to round up the troops to inspire action in others, as well. Doers make an organization run day in and day out.

If you’re speaking to doers, you’ll want to craft your CTA so that it includes action words that clearly explain what the doers should do. Some examples of call to action language for them involve asking them to:

2. Motivating suppliers to share

Suppliers are usually not as action-oriented as doers. However, they have a lot of resources at their disposal — like money, manpower, materials, etc. Because of the amount of resources they have, suppliers have the means to help people move forward. They can get you the resources you don’t have yourself.

Suppliers in your audience may be execs who could give you staff — or, investors who are trying to decide whether they want to put their money into a venture — or not.

To appeal to suppliers, you need to use different words than you would with the doers, since they’re not the ones that are going to be hitting the ground running to complete tasks. Instead, you’ll want to ask them to share their resources.

You may want to use words like:

These can help to appeal to the fact that they have something to give in order to make a change happen.

3. Influencing on your behalf

Influencers have the  power to sway . They can change the minds of individuals and groups — large or small. Influencers are the people who mobilize others. They also evangelize ideas, and they know how to get people to change their beliefs and behavior.

Many influencers are leaders and others look up to them and follow their advice. Influencers can also be people in the spotlight, who people tend to model after — like celebrities or public figures.

When you craft a call to action for an audience of influencers, you want to appeal to their ability to inspire other people. Great call-to-action phrases for influencers include:

Many have social channels where they can share with others what you need for your idea to become reality.

4. Inviting others to innovate

The last type of audience member is the innovator. Innovators are people who can think outside-of-the-box when they hear an idea, and then think of ways to modify that idea. Innovators have outstanding brains in their heads. They can dream up strategies, clarify perspectives, and invent products. These people can generate something new where nothing existed before.

Anybody can be an innovator. But, often, innovators are founders of companies or creators of new products. They can be engineers, artists, or entrepreneurs, and they typically handle fewer of the day-to-day tasks and more of the conceptual work.

To get support from an innovator, appeal to their ability to create things. The best call-to-action phrases for innovators include:

• Offers to invent

You want to spur an audience of innovators to leave, ready to make something new.

Don’t end with your call to action

Appealing to what motivates various audience members is important to inspire action. However, to make sure your well-tailored CTAs land, you shouldn’t end with your call to action. Nobody ever wants to simply be saddled with a lengthy to-do list.

Instead, after you deliver your CTA,  paint a picture of what is going to happen for audience members once they complete the requested action. I call this the new bliss in my Resonate® workshop. Throwing out a CTA creates curiosity for listeners; they want that curiosity satisfied by understanding what will happen after the action is over. This satisfaction — and a picture of what the future could look like — will inspire people to act.

Alfred Chuang, founder and CEO of Magnet Systems, recently delivered a  UC Davis Commencement speech  that contained an example of a powerful CTA that described what would happen if listeners chose to act. Chuang encouraged the audience of engineering graduates to keep working on innovative projects.

He ended: “A new world is on the horizon. And it will be more incredible than any of us can possibly imagine. Our greatest innovations are ahead of us, not behind. But we need great engineers to build that world for us. And that’s you. We need you to not give up. Ever. We need you to finish your projects. Done, done, done … And we need you all to be a little insane.”

If you deliver a presentation that is gripping and empathetic, you’ve almost delivered the perfect presentation . All that’s left is including a CTA that clearly explains what listeners could do to help push your idea forward — and an ending that paints a picture of what the world will look like if they help. Then, you can leave your presentation knowing that you’ve delivered a talk that’s going to move people to act.

To learn more about crafting and delivering persuasive presentations, take our Resonate® workshop . And to have us build a persuasive presentation for you with a strong and clear call to action, inquire about our Agency services today.

This article was originally published on August 2, 2017. It has been updated in August 2024 for relevancy. 

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5 Keys to End Your Speech with a Great Call-to-Action

Yet many speakers miss a fantastic opportunity with a call-to-action that is wishy-washy, hypothetical, or ill-constructed. Even worse, some speakers omit the call-to-action entirely.

A poor call-to-action undermines the effectiveness of your speech; a great call-to-action stirs your audience to act enthusiastically.

In this article, we reveal the qualities of a strong speech call-to-action which will lead your audience to act.

What is a Speech Call-To-Action?

A speech call-to-action is an explicit appeal to your audience to take a specific action following your speech. A call-to-action is most often made at the conclusion of a persuasive speech.

“ If you have been persuasive and your audience is emotionally invested, the best time for action is now. ”

For example, you might call on your audience to…

• … adopt a new business process
• … sponsor an event
• … attend an event
• … fund a research initiative
• … register to vote
• … join a club
• … train for a marathon
• … read out loud to their children
• … donate money to a charity
• … travel to Saskatchewan
• … buy a fire extinguisher
• … eat more vegetables
• … use public transit

Guidelines for a Strong Speech Call-to-Action

Your call-to-action and your approach to delivering it may vary according to your audience and your speaking style. While there is no rigid formula, there are a number of  guidelines which will improve the effectiveness of your call-to-action.

• Make your call-to-action clear and direct.
• Have your audience act quickly.
• Lower barriers to action.
• Focus on benefits for your audience.
• Customize your call-to-action for each person.

1. Make your call-to-action clear and direct.

Don’t hint. Don’t imply. Don’t suggest.

It’s not a whisper-to-think-about- action; it’s a call-to -action.

Use direct language, and eliminate wishy-washy phrases.

• Instead of “Maybe you could think about joining…”, say “Join…”
• Instead of “It would be good to train for…”, say “Train for… “

Don’t assume that your audience will “figure out” what needs to be done. (I have made this mistake in the past and regretted it.) If members of your audience walk out of the room thinking “Wow, this sounds great, but I’m just not sure what to do…”, your call-to-action was not clear enough.

2. Have your audience act quickly.

If you have been persuasive and your audience is emotionally invested, the best time for action is now. The longer it takes to initiate the action, the more likely that your audience will lose motivation.

So, an ideal call-to-action is one which your audience can act on immediately, perhaps even before they leave the room. If this isn’t feasible, then aim for actions which can reasonably be completed (or at least started) within hours or a day or two.

3. Lower barriers to action.

To help your audience act quickly, eliminate as many (trivial or non-trivial) barriers as you can.

For example, ask the following questions about your audience.

• Do they need to sign up? Bring forms and pens and pass them out.
• Do they need to read additional information? Bring handouts, or copies of books, or website references.
• Do they need approval before they can act? Make the first call-to-action to organize the meeting with stakeholders.
• Do they need to pay? Accept as many forms of payment as possible.

A common psychological barrier is the perception that the suggested action is too big or too risky. This is a legitimate concern, and is often best handled by dividing the call-to-action into several small (less risky) actions.

For example, “train for a marathon” may be too large of a call-to-action for a non-runner. A better call-to-action would be to join a running club or train for a shorter race.

4. Focus on benefits for your audience.

“ A poor call-to-action undermines the effectiveness of your speech; a great call-to-action stirs your audience to act enthusiastically. ”

Always frame your call-to-action in the audience’s best interest.

For example, don’t say this:

• What I’d really like you to do is…
• It would make me so happy if you…
• My foundation has set a target of X that we can reach with your help…

Making you (the speaker) happy is (probably) not highly motivating for your audience.

Instead, say this:

• Build your financial wealth by…
• Make your community a safer place to live for yourself and your children by…
• When you volunteer, you build your skills and gain valuable experience…

Surround the call-to-action with a description of how their lives will be improved when they act. Paint a prosperous vision.

5. Customize your call-to-action for each person.

Audiences don’t act; individuals act. Rather than addressing the group as a whole, focus your call-to-action on each individual in your audience.

Suppose your goal is to have a new business process adopted. Each individual in the room may play a different role in accomplishing this.

• For the person who controls the budget, the call-to-action is to allocate the necessary funds.
• For the personnel manager, the call-to-action is to delegate staff to work on the initiative.
• For others, the call-to-action may be to attend in-depth training about the new process.

Audience analysis is critical . If you know who is in your audience, and understand their motivations and capabilities, you will be able to personalize the call-to-action for them.

Put it into Practice

By working on the planning and execution of the call-to-action in your speeches, you’ll become a more persuasive and effective speaker.

Look back to your last persuasive speech.

• Did you make a clear and direct call-to-action?
• Was your audience able to act quickly on it?
• Did you make an extra effort to lower barriers to action?
• Did you highlight the benefits for your audience?
• Did you address individuals rather than the group with a personal call-to-action?

If the answer to any of the above questions was “no”, then how could your call-to-action have been improved?

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11 comments.

This is a great article. I found in it very useful tactics. thanks a lot.

Brilliant!… can’t wait to put into action. thank you

I really like your tips #3 & 4 about focusing on audience benefits and lowering barriers to action.

Not sure how the tip about personalising the call-to-action should work though. Might you have (say) 3 calls to action if there are 3 decision-makers in the audience?

Very useful to my line of work. Thanks. Keep it up

What would be a good call to action for drug abuse?

Thank you, I found this very helpful in some situations. I definitely recommend this.

My teacher sent me here It really helped. Thank you for taking your precious time to make something to help others even though you didn’t have to. It is very much appreciated

Thank you soooo much it really helped me on my essay for school thank you so much .😊😊😊

I am working on reframing a call to action for a speech THANK YOU for the help ahead of time

How do you write a call-to-action about global warming?

I appreciate your six minute articles Thank you

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50 Effective “CTAs” (Calls to Action): Tips and Examples

The power of a well-crafted call to action is the key to meeting your sales goals. You can write about a topic all you want, but without a call to action (CTA), your audience may never seize the opportunity you’re offering.

A CTA is more than a prompt; it’s a strategic marketing tool designed to elicit an immediate response, transforming passive onlookers into active participants. It’s how you get your audience aligned with the goals of your campaign or business.

Consider this your guide to navigating the intricate world of CTAs. We’ll start with the basics of CTAs and then offer a step-by-step tutorial on creating compelling prompts. Lastly, we’ll share examples of CTAs.

Give your CTAs extra polish Grammarly helps you communicate confidently Write with Grammarly

What is a call to action ?

A call to action is a concise prompt designed to spur an immediate response from an audience, guiding them toward a specific action. No matter whether you’re asking your audience to make a purchase, subscribe to a service, or engage with content, the call to action is a strategic marketing tool.

The primary purpose of a CTA is to change individuals from passive observers to active participants, aligning their actions with the goals of the business or campaign. By providing clarity, creating a sense of urgency, and emphasizing the benefits of the intended action, CTAs play a pivotal role in driving conversions and engagement.

When and where to use a CTA

A call to action, commonly known by the initialism CTA, can take various forms, from clickable buttons to persuasive phrases. You’ll see them in marketing materials like websites, emails, social media, and advertisements.

CTAs can be effective in most marketing mediums. Because CTAs can be used almost anywhere, it’s essential to tailor your CTA language and placement to the specific context and the desired user action. A well-crafted and strategically placed CTA can significantly enhance user engagement, helping you achieve your goals.

Here’s where marketers commonly use CTAs:

• Website landing pages
• Blog posts and articles
• Email marketing
• Social media posts
• Product pages
• Pop-up forms
• Printed materials
• Online advertisements
• Exit intent pop-ups

A CTA can be included in buttons, body copy, headers, subject lines, and really anything text-based.

Types of CTAs

Each type serves a distinct purpose in engaging users and driving specific actions based on the goals of a business or marketing campaign.

Direct Action CTAs

Direct action CTAs explicitly invite users to take a specific immediate action. This type of CTA is commonly used at the end of cover letters , in advertisements, on sales pages, and in email marketing. Examples include “Buy Now,” “Subscribe Today,” and “Make an Appointment.”

Informational CTAs

Informational CTAs direct users to discover more about a product, service, idea, or campaign. These might redirect to a blog or sales page. Examples include “Learn More,” “Read the Guide,” and “Explore the Features.”

Social sharing CTAs

A social sharing CTA encourages users to share content on social media platforms. You’ll often find this kind of CTA in newsletters , podcasts, and blogs. Examples include “Share With Your Network,” “Repost This TikTok,” and “Pin It.”

Feedback CTAs

Feedback CTAs prompt users to provide opinions and reviews or participate in surveys. These are commonly used in business emails to ask for an evaluation when someone unsubscribes, ends a free trial, buys a product, or listens to a podcast. Examples include “Leave a Review,” “Take a Survey,” and “Tell Us What You Think.”

Personalized CTAs

Personalized CTAs dynamically adjust based on user behavior, preferences, or demographics. They often include the user’s first name. Examples include “Your Exclusive Offer Awaits,” “Recommended for You,” and “Tailored Just for You.”

How to write a CTA: 9 tips

Writing an effective and compelling Call to Action involves careful consideration of language, placement, and relevance to your audience. Here’s a step-by-step guide to help you create impactful CTAs.

1 Understand your audience

Identify your target audience and understand their needs, preferences, and pain points. Then consider why they would want to take the action you’re requesting. How would it benefit them?

2 Define your goal

Clearly outline the specific action you want your audience to take. Whether it’s making a purchase, signing up, or sharing content, a singular and focused goal is crucial.

3 Use actionable language

Employ verbs that inspire action. Start your CTA with an action word like “Shop,” “Subscribe,” “Explore,” or “Join” to prompt immediate engagement.

4 Create a sense of urgency

Instill a feeling of urgency to encourage prompt action. Urgency tactics can include limited-time offers, limited-quantity offers, and countdowns.

5 Highlight benefits

Before you write your actual CTA, consider how to communicate the benefits of taking the desired action. Explain how it will add value or solve a problem for the user. Use these benefits briefly in your CTA or simply to inform how you write the CTA.

6 Be clear and concise

Keep your CTA short and straightforward. Avoid unnecessary details or filler words so users can quickly grasp what is asked of them.

7 Place strategically

Position your CTA where it’s easily visible. It’s often effective at the end of a piece of content, as a prominent button on a webpage, or as two or three buttons within an email .

8 Test and iterate

If possible, A/B test different variations of your CTA to see what resonates best with your audience. The best CTAs are crafted by analyzing performance metrics and continuously refining approaches for maximum results.

9 Maintain consistency

The transition from content to CTA should feel seamless and coherent. Lead into it with your content and make the language and brand voice similar across both.

50 CTA examples

Direct action cta examples.

• Order Today
• Subscribe for Updates
• Add to Cart
• Claim Your Discount
• Sign Up Free
• Get Started Now
• Purchase Tickets
• Join the Community
• Upgrade Your Plan

Informational CTA examples

• Learn About Our Services
• Read the Blog
• Discover More
• Explore Our Products
• Find Out How It Works
• See Our Portfolio
• Watch the Video
• Read Customer Testimonials
• Check Out Our FAQs
• View Our Resources

Social sharing CTA examples

• Share With Friends
• Spread the Word
• Tell Your Followers
• Share on Facebook
• Repost and Share
• Pin It for Later
• Share the Love
• Invite Your Network
• Tag a Friend
• Snap and Share

Feedback CTA examples

• Leave a Product Review
• Rate Your Experience
• Tell Us Your Thoughts
• Provide Feedback
• Take Our Survey
• Share Your Opinion
• Customer Feedback Welcome
• Rate and Review
• Help Us Improve
• Voice Your Suggestions

Personalized CTA examples

For an even more personalized CTA, replace “you/your” in these prompts with a recipient’s first name or add it to the end of the CTA.

• Your Exclusive Invitation
• Tailored Just for You
• Customized Options for You
• Explore Personalized Deals
• Unlock Your Special Offer
• Your Recommended Products
• Personalized Insights for You
• Discover Your Ideal Plan
• Get Your Personalized Quote
• Customized Solutions for You

A call to action (CTA) is a directive used in marketing to guide an audience toward a desired behavior, such as making a purchase, subscribing to a newsletter, or clicking a link. CTAs are often presented clearly and compellingly, using concise, persuasive language and a sense of urgency to motivate the audience.

What is the purpose of a CTA?

The purpose of a CTA is to prompt a specific and immediate response from an audience. CTAs aim to convert passive observers into active participants. They provide clarity and direction, reducing ambiguity for the audience by clearly stating what action is asked of them.

What are the different kinds of CTAs?

There are five main types of CTAs, each tailored to different purposes and contexts. The following are the most common CTAs you’ll see in marketing.

• Direct Action CTAs such as “Buy Now” or “Sign Up Today”
• Informational CTAs like “Learn More” or “Read the Guide”
• Social sharing CTAs such as “Share With Your Network” or “Repost”
• Feedback CTAs like “Leave a Review” or “Take a Survey”
• Personalized CTAs, which dynamically adjust based on user behavior or preferences

5 Steps To Writing an Effective Call to Action (With Examples)

Table of contents

Laura Jane Bradbury

An effective call to action (CTA) encourages content engagement, converts visitors into leads, and helps people discover your business. It should offer value to the reader and explain what to expect from taking action. 

If a CTA doesn't have a clear message, feels too generic, or isn’t aligned with your audience’s concerns, readers won't act. This could cost you potential customers and income. 

As a professional copywriter with six years of experience, I’ve helped many small businesses reach their goals through calls to action. Here, I'll share the best practices for writing persuasive CTAs.

Key Takeaways

•  A call to action encourages readers to engage with your content, purchase a product, and learn more about your brand.
• It should be short, direct, and enticing. Use action verbs to motivate people to act.
• Ensure you clearly explain the value your audience will get from following your CTA.

Examples of great CTAs and why they work

Below are five CTA examples from high-profile businesses. We'll look at why they work, and what techniques you can apply.

Semrush: Use persuasive language

Cta: “get a free trial” .

Blog posts are a great place to put a CTA, as readers are already interested in the topic and more likely to respond to your suggested action. Engaging and relevant content can also lead to higher clickthrough rates, helping more readers learn about and interact with your business.

Semrush provides a great example of how to write a good call to action in a blog post. After sharing a detailed guide on search engine optimization (SEO) for blogs, they suggest readers sign up for a free trial to begin implementing SEO. Putting the CTA at the end of the post lets readers consume valuable information before discovering how to apply it.

The CTA works because:

• It includes the action verb “Get” — grabbing the reader's attention.
• The CTA is clear and eye-catching: The yellow box separates it from the post's content, while the purple highlights the specific action to take.
• The CTA text highlights the value for the reader immediately : The trial is "free" and Semrush conveniently provides "everything" in "one" place, so busy entrepreneurs and marketers don't need to jump from tool to tool.

Here are some action words and phrases (in bold) to consider for your own CTA. Play around with them and see what works best: 

LOOKFANTASTIC: Create urgency

Cta: “hurry, this offer is for today only”.

There are many CTAs you can use on social media . If you want to increase engagement, for example, you can ask people to comment on, like, or share a post. In this case, LOOKFANTASTIC wants to encourage its followers to shop a specific brand on its site.

• It offers an incentive — 25% off. 
• The use of "Hurry" and “TODAY only” creates urgency : This motivates customers to take advantage of the offer before it's too late.
• LookFantastic addresses the concerns of its customers : The text highlights that the products are "skin-loving."

Career Contessa: Offer an incentive 

Cta: “i’m so in”.

Email newsletters can build customer relationships, drive sales, and be an effective digital marketing channel. However, people are increasingly less willing to share their email addresses.

To encourage people to subscribe, Career Contessa has created a signup form in the middle of its homepage. This gives readers a chance to see what the newsletter is about and what type of content they can expect.

Notice how the CTA banner is clear and concise, explaining what people will receive by signing up.

• It uses language that's relatable to its audience: The site’s young, female readers will identify "Level up" as advancing their careers.
• It makes people feel included : "I'm so in" creates the feeling of joining an exclusive group or club.
• There’s an incentive to join : The text offers readers "a shortcut to success." 

Uniqlo: Consider the buying stages

Cta: “learn more” .

Customers want to know what they’re signing up for before downloading an app. Uniqlo knows this and tells their customers exactly what to expect from their new app. So, rather than telling people to “Download now,” the CTA suggests readers “LEARN MORE.” 

• It’s short and direct , making it easy to understand and follow.
• Customers understand the value — the accompanying illustrations and copy convey the benefits of the app.
• There’s lots of action verbs — “Get”, “Download”, “Sign up”, “Scan + Shop”.

Tip: Before adding a CTA, consider where your customers are in the buying stages. While a regular buyer may instantly click to “shop now,” a new customer may need more information. New products might also require additional context in order to help customers understand their value.

New York Magazine: Use bold visuals

Cta: “subscribe now” .

Most consumers prefer a brand to contact them via email . New York Magazine is a great example of how to write a call to action for email,. You’re immediately drawn in by the newsletter’s image emphasizing that it’s the “LAST CHANCE” to take advantage of its offer. 

This encourages readers to take action by triggering the fear of missing out. The publication then describes all the benefits of joining — including its free tote bag — to entice users to click the “SUBSCRIBE NOW” button.

• It creates urgency: “SUBSCRIBE NOW” emphasizes that you should take action immediately.
• The accompanying text is descriptive: “award-winning,” “exciting,” “fresh,” “sharp.” These adjectives suggest the content is unique and high quality, helping convince readers that the magazine is worth investing in. ‍
• The CTA is visually bold: The black button stands out against the white background and contrasts with the colorful main image.

5 key elements to include in your CTA:

Based on the above examples, here are five critical aspects of a great CTA to include in your own:

1. Use simple and direct language

‍ This ensures people understand the desired action. For example, “Subscribe now” is easier to follow than “You can subscribe now by clicking this link.” Make sure the accompanying text promoting your CTA is clear and easy to read .

2. Provide value to your readers

‍ Who is your target audience and how can your CTA solve their concerns? Will a discount code save them money, or can you offer useful expertise and advice? Demonstrate exactly what your CTA will deliver and how.

3. Create a sense of urgency

‍ Include phrases like “limited time offer” and “for today only” to motivate users to act. Pair these with action-oriented words like “subscribe” and “download” to encourage a particular action.

4. Consider your target audience

‍ While “Visit this link” may suit a formal, professional audience, “Check out this link” works for a younger demographic. Be sure to use language and a tone of voice that your customers will understand and relate to.

5. Make your CTA stand out

‍ Your CTA should be eye-catching and easily noticeable so your audience doesn't scroll past it. Use contrasting colors, emojis, bold fonts, and buttons to draw people in.

How AI can help you write better CTAs

Now you know how to write a great call to action, let’s look at how Wordtune’s AI tools  can speed up the process.

Shorten text without losing the meaning

A call to action needs to be short and direct, succinctly telling the reader what action to take. Many CTAs are also written on a button, meaning you can only use a few words.

Using the Shorten button in Wordtune Editor can help you create a punchy CTA.

Get Wordtune for Free > Get Wordtune for Free >

Click on the sentence you would like to edit, and press Shorten . The Editor instantly generates alternatives. Notice how Wordtune’s suggestions are more direct, making them easier to understand. 

Find alternative words

Whether you’re stuck on which action verb to use or you want to make your CTA’s benefits more descriptive, Wordtune can provide suggestions. 

To find alternative synonyms, highlight a particular word and click Rewrite , Casual , or Formal . In this example, I wanted a casual tone for social media, so clicked Casual to generate a list of alternative, informal words.

Use prompts to generate text

Wordtune's Create tool can help you brainstorm and plan your CTA copy.

To generate text, click Create and type in your prompt — no more than 1,000 characters.

AI Prompt: Create persuasive copy to entice customers to download our app to receive 10% off, with a direct call to action.

Using this prompt, Wordtune quickly created an enticing paragraph for me: 

Wordtune can generate a specific CTA — “Download our app now” — which can be made into a CTA button. It can also create accompanying text to entice readers. Using the AI-generated copy, you can choose individual sentences to include such as, “With just a few clicks, you can browse our wide selection of products.”

Adjust tone of voice

In addition to suggesting synonyms, Wordtune’s Casual and Formal buttons can alter sentences to match your desired tone.

Here, I clicked the Formal button. In response, Wordtune removed the contraction “you’ll” and made its suggestions more direct, precise, and easy for readers to consume. 

Conclusion:

A powerful call to action encourages readers to act, whether that’s by engaging with your content, buying your products, or learning more about your services. This can increase website views, sales, and bookings.

Keep your CTA short and direct, explaining in simple language how it will provide value. Ensure the tone aligns with your target audience, and create a sense of urgency to motivate readers to act quickly. Help your CTA stand out against your text by using contrasting colors, emojis, and bold fonts. Follow these simple steps and you’ll be writing eye-catching CTAs in no time.  

Want to learn more? Check out our guides on how to create an effective tone of voice to reach your target audience and how to boost readability to write clear, succinct CTAs.  

What type of content should include a call to action?

Any content can be an ideal opportunity for a CTA. From social media and blog posts to landing pages, ads, emails and videos. 

Where should you place a call to action?

Calls to action are typically placed at the top, bottom, or side of a webpage. Take into account what your readers need to know before acting to find the best placement. For example, place a discount code at the top of your homepage. Or, if you want readers to share your content, it’s best at the end of the page. 

Can you use multiple calls to action on a webpage?

With care, multiple calls to action can be used on the same webpage. For example, ask people to subscribe to your email list via a button while also adding a link to download an ebook. The key is to ensure your calls to action are spread out and organized in a way that doesn't overload the reader. 

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52 Persuasive Conclusions – Call to Action

Learning Objectives

Conclusions in persuasive speaking function differently than informative speaking. You will learn how to incorporate a call to action in your persuasive conclusion.

• Create a persuasive conclusion that includes a call to action

Appeals and Challenges

Since the conclusion comes at the end of the speech, it is appropriate to leave the audience with an appeal or a challenge (or a combination of the two). Similar in nature, appeals and challenges are primarily divided by tone. Appeals are generally phrased more as requests, while challenges can take on a more forceful tone, almost ordering or daring audiences to engage in thought or action.

“Martin Luther King Jr.” Public domain.

One of the most historically memorable and effective conclusions that utilized appeal and challenge was Dr. Martin Luther King Jr.’s I Have a Dream speech.

And so let freedom ring from the prodigious hilltops of New Hampshire. Let freedom ring from the mighty mountains of New York. Let freedom ring from the heightening Alleghenies of Pennsylvania. Let freedom ring from the snow-capped Rockies of Colorado. Let freedom ring from the curvaceous slopes of California. But not only that: Let freedom ring from Stone Mountain of Georgia. Let freedom ring from Lookout Mountain of Tennessee. Let freedom ring from every hill and molehill of Mississippi. From every mountainside, let freedom ring. And when this happens, when we allow freedom to ring, when we let it ring from every village and every hamlet, from every state and every city, we will be able to speed up that day when all of God’s children, black men and white men, Jews and Gentiles, Protestants and Catholics, will be able to join hands and sing in the words of the old Negro spiritual: Free at last! Free at last! Thank God Almighty, we are free at last! [3]

Your persuasive conclusion will look similar to your informative conclusion. You will create three parts, a summary of important pionts and restatement of the thesis, closure, and a clincher. Your call to action will fit into your closure. What do you want the audience to do with the information that you provided?

Your call to action must be:

• Relevant to your topic and audience – what is something they can do to help?
• Realistic – based on your audience, they will resources to do different things.
• Simple – narrow down to 1-2 things, do not provide 7 things you want them to do.
• Convenient – provide links, contact information, hours of operations, and any other important information they will need to carry out your call to action. Make it easy for them!

Key Takeaways

Now that you understand the importance of a call to action, you can brainstorm effective strategies to implement your own call to action in your speech.

• Incorporate a call to action that is realistic for your audience.
• Ensure your call to action is simple, convenient, and relevant to allow the audience to see themselves taking part in the call to action.
• Deliver the call to action in the conclusion with confidence! Nonverbal strategies are important during this part of the speech, too.

King, Jr., M. L. (1963, August 28). I have a dream.” Speech posted at  http://www.americanrhetoric.com/sp  eeches/mlkihaveadream.htm  ↵

Public Speaking Copyright © by Dr. Layne Goodman; Amber Green, M.A.; and Various is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

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What Is a Call to Action + 31 Call to Action Examples

Last updated on

Farjad Taheer

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Are you looking for the best call to action examples?

As a marketer or eCommerce business owner, you know the importance of a strong call to action (CTA) in driving conversions and achieving your marketing goals. But with so many options and strategies, creating a CTA that stands out and gets results can be challenging.

In this call to action guide, I will share 31 effective call to action examples to inspire your own marketing efforts. While at it, I will also teach CTA meaning and how to create the perfect call to action from scratch.

What Is a Call to Action?

5 common types of ctas, call to action examples for ecommerce websites, call to action examples for lead generation, call to action examples for social media, call to action examples for landing pages, call to action examples from popular brands, how to create a call to action.

By the end of this post, you’ll be able to write effective CTAs and boost the click-through rates of your marketing campaigns .

For now, let’s begin with the basics.

Call to action Definition : A call to action (CTA) is a marketing term that refers to a prompt or instruction that encourages a person to take a specific action

In the context of digital or eCommerce marketing , a CTA is typically a button, link, or message that prompts the user to take some kind of action, such as purchasing a product, subscribing to a newsletter , or signing up for a service.

CTAs can be found in various marketing materials, including email campaigns , landing pages , social media posts , and eCommerce websites.

Their purpose is to guide users toward a desired action and help businesses achieve their marketing objectives.

Effective CTAs typically use action-oriented language, create a sense of urgency, highlight the benefit to the user, and are visually prominent.

But it’s important to remember that not all calls to action are created equal. Some are strong, powerful, and persuasive.

Others are weak, boring, and uninviting.

We’ll learn how to create the perfect call to action for your website and content in a moment. Before that, though, let’s check out five common types of CTAs and where you can use them.

Whenever you create a piece of content , you likely want to insert a call to action. This is true for blog posts, YouTube videos, social media posts, podcast episodes, and more.

But here are five of the most common places you’ll see CTAs online:

• Web page buttons
• Optin campaign buttons
• Anchor texts in blog posts
• Buttons or text in emails
• Text in social media posts

Let’s quickly look at each type.

1) Web Page Buttons

This is one of the most common placements for a call to action. If you’ve ever been to a webpage, you’ve seen them before. In fact, we’ve already seen one this article:

When done well, CTA page buttons will be large and stand apart from the rest of the page.

You’ll notice in the image above, OptinMonster’s call to action has a bright green background and is supported by a compelling headline with subheader text.

The web copy leads your eyes down to the call to action, Get OptinMonster Now .

Also, the button is easy to click because it’s so big. This is particularly helpful for mobile users who navigate your page with their fingers (not a mouse cursor).

2) Optin Campaign Buttons

When you show an optin campaign (like a popup , slide-in box , floating bar , and so on), your copy will be essential. It needs to be short, catchy, and persuasive.

But most importantly, it needs to lead to a powerful call to action button:

The image above is from a popup campaign built with OptinMonster in under 10 minutes.

The call to action was modified to show the offer in the button, Get My 40% Off Code .

This works because many website visitors won’t take the time to read every word on your optin campaign. Instead, they’ll browse to the spots that catch their attention the most.

When their eyes land on the button, they’re tempted to click because they instantly see the benefit of doing so.

3) Anchor Texts in Blog Posts

In many blog posts, you’ll see a call to action written out with a link embedded somewhere in the text. You may have noticed these in OptinMonster’s blog:

In the image above, the part in blue is the clickable link that redirects users to another tutorial. But the entire sentence (starting with “Check out our tutorial”) is the call to action.

In-text CTAs can help improve user experience (UX) . You can invite your readers to go read related posts, look at other tutorials if they’re confused about a concept, or go follow you on social media.

The most important call to action, though, is when you ask users to signup for or buy your product. These CTAs are usually placed somewhere early in the content and at the end of your post:

You can test where your CTAs function best in your blog with your target audience.

4) Buttons or Text in Emails

You can also use CTAs in email marketing . We see these every day when we get emails asking us to:

• Read the full article
• Download a resource
• Take advantage of a discount or freebie
• Get more information about the subject of the email

Here’s an excellent example from our Customer Success Manager, Angie:

Notice the color of the call to action is a huge contrast to the white background. That draws your attention and makes the CTA impossible to miss.

5) Text in Social Media Posts

If you use social media as part of your content marketing strategy , you know how important a good call to action is.

You need to make the call to action in your social media post incredibly clear. That’s because other things will always be fighting for your users’ attention on social platforms.

But you want them focused on your offer or CTA.

Take this example from an OptinMonster post on Facebook:

The call to action is Read this and then get to it! That’s about as straightforward as it gets.

This helps readers understand what the next step is to reach whatever problem you’re helping them solve.

Now that we’ve seen the types of CTAs you can create, let’s jump to our list of the most effective call to action examples.

eCommerce websites often rely on CTAs to encourage visitors to make a purchase. Here are some CTA examples for eCommerce:

• “Add to Cart” button : This is a classic CTA for online shopping, and for a good reason. It’s simple and straightforward, making it easy for users to add items to their cart and continue shopping or proceed to checkout.
• “Buy Now” butto n: This CTA is more direct than “Add to Cart”, as it takes the user to checkout. This can be effective for products with lower prices or time-sensitive sale promotions .
• “Shop Now” button : This CTA is broader than the previous examples, as it encourages users to browse and explore the website. This can be effective for websites with a wide range of products or for users still in the early stages of the buying process.
• “Subscribe and Save” option : This CTA is often used for subscription-based products, such as meal delivery services or pet food. By highlighting the potential savings that come with a subscription, this CTA can encourage users to make a long-term commitment.
• “Limited Time Offer” banner : This CTA can create a sense of urgency and encourage users to make a purchase before a promotion or sale ends. It can also help to increase the perceived value of the product.

Lead generation is the process of capturing information from potential customers, such as their name, email address, or phone number. Here are some effective CTA examples for lead generation:

• “Download our free guide” button : This can be a compelling call to action for websites that offer educational resources, such as white papers or ebooks. This CTA can attract leads interested in your industry or products by providing valuable content in exchange for contact information.
• “Register for our webinar” button : Webinars can be a powerful tool for lead generation , as they offer an interactive and engaging way to share information. By requiring registration, this CTA can help to capture contact information and build a list of leads .
• “Sign up for our newsletter” button : Newsletters can be a great way to stay in touch with leads and customers, providing them with updates and promotions. By making it easy to sign up, this CTA can help to build a subscriber list .
• “Get a free quote” button : This CTA can be effective for service-based businesses, such as insurance or home improvement. By offering a personalized quote, this CTA can help to capture contact information and provide leads with a clear next step.
• “Request a demo” button : This CTA is often used for software or technology products, as it allows users to see the product in action before making a purchase. By requiring a request, this CTA can help to capture contact information and provide leads with a personalized experience.

Social media is the most popular medium for engaging your target audience with your brand and routing traffic to your website. Below are some handy CTA which you can use on your social platforms.

• “Follow us on Twitter” button : This is a simple CTA to increase your social media following and keep your audience engaged with your content. The “Follow us on Twitter” button can be placed on your website or in your email signature, and it encourages visitors to connect with you on this popular platform.
• “Like us on Facebook” button : This CTA is similar to “Follow us on Twitter” but is specific to Facebook. The “Like us on Facebook” button can be placed on your website, blog, or other digital channels, and it encourages visitors to become a fan of your Facebook page and receive updates on your latest news and offers.
• “Subscribe to our YouTube channel” button : This CTA is ideal for businesses that create video content and want to grow their YouTube audience. The “Subscribe to our YouTube channel” button can be placed on your website, email signature, or video descriptions, and it encourages visitors to subscribe to your channel and receive notifications when you upload new videos.
• “Share this post” button : This is a great call to action to increase the reach and visibility of your content. The “Share this post” button can be placed on your blog or social media posts, encouraging visitors to share your content with their followers and friends.
• “Join the conversation” prompt : This CTA is a more open-ended way to engage your target audience and encourage participation. The “Join the conversation” prompt can be included in your social media posts, blog comments, or forum discussions, and it invites visitors to share their own opinions, feedback, or questions.

The whole idea behind a landing page is to make sure the user converts. The following call to action examples can help you achieve that goal.

• “Fill out this form” button : This CTA is crucial to lead generation and conversion optimization . The “Fill out this form” button prompts visitors to provide their contact information in exchange for a specific offer or benefit, such as a free trial, consultation, or demo.
• “Start your free trial” button : This CTA is ideal for SaaS businesses or other subscription-based models. The “Start your free trial” button encourages visitors to sign up for a limited free access period to your product or service and experience its benefits firsthand.
• “Get your free quote” button : This CTA is similar to “Get a free quote” but is specifically tailored to landing pages. The “Get your free quote” button prompts visitors to fill out a form and receive a personalized quote or estimate based on their specific needs and preferences.
• “Book a demo” button : This CTA is similar to “Request a demo” but is more focused on landing pages and conversion optimization. The “Book a demo” button encourages visitors to schedule a live or recorded demo and learn more about how your product or service can help them solve their problems.
• “Schedule a consultation” button : This CTA is ideal for businesses that offer professional services or consulting. The “Schedule a consultation” button prompts visitors to book a one-on-one session with your team and receive personalized advice and recommendations.

The following CTA examples are used by high-converting brands that nailed their calls to action. Let’s dive in!

Crossrope is a fitness brand that gets people in shape through their jump rope programs. In one of their optin campaigns, they include a clever CTA:

Using the play on words Show Me the Ropes , they were able to boost conversions .

Crossrope actually built this campaign (and others) with OptinMonster. Then they saw a  900% increase in their email subscriptions .

Shockbyte, a game server host provider, used this exit-intent popup to capture abandoning visitors. Their call to action focuses on providing value:

The message is clear: “click here to save money.” That makes this CTA particularly powerful.

In fact, Shockbyte used campaigns just like this to more than double their sales conversion rate .

• Singularity University

Singularity University helps leaders, organizations, and entire industries grow. They often hold virtual summits. One of the challenges they face, though, is making sure people remember to attend.

They have an excellent optin campaign to remind visitors about their summits:

Their call to action, Remind Me! , is a great message that lets users know why they’re signing up: to get notifications ensuring they don’t miss any valuable content.

As a result, Singularity University got over 960 new leads from that one campaign .

Cracku helps students prepare for upcoming exams. On an offer they ran, they used a countdown timer to build a sense of urgency:

Then they reinforced that with the call to action, Enroll Now .

The word “Now” inspires readers to act fast. It’s no surprise that Cracku used this campaign to increase conversions by 300% .

Bulkly is a social media tool for Buffer. It automatically reuses your social media updates and sends them to Buffer to make scheduling posts even easier.

They offered a free email course with the following campaign:

Notice that they did 2 things with their call to action:

• Told users exactly what they would receive (the lesson)
• Made the alternative sound off-putting

If you use a  Yes/No campaign , you can make your “No” option reinforce your call to action. Bulkly makes their “No” option, No thanks, I like doing repetitive tasks .

Since most people wouldn’t agree with this statement, more visitors will click on the “Yes” option.

This was so effective that Bulkly increased their free trial signups by 135% .

• OptinMonster

We’ve already seen a few calls to action from OptinMonster, but here’s one from an email campaign that did particularly well:

Notice there’s no button, just an anchor text and a link. This call to action invites users to learn how to create Facebook ads that convert .

Since our email lists are properly segmented , the email could be personalized to the right audience. As a result, a clear call to action like this will drastically boost conversion rates.

• Brevo (formerly Sendinblue)

Brevo is one of the best email service providers on the market. They coupled their homepage CTA with eye-grabbing animation effects of a person driving away in a car:

Brevo’s animation reinforces the light-hearted CTA copy, “ Take a free test drive!”

This message is clear, inviting, and focuses on value (with the word “free”).

• RafflePress

RafflePress is an awesome online giveaway plugin . It helps your contests go viral so you can:

• Grow your followers
• Make more sales
• Increase your site traffic

And much more. We love their homepage CTA:

This is an effective CTA for 2 reasons:

It’s a huge button that makes the CTA nearly impossible to miss. This is great for mobile users who are less accurate when they click CTAs and need larger buttons.

The color is another component that makes it stand out. The website’s background is light grey, but the button color is bright orange.

As soon as you land on this page, your eyes immediately see the call to action, and you’re tempted to click.

SEMrush is a great tool to help with your digital marketing strategy. When you land on the homepage, they get straight to the point:

SEMrush immediately invites you to start using their services. They don’t offer to let you “learn more” or “explore products.” They take a more direct approach.

You simply enter a domain name, keyword, or URL that you want to explore. Then the CTA follows with Start now .

The color contrast between the background and button also helps strengthen this call to action. But the clear and concise message gets users excited to dive into the program.

Grammarly is a spelling and grammar checker that works for all your documents, including emails. It makes sure your writing is effective and mistake-free.

Here’s a call to action from their Twitter account:

This CTA works because it uses the same kind of language as its users. Because their target audience consists of writers, Grammarly creates a powerful call to action, inviting users to Tap into their creativity .

Notice that their entire tweet is a call to action. This is a good lesson for social posts proving that sometimes less is more.

This is an excellent example of a clever CTA for social media. This Facebook Ad does 2 things:

• Creates curiosity with a question
• Offers to resolve that curiosity if you click the CTA

By using action phrases like “ Find out” to start their call to action, they leverage FOMO (fear of missing out). It makes users want to get on the inside of this secret.

Now that we’ve seen the types of CTAs you can create, let’s look at how to make them. Here are five actionable tips you can start using today to make the perfect call to action.

Here are five actionable tips to make sure you’re writing strong calls to action that will increase your click-through rate.

1. Use Action Words

The best CTAs use action words that let viewers know the specific action they should take next.

Here’s an example of a popup campaign built with OptinMonster:

Notice that the CTA is clear and tells the user exactly what to do: Join the Webinar Today !

Plus, it uses the action verb “Join” to motivate people to signup.

Struggling to come up with the right words for your CTA? We’ve got you covered. You can use power words to evoke an emotional response and create more persuasive calls to action.

Here’s a helpful list of over 700 power words to get you started.

2. Focus on Value

Some CTAs focus on the value they offer. This is usually accomplished by adding the word “Free” or “Risk-Free” to your calls to action.

Here’s an example from TrustPulse’s homepage:

This CTA button is very tempting to click. Letting your users know they can get something for free (or at a discounted rate) directly in the CTA will boost your conversions.

3. Foster Curiosity and Anticipation

A good call to action relies on psychology , combining curiosity with anticipation .

A great way of building curiosity is through gamification. If you turn your optin forms into a game, you’re more likely to get people to click your CTA.

OptinMonster offers a  Coupon Wheel optin that can be used to gamify any promotions you run:

By providing multiple prizes and using the CTA Try Your Luck , many visitors are anxious to sign up and play.

4. Design Your CTA Buttons

Design is also an important part of getting the CTA right.

But how do you make your call to action stand out? Let’s take a look at a few key CTA design elements.

Most marketers agree that you should:

• Use white space effectively so your button stands out
• Ensure that your CTA button contrasts with the colors on the rest of the page
• Frame the button to create contrast, if necessary
• Pay attention to the size of the button because it has to be large enough to click but not overwhelming
• Optimize the CTA button for mobile

Again, we try to check off all these boxes here at OptinMonster:

Notice that in the image above, two things are happening:

• Each pricing plan has its own CTA (to stay organized)
• Each CTA stands out from the background

We use a bright color on the CTA button as a way to draw attention to it. With that bright green button over a white background, our call to action is hard to miss.

If you need some design help, check out this article on 16 web design principles you should start using today.

5. Test Your Calls to Action

It’s not enough to create a call to action and trust your gut about how to write and design it.

You need data to see how your CTA is working.

Some professional copywriters struggle with writing good calls to action every day. So don’t get discouraged if it takes you some time to find the right one. How do you know when you’ve found the right one, though?

The data will tell you. 🤓

The best way to do this is by split testing . You can experiment with button color and size, button text, text links, form, page design, and CTA placement. Start with one design and quickly create an A/B split test in your OptinMonster dashboard:

Then change 1 element and run the test. When you’re done, choose the one with the highest conversion rate. Finally, rinse and repeat by changing 1 other element .

Why change only 1 element at a time? Because then you’ll know which specific parts are working with your target audience, and which ones aren’t.

Split testing is an essential part of creating the perfect CTA. To get started, see our list of A/B tests to run on your popups to get more subscribers.

And that’s it. You now know the fundamentals of writing the perfect call to action!

And there you have it. In this post, we covered the following:

• What a CTA is
• Five common types of calls to action
• 31 great examples of powerful calls to action that convert
• Five actionable tips for creating the perfect CTA

But remember, calls to action don’t exist in a vacuum. They usually require supporting text to strengthen them. To write better copy to reinforce your CTAs, we recommend the following posts:

• 10 Expert Tips to Write Landing Page Copy That Converts
• 69+ High-Quality Copywriting Templates Proven to Work
• 21 Viral Headline Examples and How You Can Copy Their Success

Once you learn to write compelling copy with persuasive CTAs, you’ll see dramatic increases in conversions and sales.

Ready to put these call to action tips into practice? Sign up for OptinMonster now and start creating high-converting campaigns today!

1. What is CTA?

CTA stands for “Call to Action.” It refers to a prompt or instruction that encourages a user or reader to take a specific action, such as clicking a button, filling out a form, or making a purchase.

2. What is CTA in marketing?

In marketing, a CTA (Call to Action) is a directive or encouragement designed to prompt an immediate response from the audience. It often takes the form of a button, link, or graphic in digital marketing materials (like websites, emails, or ads) that urges the viewer to take a specific action, such as “Buy Now,” “Sign Up,” or “Learn More.”

3. What is a call to action in writing?

A call to action in writing is a statement or phrase that encourages the reader to take a desired action. It can be found in various forms of writing, from persuasive essays to marketing materials. In essence, it’s the part of the content that tells the reader what you want them to do next, whether it’s to believe a certain viewpoint, make a purchase, sign up for a newsletter, or engage in another specific behavior.

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3 responses to “What Is a Call to Action + 31 Call to Action Examples”

This is a very interesting read at a time I am building my website, although much of the content you discuss is new to me, you have explained it well.

working some of these ideas in around a wordpress – site may prove difficult.

Thanks Norman

Hi Norman, no matter where your site is, you can still use some of these tips. And if you ever move to WordPress.org , you’ll be able to use all of them. 🙂 Check out this article on building a list for your YouTube channel ; you might find it useful. And follow us on Twitter for more tips.

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How to Write Incredible Calls to Action (with Examples)

What if I say, “Subscribe to our email newsletter at the end of the article?” Probably, you’ll skip it and forget when reaching the subscription button. Why? Because a compelling call to action is not only about using action words. CTAs should appear at the right place and contain the right words to lead to conversion.

A CTA is a suggestion to people to perform a certain action: subscribe, download an ebook, schedule a call, etc. Website owners place them in various parts of the page, depending on the goals, such as:

• above the fold;
• in the middle of an article;
• next to the lead form;
• in the right rail and many other places. 

How should you arrange CTAs to encourage the audience to do what’s expected? This post will enumerate some helpful tips for successful call-to-action writing and show real-world examples from various spheres.

Image credit: Freepik

7 Proven Tips for Crafting Effective CTAs

Choose the right action verb.

CTAs usually appear precisely at the end of the message. It’s the last opportunity to reach out to consumers and point them in the right direction on their purchase journey. Where can you see them? On buttons, ads, banners, pop-ups, slide-ins, or at the end of videos. In any case, you have limited space for them. That’s why the CTA should be short, concise, and punchy.

Use a command verb at the beginning of the CTA copy. Compare the following variants and think of what will be more effective:

• Start your 14-day free trial period now.
• A 14-day trial period is available.

The first option is the clear winner because it tells the audience what to do. Remember that a strong call to action eliminates as much thought as possible. Choose the needed verb to match your situation and purpose, such as:

• sign up, subscribe, register now/get access
• download, start free trial;
• learn more, click here;
• buy/purchase, shop, order.

Use Power Words and Emotional Triggers

Another crucial component of call-to-action writing is power words . These are words that appeal to emotions and trigger the desire to click. While action verbs tell readers what to do and what will happen after clicking a link, power words subtly nudge people to the desired page. They rely on people’s emotions as a motivation to proceed, such as:

• fear : mistake, nightmare, painful, crisis, danger;
• encouragement : amazing, astonishing, life-changing, astounding, effortless;
• lust : thrilling, pleasurable, mouthwatering, compelling, engaging;
• anger : misleading, diminish, infuriating, annoying;
• greed : double, profit, explode, quadruple, extra, reduced;
• safety : proven, risk-free, moneyback, secure, refund;
• curiosity : lost, never seen before, unconventional, invitation only, confidential.

A strong CTA is the one people feel , not just comprehend. For example, “Secure your spot for the concert of a lifetime now,” will elicit a different response from viewers than, “Get your tickets for the concert now!” due to phrases like “lifetime” and “secure”. Another way to evoke enthusiasm is to leverage punctuation like an ellipsis or an exclamation mark.

Create Urgency and Scarcity

As most purchases are emotional rather than rational, another motivator can be a fear of missing out (FOMO). It’s one of the most widely-used tactics in e-commerce, where sellers show the number of remaining goods or the time left until the discount expires. So you can do it in the CTA.

The more people think, the less likely they will buy, remember? A sense of urgency/scarcity encourages people to act without much consideration. You can also find FOMO in social proof. If someone uses this product or service, others will be interested in joining the crowd. You can employ this idea in the CTA. Find a problem that your audience is experiencing. Emphasize it, show people they are not alone, and provide a solution.

Highlight the Benefits and Value Proposition

There is hardly anything more persuasive than a benefit . It works as simply as suggesting some perks for clicking the button. In other words, what are consumers going to gain from it? Will it enable people to perform their jobs more effectively, get in shape, or save money? You can add a tangible benefit like a discount or promotion. To show readers the value of clicking, start the CTA with words like “save” or “redeem” like “Save 15% by calling today!”

Or you can combine a USP and CTA in a single statement to persuade potential customers to take action. By highlighting what makes your product or service unique and motivating the user to take a specific action in line with that USP, you can increase the chances of converting them into leads or customers. Here’s an example of a USP/CTA mash-up:

“Get the best deals on luxury vacations - Book now and save 50%!”

Here you mention the action you expect users to perform (“ book now” ) and bring up a reason to do it ( “save 50%” ).

Personalize the CTA for the Target Audience

Personalization is one of the easiest ways to elicit emotions. It shows users that you value them and take a genuine interest in guiding them through the purchase journey smoothly. That’s why personalized CTAs can be so effective. According to Hubspot, tailored CTAs outperform standard CTAs by 202% .

Suppose a new website visitor, John, adds some products to the cart but leaves without buying them. You can show an exit-intent pop-up before he closes the tab with a personalized advertising call to action, such as: “John, get 10% off your first purchase! Plus, free shipping on orders over $50. Shop now and start saving!”

But if it was your existing customer, Rebecca, you could show her another pop-up, such as: “Welcome back, Rebecca! As a valued customer, we’d like to offer you 15% off your next purchase. Take advantage of this exclusive offer by making your purchase right away!”

Consider your audience when crafting your message, and address them specifically. You can segment people by age, gender, profession, level of proficiency in using your software, and other traits to offer the most relevant products and services.

Apart from writing a tailored message in your CTA, personalization can also be achieved by using new tools for sales documents creation. If you go with an interactive sales deck or proposal, you can add an impactful CTA by embedding your own calendar in the message, so that your potential customer can book their next meeting simply by reading your proposal.

Include Numbers If Relevant

Numbers catch the readers’ attention because they stand out on the page with text. So it’s another way to persuade people to click. Numbers also provide information that audiences want, like phone numbers, pricing, or advantages. For example, “Learn a new language in just 30 days with our intensive course.” It’s easy to spot the numbers, so viewers will immediately grasp the possible advantages of responding to your CTA.

You can also include a price in the ad copy and CTA. Why should you do it? On the one hand, you may scare away users from clicking the button and reading more about the product. On the other, if people deliberately respond to the ad knowing about your pricing, it shows their interest in the offer. It reduces the chances of bouncing from the landing page, increasing the return on ad spend.

Test and Optimize the CTA

Calls to action are tricky since you won’t know how effective they are until you put them to the test in real life. An idea that seems terrific on paper may not work well in practice. Thus, you need to understand why the CTA performs poorly and what doesn’t appeal to viewers. But how do you determine the need to change something? Through A/B testing.

A CTA is one of the most accessible and suitable page elements for the A/B test. A small change in word choice can have a significant impact. A/B testing lets you find the best option not only in terms of wording but also in placement, colors, size, etc.

Examples of Incredible CTAs

Now that we know the best practices for organizing CTAs, let’s examine how different companies do it. We’ll analyze call-to-action examples of online stores, SaaS companies, and nonprofit organizations.

E-commerce CTAs

Screenshot taken on the official Converse website

The first example under consideration is from Converse, a renowned lifestyle brand. The company uses several tips mentioned above:

• the language is simple to comprehend;
• numbers are showing the benefits of performing a particular action, such as 15% off the next order for signing up;
• the CTAs stand out from the rest of the content because they are bold or contrasting.

Ulster Weavers

Screenshot taken on Ulster Weavers

In this example from Ulster Weavers, we see the emphasis on FOMO. The bag is at a lower price, but only one item is available, so the retailer leaves us less time to think but to click the “Add to Cart” or “Buy it now” button.

Screenshot taken on the official Kusmi Tea website

Kusmi Tea decided to play with words and use the CTA “Enjoy now” instead of a basic “Click here” or “Shop now”. Don’t be afraid to get creative, as Kusmi Tea does in this screenshot. You can also notice that there is a lot of space around the button. This trick and the contrasting black color on the orange background make the CTA more visible.

Service-Based Call-to-Action Examples

Screenshot taken on the official Salesforce website

Here we can see several CTAs. Salesforce directs the viewer’s attention to them in the following ways:

• “Start free trial” is in the hero section of the website and is filled with color. So we understand it’s more important than the “Watch demo” button next to it.
• “Try for free” is filled with a contrasting green color for more emphasis. It also denotes no obligation to pay at the moment of clicking.
• The “Let’s chat” button is also noticeable. The photo on it aims to create a personal connection with the visitors and increase the likelihood of them engaging in a chat.

Time Doctor 

Screenshot taken on the official Time Doctor website

When adding creativity to your CTA, be careful with misleading users. For example, the screenshot from Time Doctor illustrates two CTAs on the exit-intent pop-up: 

• “Yes, help me increase my team’s productivity.”
• “No, I don’t need insight on what my team is doing.”

Unfortunately, they lack information about what will happen after choosing each. While you may guess the second button will close the pop-up, the first one may be confusing. Will I schedule a call, download the app, or get to the checkout page? No idea.

Screenshot taken on the official Exabytes website

This screenshot from Exabytes demonstrates a personalized approach. The CTA contains a personal pronoun, “My”, creating a sense of ownership and exclusivity in the customer’s mind.

Nonprofit CTAs

Elevation church.

Screenshot taken from the newsletter from the official Elevation Church website

It’s an email from Elevation Church. We can see that the organization displayed creativity in its “READY. SET. SHOP” advertising call to action. What may be the reason for that? It can be a powerful way to reach younger generations and differentiate an email from other generic promotions.

African Wildlife Foundation

Screenshot taken on the official African Wildlife Foundation website

Another nonprofit with impactful calls to action is African Wildlife Foundation. They are one of the first things you notice on the page. CTAs are concise and inspire supporters to learn more about the organization or donate immediately.

Over to You

Calls to action are indispensable elements of web forms , ad campaigns, emails, and social media content. What are the tips for designing them? We’ve looked at the top seven strategies, including:

• beginning with a powerful verb;
• appealing to emotions;
• leveraging numbers;
• offering benefits;
• instilling a sense of urgency;
• personalizing CTAs according to user preferences, behavior, and types;
• testing various aspects of CTAs thoroughly.

These tips will help you amplify your conversion rates and find the key to your audience.

Kate Parish

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16 call to action examples (and how to write an effective CTA)

What comes to mind when I try to think of a powerful CTA (call to action) is the one my dad expertly executed by bellowing at me daily to get a job . Fresh from a college experience that promised the world but mainly delivered a mountain of student debt, I was under the assumption that adulthood was supposed to be full of quirky adventures and unexpected meet-cutes, not unsolicited career advice from a man who still struggles to connect to Bluetooth.

Eventually, his CTA successfully motivated me to become a productive member of society. And that's the power of a compelling CTA—it jolts you out of your passiveness and into action. In my case, I got a job despite a lifelong belief that work is something to avoid unless absolutely necessary. (Look at me now, Dad!) 

Just as personal CTAs can lead to transformative life decisions, marketing CTAs have the potential to significantly impact user engagement and conversion. Want to craft your own magnetic calls to action? Keep reading for tips and examples of what makes great CTAs, well, great.

Table of contents:

What is a call to action (CTA)?

A call to action (CTA) is a prompt or message, typically formatted as a button or link, that encourages the audience to take a specific and immediate action.

CTAs are commonly used in marketing and sales contexts to guide users toward the next step in their journey, whether that's purchasing a product, signing up for a newsletter, or forwarding that chain email to all of their friends to avoid eight years of bad luck. Some common call to action examples include:

Add to cart

Types of CTAs

Here's a primer on some of the most common CTA types.

What makes a call to action button effective?

The effectiveness of a CTA depends on its copy, design, placement, and relevance to the user. For example, depending on your audience, the phrase "Snag your copy" might resonate with a larger group than something more generic, like "Download now." Or, if someone visiting your e-Commerce store is a first-time browser, they're likely not ready to click "Buy now." But they might be curious enough to click "Learn more."

Identify which action(s) will bring the most value to your business, then use your CTA to steer users in the right direction.

Why CTAs are important

Calls to action are important because they give your audience a clear sense of direction. Instead of wondering what to do now that they've clicked through every angle of a model wearing a denim jacket they think would look good on them, the "Add to cart" button gently nudges them one step closer to a sale. 

But there's an art to writing a compelling CTA. Too pushy and you'll drive visitors away; too casual and your visitors might not be compelled to take immediate action. You need to strike the right balance for your audience.

16 call to action examples (and why they work)

Let's dissect some real-life CTA examples to learn how to use strategic copy, design, and placement to transform an ordinary CTA into a magnetic, can't-resist-clicking force.

1. JD + Kate Industries

CTA placement: Exit intent popup

CTA type: Lead to purchase

What it does right: Attention-grabbing, offers a valuable incentive, humorous and lighthearted

The brazen use of "WAIT" isn't a gentle suggestion; it's a command. Like someone grabbing your elbow just as you're about to duck out without a goodbye. It's intrusive, but in a way that makes you think, "Alright, what did I miss?"

Combine that with the sheer audacity of telling someone they've forgotten to buy not just one candle but HUNDREDS of candles. It's dramatic, it's over-the-top, and frankly, it's memorable. With copy like that, it's hard to resist giving away your email address because one can only wonder what their emails would be like.

2. Giftwrap.ai

CTA placement: Display ad

CTA type: Lead generation

What it does right: Engaging, personalized, visually appealing

It's refreshing to see something that doesn't pretend to know you better than you know yourself. Instead of telling you what your significant other might want, it's asking you to fill in the blanks. A little bit of personalization without the personal touch. Clever, really.

As for the CTA button, the emoji is a nice touch. Plus, the use of "show" rather than "buy" or "see" is like a little magic trick. "Voila! Here are your gift options."

3. Who Gives A Crap

CTA placement: Facebook ad

What it does right: Benefit-oriented language makes the CTA more appealing to users and encourages them to take action 

By comparing "Us" and "Them," they're not only offering a quantitative argument (385 sheets versus a paltry 299), but they're also injecting a bit of humor. And while I've never been one to count sheets, if you're telling me I get more for my money and it'll look cute next to my collection of HUNDREDS of candles, I'm sold. Also, describing the competitor as "objectively very boring" is a sentiment I've often used to describe my social life, but to see it on toilet paper? Well, that's something.

"28% cheaper than Charmin," followed by a "Shop Now" button isn't just a call to action; it's a call to revolution! A revolution of, well, saving on toilet paper and perhaps bringing a touch of flair to a decidedly unglamorous aspect of life.

CTA placement: Homepage header

What it does right: Creates curiosity, addresses pain points, social proof

There's something oddly reassuring about a direct, no-nonsense headline promising exactly what every website on this overcrowded internet wants: visibility.

The name-dropping of heavy-hitter customers serves as a strong endorsement. It's not saying, "Look who trusts us," but rather, "Look who you'd be in company with." And that "17,961 users joined Ahrefs in the last 7 days" is a nice touch. It's not boastful, but it's certainly not modest. It's a subtle prod to the undecided that says, "While you're contemplating, thousands have already decided."

This CTA is a perfect blend of self-assuredness, social proof, and just the right amount of peer pressure.

5. Ruggable

CTA placement: eCommerce email

CTA type: Limited-time offer

What it does right: Straightforward, creates a sense of urgency, sparks curiosity

There's something unapologetically direct about this ad. "Final hours to save until next week Black Friday"—it's not asking you, it's telling you. Time's running out, and if you're the type who thrives on the thrill of a last-minute decision, this is your moment.

The CTA is a master class in suspense. That "% OFF" lurking behind the button is like when someone says they've got news, but they'll tell you later—except instead of being left alone with your intrusive thoughts, conjuring up worst-case scenarios, you get a sweet discount on a cute, machine-washable rug.

CTA type: Product demo

What it does right: Solution-oriented, benefit-driven, relatable

"Email sucked for years. Not anymore—we fixed it." You mean that thing everyone's been complaining about since the dawn of the internet? It's about time, and I'm all ears.

The rest of the copy succinctly addresses customer pain points and aspirational desires. It paints a picture of a world where checking your email might feel more like reading a postcard from a friend rather than sifting through a pile of bills.

The CTA button, "See how HEY works," is straightforward. No flowery language, no over-the-top promises. Just a simple invitation.

7. Big Blanket Co

What it does right: Creates a sense of urgency, visually appealing, reassuring

The urgency of "limited quantities available...Reserve yours now before it's too late" is classic retail psychology. It's both an announcement and a challenge, like when a kid hears the whistle signaling the end of adult swim and races to be the first one to cannonball into the pool.

The "Limited Restock [Massive 10'x10' Blankets] 100 Night Guarantee + Free Shipping" is the clincher. It promises a combination of rarity, quality, reliability, and convenience, like a call to action Megazord.

What it does right: Addresses pain points, benefit-oriented, actionable

The genius of this homepage lies not just in its promises but in its initial question—a direct prod at the pain point of its target audience that immediately evokes a visceral response. Most, if not all, travelers will mentally answer "yes" to this, recalling their own airport nightmares. It's a calculated reminder of a situation everyone wants to avoid, making the solution they offer even more enticing.

"Get up to $700 compensation per passenger, no matter the ticket price." The clarity here is commendable. They're not promising the world, but a very tangible, specific amount. And the Trustpilot rating is a nod to credibility. It's like a friend vouching for a restaurant they swear by, but in this case, it's 157,892 friends.

The two fields for the departure and destination airports are a clever touch. It's interactive, pulling me in, like when a quiz promises to tell me which '90s sitcom character I am based on my questionable life choices. (I'm George Costanza.) The button, with its sharp contrast to the rest of the page, effectively captures attention while still aligning with the brand's colors and aesthetic. "Check compensation" offers an inviting, low-effort action, subtly guiding users toward their potential relief without overwhelming them.

In a world where we're constantly sold solutions to problems we didn't know we had, this CTA addresses a very real grievance with a straightforward promise. And in the often convoluted world of travel woes, that's a breath of fresh, cabin-pressurized air.

9. Crazy Egg

What it does right: Actionable, benefit-oriented, simple

Crazy Egg's CTA isn't trying too hard to impress. It's just good—well thought out, concise, and to the point.

First, the headline: "Make your website better. Instantly." A rather bold proclamation but commendably straightforward. Its use of the word "instantly" suggests that Crazy Egg has the answers, and they're not going to waste your time.

The "Show me my Heatmap" CTA button is, once again, admirably direct. It's not pleading for a click or asking for a moment of your time. It's telling you, in no uncertain terms, what's on the other side of that click.

What it does right: Clear and concise, visually appealing, strong call to action verb

First off, big ups to Zappos for not making me do math. Half off? I'm already intrigued and haven't even seen the shoes yet.

"Reveal today's deals" feels like a game show moment. What's behind door number one? A pair of boots? New house slippers? It's that momentary thrill, like unwrapping a gift—even if you end up paying for it yourself.

In an endless sea of emails screaming for attention, this one from Zappos does what it needs to do: it grabs you, shakes you gently by the shoulders, and says, "Hey, want something good for half off?" And in this economy, who can say no?

CTA placement: Landing page header

What it does right: Interactive and dynamic, personalized, sparks curiosity

By providing three clear choices (drive or deliver, eat, and ride), Uber shows that they understand and cater to the diverse needs of their users. This personalized approach instantly makes the user feel valued and attended to, whether they need a ride to the airport or just want to stuff their face.

The interactive nature of this dynamic content creates a sense of empowerment and involvement for the user. Even the tens of people unfamiliar with all of Uber's offerings will be intrigued by the distinct options, sparking curiosity and potentially leading them to explore other services beyond their original intention.

12. CareerBuilder

What it does right: Clear and concise, click-worthy secondary CTA

"Find your next job…fast!" Who are you, my dad? Although I suppose if someone's clicking their way onto a job-finding website, they're there for one reason: to snag a job, and preferably one that doesn't make them want to put a campfire out with their face.

CareerBuilder doesn't dilly-dally—they allow you to type in your wildly specific and/or desperate job requirements. And who's going to turn down the resume help offered in the secondary CTA? Talk about a lead magnet.

13. Airtable

CTA type: Gated content

What it does right: Social proof, sneak preview, clear and concise

You may be wondering why I included a very basic "submit" button in a CTA showcase, but pairing a straightforward button with great supporting elements like the headline, social proof, and sneak preview, is like sipping top-shelf wine from an old jelly jar. Sometimes, the simple stuff just ties everything together.

The large headline is as direct as my comments on whether a hotdog is a sandwich. (It's not.) Aimed at the so-called professionals in campaign planning, it speaks to a certain crowd, much like literally anything speaks to Swifties looking for Taylor's latest Easter egg.

The mention of leading companies like Shopify, Time magazine, Spotify, and Hearst adds credibility and trustworthiness. It's basically saying, "If these giants trust us, maybe you, in your comparatively minuscule existence, should, too."

The bullet list detailing what's inside the eBook provides clarity on the content, letting users know exactly what to expect, including insider tidbits from recognized brands. So, not only do you get smarter, but you also get to casually name-drop at the next girls' night. "I've been implementing campaign planning strategies inspired by Equinox and Taylor Guitars. NBD."

CTA type: Closing the sale

What it does right: Showcases diverse selection, clear and concise, highlights affordability

Max presents an impactful CTA through the Neapolitan ice cream of hero images, featuring Anderson Cooper, Ketel Marte, and Margot Robbie with Ryan Gosling. Collectively, these three flavors depict a panoramic view of Max's offerings, emphasizing a wide variety of choices only rivaled by the Cheesecake Factory menu. 

In a world drowning in content, they've managed, quite succinctly, to sum it all up with "It's all here. Plans start at $9.99/month." The ensuing "Sign up now" button invites visitors to subscribe, anchoring the CTA by providing a straightforward pathway to accessing all the consumable content your heart desires.

15. Adobe Stock

CTA placement: Google Search ad

CTA type: Free trial

What it does right: Benefit-oriented, actionable, relevant to the target audience

This paid search ad nails the CTA with a clear and easy-to-understand message. The headline "Free trial - Find the right image faster" immediately grabs attention by offering a low-risk way to experience the service. It also addresses a common pain point for users, highlighting the platform's efficiency. 

In very few words, Adobe found a way to combine attention-grabbing language, address user concerns, highlight the platform's strengths, and offer a valuable deal, making for a cleverly crafted CTA. If I were into such things, I might even click on it. But I have people for that.

CTA placement: Email

CTA type: Event promotion

What it does right: Multiple engagement opportunities, attention-grabbing, personalized

Much like the free sample stations at Costco, the strategic placement of three CTA buttons ensures the reader has multiple opportunities to engage, regardless of how far they wander (or scroll).

The header image immediately grabs attention with its vibrant graphic detailing key event highlights. This provides a quick snapshot of what to expect and builds anticipation.

Personalizing the body of the email to address readers by name creates a sense of intimacy. Instantly, they're all ears and feeling special.

How to write a call to action

Your calls to action should be unique, specific to where it's featured as well as your particular audience and targets. That said, the best CTAs do share some characteristics that you can apply wherever they may be. 

If you're looking for one secret to effective CTAs, here it is: give them a reason to click, share, or hand over their email address . More important than the wording, placement, or color of your CTA is the underlying incentive a person has to follow it. How will answering your call to action help them? 

A good call to action restates its benefit bluntly and succinctly. 

If you're offering a discount, remind them what percentage. 

If they're getting a free PDF, mention the words "free" and "PDF." 

If you're using a standard link, typically you write the incentive in your CTA's anchor text (the clickable text). In the case of social media posts and ads, you should reserve the last line in your message for your call to action, so mention any benefits there.

If you're using a button CTA, you have to limit the number of characters you use, so it's better to add secondary text. While the button can say something basic like "buy now," nearby you should include a line or two to remind visitors about the advantages to clicking. 

Transparency

For starters, say exactly what will happen when you click. Remove all mystery with specifics. For example, saying "start your download automatically" is more descriptive than "click here to download." (For button CTAs, with limited space, you can include secondary text nearby.)

You want to acknowledge any user doubts and assuage their fears. If visitors are worried about security, they're not going to click, so reassure them that you understand their concerns. One of the big fears, in the case of email signups, is spam. You might want to gently remind visitors that you won't share their information and that you'll only email them once a week, twice a month, or whatever the case is, to keep their imagination in check.  

You can build trust just by being upfront about everything from the beginning. You'll find people are more receptive to your CTA pitches when they know precisely what to expect. 

Command and wording

Don't be shy about calls to action! Some people soften their language to avoid being pushy, but CTAs should be strong and unapologetic. After all, if you followed rule #1 (incentive), then what you're offering is beneficial to the visitor. 

That's not to say you should be rude or demanding (please don't); there's a perfect balance somewhere in there between a strong suggestion and a forceful command. Above all, the reader must always feel they have a choice; your call to action is there to convince them of the choice you think they should make. 

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This makes the statement sound stronger, and at the same time, clearly communicates what the user should do. 

Likewise, avoid wording that weakens your call to action, including "please" (no matter what Grammarly tells you) and modifiers like "could" and "would." There's a time and place for gentle language, but calls to action are not one of them.

Word choice is important to CTAs, not only for making a persuasive argument, but also for fitting the space allotted.

They're not foolproof, but in my experience, these words tend to improve CTA performance and the effectiveness of most sales copy. And because most of them are short, you should have no problem fitting them into your CTA space. 

How to design call to action buttons and banners

Now that we've covered the writing, let's talk about how your CTA should look. The design, layout, and typography of your call to action all play major roles in its success. 

CTA design best practices

If you're placing your call to action on a web page or other content you design yourself, you want to place it at the top of your visual hierarchy. Your CTA should be the most noticeable element on the page. To achieve this, you want to pull out all your design tricks:

Contrasting colors: CTAs should generally contrast with the rest of the page's design. Visitors shouldn't have to work to find what to do next. Use a vibrant color for your CTA, especially against a dull background. Can you spot it from six feet away? Good.

Optimal size: Make the button and text larger than the surrounding elements but not so large that it overwhelms other content. It should also be easily clickable, especially on mobile devices.

Clear typography: Use a legible font that complements your brand. Ensure the text is large enough to read but doesn't crowd the button. You can play with typography to emphasize key words. Commonly, operative words like "free" are set in a different color or sometimes even a different font to attract more attention.

Negative space: Surround your call to action with plenty of negative, or empty, space. Setting your CTA apart from the other elements makes it more noticeable and gives it more importance in the eyes of your visitors.

Emoji use: Some brands find success with emojis, but if you choose that approach, remember that a little goes a long way.

Consistent styling: While CTAs should stand out, they should still align with your brand's overall design aesthetic. Consistency in design builds trust.

Call to action testing and iteration

Last but not least, you should evaluate how successful your final call to action is and identify room for improvement. Creating your CTA may feel like a lot of guesswork and shooting in the dark—because it is. Testing it is much more clear cut. 

To get a basic idea of your CTA's performance, take a look at your analytics. Compare the page traffic to the number of conversions, and see what percentage of your total visitors clicked. 

If your conversion rate is significantly lower, it's worth doing an A/B test on your design and copy. Try two different versions of your call to action, experimenting with different phrasing, colors, or fonts, and see which one performs better with your target audience. It's the most efficient way to reveal what works and what doesn't with concrete, empirical data, ensuring your CTA resonates with the target audience and drives the desired action.

Improve your CTAs now, free! 

While my dad's approach might have lacked the finesse of a well-designed button or the allure of clever copy, the sentiment was clear. And that's the heart of every good CTA. Whether you're nudging a visitor to make a purchase or nudging your offspring out of the nest, the principle remains the same. CTAs are about engaging your audience, prompting action, and, occasionally, a very pointed reminder to update your LinkedIn profile.

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Allisa Boulette

Based in New England, Allisa is a content marketer and small business owner who hopes to make the internet a more interesting place than she found it. When she’s not working, you can find her lying very still not doing anything.

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Persuasive Essay Outline – Examples, Templates & Structure

Amanda Green was born in a small town in the west of Scotland, where everyone knows everyone. I joined the Toastmasters 15 years ago, and I served in nearly every office in the club since then. I love helping others gain confidence and skills they can apply in every day life.

Writing a good persuasive essay can help convince others of a point that means a lot to you. It can be anything from an environmental crisis to something as simple as the importance of ebooks to the modern reader. But how do you write a persuasive essay? Where do you even start? Right here! I’ll explain everything you need to know and even show you an example of a persuasive essay.

What Is a Persuasive Essay?

Persuasive essays are meant to convince someone or a group of people to agree with you on a certain topic or point of view. As the writer, you’ll use definitive evidence, simple reasoning, and even examples to support your argument and persuade them to understand the point of the essay.

Why Write a Persuasive Essay?

Believe it or not, you’ll have to form convincing arguments throughout real life. This could be in the form of college essays or academic essays, speeches for debate club that requires a valid argument, or even presenting an idea for change to your town council.

Argumentative vs. Persuasive Essay

An argumentative essay presents an argument on a specific topic and tries to persuade people to accept that argument as valid. It uses evidence, logic, and sometimes counterarguments to support the main point.

A persuasive essay is similar but presents an argument and focuses more on appealing to the reader’s emotions and values to convince them of your point of view. Think of it as convincing vs. persuading. And, yes, persuasive essays can also use evidence, but they often rely more on personal anecdotes and moral appeals to plead their case.

Let me give you an example. I’m a content writer, but I’m also a published author. If I were going to write an argumentative essay, I’d probably choose a topic like “Do you think authors should self-edit their work?”

But if I were doing a persuasive essay with a similar angle, the topic would look more like “The benefits of self-editing for authors.” Make sense?

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Basically, the main difference between argumentative and persuasive essays is all in the emphasis placed on logic and emotion.

How Many Paragraphs in a Persuasive Essay?

A decent persuasive essay should be around five or six paragraphs with double line spacing, depending on the topic, and can range from 500-2000 words in length. This includes your introduction and conclusion.

Introduction of a Persuasive Essay Example

Our world is facing a crisis, and that crisis is plastic pollution! Every day, a disgusting amount of plastic waste is just dumped into our oceans, killing and harming innocent marine life and ultimately affecting the entire food chain, including us.

Even though there is a clear and present danger that plastic presents, there are still a lot of people and corporations that continue to use single-use plastics with zero regards for their impact on our environment. It’s time for people to really look around and take some responsibility.

We can make a change by learning and using environmentally friendly alternatives in our everyday lives. So, in this essay, I’ll argue that using reusable bags, water bottles, and containers is not only necessary for the health of our precious planet but also a simple and effective way to make a real difference.

A Persuasive Essay Structure

As persuasive essay writers, you can write it however you like, but to follow a traditional persuasive essay structure, use this basic layout to get an effective paper:

• An Introduction: You need a good hook to grab the reader’s attention, a thesis statement presenting the main argument, and a roadmap of the essay, so they know what to expect.
• The Body Paragraphs: 2-3 paragraphs should suffice to provide strong evidence, examples, and any reasoning to support the thesis statement. Each paragraph should focus on a single main idea. 
• The Counterargument: This section acknowledges and refutes the opposing viewpoint, strengthening your argument but still without being as forward as an argumentative essay.
• A Conclusion or Closing Statement: Here is where you would summarize the main points of the essay and a restatement of the thesis, including a call to action for the reader and/or a final thought.

In the end, a persuasive essay usually consists of 5-6 paragraphs and needs to be clear, concise, and logically structured to really persuade the reader on the point.

Tips for Persuasive Writing

• Choose a strong, clear thesis statement that presents your argument well.
• Know your audience and tailor your language and arguments to them. You’ll need a different approach if you’re speaking to a group of teenagers versus a team of adults.
• Use credible and reliable sources to support your argument so no one can second guess your point.
• Expect that people will have counterarguments and prepare a few talking points to address them.
• Use strong pieces of evidence and back them up with facts, statistics, examples, and personal anecdotes. Putting a personal touch on it helps ground the essay and lets people know you’re serious about the topic.
• Use an emotional appeal to engage the reader and make a personal connection to your argument. Basically, tug at their heartstrings and play into their guilt.
• Use clear and concise wordage. Try and avoid confusing technical jargon that might confuse people, and maintain a consistent tone throughout the essay.
• Make sure you’re confident and use an assertive tone but avoid being overly aggressive or confrontational. That will just spark a fight.
• Finish up with a powerful call to action or a final thought that leaves a lasting impact on the reader or listener.
• Use the same font throughout your essay, even for headings and titles. Go with easy-to-read fonts like Calibri, Times New Roman, or Garamond.
• Proofread and edit your essay for clarity, grammar, and style. I cannot stress this one enough. If you’re not confident, use programs like Grammarly to help spot typos and inconsistencies.

Persuasive Essay Topic Ideas

If you’re stuck on some ideas of what to form your essay around, here’s a list of some popular topics to inspire you.

• Importance of recycling and reducing waste in today’s climate.
• The need for stricter gun control laws all over the world.
• A paper on abortion rights in today’s age.
• Benefits of alternative energy sources over fossil fuels and how we can be using them.
• How social media has negative impacts on mental health in kids.
• Key benefits of a vegetarian or vegan diet and how it can help the planet.
• The value of a college education.
• Rise of plastic pollution on the environment and sea life and how it is affecting us.
• Why physical exercise and leading an active lifestyle are important.
• The dangers of texting while driving.
• How our public schools need better funding.
• Benefits of a diverse and inclusive workplace both online and in-person.

Any of these could be used as logical arguments. Still, to make a persuasive argument from either of them, just follow the basic persuasive essay outline examples I’ve given you.

Example of a Persuasive Essay

Introduction.

In today’s age of ever-changing technology, the way we consume and experience books have changed dramatically in just a short time. While physical books were once the only option, ebooks have grown increasingly popular in recent years. In my essay, I’ll argue that, while we all still love paperbacks and hardcovers, ebooks offer so many benefits over physical books, making them the number one choice for most readers today.

Body Paragraph 1: Convenience

Ebooks are convenient; there’s just no denying it. They’re easily accessible through devices like smartphones, tablets, and e-readers, and they allow readers to carry hundreds of books with them at all times. This makes them perfect for traveling or heading to work, or even going to the gym. Readers can now have an entire library with them without the added weight of physical books. Plus, ebooks are easily bought online with just the click of a button, further adding to their convenience.

Body Paragraph 2: Customization

Ebooks offer a level of customization that physical books just can’t match. For one, the font size can be adjusted for easier reading, which is great for those who have eyesight problems. The background color can also be changed from light to dark to reduce eye strain. Personally, as someone who suffers from Meniere’s disease, this is a great feature. All of these options make ebooks a great choice for people with visual impairments, neurological disorders, or reading difficulties.

Body Paragraph 3: Affordability

Ebooks are often far cheaper than physical books, especially when purchased in bulk. You can get an entire series for a fraction of the cost of one paperback. This makes them a more accessible option for budget-conscious readers and people who simply don’t have the disposable funds for books. Also, tons of ebooks are available for free, which is a great option for readers that are looking for ways to save money but keep up with their reading habits.

Body Paragraph 4: Environmentally Friendly

626,000 tons of paper is used to produce all the books we see published every year. That’s a scary number when you consider the rate of deforestation and the state of our world in terms of global warming. We simply can’t afford to move ahead at a rate like that. Ebooks help tackle the issue because they require zero trees to produce.

In conclusion, ebooks offer endless benefits over physical books, including convenience, customization, and affordability. While physical books will always hold a special place in our hearts, you have to admit that the benefits of ebooks just can’t be ignored. For modern, busy, on-the-go readers, ebooks are the preferred choice. It’s time to embrace the digital age and make the switch to ebooks.

Now Write Your Persuasive Essay!

I hope this guide has helped you figure out persuasive essay writing and how to put together powerful arguments. Just stick to the facts and ease the reader into your point with gentle arguments that continue to prove your point. Don’t be afraid to get personal if it can help the essay and convince the reader.

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Writing a Persuasive Essay

Persuasive essays convince readers to accept a certain perspective. Writing a persuasive essay therefore entails making an argument that will appeal to readers, so they believe what you say has merit. This act of appealing to readers is the art of persuasion, also known as rhetoric. In classical rhetoric, persuasion involves appealing to readers using ethos, pathos, and logos.

In this tutorial, we refer to the sample persuasive draft and final paper written by fictional student Maggie Durham.

THE ART OF PERSUASION

Ethos refers to establishing yourself as a credible source of information. To convince an audience of anything, they must first trust you are being earnest and ethical. One strategy to do this is to write a balanced discussion with relevant and reliable research that supports your claims. Reliable research would include quoting or paraphrasing experts, first-hand witnesses, or authorities. Properly citing your sources, so your readers can also retrieve them, is another factor in establishing a reliable ethos. When writing for academic purposes, expressing your argument using unbiased language and a neutral tone will also indicate you are arguing fairly and with consideration of others having differing views.

When you appeal to your readers’ emotions, you are using pathos. This appeal is common in advertising that convinces consumers they lack something and buying a certain product or service will fulfill that lack. Emotional appeals are subtler in academic writing; they serve to engage a reader in the argument and inspire a change of heart or motivate readers toward a course of action. The examples you use, how you define terms, any comparisons you draw, as well as the language choices you use can draw readers in and impact their willingness to go along with your ideas.

Consider that one purpose of persuasion is to appeal to those who do not already agree with you, so it will be important to show that you understand other points of view. You will also want to avoid derogatory or insulting descriptions or remarks about the opposition. You wouldn’t want to offend the very readers you want to persuade.

Establishing an appeal of logos is to write a sound argument, one that readers can follow and understand. To do this, the facts and evidence you use should be relevant, representative, and reliable, and the writing as a whole should be well organized, developed, and edited.

STEPS FOR WRITING PERSUASIVELY

Step one: determine the topic.

The first step in writing a persuasive essay is to establish the topic. The best topic is one that interests you. You can generate ideas for a topic by prewriting, such as by brainstorming whatever comes to mind, recording in grocery-list fashion your thoughts, or freewriting in complete sentences what you know or think about topics of interest.

Whatever topic you choose, it needs to be:

• Interesting : The topic should appeal both to you and to your intended readers.
• Researchable : A body of knowledge should already exist on the topic.
• Nonfiction : The information about the topic should be factual, not based on personal opinions or conspiracy theories.
• Important : Your reader should think the topic is relevant to them or worthy of being explored and discussed.

Our sample student Maggie Durham has selected the topic of educational technology. We will use Maggie’s sample persuasive draft and final paper as we discuss the steps for writing a persuasive essay.

Step Two: Pose a Research Question

Once you have a topic, the next step is to develop a research question along with related questions that delve further into the first question. If you do not know what to ask, start with one of the question words: What? Who? Where? When? Why? and How? The research question helps you focus or narrow the scope of your topic by identifying a problem, controversy, or aspect of the topic that is worth exploration and discussion. Some general questions about a topic would be the following:

• Who is affected by this problem and how?
• Have previous efforts or polices been made to address this problem? – What are they?
• Why hasn’t this problem been solved already?

For Maggie’s topic of educational technology, potential issues or controversies range from data privacy to digital literacy to the impact of technology on learning, which is what Maggie is interested in. Maggie’s local school district has low literacy rates, so Maggie wants to know the following:

• Are there advantages and/or disadvantages of technology within primary and secondary education?
• Which types of technology are considered the best in terms of quality and endurance?
• What types of technology and/or programs do students like using and why?
• Do teachers know how to use certain technologies with curriculum design, instruction, and/or assessment?

Step Three: Draft a Thesis

A thesis is a claim that asserts your main argument about the topic. As you conduct your research and draft your paper, you may discover information that changes your mind about your thesis, so at this point in writing, the thesis is tentative. Still, it is an important step in narrowing your focus for research and writing.

The thesis should

1. be a complete sentence,

2. identify the topic, and

3. make a specific claim about that topic.

In a persuasive paper, the thesis is a claim that someone should believe or do something. For example, a persuasive thesis might assert that something is effective or ineffective. It might state that a policy should be changed or a plan should be implemented. Or a persuasive thesis might be a plea for people to change their minds about a particular issue.

Once you have figured out your research question, your thesis is simply the answer. Maggie’s thesis is “Schools should supply technology aids to all students to increase student learning and literacy rates.” Her next step is to find evidence to support her claim.

Step Four: Research

Once you have a topic, research question, and thesis, you are ready to conduct research. To find sources that would be appropriate for an academic persuasive essay, begin your search in the library. The Purdue Global Library has a number of tutorials on conducting research, choosing search teams, types of sources, and how to evaluate information to determine its reliability and usefulness. Remember that the research you use will not only provide content to prove your claim and develop your essay, but it will also help to establish your credibility as a reliable source (ethos), create a logical framework for your argument (logos), and appeal to your readers emotionally (pathos).

Step Five: Plan Your Argument; Make an Outline

Once you have located quality source information—facts, examples, definitions, knowledge, and other information that answers your research question(s), you’ll want to create an outline to organize it. The example outline below illustrates a logical organizational plan for writing a persuasive essay. The example outline begins with an introduction that presents the topic, explains the issue, and asserts the position (the thesis). The body then provides the reasoning for the position and addresses the opposing viewpoints that some readers may hold. In your paper, you could modify this organization and address the opposing viewpoints first and then give the reasoning for your viewpoints, or you can alternate and give one opposing viewpoint then counter that with your viewpoint and then give another opposing viewpoint and counter that with your viewpoint.

The outline below also considers the alternatives to the position—certainly, there are other ways to think about or address the issue or situation. Considering the alternatives can be done in conjunction with looking at the opposing viewpoints. You do not always have to disagree with other opinions, either. You can acknowledge that another solution could work or another belief is valid. However, at the end of the body section, you will want to stand by your original position and prove that in light of all the opposing viewpoints and other perspectives, your position has the most merit.

Sample Outline of a Persuasive Argument

• 1. Introduction: Tell them what you will tell them.
• a. Present an interesting fact or description to make the topic clear and capture the reader’s attention.
• b. Define and narrow the topic using facts or descriptions to illustrate what the situation or issue is (and that is it important).
• c. Assert the claim (thesis) that something should be believed or done about the issue. (Some writers also briefly state the reasons behind this claim in the thesis as Maggie does in her paper when she claims that schools should supply tablets to students to increase learning , engagement, and literacy rates ).
• 2. Body: Tell them.
• a. Defend the claim with logical reasons and practical examples based on research.
• b. Anticipate objections to the claim and refute or accommodate them with research.
• c. Consider alternate positions or solutions using examples from research.
• d. Present a final point based on research that supports your claim in light of the objections and alternatives considered.
• 3. Conclusion: Tell them what you told them.
• a. Recap the main points to reinforce the importance of the issue.
• b. Restate the thesis in new wording to reinforce your position.
• c. Make a final remark to leave a lasting impression, so the reader will want to continue this conversation and ideally adopt the belief or take the action you are advocating.

In Maggie’s draft, she introduced the topic with facts about school ratings in Texas and then narrowed the topic using the example of her local school district’s literacy rates. She then claimed the district should provide each student a tablet in order to increase learning (and thus, literacy rates).

Maggie defends her claim with a series of examples from research that proved how access to tablets, technology-integrated curriculums, and “flipped classrooms” have improved literacy rates in other districts. She anticipates objections to her proposal due to the high cost of technology and counter argues this with expert opinions and examples that show partnerships with businesses, personalized curriculums that technology makes possible, and teacher training can balance the costs. Maggie included an alternative solution of having students check out tablets from the library, but her research showed that this still left students needing Wi-Fi at home while her proposal would include a plan for students to access Wi-Fi.

Maggie concluded her argument by pointing out the cost of not helping the students in this way and restated her thesis reaffirming the benefits, and then left the reader with a memorable quote.

Click here to see Maggie’s draft with feedback from her instructor and a peer. Sample Persuasive Draft

Feedback, Revision, and Editing

After you write a draft of your persuasive essay, the next step is to have a peer, instructor, or tutor read it and provide feedback. Without reader feedback, you cannot fully know how your readers will react to your argument. Reader feedback is meant to be constructive. Use it to better understand your readers and craft your argument to more appropriately appeal to them.

Maggie received valuable feedback on her draft from her instructor and classmate. They pointed to where her thesis needed to be even more specific, to paragraphs where a different organization would make her argument more convincing, to parts of the paper that lacked examples, sentences that needed revision and editing for greater clarity, and APA formatting that needed to be edited.

Maggie also took a critical look at her paper and looked back at her writing process. One technique she found helpful was to read her paper aloud because it let her know where her wording and organization were not clear. She did this several times as she revised and again as she edited and refined her paper for sentence level clarity and concision.

In the end, Maggie produced a convincing persuasive essay and effective argument that would appeal to readers who are also interested in the way technology can impact and improve student learning, an important topic in 2014 when this paper was written and still relevant today.

Click here to see Maggie’s final draft after revising and editing. Sample Persuasive Revised

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• Rhetorical Patterns

The Rhetorical Patterns -  Organizing Essays for Different Rhetorical Situations

The following pages will provide you with several effective ways of organizing information in your essays. Oftentimes, when you know who your audience is and what your purpose is for writing (which is called your rhetorical situation), you can begin to consider the organization of what is going to be in your paper, how you will introduce your paper, and what to write for your conclusion. The following rhetorical patterns will help you answer these questions.   

Narration   |   Description   |   Process   |   Exemplification   |   Classification   |   Comparison and Contrast Cause and Effect   |   Persuasion and Argument

Persuasion and Argument

What is persuasion and argument? Traditionally, people have called argument any attempt that uses logic to incite a person to take action or to change an opinion or belief. Persuasion is considered to be the same call to action or to change an opinion or belief; but persuasion is a call to action that is based on appealing to emotion and feeling. So the difference between argument and persuasion is the difference between using logic and using emotion. Since most debates involve subjects that are conducive to logic and emotion, most real-life debates contain elements of both logic and emotion.

How do I consider problems with logic?  Some people use faulty logic when they argue. Others will use fairly effective logic, but will ignore the implications of their logic, or they will exclude from consideration certain logical conclusions. Other people may create arguments that seem almost perfect. No matter how an argument is constructed logically or illogically, by understanding the following problems with logic, which are called fallacies, you often will be able to see how people arrive at their proposition, which is the logical conclusion of their argument.

Before we consider the terms of a debate, let’s consider the logical problems, or fallacies, that might be involved in an argument.

Ad hominem: “To the person”: this means that someone ignores the argument itself and verbally attacks the person personally who is making the argument. For example, if someone disagreed with the president’s decision to raise tuition because of a state budget cut, and said, “She’s only raising tuition because she is not smart enough to think of an alternative,” then that person is using an ad hominem attack. Many politicians and commentators on politics favor this kind of fallacy, because it is easier to attack a persona’s credibility than to contend with a person’s ideas.

Ad misericordiam: This fallacy means that someone makes an argument that offers two scenarios, and one of them is inconceivably bad. For example, if someone said that, “Everyone should agree with the idea of war because otherwise this country will fall apart,” then that person is offering a proposition that seems to have as its opposite something that almost everyone would want to avoid. But the idea of the country falling apart is only one alternative to disagreeing with going to war. Weak arguments often use ad misericordiam fallacies because the arguments are hastily constructed of conceived of with an excess of emotions.

Ad populem: This fallacy assumes that if you like a person you will agree with the person’s logic. For example, if someone told you that he had always been a good friend and that was why you should lend him your new car for the weekend, then this person is relying on the relationship, rather than the logic, for you to offer him your car. If he said that he had always taken good care of your car before and you should lend it to him now, he would not be making an ad populem fallacy, though. This fallacy is also closely related to the often-heard parents’ cliché: “Just because everyone jumped off a cliff, you would too, right?”

Argument of the beard: This fallacy is used when a division between two conditions can be ignored or a division between two states is difficult to establish. It’s called the argument of the beard because you could conceivably pluck one hair after another from a beard and never arrive at a specific, perfect point when the beard stopped being a beard, by definition. For example, if someone told you that since even one glass of beer will impair your thinking, you might as well drink a case, then the person would be making an argument of the beard. Since there is no exact point for every single person being impaired by alcohol, and since we have not defined impairment, per se, the point of impairment could be one beer or it could be three beers or it could be a case of beer. The fallacy is here because clearly a case of beer would cause impairment, no matter how it was defined.

Begging the question: This fallacy occurs when evidence supporting the logic of the argument or the proposition creates alternatives to the proposition. For example, if someone tells you that she has a great deal for you, which could make you a two hundred percent return on your investment, and that because the return on your investment is so high you should not even question making the investment, she would be begging the question what risks there were to your investment. Just because the deal she is offering sounds so good, this does not mean that your decision to participate in the deal should be based on the possible two hundred percent return. What she is asking you to do and why she is saying that you should do it are literally begging the question of why you should go along with her. The proposition (that you should go along with her) is not premised on how safe the investment is or how many times she has returned a two hundred percent return to investors; instead the proposition (that you should invest) is premised on what might happen.

A similar fallacy is called ignoring the question , which is slightly different from begging the question by the degree of information offered. If a person tells you that you should make an investment that will probably return two hundred percent profit, then the person is ignoring the question of what other kinds of returns on the investment (or profits) other investments have made, and the person is ignoring what other kinds of profit or loss scenarios exist in the deal.

Circular argument: This fallacy happens when the proposition is based on the premise and/or vice versa. For example, if you are told that the Toyota Corolla is the most popular car in America because so many Americans drive it, then you are not being given any reason or evidence, aside from the proposition (that the Corolla is popular because people drive it) that goes along with the proposition. This fallacy is often easy to locate because everything seems logical enough, but there is no relationship to any external factors.

Generalizations : This fallacy happens often enough because the evidence for an element of the argument is vague, weak, or superficial. For example, the proposition that “It’s a well known fact that democrats cannot be trusted,” is not based on any more evidence than “the well known fact.” Similarly, “He won’t eat it because he hates everything” is a proposition (i.e., he won’t eat it) premised on a vague assertion (i.e., just because he hates everything), which is as likely to be true as it is likely to be false.

New things are always better: This fallacy happens when someone says that something should be done differently because a new idea exists. For example, if a person tells you that he has found a new short cut and you should commute to school by way of his new short cut, then he is making this fallacy. Just because it is a new short-cut does not mean that it is faster than the old short-cut. There is no logical reason or other evidence offered that makes the fact that it is new any reason to change what you are already doing. If the person says that his new short-cut is two miles less than the old short-cut, then he is not making the fallacy. You can spot these fallacies fairly easily (but not all the time: sometimes the new idea seems seductive) because the evidence to do something is because the something is new.

Post hoc, ergo propter hoc (After something, because of something): This fallacy confuses the actual cause or causes for something in favor of a cause or causes that are more readily visible or evident. For example, suppose you came home one evening to find that your apartment or residence hall room had been vandalized and you saw your neighbor outside your door holding one of your possessions. Your neighbor may have well just come along after the vandalism and seen something of yours dropped on the floor outside your doorway and then walked over and found your apartment or residence hall door broken open. Just because something has happened does not mean that something that happened before it caused it, or is even related to it.

Reduce to a binary: This fallacy happens when an argument is offered and there are many options and alternatives available, but the argument is framed as having the proposition and one alternative, generally a really bad alternative. For example, if you say that marijuana should be legalized and your friend Paula counters by saying, “If you legalize marijuana, you might as well legalize heroin and crack,” then Paula is framing the argument as only having two alternatives: leave the law alone or risk chaos by going along with your alternative. When you can counter the alternative with something, generally more moderate, then you have spotted this fallacy.

Weak analogy: This fallacy happens when two things are said to be similar enough to merit their comparison; but the two things are not similar enough for the comparison. For example, if Will tells you that the cafeteria food is garbage, Will’s analogy, no matter how much you both might want to agree, is faulty: food becomes garbage when it is discarded. Food cannot be garbage, by definition. Even if Will says that the cafeteria food smells like garbage, Will is using a weak analogy: anyone who has been close to garbage knows that it smells a lot worse than virtually any cafeteria food. Saying that the cafeteria food smells like garbage, on the other hand, is logical, if the food smells like garbage.

What are some language problems when using arguments and persuasion?

The following problems with words language may help you to identify some kinds of language use in arguments:

• Abstractions are words or terms that have meanings that are created by multiple concepts. For example, the word “honor” is an abstraction created by other words like respect, loyal, devotion, moral/ethical and, depending on its use, other words and terms. When an argument is premised on an abstraction, the argument is built on a term that carries too many possible meanings. Nice, polite, support the troops, protect the family, cut taxes, appeasers, and so on are all abstractions; they carry multiple meanings. Unless abstractions are firmly and clearly defined, their use supporting evidence or the logic of an argument is questionable.
• Biased language consists of words or terms that are used to invalidate another person’s position, proposition, identity, or argument. For example, if someone tells you that young people who hang around somewhere in a group belong to a “gang,” then the biased language (i.e., gang) is likely to cause you to think pejoratively of the young people. Similarly, if someone tells you that students are “kids,” then the biased language reveals the speaker’s belief that students are not really adults, but are closer to children, since “kid” is a term used to indicate an age range between infancy and adulthood. Biased language is often used in conjunction with faulty logic, so as to cover the weaknesses of the logic. Biased language is also very much like ad hominem, ad misericordiam, and ad populem logical problems. All four ignore the argument’s proposition or logic and focus on attacking or weakening an element through dismissal, scorn, or elitism. 
• Terms of art are phrases and words that have been used in so many different contexts that their core meanings have been shattered and the phrase or word means essentially whatever the speaker or writer wants it to mean. Listeners and readers, however, may interpret the term of art by the use of the term in their familiar context. Viable is a word that means many different things in different rhetorical environments—a fetus can be viable, a candidate can have a viable chance to win, and cable is a viable option to satellite television. Similarly, terms of art have similar problems as generalizations, except that terms of art actually have very precise meanings; it’s just that there are too many competing meanings.
• Opinions are fairly easy for most people to define. An opinion is an interpretation that can be rendered by an individual or a group. The problem for opinions in arguments is that occasionally opinions are presented as facts. Opinions sometimes arrive cloaked in certainties. For example, someone can say, “Everyone knows that killing is wrong,” when, in fact, killing during wartime is widely regarded as an essential component of warfare and is not considered to be wrong. Be cautious of truths and facts if they arrive with statements like, “Everyone knows…,” “It is an established fact…,” “Nobody would argue with the fact…” There are appropriate places for opinions in arguments; but only when they are presented as opinions or conjecture.
• Terms with no opposites or undesirable opposites are often common words, like patriotism, community, family, democracy. These words do not normally operate within a system of binaries. These words and terms tend to exclude opposing voices from the debate. Were you to propose that “Family values” creates “community,” you would be invoking two terms that are difficult to oppose. If someone were so inclined, that person could ask the question about people opposed to your proposition: “What kind of person is against family values and communities?” The implication that you could make (by using words that have no opposites or have undesirable opposites) is that this kind of person is immoral, monstrous, and barbaric. Terms such as democracy, freedom, rights, liberty, security are terms without any legitimate opposites or with opposites that are difficult to defend. Clearly, using terms like these as a basis for any argument is using language to exploit weak argument logic.
• Conflations of truths are uses of language that take liberties with the language. While you may think that someone who gave you the wrong change at a restaurant made a mistake, it would be a conflation of the truth to claim that the person who gave me the wrong change was the most ignorant person to ever breathe air. Although most conflations of the truth will be made with far less bombast than my example, be cautious of comparisons that cite everyday trivia and banality and compare them with outrageous events and things.
• Scientific facts would seem to be a safe use of language, one removed from the possible problems of language. However, there are many scientific facts that are contested, even when they seem to be obviously true. Scientists have used different models to predict what would happen in the event of a nuclear tragedy. One model definitively states that the survivors would have to contend with global warming on a massive scale; while another model just as equally proves that survivors would live in a frigid nuclear winter, which would span several decades. Without all the pertinent data, some scientific facts are simply assertions presented as science.

How do I develop a working thesis?

As you consider your argument so far, insure that you keep your focus on the rhetorical situation

A problematic working thesis normally does not take into account either of the previous elements. For example, let’s speculate that you were considering a call for lower tuition. A weak working thesis might look like this:

College tuition just doesn’t seem to get cheaper. 

This working thesis does not contain the call to action, and its language is so imprecise and vague that decisions about what kinds of evidence to use will be difficult to make.

A more focused working thesis might look like this:

Although a college education is a valuable commodity in our society, rising costs are making it difficult for some families to afford to send their kids to college. 

This working thesis would allow you to consider both how a college education is valuable (for example, gathering evidence of what it allows someone to do that another person without a college education might not be able to do), while you focus on the effects of rising tuition for working class and/or middle class families, who can be most effected by rising costs.

How do I narrow my working thesis?

Once you have gathered evidence and support for your working thesis and you have made decisions about how you will present the evidence and support for your intended audience, you will want to sharpen the focus of your working thesis, so that you have a specific thesis or clear main point.

How do I draft an argument thesis?

Remember that you are presenting your subject, your position, and what you want you audience to do in your thesis. While you probably will not articulate each of these three elements in detail, you will certainly want to provide an overview for each of these, since these are the major considerations of your argument.

What kinds of problems are there with an argument thesis?

Insure that your thesis does not:

• Just presents facts and/or analysis
• Neglect to get involved in the debate or argument
• Forget to cause some explicit action >

For example, an ineffective thesis would sound like this:

A college education is one of the most valuable commodities in our society, and, unfortunately, the costs of college keep rising and this harms some families.

This is a not an argument thesis statement, but is rather an expository thesis statement. A better thesis would sound like this:

Since a college education is a valuable commodity in our society and rising costs are making it difficult for some families to afford to send their kids to college, college tuition should be a deductible expense for working and middle class families. 

This thesis now presents two premises—the value of college in society and the risks for society presented by the rising tuition prices—plus, the thesis ends with a call for action (make college tuition a deductible expense for certain taxpayer groups).

How do I organize my evidence and support?

This is a good opportunity to write down the actual steps, or the logic of your argument, so that you can literally see where you are starting your argument and where you are taking your readers. Show how one point leads to the next point. By seeing the logic of the argument, you can also anticipate problems with the logic (see fallacies) and problems with the language (see language problems). Are there implications that you have not considered or terms that need clarification?

Persuasion/Argument Structures: Induction, Deduction, Toulmin, Rogerian

What is an induction argument?

Induction offers information and evidence in such a way that your audience is drawn almost “naturally” and logically” to your proposition. Vital to the success of the induction argument is the strength of the logical connections between the points and premises and between the points and premises and the proposition. Normally an induction pattern uses the following organization:

• An introduction that provides enough information about the subject so that the audience understands where the debate is currently at
• A presentation of evidence that begins with the most easily understood and/or least objectionable points and moves toward the more contentious points and premises, conceding and refuting as necessary
• A conclusion that is the inevitable conclusion given your points and premises (Often the argument thesis, or proposition, is stated for the first time in the conclusion.)

What is a deduction argument?

Deduction relies on a logical statement, called a syllogism, to form its organization. A syllogism is a three-part statement that begins with a generalization, qualifies that generalization for a specific purpose, and reaches a conclusion by comparing the information given in the first two parts. Essentially, a syllogism uses valid statements from one scenario and uses them in other cases. An example of a syllogism would be:

• Generalization: Friends should not gossip about each other. 
• Qualifier: You are my friend.
• Conclusion: Therefore, you should not gossip about me.

While the names of the three parts of the syllogism, and the word syllogism itself, may seem foreign to you; the use of syllogism to make decisions and arrive at conclusions is an everyday practice. You might say, I don’t like bananas, and that yogurt has bananas in it; therefore, I won’t like that yogurt. The main weakness of syllogisms can be found in the generalization. Let’s say that you actually tasted the banana yogurt and found that you enjoyed it. The problem with the syllogism, then, would be the problem with your not liking bananas. Because you are enjoying banana yogurt, you do, in fact, like bananas to a certain extent, and you cannot say definitively that you do not like bananas. Now this is a rather banal and mundane syllogism; but it can be made much more political and socially-relevant.

Normally, a deduction argument uses the elements of the syllogism to form an extended thesis statement at the end of the conclusion, and each of the three elements of the syllogism are then used as the paper’s topic sentences . Many writers return to the syllogism in the conclusion to emphasize its logic and relevance for the context and conditions of the writer’s argument.

What is a Toulmin argument?

The philosopher Stephen Toulmin invented an organizational system for using what he called informal or casual logic. Toulmin’s system relies on the normal uses of dialogue to create an effective argument. Toulmin’s argument structure considers what an audience is likely to accept, what emotions and feelings do to effect the argument, what that audience is likely to do if it accepts the premises and propositions of the argument, and what potential and chance and probability, as opposed to firm truth, will do to cause an audience to accept your proposition.

Normally, a Toulmin argument uses the following organization:

• A Claim for a proposition that is discussed as your belief. You will then explain why your belief is important for the particular audience to consider
• Supporting evidence for your claim
• Warrants or reasons why your audience should accept the supporting evidence, which are normally a part of each presentation of supporting evidence (i.e., the warrants are usually written after the supporting evidence is offered in the body paragraphs)
• Polite concessions and/or civil refutations that acknowledge other arguments but insist on the claim for your argument

What is a Rogerian argument?

You may have encountered debates that pit one side against another side, with little to no ground for any other position. For instance, the death penalty and abortion both have debates that are either/or debates. Other debates, such as Affirmative Action, which has many differing and conflicting aspects, values, facets, and definitions is clearly not an either/or debate. In either/or debates, resolution, victory, or progress often seem to be slowed by the fact that both sides are unwilling to yield any ground in the debate. Both sides have much at stake, whether it is social, financial, or moral, in achieving total victory. One of the problems with trying to join into these either/or debates is the lack of civility and, in some cases, humanity, that either sides practices within the debate. Sometimes the rudeness, hatefulness, and incivility problems involve debates that are not either/or debates.

Psychologist Carl Rogers created a system for joining these either/or debates, so that you can emphasize resolution, agreement, and civility. Rogers hoped that all the participants in debates could respect one another, agree on some basic issues, and all work productively toward a peaceful and harmonious resolution. Rogers was no blind optimist, though; he understood that some debates would never be solved or won, and he hoped that the two sides could live peaceably even though they fundamentally disagreed.

A Rogerian argument uses empathetic listening, which has listeners repeat back to the speakers what they just heard. Instead of disagreeing or agreeing with points or premises, the listener gets involved in a process of negotiation that searches for points and premises of agreement and disagreement; but a system of negotiation that causes no hurt feelings and no uncivil tones and attitudes. A Rogerian argument often has no obvious winner or loser in a debate. By searching for the disagreements and agreements, both parties usually gain an understanding of each other that enables them to appreciate the other party and, Rogers hoped, to negotiate a middle ground or moderate position that would be acceptable to both. At the least, Rogers hoped that even if nobody won, lost, or even negotiated a settlement in the debate, the participants would learn to value the people involved in the debate as equal human beings with the same core values of compassion and understanding.

A Rogerian argument is normally organized much like a Toulmin argument, except that when the Toulmin argument would anticipate and then concede and/or refute an opposing perspective, a Rogerian argument would acknowledge and make accommodations for these points and premises. A Rogerian argument normally is organized like this: 

• A Claim , which is often articulated as your belief but is qualified as being a claim that many other people might not agree with. Any shared points and premises are normally articulated so that your readers will accept you as someone who will respect their opinions and propositions within the debate. As you discuss other opinions and propositions within the debate, be as honest, respectful, and objective as possible, using neutral and non-emotional language. (See the Problems with Language above for further guidance in what to avoid.)
• Supporting evidence for your claim that is presented in ways that avoid language problems. If needed, explain the context or background for your claim.
• Civil concessions for the existence and value of other points and premises that do not subordinate these points and premises.
• Concluding remarks that discuss in honest and respectful ways other propositions and conclusions. You must strive to make your audience feel as if their argument has a valid right to exist, even if you disagree with it. These remarks should also validate the presence of other people in the debate, no matter your difference with their opinions and feelings.

How To Write a Call to Action That Works [Tips + 6 Examples]

Ready for your marketing campaigns to actually drive results? We’ll show you how to motivate your audience with a killer call to action.

Table of Contents

You know how they say a closed mouth doesn’t get fed? If you want someone to do something, you gotta ask for it. Writing a killer call to action (CTA) is one strategy to get what you want.

Whether you’re trying to get people to buy your products, sign up for your emails, or join your cult, crafting the perfect call to action is essential for success.

But how do you write a call to action that stands out from the crowd and actually drives results? In this blog post, we’ll show you how to motivate with some powerful examples of moving calls to action and tips on writing them yourself.

Bonus: Download a free guide to social advertising and learn the 5 steps to building effective campaigns. No tricks or boring tips—just simple, easy-to-follow instructions that really work.

What is a call to action?

A call to action is a word or phrase that prompts action. It is a marketing term to describe urging your audience to act in a certain way.

A call to action can appear as a clickable button or simply as a piece of text. Call-to-action buttons and phrases can appear at any place in the user journey that you want to direct your audience.

Let’s say you’re trying to sell a pair of shoes on Instagram, and you’re crafting clear social media CTAs . You might have a call to action at the end of your social post caption that says, “Click the link in our bio.” The link in your bio could lead to a product page with information about the shoes on it. The call to action on this page would be an “Add to shopping cart” button.

CTAs aren’t just for social media. They can also appear in emails for an email marketing campaign, on paid ads, at the end of a blog post, and on landing pages.

CTAs are common in print marketing, too — think billboards or flyers that scream “Call Now!”

Examples of common CTAs

You’ll see plenty of CTAs around, but there are a few tried and tested phrases on repeat.

These common CTAs are uncomplicated phrases that tell your user exactly what to do and what they can expect once they follow through. There’s power in simplicity, which is why you’ll see these words used over and over again.

Some of the most common CTAs are:

• Try for free
• Add to cart
• Get started

Why is a good CTA important?

A well-crafted call to action serves as a bridge or a well-lit path. It guides your user where you want them to go. Which, if your business plan is in the right place, will be toward your goals.

A strong CTA will grab customers’ attention and incentivize them to take the decisive step necessary to achieve their goals. Effective CTAs give customers confidence in your business. They can communicate security, trustworthiness, and convenience, all of which can increase conversions or drive traffic where you want it to go.

Calls to action can also combat decision fatigue. When someone has too many options, they can become overwhelmed by choice. CTAs can help cut through decision confusion by giving your reader a direct command. Now, go read the best practices for creating effective CTAs.

Best practices for creating effective CTAs

Much like cutting your bangs, there’s a right way and a wrong way to go about creating CTAs. You’ll need to consider things like copywriting, design, visuals, and placement on a webpage.

It might seem like a lot, but we’ve got you covered with the handy best practice list below!

Make it concise and clear

The CTA should be concise and lay out a clear request for the customer, whether that be for them to join a mailing list or purchase a product or service. Don’t write your reader a paragraph with the CTA buried within it; you want them to be able to immediately know where they should go.

Source: Squarespac e

Make it visible

People don’t scour your web page. They don’t read every word, and they certainly don’t like searching for something. If your CTA isn’t immediately obvious, you will lose your viewer’s interest in seconds. Remember, a competitor is likely doing the same thing you are, and your customers are spoilt for choice.

Make your call-to-action buttons or phrases clearly visible on your page. You can tailor your imagery or site design to point to the CTA for added visibility. Take Fashion Nova, for example. Here, the banner model’s body points toward the Shop Now CTA.

Source: Fashion Nova

Use white space

A great way to make sure people can see your CTA is to surround it with white space.

Don’t be scared of white space on your website! It allows your viewers to breathe in between content and can highlight important information.

Surrounding your button CTA with white space makes it pop.

Source: West Elm

Use contrasting or bold colors

Stop signs are red for a reason. They pop out among cityscapes or the countryside because that bright, arresting red isn’t at risk of blending in. Do the same for your CTA button colors.

Keep in mind that you shouldn’t veer away from your brand colors. A secondary brand color can do the job well. (And if you want to know more about brand colors and a consistent style guide , we’ve got you covered.)

Source: McDonald’s

Have well-considered page placement

Where you place your call-to-action buttons matters a great deal. You want to consider the natural flow of your user’s journey. You’ll have some users who immediately want to get shopping or head to the next page, and you’ll have users who want to scroll through your landing page before moving on.

A call to action should be placed under your header and at the bottom of your page. You want to capture people immediately (if they’re willing) and give those who need a bit more time another opportunity to hit that CTA at the bottom.

Source: Squarespace

Write benefit-forward supporting text

Supporting text is the content that comes before or in between your CTAs. It can be blog content, email body copy, the text on your website, or any copy that supports your CTA.

This extra information is your opportunity to show your audience the benefit that befalls them when they click your CTA.

For example, maybe you’re trying to get an audience to sign up for your email newsletter. If you want to convince people to hand over their email addresses, you’ll have to tell them what that newsletter will do for them.

A copywriting newsletter might say something like, “We sift through thousands of copywriting samples and pull only the best for you to repurpose for your own use. Plus, we tell you exactly why they work, so you don’t have to spend time puzzling through strategy. Impress your clients, save time, and look like an expert. Sign up today.”

The supporting copy highlights benefits so the call to action feels extra compelling. The reader knows exactly what to expect when they sign up for the email newsletter and how it will benefit them.

Create thoughtful copywriting

Aside from benefit-forward supporting text, the rest of your copywriting needs to be on point. Everything, from your site headers to your social posts, needs to be in your brand voice and speak directly to your audience.

Don’t forget to pay attention to the language you’re using both in and around your calls to action. Powerful words strike a chord with your audience’s emotions. White-hot CTA copy is an explosive way to skyrocket your ROI. (See what I did there?)

That being said, don’t confuse your audience. While your surrounding text can be full of powerful language, your CTAs need to be clear so your audience knows where they are headed. “Take the Quiz” or “Shop Now” gives your audience everything they need to know about where the button leads.

Source: Qunol

Test, test, and test again

The only way to really know if you’re using the best version of your CTA is to test it. Running A/B tests on your calls to action will show you which strategy performs the best.

It’s a simple method: You change one element (like your copy, placement, or colors) and let it run for a set amount of time. Then, see how it compares to the previous version.

6 great call-to-action examples

Now that you know what to do, it’s time to check out what others are doing! Get inspiration for your next CTA from the examples below.

Oh, how we love a good mystery! Whether it’s a cheesy crime drama or a surprise gift from a company, there’s something about not knowing what you might get that is just so enticing.

Glossier’s “It’s a mystery!” CTA makes us itchy to click that button just to see what’s on the other side.

Source: Glossier

Article uses color to its advantage with the website’s call-to-action buttons. Their secondary brand color is a bright coral, which you can see is used for the “Add to cart” CTA button.

It’s clear, eye-catching, and concise, everything a great CTA button should be.

Source: Article

Coco & Eve

Coco & Eve’s email marketing campaign uses a discount code as a CTA. Who doesn’t love saving money? Incorporating your discount code into your CTA is a clever way to get people to click.

Source: Coco & Eve’s email campaign

While this strategy worked well in Coco & Eve’s email campaign, they ran into CTA limitations on other platforms, like Facebook. If you’re advertising on LinkedIn or Facebook, you’ll know that the apps force you to use a set of standard CTA copy on the buttons.

While this poses some limitations, you can still add supporting text that motivates your audience to click. Below, Coco & Eve included the discount code on the imagery instead, which is just one of many clever ways to go about Facebook advertising .

Source: Coco & Eve on Facebook

Twitter’s “Tweet” CTA uses its own brand-specific language. Before the rise of social media, if you had told someone to tweet something, you’d be met with a blank stare. (We’ve come since 2006, truly.)

To do this yourself, just create a globally-used platform that makes birdsong synonymous with snippets of thought. Easy.

Source: Twitter

Tushy uses social proof as supporting text in its Instagram story ad . The “100,000+ 5 Star reviews” statement below serves to motivate others to grab a Tushy. Social proof is one of those marketing tactics that just works. People look to other people to determine what’s hot and what’s not.

Social proof works a lot like the bandwagon effect , a kind of cognitive bias. The bandwagon effect is pretty much exactly like it sounds; when a majority of people like or endorse something, it’s often picked up by others. And, with 100,000 5-star reviews called out, Tushy is using the bandwagon effect to its full advantage below.

Source: Tushy on Instagram

NatGeo dangles a free trial in its Instagram ad, one of many effective call-to-action ideas you can shamelessly steal. Although, when so many people are doing it and finding success, is it really stealing?

Source: NatGeo on Instagram

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Colleen Christison is a freelance copywriter, copy editor, and brand communications specialist. She spent the first six years of her career in award-winning agencies like Major Tom, writing for social media and websites and developing branding campaigns. Following her agency career, Colleen built her own writing practice, working with brands like Mission Hill Winery, The Prevail Project, and AntiSocial Media.

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Home ➔ What's an Essay? ➔ Persuasive Essay

What is a Persuasive Essay?

A persuasive essay is a type of writing that attempts to convince the reader or opponent that your argument or position is valid. The main aim of a persuasive essay is to convince readers to consider your point of view. Remember that you are trying to persuade someone who may not necessarily agree with you.

Persuasive essays are similar to argumentative essays in that they both use evidence and reasoning to argue a point; however, persuasive essays differ from argumentative essays in that they are more emotional and often make use of personal experiences and anecdotes to make their point.

Characteristics of Persuasive Essays

Let’s take a look at five main characteristics of persuasive essays in academic writing that you should know before getting started:

• Bias control: We all have our own biases, so it is essential to try and keep these in check when writing a persuasive essay. This also means acknowledging the existence of different perspectives. You should reveal your own opinion (bias) to the reader, but ensure that it doesn’t hinder your clean and sound argumentation development.
• Facts and opinions: In a good persuasive essay, it is important to use both facts and opinions to support your position. Facts provide the foundation for your argument, while opinions offer support. Just make sure that the opinions you use are based on credible sources.
• Reasoning and logic: Using logical reasoning is the best way to persuade someone. This means that your arguments must be based on sound evidence and presented in a clear and concise manner.
• Emotional appeal: Although it is important to use logic and reasoning, it is also effective to appeal to the reader’s emotions. This can be done by using language that evokes certain emotions or by telling a story that the reader can relate to.
• Opposing views: For effective persuasive essay writing, it is important to consider and acknowledge the opposing argument. This shows that you are open-minded and willing to engage in a discussion. It also allows you to refute the opposing view, which strengthens your own argument.

If you want to read about essays in general, you can read our guide: Essay Definition and Characteristics

Persuasive Essay Structure

The structure of a persuasive essay is important because it determines how you will present your argument. A good structure will also ensure that the reader follows your argument easily.

Here is a basic essay structure that you can follow:

Introduction: This first paragraph of a persuasive essay should be used to grab the audience’s attention and give them an overview of the issue. It should also state your position on the issue, usually included in the thesis statement at the end.

Body paragraphs: These are where you present your arguments and evidence to support them. Each paragraph should focus on one main argument.

Conclusion: A strong conclusion should sum up your main arguments and restate your position on the issue. It is also a good idea to leave the reader with something to think about or call them to action.

4 Steps to Planning Your Persuasive Essay

Before sitting down and writing your persuasive essay, it’s important to plan out what you will say. You need to have a clear thesis statement and evidence to support your position.

Here are four steps that you can follow:

1. Decide on your stance

The first step is to choose the position you will argue for, which will develop into your thesis statement. You need to make sure that you can defend your position with evidence and logical reasons.

Let’s say the general topic of your persuasive essay is gun control , and the position is “Gun control should be stricter.”

2. Analyze your reader

The second step is to think about who your reader is. What are their beliefs and values? What will they agree with, and what will they disagree with? It’s important to consider these things when planning your persuasive essay.

We will assume that our readers are against gun control. So, we need to consider what logical arguments and evidence they will find convincing.

3. Gather evidence

Once you know what position you’re going to take, you need to gather solid evidence to support it. This can be done through a solid research process or by using your own experiences.

For our persuasive essay, the three supporting arguments could be:

• Too many people die from gun violence
• There are too many mass shootings
• Stricter gun control would make it harder for criminals to get guns

Now, you can form your thesis statement, which = your position + arguments (see the example below).

4. Outline your entire essay

The fourth step is to outline your essay . This will help you organize your thoughts and make sure that you stay on track. A good outline will also ensure that the reader easily follows your argument.

If you have three main arguments, you will have three body paragraphs (one for each particular point). Make sure to make the most important argument (in your opinion) the last one to discuss.

Persuasive essay outline example

Taking into consideration the topic we chose, the position, and the arguments, our persuasive essay outline can look like this:

• B. Background information
• C. Thesis statement: Stricter gun control is necessary because too many people die from gun violence, there are too many mass shootings, and stricter gun control would make it harder for criminals to get guns.
• A. Argument: Too many people die from gun violence in the United States
• B. Evidence 1: In 2020, there have been over 43,000 gun violence deaths in the US
• C. Evidence 2: Over 100,000 people were injured by guns in 2020
• D. Counterargument: When compared to overall deaths, it’s not that many
• E. Rebuttal: But it’s still too many when compared to other developed countries
• F. Analysis: Gun violence is a major problem in the US, and stricter gun control is necessary to help reduce the number of deaths and injuries.
• A. Argument: There are too many mass shootings
• B. Evidence 1: There have been over 1,500 mass shootings since 2013
• C. Evidence 2: Mass shootings are on the rise
• D. Counterargument: This problem must be tackled from the mental health perspective, not gun control
• E. Rebuttal: Mental health is important, but it’s not the only factor that contributes to mass shootings
• F. Analysis: Mass shootings are a major problem in the US, and stricter gun control is necessary to help prevent them.
• A. Argument: Stricter gun control would make it harder for criminals to get guns
• B. Evidence1: In Australia, gun control was tightened after a mass shooting, and there hasn’t been a mass shooting since
• C. Evidence 2: In the UK, gun control is much stricter than in the US, and there are fewer gun-related crimes
• D. Counterargument: There will always be a way for criminals to get guns
• E. Rebuttal: But it would make it harder, and that’s a step in the right direction
• F. Analysis: Stricter gun control would make it harder for criminals to get guns, which would help reduce the number of gun-related crimes.
• A. Rephrase thesis statement
• B. Establish the significance by answering the “So what?” question
• C. Call to action

5 Steps to Writing Your Persuasive Essay

Once you have your outline ready, you can start writing. Here are five steps you would need to take to write a persuasive essay:

1. Finish the introduction

During the planning stage, you should already form your thesis statement. Now, you only need to write the other two elements of the introductory paragraph : hook and context.

A hook will engage your reader and make them want to read more. It can be a rhetorical question, a surprising fact, or a personal experience.

The context is the background information your reader needs to know to understand your argument. This can be a brief history of the topic, an overview of the current situation, or something else.

Hook example:

Did you know that gun violence in the United States kills more people than terrorism, car accidents, and HIV/AIDS combined?

Context example:

In 2020, there will be over 38,000 gun-related deaths in the United States. That’s more than 100 deaths every day. Gun violence is a major problem in the United States, and something needs to be done to reduce the number of deaths and injuries.

2. Write the body paragraphs

Now it’s time to start writing your body paragraphs . Remember that each paragraph should have one main idea that supports your thesis.

Start with your second strongest argument and end with the strongest one. People tend to remember the first and the last thing they read better than the middle, which will help your persuasive essay have a more significant impact.

Each body paragraph will consist of a topic sentence , supporting evidence and analysis, and the last sentence that concludes the paragraph.

First body paragraph example:

Let’s face it, far too many people die from gun violence in the United States. You might ask, what’s too many? In 2020, there were over 43,000 gun violence deaths in the US, according to the Gun Violence Archive. That’s over 100 people dying from guns every day. And it’s not just deaths. Over 100,000 people were injured by guns in 2020. Some may say that compared to overall deaths, it’s not that many. But when you compare it to other causes of death, it’s quite a lot. For example, in 2019, there were only 19,393 deaths from car accidents, as stated by the National Highway Traffic Safety Administration. That means that gun violence kills over twice as many people as car accidents. All this indicates that stricter gun control is necessary to help reduce the number of deaths and injuries.

3. Write the conclusion section

The conclusion is where you tie everything together. Start by restating your thesis in a different way than you did in the introduction. Then, summarize your main points and explain why your reader should care about your argument.

Conclusion example:

It is evident that stricter gun control is necessary to help reduce gun violence, mass shootings, and gun-related crimes. Too many people die from gun violence, and something must be done to reduce the number of deaths. Stricter gun control would make it harder for criminals to get guns, which would help reduce the number of gun-related crimes. It’s time for stricter gun control in the United States. You can make a difference by contacting your representatives and telling them that you support stricter gun control measures.

4. Edit and proofread your essay

Once you’re finished writing your persuasive essay, it’s important to edit and proofread it. This will help you catch any mistakes and ensure that your essay is clear and concise. Editing and proofreading can be a daunting task, but there are a few tips that can help:

• Read your essay out loud. This will help you catch any errors or awkward phrases.
• Ask someone else to read your essay. Another set of eyes can help you catch anything you missed.
• Use spell check and grammar check. These can be helpful, but they don’t catch everything, so it’s still important to read over your essay carefully.
• Take a break before you start editing. It’s easier to spot mistakes when you’re not as close to the material.

Key Takeaways

• A persuasive essay is used to convince a reader about a particular idea or focus, usually one that you believe in.
• Your persuasive essay could be based on anything about which you have an opinion.
• To write a strong persuasive essay, you need to have a clear thesis statement and at least three main points to back up your thesis.
• Your body paragraphs should each have one main point that supports your thesis.
• Start with your second strongest argument and end with the strongest one.
• Your conclusion should tie everything together and explain why your reader should care about your argument.
• Once you’re finished writing, edit and proofread your essay carefully.
• Nova Southeastern University – Persuasive Essay
• OpenOKState – Writing a Persuasive Essay
• Butte College – Writing a Persuasive Essay

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Call To Action In Writing: 7 Powerful Examples

Careful attention to CTA (call to action) copywriting is the difference between brands that drive conversions and those that only drive traffic.

Brands that slap a “Buy Now” button on a page and call it a day wonder why their campaigns fail to convert. Companies that engage in strategic CTA testing continue to drive success metrics like CTR (click-through rate) up and to the right.

CTA testing is paramount because it’s not always obvious what needs to happen for your business. Landing page platform Unbounce boosted conversion rates by 90% by changing their CTA copy from “Start your 30-day trial” to “Start my free 30-day trial.” 

In this article, we’ll explore seven powerful CTA examples from high-performing companies. You’ll learn what makes them so convincing so that you can apply these lessons in your own CTA writing.

Table of contents

• CTAs drive the buying journey 
• Use Voice of Customer research to understand buyer goals 

Start with an imperative (command verb)

• Leverage power words to build excitement 
• 1. Pipedrive removes barriers to conversion 

2. ActiveCampaign makes it clear what customers are signing up for

3. wordable talks results.

• 4. Jasper speaks directly to a common pain point 

5. Emma builds intrigue by keeping it concise

6. betterhelp solves three objections in just three words.

• 7. ClickUp backs up its claim with a compelling guarantee 

What is a call to action in writing? 

Your call to action is the prompt you give readers or users to take a desired action.

That action might be to:

• Download an ebook or guide;
• Sign up for a free trial;
• Register for an upcoming webinar;
• Browse products in your online store;
• Book a sales demonstration.

CTAs are a critical component of marketing material. It’s the point where you tell your reader to do something.

CXL use them on landing pages to invite customers to trial top marketing courses:

SEO tool Clearscope invites users to join their Director of SEO in a webinar.

And revenue intelligence platform Gong uses CTAs at the end of blog posts to guide readers to additional content they may find valuable:

At the most basic level, these CTAs exist to give customers their next step in the buying journey.

CTAs drive the buying journey 

A CTA in a brand awareness campaign will look entirely different from a CTA meant to drive sales at the bottom of the funnel.

Take this post from Mailchimp on email marketing benchmarks. Most readers will land on this page after searching for “email marketing benchmarks” on Google.

Mailchimp knows, then, that the user’s search intent is to learn more about the subject of email marketing, not about Mailchimp and its features.

So, the CTA at the bottom of this blog post directs readers to related concepts, several of which are more prescriptive and action-focused than email marketing benchmarks (a powerful way to build value for the customer and to establish your brand as an authority).

Strong CTAs go beyond “buy now”  

The traditional answer as to why CTAs are important is that “customers don’t take action unless they’re told what to do.” 

While this is true, it’s not the whole story. A strong call to action doesn’t just provide a path forward but removes any barriers or objections.

Consider the CTA “Sign up now” on a SaaS product landing page. This raises several buyer objections:

• Do I have to pay?
• How much does it cost?
• Am I locked into a contract?
• How long is the contract?
• What payment methods are available?

Effective CTA writing can overcome these objections simply by altering the wording.

Copper uses the copy “Try Free” to preempt and solve these objections.

The word “Free” eliminates any concerns about cost, and the addition of the term “Try” implies a trial period, so there is no risk of signing up for a lengthy contract.

How to write a call to action that converts 

CTA writing is a form of persuasive writing . Your goal is to convince readers to take a given action in as few words as possible.

A strong understanding of buyer psychology and buyer intelligence will be helpful here. You can also fast-track results with these CTA writing techniques. 

Use Voice of Customer research to understand buyer goals 

Voice of Customer research uses qualitative and quantitative research to uncover the wants and needs of buyers in their own words.

Then, you’ll use these insights verbatim (or close to) in your marketing material to resonate with customer desires.

This is how Copyhackers wrote Beachway Therapy Center’s landing page to drive 400% more click-throughs on the CTA. 

The group mined Amazon addiction book reviews to learn about wants and pains and note memorable phrases.

Within those reviews, they caught recurring themes and identified the messaging that resonates with their customer base. The group then applied that copy to the landing page.

Messaging strategy agency Make Mention learned that the CTA for their client, “Start with the first hour free,” was asking for too much too soon.

The group conducted online and email surveys and learned that users struggled to understand the course’s value and encountered friction because objections weren’t addressed.

Make Mention redid the page, injecting several phrases from the customers’ vocabulary, including: 

• “practical exercises”;
• “getting your first developer job.”

They also directed the CTA button to lead to an alternative page where customers can learn more about the course.

Make Mention helped customers get more information before asking for the sale, and critically, they used the language customers use. This tweak boosted conversions on the CTA button by over 66%, leading to more check-outs from the Curriculum page than the Pricing page.

A good general rule to follow in CTA writing is to always start with an imperative. Imperatives are action words; they tell the reader to do something.

Powerful examples of action phrases include:

• Learn; 

SparkToro demonstrates two examples of imperatives in action with their buttons: “Try SparkToro for free” and “See Pricing.”

Preempt and eliminate objections 

Effective call to action writing preempts objections and eliminates them early.

Take Buzzsumo , which clarifies that new users don’t have to pay a cent for 30 days, obliterating worries about forgetting they’ve started the trial and purchasing accidentally.

The most common objections you’ll face are:

• Cost (Is there one? And if so, how much?);
• Time (How long is this going to take?);
• Commitment (Am I locked into anything?).

For cost objections, use terms like “free” and “no credit card required” to clarify that there is no cost involved.

For time objections, phrases like “instantly,” “in 2 minutes,” and “now” communicate that the action will take place quickly.

Solve commitment objections by clearly outlining the trial length (“Try free for 14 days”) or with terms like “free forever” and “no credit card.”

Leverage power words to build excitement 

Command words tell readers what to do. Power words make them feel excited about doing it. Combining the two is what motivates users to take action.

Examples of convincing power words to use in your CTA writing include:

• Classified;
• Minimalist;
• Irresistible;
• Effortless.

For example, GAP uses the term “unique” to encourage users to sign up for their mailing list (in exchange for a 25% discount).

Create a sense of urgency to inspire immediate action 

Great call to action writing inspires readers to take action now . When done well, they create buyer FOMO (fear of missing out), motivating website visitors to act immediately.

Words like “now,” “instantly,” “limited time,” and “today” are a good starting point but are best supplemented with urgent imperatives like “seize,” “gain,” and “access.”

Youprenuer combines the imperative “Get” with the urgency-building power word “Instant” to build a compelling CTA for their email list.

Use mystery to generate curiosity 

In certain cases, you’ll want to avoid mystery altogether. For instance, when crafting a CTA designed to motivate readers to sign up for a free trial, we want to clarify what customers are getting into.

But curiosity can work in our favor for downloadable content like ebooks and guides.

Terms like “discover,” “see what’s inside,” and “get the secrets” are powerful curiosity-builders that can help motivate readers to hand over their email addresses in exchange for the promised value.

“Explore” is a great example of a curiosity-building word to include in your CTAs, as demonstrated by premium vodka brand Grey Goose .

Back up your claims with social proof 

CTA copy doesn’t need to sit on its own.

Great CTA writers supplement copy with social proof (testimonials, reviews, logos) to give more gravity to their message and build trust with skeptical buyers.

Juro , for example, supplements their “book a demo” CTA with review ratings from Capterra and G2.

7 impressive calls to action (and why they work so well) 

Ultimately, A/B testing and experimentation will help you uncover your purpose’s perfect call to action.

Use these examples as a jumping-off point, and tweak and test as appropriate.

1. Pipedrive removes barriers to conversion 

One of the biggest factors preventing readers from converting is the unknown. When faced with a CTA like “Start now,” customers wonder internally:

• What’s involved in starting?
• Do I need to get my credit card out?
• What exactly am I committing to?

You can solve these objections before they arise with careful copywriting.

Pipedrive’s homepage CTA section is a powerful example of this. 

The green “Start free” call to action button immediately tells readers there’s no cost involved. The supplementary “No credit card required” copy below also helps users overcome this objection.

The addition of the simple “Full access” answers the question, “But am I just signing up to a limited version, and will I need to pay to access more sophisticated features?”

Lastly, Pipedrive does a great job of communicating why readers should click that CTA button (because Pipedrive users close 28% more deals after their first year using the CRM).

Takeaways from Pipedrive’s CTA example:

• Incorporate terms like “free” and “no credit card” to solve cost objections;
• Make it clear to users what they’re signing up for (e.g., full platform access);
• Use compelling social proof to communicate the why (answer the question, “What’s in it for me?”.

Average CTA writing leaves readers guessing:

• What am I signing up for exactly?
• What happens next?
• What if I don’t like what I see?
• Am I going to get hounded by a sales rep?

Strong CTA writing makes a reader’s next steps abundantly clear.

Take ActiveCampaign .

The exit popup on their email marketing product page aims to capture a reader’s interest (and email address) before they leave ActiveCampaign’s site.

A simple “Download our guide” wouldn’t be sufficient. Those who leave a landing page without clicking an in-page CTA are clearly unconvinced, so any copy in an exit popup must be especially persuasive.

ActiveCampaign nails this in their header copy.

“Use these 6 emails for your welcome series” tells readers precisely what they’ll receive. 

The use of the term “free” in the body copy eliminates cost objections, and the addition of the bracketed “to get more sales w/o more work” puts the offer in the context of the result, answering the reader’s question, “What’s in it for me?”

“Send me the free guide” (the copy in the CTA itself) is reader-focused (written in first person) and reiterates that there’s nothing to lose as the guide is free.

Lastly, the copy below the CTA button (“We do not sell or share your information with anyone”) works to convince even the most skeptical reader that they’re signing up for a safe offer.

Takeaways from ActiveCampaign’s CTA example:

• Make it abundantly clear what readers are going to receive;
• Solves the cost objection by doubling down on terms like “free”;
• Put your offer in the context of results (answer “What’s in it for me?”);
• Assure readers that their personal information will remain anonymous and won’t be sold or shared.

Vague, convoluted statements (“Helping ambitious creators design better futures”) don’t convert.

Concise, solution-focused calls to action that speak directly to outcomes (in your customers’ language) do.

Take Wordable , a platform that connects Google Docs with WordPress, HubSpot, and Medium, allowing high-volume content producers to publish to their blog in seconds.

Wordable doesn’t waste time telling readers how they’ll “Streamline and transform their content operations processes.” Instead, they jump straight to results:

• Publish in just one click;
• Export in seconds rather than hours;
• Cut back on VA or employee costs;
• Save as much as 100 hours per week in publishing time.

Then, Wordable delivers a persuasive offer, five free exports (notice the imperative “Get” kicking off the CTA copy), and eliminates any commitment objections by including the phrase “No credit card required.”

Prospects who read this CTA (and accompanying copy) aren’t left wondering what Wordable can do for them. They know exactly what problem it will solve and the results they can expect from hitting that CTA button.

Takeaways from Wordable’s CTA example:

• Speak your customers’ language (and avoid convoluted, vague, jargon-filled copy);
• Get straight to the results (What outcomes can your customer expect?);
• Back up “free” usage claims and solve commitment objectives by not requiring a credit card.

4. Jasper speaks directly to a common pain point 

Though actual figures are hard to come by, marketers estimate that the average consumer sees between 4,000 and 10,000 ads per day . 

Unsurprisingly, users see a large chunk of these ads ( 33% ) on social media platforms.

If you’re going to stand out from the other 3000+ ads your audience sees on these sites, you need to connect directly with their most critical challenges.

Take Jasper , an AI copywriting assistant.

Jasper’s Facebook ad speaks directly to a target audience pain point: content marketing is a time-consuming, labor-intensive process.

The video used in this digital ad is effective in and of itself (it shows the product in action, overlaid with a simple message “Write 10x faster”), but the copy below is what makes this a good CTA example:

“Create high-quality articles in seconds.”

First, Jasper begins with the action verb “create” before describing the desired outcome (high-quality articles) and the compelling benefit of their product (in seconds).

In just six words, Jasper communicates how its platform solves a common challenge for ecommerce site owners, social media managers, and digital marketing professionals. 

Takeaways from Jasper’s CTA example:

• Identify a pain point that resonates with potential customers;
• Communicate how you’ll solve that pain point (i.e., your value proposition);
• Describe this benefit concisely, putting the reader as the subject.

Often, the best call-to-action examples are those that are concise. This is an especially powerful technique when writing CTAs designed to promote downloadable content such as guides, ebooks, and checklists, as it can double as an intrigue-builder.

Take email marketing platform Emma , whose simple CTA “See How” is a compelling example of how much you can achieve with just two words.

Of course, this CTA is only effective in the context of what you’ve said before:

• Your email marketing campaigns can be better (probably);
• We’re going to give you a framework for improving them.

This is an intriguing proposition (readers are asking, “Can I get more from my existing email list?”).

The call to action “See How” builds on this intrigue, inviting readers to click through and answer the question themselves.

Takeaways from Emma’s CTA example:

• Introduce a common problem;
• Imply that you’ll help readers solve it;
• Keep your CTA copy short and sweet to leverage that curiosity.

Skilled CTA writers understand how readers will respond to an offer and what objections or roadblocks will appear to prevent conversion.

Then, they address these objections directly in their copy.

Take BetterHelp , an online therapy platform that uses social media advertising in its demand generation strategy .

The intention of the above ad isn’t to convert readers into paid subscribers. It’s simply to convince ad viewers to click through to BetterHelp’s website and learn more about their product.

But, BetterHelp knows that while this is a low-commitment ask, prospective customers will have many concerns:

• What will others think if they find out I’m using online therapy?
• I’m busy. I don’t think it will fit around my schedule.
• Isn’t therapy usually super expensive?

BetterHelp solves all three objections using just three words: 

• Discreet (Nobody will even know I’m using BetterHelp).
• Convenient (Therapy appointments are flexible).
• Affordable (BetterHelp is more cost-effective than traditional therapy solutions).

In this example, these three words supplement the actual call to action copy, “Online Therapy on Your Schedule,” reiterating that BetterHelp’s therapists are flexible about appointment times.

Takeaways from BetterHelp’s CTA example:

• Put yourself in the reader’s shoes: What concerns might they have that could prevent them from converting?
• Ask: What can we communicate that would quell these concerns?
• Test: What’s the best word (or phrase) to communicate that with as few words as possible?

7. ClickUp backs up its claim with a compelling guarantee 

Convincing calls to action often make impressive claims.

But today’s consumers aren’t easily convinced, so if you make bold claims, be prepared to back them up.

Take ClickUp , which guarantees new users will save one day every week.

That’s a big promise, but ClickUp backs it up by providing context to their claim (we analyzed over 4,000 teams) and supplementing the popup ad with several impressive logos (Samsung, Netflix, IBM.)

But the real winner here is ClickUp’s CTA copy.

“Get More Time” is all about the result. It’s not about what ClickUp wants (“Sign up today”). It’s about what the customer needs .

Takeaways from ClickUp’s CTA example:

• If you’re going to make a bold claim, be prepared to back it up;
• Use customer logos as social proof to back up such statements;
• Frame your CTA copy from the customer’s perspective, not yours.

These call-to-action examples are a solid starting point for designing high-performing CTAs that resonate with your own audience. What works for these brands may not work for yours, so it’s always better to hypothesize and test.

CTAs that convert at high rates come from strategic experimentation. This is the only way to determine whether the word “Get” performs better than “Sign up” or “Access” for a given call to action. And it’s one of the best ways to see real business growth . Check out our A/B testing tutorial today, and become a CTA testing pro.

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Josh Krissansen

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7 Call to Action Examples You Have Never Seen Before

At great risk to my sanity, I went online with the intention of finding as much advertising as I could.

The goal: to find call to action examples (CTAs) that were fresh, original, unique, and compelling.

My discovery: Almost everyone is using generic CTAs. Safe, boring, and forgettable. The 7 innovative call to action examples I found made those brands stand out immediately.

Your opportunity: By changing 2-3 words of a call to action, brands can stand out in a small way from the hopelessly ordinary competition.

Less than 0.00001% of CTAs Are Unique

This is not a scientific number. I came up with it out of spite after an exhausting search.

Refresh the examples in a listicle about calls to action, my editor said. 

I thought this was going to be easy.

It was a nightmare. 

Websites for brands large and small were universally boring in terms of calls to action. The most tantalizing offer I could find was usually “Free Trial”, which brought me to a page with miles of fine print. 

I thought maybe the aggressive pay-per-click advertisers would put together some compelling calls to action. Nope. The name of the game there is using every conversion hack at once. 

Here’s a typically boring call to action example that most people are using :

I think this offer hits every cliche tactic: the ticking clock, a warning emoji about sell-out risk, money-back guarantee, a steep discount, etc.

Then I tried social media, which was even worse. Facebook gave me nothing in the way of an inventive CTA. Absolutely nothing.

I checked Reddit–as always, a wonderful place, just not for buying things.

On X (fka: Twitter), I was hoping to find some good scammy infoproducts, maybe some clever hardsells. But I was disappointed. I could have made a full quilt that spelled out “unoriginal” with all the thread emojis inviting me to click and read a tweet-storm. Here’s why that trend is played out: 🧵/23

My wife told me that TikTok has been ruined by advertisers and influencers–so I was really excited about that. This is where the real ingenuity must be. 

Nope. It’s a simple SHOP button that overlays influencer videos. That’s it.

But in the end, I prevailed. I found 7 examples of brands actually trying something new with their call to action. They used this small detail to support their brand image or speak to their audience.

7 Truly Unique Call to Action Examples

1. cloudflare.

“Under attack?”

That is a viable button you can click on Cloudflare’s site. 

I love it. 

Cloudflare has positioned themselves as a cybersecurity version of calling 911 when there’s an intruder in your house. And they did it using two words, a question mark, and a construction-zone orange button in the navbar.

I assume the majority of people who click that button are like me: not currently under attack, but curious about what the next steps would be if they were.

I wanted to learn more because of the clever call to action. If the button had said Learn More, I never would have clicked it.

2. Backcountry

The online outdoor retailer Backcountry hires the people who stay up around the fire fighting about which hiking stove weighs less. You know the type: Gearheads.

This is a huge selling point for Backcountry. When people buy kayaks, avalanche beacons, and so on, they really want to know that this gear works.

Call a Gearhead. Text a Gearhead. These are creative, on-brand calls to action nested in a familiar dropdown menu.

You have a question about climbing rope? Now you are talking with a woman who climbs 3 times a week. 

3. LINGs CARS.com

This is actually a fairly tame example of the calls to action on LINGsCARS.com , one of the most successful car leasing services in the UK. 

Ling broke every rule of web design to bring us this masterpiece. I know neons are in right now, but most people aren’t using all of the neons, at once, with a paisley background. 

CrazyEgg will lock me out of WordPress if I actually recommend a call to action that includes three Order Now buttons that blink at random intervals. So I am not going to do that.

I will say with 100% certainty, however, that I have never seen call to action examples quite like this ever before. 

4. Niki Whittle

Niki Whittle is an online personal stylist who has helped thousands of clients find joy instead of anxiety at the prospect of getting dressed and going out into the world.

The text of her CTA button speaks directly to that goal: Help me enjoy getting dressed!

If you swapped out Niki’s personalized text for a basic “Find Out More” button, I think the call to action would suffer. 

Her choice of text is intimate. No adult is going to ask for help getting dressed unless they fully trust the other party to understand where they are coming from. The way that Niki has framed the call to action shows that she understands. 

Due to California regulations, the beverage brand Ceria couldn’t exactly say what their new product was. With the help of the marketing agency Mother, Ceria found a clever way to get their audience to connect.

The call to action they used was a Spotify playlist people could download by scanning a barcode styled like the familiar Spotify audio waveform.

There’s a cool story behind this ad campaign, which appeared online and in-print in California. 

I’m not going to rehash it here because you should go visit the site of the people who did the work , not hear about it third-hand, looking at screenshots I took while I was way behind schedule writing this post.

6. AllTrails

Have you ever seen a limited time offer that isn’t pushy?

AllTrails nails it with this email they sent me. If I go outside, this weekend only , they’ll plant a tree on my behalf.

It’s a positive push, encouraging me to do something for my health, and it won’t cost me a dime. Until AllTrails called me to action, I just had weekend plans. Now I am saving the forest. 

The invitation to “Join In” isn’t super original, I know, even with those cute little tree icons.

But the call to action is social. It’s not “Register” or “Find out more”, it’s about connecting with other people. AllTrails has 50 million users. This is a real community, and AllTrails is smart to frame it that way. 

7. Avocado Green Mattress

Avocado Green Mattress has upcycled bedroom furniture people can buy to complement their organic mattresses.

The call to action is “Shop Zero Waste” is a clear call to the type of buyer who is willing to pay a premium to minimize their impact on the environment. “Shop” would work, but it doesn’t highlight the key selling point of their furniture.

It’s a small detail, but most people buying online have 5-7 tabs open. I know I do. With buyers scanning all these different sites, I think it makes sense to foreground your unique features in the button text.

More Call To Action Examples

Here are some twists on classic calls to action. I can’t say I’d never seen these types of tactics before, but the following examples are well done.

The call to action text speaks to the audience, aligns with the brand image, or is simply more inviting than a generic “Try Now” button.

Kati Curtis Design

Kati Curtis Design opted for a slight variation on the Get In Touch call to action by including her name. 

I’m not going to belabor the point about what’s going on here, but this slight personalization will absolutely stand out.

I think this is a good idea if you are the face of your business as opposed to a brand. “Get In Touch With The Owner” could work, too.

Havenly is an online interior design service company. I liked the invitation for customers to “Find Their Style.” 

They could have stuck with “Learn More” or “Book a Consultation,” but those aren’t personal at all. Those are also fairly passive calls to action, versus “Find Your Style,” which is much more active.

Birchbox , the popular cosmetics subscription box opted to use an invitation style call to action:

“Build Your Box”

It’s intuitive, on-brand, and crisp. 

One issue people have with subscription services is that they get products they don’t want. With this short call to action, Birchbox is countering that objection by offering their customers an active role in building their own box. 

Art & Logic

Art & Logic is a software development company with an approachable call to action.

Yes, they decided to go with “Let’s talk about your project” instead of something sterile or gimmicky.

Building custom business software is insanely complex, but Art & Logic makes the next steps as easy as possible.

Make your website better. Instantly.

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Persuasive Essay

Definition of persuasive essay, why persuasion, difference between a persuasive essay and an argumentative essay, examples of persuasive essay in literature, example #1: our unhealthy obsession and sickness (by frank furedi).

“Governments today do two things that I object to in particular. First they encourage introspection, telling us that unless men examine their testicles, unless we keep a check on our cholesterol level, then we are not being responsible citizens. You are letting down yourself, your wife, your kids, everybody. We are encouraged continually to worry about our health. As a consequence, public health initiatives have become, as far as I can tell, a threat to public health. Secondly, governments promote the value of health seeking. We are meant always to be seeking health for this or that condition. The primary effect of this, I believe, is to make us all feel more ill.”

Example #2: We Are Training Our Kids to Kill (by Dave Grossman)

“Our society needs to be informed about these crimes, but when the images of the young killers are broadcast on television, they become role models. The average preschooler in America watches 27 hours of television a week. The average child gets more one-on-one communication from TV than from all her parents and teachers combined. The ultimate achievement for our children is to get their picture on TV. The solution is simple, and it comes straight out of the sociology literature: The media have every right and responsibility to tell the story , but they must be persuaded not to glorify the killers by presenting their images on TV.”

Example #3: The Real Skinny (by Belinda Luscombe)

“And what do we the people say? Do we rise up and say, ‘I categorically refuse to buy any article of clothing unless the person promoting it weighs more than she did when she wore knee socks?’ Or at least, ‘Where do I send the check for the chicken nuggets?’ Actually, not so much. Mostly, our responses range from ‘I wonder if that would look good on me?’ to ‘I don’t know who that skinny-ass cow is, but I hate her already.’

Function of a Persuasive Essay

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Sales CRM Terms

What is a Call-to-Action (CTA)? (Explained With Examples)

Oct 11, 2023

In the world of marketing, a Call-to-Action (CTA) is a crucial component that often forms the backbone of successful campaigns. It serves as a prompt or directive to encourage users or potential customers to take a specific action. Whether it's making a purchase, signing up for a newsletter, or downloading an e-book, a well-designed CTA can make a significant impact on conversion rates and overall business success. In this article, we will delve into the concept of a Call-to-Action, explore its advantages and disadvantages, and provide various examples across different contexts

1°) What is a Call-to-Action (CTA)?

At its core, a Call-to-Action is a persuasive element embedded within a website, advertisement, or email that compels users to perform a desired action. It can come in various forms, such as a button, hyperlink, or banner. The primary goal of a CTA is to guide users towards a specific conversion or engagement, optimizing the user journey and ultimately boosting business outcomes.

1.1 - Definition of a Call-to-Action (CTA)

When it comes to defining a Call-to-Action, it involves more than just a simple request or statement. The effectiveness of a CTA lies in its ability to grab users' attention, create a sense of urgency, and convince them to take the desired action. Effective CTAs often employ compelling copywriting techniques, employ eye-catching visual elements, and strategically placed on web pages or emails to maximize visibility.

For example: Imagine you are browsing an e-commerce website, and you come across a product page with the headline "Limited Time Offer: Buy One, Get One Free." Right below the headline is a bright orange button that says "Shop Now!" This button serves as the CTA, prompting you to take advantage of the offer and make a purchase.

However, the power of a CTA goes beyond its visual appeal. It also relies on the psychology of persuasion. By understanding consumer behavior and decision-making processes, marketers can craft CTAs that tap into the desires, needs, and motivations of their target audience. This strategic approach ensures that the CTA resonates with users on a deeper level, increasing the likelihood of conversion.

1.2 - Advantages of a Call-to-Action (CTA)

The implementation of a well-designed CTA can bring about numerous advantages for businesses and marketers. One of the primary benefits is increased conversion rates. By providing users with clear instructions and incentives, CTAs can influence their decision-making process, leading to more conversions and sales.

Moreover, CTAs can play a crucial role in enhancing user experience. They simplify the navigation process by providing users with a clear path to follow. Instead of aimlessly browsing through a website or email, users are guided towards the desired destination, whether it's making a purchase, signing up for a newsletter, or downloading a resource.

For instance: A restaurant's website might feature a CTA that encourages customers to make a reservation online. By implementing this CTA, the restaurant not only streamlines the reservation process but also captures valuable customer data for future communication and marketing purposes.

Additionally, CTAs can serve as powerful tools for lead generation. By strategically placing CTAs throughout a website or email campaign, businesses can capture valuable information about their target audience. This data can then be used to personalize future marketing efforts, resulting in higher engagement and customer satisfaction.

1.3 - Disadvantages of a Call-to-Action (CTA)

Despite the undeniable benefits of CTAs, it is important to acknowledge potential drawbacks as well. One major concern is the risk of being too intrusive or aggressive with CTAs, which can create a negative user experience. Overused CTAs or those that lack relevancy may come across as pushy or spammy, leading to user frustration or a decline in engagement.

It is crucial for businesses to strike a balance between persuasion and respect for the user's browsing experience. Bombarding users with excessive CTAs, especially if they are irrelevant to their needs or intentions, can result in a loss of trust and credibility. Users may perceive the website or email as untrustworthy or manipulative, leading them to abandon the desired action or even the entire platform.

A word of caution: When implementing CTAs, it is essential to thoroughly test and analyze their performance. A/B testing, user feedback, and data analysis can help businesses identify the most effective CTAs and optimize their placement and design accordingly. By continuously monitoring and refining CTAs, businesses can ensure that they remain relevant, engaging, and aligned with the evolving needs and preferences of their target audience.

2°) Examples of a Call-to-Action (CTA)

Now that we have explored the core aspects of CTAs and their advantages and disadvantages, let's take a closer look at various examples across different contexts:

2.1 - Example in a Startup Context

Imagine you stumble upon a landing page for a new software as a service (SaaS) startup. The page features a CTA in the form of a bold, green button that says "Sign up for a Free Trial." By providing a free trial option, the startup incentivizes potential users to test the product, increase engagement, and potentially convert them into long-term customers.

This startup understands the importance of allowing potential customers to experience their product firsthand. By offering a free trial, they remove any barriers to entry and give users the opportunity to explore the software's features and benefits. This not only builds trust but also showcases the value the product can bring to their lives or businesses.

Furthermore, the use of a bold, green button as the CTA stands out on the landing page, drawing the user's attention and making it clear what action they should take. The color green is often associated with positivity, growth, and success, which aligns well with the startup's goal of attracting new users and helping them achieve their goals.

2.2 - Example in a Consulting Context

In the realm of consulting services, a CTA may take the form of a contact form or a phone number placed prominently on a website. A consulting firm might use a CTA like "Schedule a Discovery Call" to encourage potential clients to reach out for further information or to discuss their specific needs. This CTA not only initiates contact but also allows the consulting firm to gather valuable information about the potential client's requirements.

When a consulting firm offers a "Schedule a Discovery Call" CTA, they are positioning themselves as experts who are ready to listen and understand their clients' needs. This CTA acknowledges that every client is unique and requires personalized attention. By encouraging potential clients to schedule a call, the consulting firm can gather important details about the client's challenges, goals, and expectations, allowing them to tailor their services and provide a more effective solution.

Additionally, placing the CTA prominently on the website ensures that potential clients can easily find it and take action. The consulting firm understands that in order to convert leads into clients, they need to make the process as seamless and convenient as possible. By eliminating any barriers to contact, they increase the likelihood of potential clients reaching out and starting a conversation.

2.3 - Example in a Digital Marketing Agency Context

For a digital marketing agency, an effective CTA could be positioned at the end of a blog post, inviting readers to subscribe to their newsletter for valuable insights and industry updates. By capturing email addresses through this CTA, the agency can nurture leads and establish ongoing communication, potentially converting them into clients or creating brand advocates.

A digital marketing agency understands the importance of building a strong relationship with their audience. By offering valuable insights and industry updates through their newsletter, they position themselves as thought leaders and experts in their field. The CTA to subscribe to their newsletter at the end of a blog post serves as an invitation for readers to stay connected and continue learning from the agency's expertise.

By capturing email addresses through this CTA, the agency can nurture leads and establish ongoing communication. This allows them to provide personalized content, tailored recommendations, and exclusive offers to their subscribers. By consistently delivering value, the agency increases the chances of converting these leads into paying clients or creating brand advocates who will promote their services to others.

2.4 - Example with Analogies

Lastly, let's examine an example that utilizes analogies to create a compelling CTA. Suppose an online fitness platform aims to attract new users by highlighting the benefits of its workout programs. A CTA that says "Unlock Your Body's Potential" creates a vivid mental image, encouraging users to take action and explore the platform's offerings.

This fitness platform understands that to motivate users to take action, they need to tap into their desires and aspirations. By using the analogy of "Unlock Your Body's Potential," they evoke a sense of untapped power and possibilities. This CTA paints a picture of personal growth, transformation, and reaching new heights, which resonates with individuals who are seeking to improve their fitness levels and overall well-being.

Furthermore, the use of the word "unlock" implies that the platform holds the key to unlocking one's potential. This creates a sense of exclusivity and curiosity, enticing users to explore what the platform has to offer. By leveraging the power of analogies, this fitness platform is able to communicate the benefits of their workout programs in a compelling and relatable way.

In conclusion, Call-to-Actions are invaluable tools in marketing and have the potential to significantly impact conversion rates and user engagement. By understanding the key principles behind CTAs, leveraging their advantages, and avoiding potential pitfalls, businesses can optimize their marketing efforts and create meaningful interactions with their target audience.

About the author

Arnaud Belinga

"i wrote this article"

Try my sales crm software (people love it) 👇.

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What is a “call to action” in an essay?

George T Marvin

Are you tired of writing essays that fall flat?

Do you want to create powerful essays that inspire action?

If so, then you need to understand the importance of a “call to action.”

In this one-page sales letter, I will explain what a call to action is, why it is essential, and how you can create one that is sure to get results.

What are some compelling reasons to write a book?

If you’re considering writing a book but unsure if it’s worth the time and effort, here are some compelling reasons to…, what is a call to action.

A call to action is a persuasive statement that encourages the reader to take action.

It is the final part of your essay, where you tell the reader what they should do next.

This statement should be clear, concise , and compelling , and it should tell the reader what to do and why they should do it.

Why is a call to action essential?

Without a call to action, your essay will be like a ship without a rudder, floating aimlessly in the sea.

A call to action is what gives your essay purpose and direction.

It helps you achieve your goal, whether that goal is to persuade, inform, or entertain your reader.

A call to action is essential if you want to inspire action and make a real difference.

In what ways does your writing serve as inspiration to others?

As a writer, your words have the power to inspire others in countless ways. whether you’re crafting a blog post…, how to create a powerful call to action.

Creating a powerful call to action is easier than you might think.

Here are some tips to help you get started:

Use strong persuasive language:

Use words that evoke emotions and stir the reader’s imagination. Use power words like “imagine,” “discover,” and “transform.”

Use short sentences and simple terms:

Keep your language simple and easy to understand. Short sentences are easier to read and understand than long, complex ones.

Ask questions to transition between paragraphs:

Questions help to keep the reader engaged and interested in your essay. They also help to create a smooth transition between paragraphs.

Back up main points with figures, evidence, and examples:

Use data, facts, and real-world examples to back up your claims. This will make your essay more credible and persuasive.

Speak directly to the reader:

Use the second person (you) to speak directly to the reader. This makes your essay more personal and engaging.

6 Effective Strategies to Enhance Your Writing Skills and Vocabulary

Writing is a crucial skill that is essential in various aspects of life, whether it is academic, professional or…, conclusion:.

In conclusion, a call to action is an essential part of any essay.

It is the final piece of the puzzle that inspires action and makes a real difference.

By using the tips above, you can create a powerful call to action that will get results.

So, what are you waiting for?

Start writing your next essay with a strong call to action today!

Written by George T Marvin

Follow George T Marvin for engaging content and inspiring stories that will leave you thinking long after you've finished reading.

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