“If you don’t ask, you don’t get.” Mahatma Gandhi’s famous words summarize the mission and purpose of a marketing call to action — or CTA.

But what is a call to action, really? It’s a short phrase that prompts a target audience to take a desired action — like purchasing a product, downloading a white paper, or subscribing to a newsletter. Some common CTA examples you’ve likely seen include Buy Now, Subscribe, Contact Us, Read More, and Add to Cart.

CTAs can appear anywhere on the user journey — from social media posts to emails, paid ads, landing pages and websites, blog posts, and more. In digital formats, they can be clickable buttons, pop-up boxes, or banners. They can even be as simple as a piece of hyperlinked text.

While CTAs are short and sweet, thriving businesses and successful marketers always give them attention. That’s because they are crucial in getting your target audiences to act.

A Good CTA Makes a Difference

The best, most successful CTAs will grab your audience’s attention, encourage action, combat decision fatigue, and inspire confidence in your business. That’s a lot for one little button! The true test of a CTA is if it increases conversions and drives traffic.

That’s why knowing how to write a CTA effectively and strategically is so essential. Here are eight best practices for creating irresistibly clickable CTAs that drive results.

8 Tips for Crafting Irresistible CTAs

Start Strong

This is not the time to beat around the bush. The best call-to-action phrases generally start with a strong action word or verb — an imperative that directs people to do something. Your words will vary based on the desired action. But clear, concise, and authoritative words generally perform best. For e-commerce, that might be “shop,” “buy,” or “order.” For content, it could be “download,” “read,” or “subscribe.”

Have a Value Proposition

Your CTA should also effectively communicate the value afforded to someone when they complete the desired action while also ensuring there’s low risk. You must entice people to know that what’s in it for them is worth the click. Popular incentives include things like saving money, lower rates, and exclusive access.

Create FOMO

Fear Of Missing Out (FOMO) works like a charm in marketing — especially in CTAs. FOMO can be a valuable tactic because when people think they might miss out, they’re more apt to be motivated to action. Some of the most effective CTAs instill time sensitivity or urgency, which can look like limited-time-only offers, member-only access, and “while supplies last” messaging.

Write Supporting Text

CTAs are so short that you may be unable to communicate the complete value proposition in one button. That’s where supporting text enters the chat. This can take the form of content that comes before or after a CTA to help the intended action. It can be as simple as an additional tagline — or it can be a longer explainer copy. Its primary purpose is to reinforce the benefits of the CTA to inspire action among your audience and get them to click.

Customize to Device

Laptops, tablets, and mobile devices often have different user behavior and search intent, so customizing your CTA based on the device is a good rule of thumb. For mobile, experts estimate that 80% of searches for local businesses convert. You may want to create a more phone-call-centric CTA for mobile placements because people can use that CTA button to call for additional information or to complete a purchase.

Go Bold

While basic and clear CTAs are often effective, a bolder approach can also catch your audience’s eye. It could be a play on words — something that elicits a chuckle, an unexpected expression, or using a negative to motivate a person to action. The goal here is to command attention in a spirited way that still feels aligned with your brand standards.

Test Different Options

Knowing exactly what will grab your audience’s attention can be difficult. That’s why it’s a great practice to A/B test your CTAs to see what performs the best. You might explore a more standard CTA as one option and then throw in a bolder, more outside-the-box option to see what generates the greatest results.

Make It Stand Out

A CTA isn’t only about the words. The design, placement, and color of the CTA button or text can also determine if you catch or lose your audience’s interest. For example, CTAs surrounded by less clutter and more white space can increase conversion rates by 232%.

You also want your CTA to be clearly visible on a page or graphic. One way to do this is with bright or contrasting colors that stand out but still align with your brand. For example, studies have shown that a red CTA button consistently outperforms a green one.

The best CTAs are visible, clear, understandable, and catchy. They tell your audience exactly what to do and what they can expect.

At Denver Post Media, we specialize in generating clicks for our clients through dynamic marketing campaigns and killer CTAs that really work. Learn more here.