what does a call to action in a persuasive essay

How to Create a Powerful Call to Action in Your Speech

• The Speaker Lab
• May 29, 2024

Table of Contents

When giving a speech, it’s common to have an intended goal in mind. For instance, you may be informing your audience about a topic, entertaining them, or persuading them to see an issue from your point of view. At times, speakers give a speech with the intent to call their audience to action. A well-crafted call to action turns passive listeners into passionate doers. But how exactly do you galvanize your audience? In other words, how do you craft an effective call to action in your speech?

The key is to make it clear, specific, and emotionally compelling. You need to tap into what your audience cares about and show them how taking action will benefit them. It’s not about what you want—it’s about what they need. In this post, we’ll explore the art and science behind creating a CTA that resonates, motivates, and inspires. So buckle up, because we’re about to take your speaking game to new heights!

What is a Call to Action in a Speech?

If you’ve ever found yourself fired up after listening to a powerful speech , ready to take on the world, you’ve likely experienced the impact of a well-crafted call to action. A call to action (CTA) is an explicit appeal to your audience to take a specific action following your speech. It’s that critical moment when you convert listeners to doers, bridging the gap between inspiration and action.

Types of Calls to Action in Speeches

Calls to action vary depending on your speech’s purpose and who you’re talking to. For instance, you might ask your audience to sign up for a newsletter, donate to a cause, or spread the word about an upcoming event.

• Signing a petition
• Volunteering time to an organization
• Contacting elected representatives about an issue
• Registering to vote
• Changing a specific behavior

The key is to choose an action that is both relevant to your message and realistic for your audience to accomplish.

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Benefits of Using a Call to Action in Your Speech

So now you understand what a call to action is, but why use one in your speech? The truth is, a well-crafted CTA can make the difference between a speech that falls flat and one that inspires real change. That makes it a crucial element in your speech, especially if you’re giving a persuasive speech . Not only does a call to action highlight your main message, but it also provides a tangible way for your audience to demonstrate that they agree with what you’ve said. Let’s take a look at some additional benefits of a call to action.

Motivating the Audience to Take Action

The most obvious benefit of a call to action is that it motivates your audience to get involved. By giving them specific, concrete steps to take, you capitalize on the energy and emotion generated by your speech and channel it into something tangible. If you have been persuasive and your audience is emotionally invested, the best time for action is now.

Creating a Lasting Impact

A speech with a strong call to action can have an impact that lasts long after the applause dies down. By turning passive listeners into active participants, you ensure that your message endures and leads to real change.

Achieving the Desired Outcome

At the end of the day, your speech’s impact boils down to one thing: does it inspire action? A powerful, persuasive call to action is what gets people to change their minds, donate resources, or rally behind your cause.

Key Elements of an Effective Call to Action

Crafting an effective call to action is both an art and a science. While there’s no one-size-fits-all formula, there are certain key elements that can help ensure your CTA hits the mark.

Clarity and Specificity

Firstly, your call to action should be crystal clear and specific. Use concrete action words and provide step-by-step instructions for your listeners. After all, the more detailed your CTA, the more likely your audience is to follow through.

Urgency and Immediacy

Secondly, create a sense of urgency with your call to action to prompt the audience to act right away. Capitalize on the momentum generated by your speech and strike while the iron is hot.

Emotional Appeal

Finally, your call to action should tap into your audience’s emotions and personal motivations. Connect the action steps to things they care about, and highlight how taking action will benefit them and the causes they believe in. When your message is relevant to your audience, they are much more likely to take action.

How to Create a Compelling Call to Action for Your Speech

Now that we know the key ingredients of an effective call to action, let’s explore some practical tips for creating your own compelling CTA.

Identifying the Desired Action

Start by clearly stating the action you want your audience to take. What is the one most important thing they can do to further your cause? In addition, make sure your CTA is specific, measurable, and realistic . For instance, if you want your audience to donate money, name a certain amount you’re hoping to raise.

Choosing the Right Words

Use clear, compelling action phrases when delivering your call to action. Start with a strong command verb and highlight the benefits of taking action. Keep it concise while creating a sense of urgency.

Delivering the Call to Action with Conviction

How you deliver your call to action is just as important as the words you choose. Convey confidence and conviction when asking your audience to take action. Use nonverbal cues like strong eye contact and a confident tone in order to drive your message home.

Measuring the Success of Your Call to Action

To really nail your speech, come up with a way to gauge the impact of your call to action. That way, if it’s not as effective as you hoped, you can make changes to future talks and achieve better outcomes.

Tracking Audience Response

To truly gauge the impact of your call to action, monitor how your audience reacts. Are they signing up, donating, or taking other measurable steps? These tangible actions are the best indicators of whether your CTA hit the mark and resonated with your target audience.

Evaluating the Impact of Your Call to Action

Go beyond the raw numbers and consider the broader impact of your call to action. How did the actions taken by your audience members advance your cause? What changed as a result of your speech?

Adjusting Your Approach for Future Speeches

To make your future speeches even more impactful, use the data you’ve gathered from tracking and evaluating your call to action. Analyze what aspects of your CTA worked well and pinpoint elements that could be tweaked. Ask yourself: Was my call to action specific enough? Did I effectively appeal to the right emotions and motivations to inspire my audience?

By continually honing your call-to-action skills, you’ll become an increasingly effective and persuasive speaker, able to inspire real change in your audience and the world. So don’t underestimate the power of a well-crafted CTA, because it just might be the most important part of your speech.

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FAQs on Calls to Action in Speeches

What is an example of call to action in a speech.

“Let’s stand together and fight for change now” pushes listeners towards immediate collective action, aiming to inspire unity and determination.

What is a call to action example?

In marketing, “Click here to learn more about our eco-friendly products” guides customers directly towards engaging with sustainable choices.

What is the speaker’s call to action?

The speaker urges the audience towards specific behavior or thinking shift, like “Vote for cleaner parks in our community.”

How do I call an audience to action?

To motivate your audience, clearly state what you want them to do next. Use powerful words that evoke emotion and urgency.

A powerful call to action is the key to turning your speech into real-world impact. By making it clear, urgent, and emotionally resonant, you can inspire your audience to take that crucial next step.

Remember, it’s not about you—it’s about them. Connect your call to action to their needs, hopes, and desires. Paint a vivid picture of the change they can create by taking action.

Developing a strong call to action requires practice, but it’s a talent that will serve you well in every speech you give. As you keep polishing your method, you’ll notice your words starting to make a difference in people’s lives and the world around them. That’s the genuine power of a well-executed call to action.

• Last Updated: May 24, 2024

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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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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 communications too).

The call to action which comes right before the end of a persuasive speech is 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 are ones that 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, goals, and more. 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 call actually gets a response.

Who is in your audience, and what makes them tick?

There are four distinct skills your audience brings to help with your CTA: Doers, Suppliers, 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.

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. You may want to ask them to assemble, gather, attempt, or respond.

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 what you 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 did 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 acquire, fund, support, or provide. These can help to appeal to the fact that they have something to give in order to make a change happen.

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 be examples–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 appeal to other people. Great call to action phrases for influencers include empower, convert, or promote. Many have social channels where they can share with others what you need for your idea to become reality.

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, 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; they handle fewer 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, discover, pioneer, or create. You want to spur an audience of innovators to leave ready to make something new.

Make taking action sound irresistible

Appealing to what motivates various audience members is important to inspire action. However, to make sure your well-tailored CTAs lands, 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. 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 powerful a CTA that describes what will happen if listeners choose to act. Chuang encouraged the audience of engineering graduates to keep working on innovative projects and to accept the power of an immigrant-rick workforce.

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. We need you to leverage the power of an immigrant-rich workforce. 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.

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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

Josh is a Content Specialist at Grizzle, a content marketing & SEO agency, and a freelance content writer for B2B clients in the SaaS space.

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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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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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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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How to Write a Persuasive Essay (This Convinced My Professor!)

Table of contents

Meredith Sell

You can make your essay more persuasive by getting straight to the point.

In fact, that's exactly what we did here, and that's just the first tip of this guide. Throughout this guide, we share the steps needed to prove an argument and create a persuasive essay.

This AI tool helps you improve your essay > This AI tool helps you improve your essay >

Key takeaways: - Proven process to make any argument persuasive - 5-step process to structure arguments - How to use AI to formulate and optimize your essay

Why is being persuasive so difficult?

"Write an essay that persuades the reader of your opinion on a topic of your choice."

You might be staring at an assignment description just like this 👆from your professor. Your computer is open to a blank document, the cursor blinking impatiently. Do I even have opinions?

The persuasive essay can be one of the most intimidating academic papers to write: not only do you need to identify a narrow topic and research it, but you also have to come up with a position on that topic that you can back up with research while simultaneously addressing different viewpoints.

That’s a big ask. And let’s be real: most opinion pieces in major news publications don’t fulfill these requirements.

The upside? By researching and writing your own opinion, you can learn how to better formulate not only an argument but the actual positions you decide to hold. 

Here, we break down exactly how to write a persuasive essay. We’ll start by taking a step that’s key for every piece of writing—defining the terms.

What Is a Persuasive Essay?

A persuasive essay is exactly what it sounds like: an essay that persuades . Over the course of several paragraphs or pages, you’ll use researched facts and logic to convince the reader of your opinion on a particular topic and discredit opposing opinions.

While you’ll spend some time explaining the topic or issue in question, most of your essay will flesh out your viewpoint and the evidence that supports it.

The 5 Must-Have Steps of a Persuasive Essay

If you’re intimidated by the idea of writing an argument, use this list to break your process into manageable chunks. Tackle researching and writing one element at a time, and then revise your essay so that it flows smoothly and coherently with every component in the optimal place.

1. A topic or issue to argue

This is probably the hardest step. You need to identify a topic or issue that is narrow enough to cover in the length of your piece—and is also arguable from more than one position. Your topic must call for an opinion , and not be a simple fact .

It might be helpful to walk through this process:

• Identify a random topic
• Ask a question about the topic that involves a value claim or analysis to answer
• Answer the question

That answer is your opinion.

Let’s consider some examples, from silly to serious:

Topic: Dolphins and mermaids

Question: In a mythical match, who would win: a dolphin or a mermaid?

Answer/Opinion: The mermaid would win in a match against a dolphin.

Topic: Autumn

Question: Which has a better fall: New England or Colorado?

Answer/Opinion: Fall is better in New England than Colorado.

Topic: Electric transportation options

Question: Would it be better for an urban dweller to buy an electric bike or an electric car?

Answer/Opinion: An electric bike is a better investment than an electric car.

Your turn: Walk through the three-step process described above to identify your topic and your tentative opinion. You may want to start by brainstorming a list of topics you find interesting and then going use the three-step process to find the opinion that would make the best essay topic.

2. An unequivocal thesis statement

If you walked through our three-step process above, you already have some semblance of a thesis—but don’t get attached too soon! 

A solid essay thesis is best developed through the research process. You shouldn’t land on an opinion before you know the facts. So press pause. Take a step back. And dive into your research.

You’ll want to learn:

• The basic facts of your topic. How long does fall last in New England vs. Colorado? What trees do they have? What colors do those trees turn?
• The facts specifically relevant to your question. Is there any science on how the varying colors of fall influence human brains and moods?
• What experts or other noteworthy and valid sources say about the question you’re considering. Has a well-known arborist waxed eloquent on the beauty of New England falls?

As you learn the different viewpoints people have on your topic, pay attention to the strengths and weaknesses of existing arguments. Is anyone arguing the perspective you’re leaning toward? Do you find their arguments convincing? What do you find unsatisfying about the various arguments? 

Allow the research process to change your mind and/or refine your thinking on the topic. Your opinion may change entirely or become more specific based on what you learn.

Once you’ve done enough research to feel confident in your understanding of the topic and your opinion on it, craft your thesis. 

Your thesis statement should be clear and concise. It should directly state your viewpoint on the topic, as well as the basic case for your thesis.

Thesis 1: In a mythical match, the mermaid would overcome the dolphin due to one distinct advantage: her ability to breathe underwater.

Thesis 2: The full spectrum of color displayed on New England hillsides is just one reason why fall in the northeast is better than in Colorado.

Thesis 3: In addition to not adding to vehicle traffic, electric bikes are a better investment than electric cars because they’re cheaper and require less energy to accomplish the same function of getting the rider from point A to point B.

Your turn: Dive into the research process with a radar up for the arguments your sources are making about your topic. What are the most convincing cases? Should you stick with your initial opinion or change it up? Write your fleshed-out thesis statement.

3. Evidence to back up your thesis

This is a typical place for everyone from undergrads to politicians to get stuck, but the good news is, if you developed your thesis from research, you already have a good bit of evidence to make your case.

Go back through your research notes and compile a list of every …

… or other piece of information that supports your thesis. 

This info can come from research studies you found in scholarly journals, government publications, news sources, encyclopedias, or other credible sources (as long as they fit your professor’s standards).

As you put this list together, watch for any gaps or weak points. Are you missing information on how electric cars versus electric bicycles charge or how long their batteries last? Did you verify that dolphins are, in fact, mammals and can’t breathe underwater like totally-real-and-not-at-all-fake 😉mermaids can? Track down that information.

Next, organize your list. Group the entries so that similar or closely related information is together, and as you do that, start thinking through how to articulate the individual arguments to support your case. 

Depending on the length of your essay, each argument may get only a paragraph or two of space. As you think through those specific arguments, consider what order to put them in. You’ll probably want to start with the simplest argument and work up to more complicated ones so that the arguments can build on each other. 

Your turn: Organize your evidence and write a rough draft of your arguments. Play around with the order to find the most compelling way to argue your case.

4. Rebuttals to disprove opposing theses

You can’t just present the evidence to support your case and totally ignore other viewpoints. To persuade your readers, you’ll need to address any opposing ideas they may hold about your topic. 

You probably found some holes in the opposing views during your research process. Now’s your chance to expose those holes. 

Take some time (and space) to: describe the opposing views and show why those views don’t hold up. You can accomplish this using both logic and facts.

Is a perspective based on a faulty assumption or misconception of the truth? Shoot it down by providing the facts that disprove the opinion.

Is another opinion drawn from bad or unsound reasoning? Show how that argument falls apart.

Some cases may truly be only a matter of opinion, but you still need to articulate why you don’t find the opposing perspective convincing.

Yes, a dolphin might be stronger than a mermaid, but as a mammal, the dolphin must continually return to the surface for air. A mermaid can breathe both underwater and above water, which gives her a distinct advantage in this mythical battle.

While the Rocky Mountain views are stunning, their limited colors—yellow from aspen trees and green from various evergreens—leaves the autumn-lover less than thrilled. The rich reds and oranges and yellows of the New England fall are more satisfying and awe-inspiring.

But what about longer trips that go beyond the city center into the suburbs and beyond? An electric bike wouldn’t be great for those excursions. Wouldn’t an electric car be the better choice then? 

Certainly, an electric car would be better in these cases than a gas-powered car, but if most of a person’s trips are in their hyper-local area, the electric bicycle is a more environmentally friendly option for those day-to-day outings. That person could then participate in a carshare or use public transit, a ride-sharing app, or even a gas-powered car for longer trips—and still use less energy overall than if they drove an electric car for hyper-local and longer area trips.

Your turn: Organize your rebuttal research and write a draft of each one.

5. A convincing conclusion

You have your arguments and rebuttals. You’ve proven your thesis is rock-solid. Now all you have to do is sum up your overall case and give your final word on the subject. 

Don’t repeat everything you’ve already said. Instead, your conclusion should logically draw from the arguments you’ve made to show how they coherently prove your thesis. You’re pulling everything together and zooming back out with a better understanding of the what and why of your thesis. 

A dolphin may never encounter a mermaid in the wild, but if it were to happen, we know how we’d place our bets. Long hair and fish tail, for the win.

For those of us who relish 50-degree days, sharp air, and the vibrant colors of fall, New England offers a season that’s cozier, longer-lasting, and more aesthetically pleasing than “colorful” Colorado. A leaf-peeper’s paradise.

When most of your trips from day to day are within five miles, the more energy-efficient—and yes, cost-efficient—choice is undoubtedly the electric bike. So strap on your helmet, fire up your pedals, and two-wheel away to your next destination with full confidence that you made the right decision for your wallet and the environment.

3 Quick Tips for Writing a Strong Argument

Once you have a draft to work with, use these tips to refine your argument and make sure you’re not losing readers for avoidable reasons.

1. Choose your words thoughtfully.

If you want to win people over to your side, don’t write in a way that shuts your opponents down. Avoid making abrasive or offensive statements. Instead, use a measured, reasonable tone. Appeal to shared values, and let your facts and logic do the hard work of changing people’s minds.

Choose words with AI

You can use AI to turn your general point into a readable argument. Then, you can paraphrase each sentence and choose between competing arguments generated by the AI, until your argument is well-articulated and concise.

2. Prioritize accuracy (and avoid fallacies).

Make sure the facts you use are actually factual. You don’t want to build your argument on false or disproven information. Use the most recent, respected research. Make sure you don’t misconstrue study findings. And when you’re building your case, avoid logical fallacies that undercut your argument.

A few common fallacies to watch out for:

• Strawman: Misrepresenting or oversimplifying an opposing argument to make it easier to refute.
• Appeal to ignorance: Arguing that a certain claim must be true because it hasn’t been proven false.
• Bandwagon: Assumes that if a group of people, experts, etc., agree with a claim, it must be true.
• Hasty generalization: Using a few examples, rather than substantial evidence, to make a sweeping claim.
• Appeal to authority: Overly relying on opinions of people who have authority of some kind.

The strongest arguments rely on trustworthy information and sound logic.

Research and add citations with AI

We recently wrote a three part piece on researching using AI, so be sure to check it out . Going through an organized process of researching and noting your sources correctly will make sure your written text is more accurate.

3. Persuasive essay structure

If you’re building a house, you start with the foundation and go from there. It’s the same with an argument. You want to build from the ground up: provide necessary background information, then your thesis. Then, start with the simplest part of your argument and build up in terms of complexity and the aspect of your thesis that the argument is tackling.

A consistent, internal logic will make it easier for the reader to follow your argument. Plus, you’ll avoid confusing your reader and you won’t be unnecessarily redundant.

The essay structure usually includes the following parts:

• Intro - Hook, Background information, Thesis statement
• Topic sentence #1 , with supporting facts or stats
• Concluding sentence
• Topic sentence #2 , with supporting facts or stats
• Concluding sentence Topic sentence #3 , with supporting facts or stats
• Conclusion - Thesis and main points restated, call to action, thought provoking ending

Are You Ready to Write?

Persuasive essays are a great way to hone your research, writing, and critical thinking skills. Approach this assignment well, and you’ll learn how to form opinions based on information (not just ideas) and make arguments that—if they don’t change minds—at least win readers’ respect. ‍

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What Is a Call to Action in Writing?

Written by Rebecca Turley

How do you inspire readers to take action?

A Call to Action (CTA) in writing is your opportunity to motivate readers to take some type of action. Can your writing and accompanying CTA be compelling enough to motivate your readers to take the next step, make the next move?

That’s the million-dollar question.

Call to Action: What It Is, What It Isn’t, and How to Successfully Use It in Your Writing

So, what exactly is a Call to Action and how can you best utilize it as a writer?

A CTA in writing is a clear and direct message that should elicit a strong response from readers to do something . In marketing lingo, this something is called a “conversion” – turning observers into doers.

Think of it as a “hook, line, and sinker” moment – you want to inspire the reader to do what you want them to do. Maybe it’s subscribe to your online newsletter, book a service, or buy a product—a CTA is a one-liner that gets the job done. It can be an outstanding marketing tool that keeps your reader engaged and ready to act.

It may be a small, two-word phrase or as long as a sentence, but its goal remains the same: to provide your reader with direction on what to do next. You provided them with compelling, interesting text; now’s not the time to leave them hanging! Finish it off with a great CTA and you’ve accomplished your goal.

CTAs are most often used to make a sale by providing a direct path to the product or service you want them to buy. But they can also be helpful for building your customer base and generating leads for future sales. Most CTAs are used as hyperlinks that take the reader where you want them to go, but they can also motivate the reader to make a phone call, download a brochure, or complete a similar activity.

Creating an Effective Call to Action

Once you understand the goal of the CTA, it becomes rather easy to write one yourself. But there are some tried-and-true rules to follow to ensure your CTA is everything it can be.

A CTA is NOT:

• Overly wordy

Start your CTA with a strong action verb .

A CTA doesn’t take time to get to the point. It accomplishes its goal by telling the reader exactly what to do.

Think “authoritative” when choosing your words for a CTA. Those action verbs should inspire and convince the reader to do something, so now’s not the time to underwhelm them. When choosing that action verb, think about how best to direct your reader:

Use words that excite and motivate the reader.

Get them motivated and curious to make the move. Think about persuasive language here, about intriguing your reader to want to know more or make a move. Persuasive language speaks to saving them money, saving them time, or improving their lives in some way:

• Sign up to join the millions of others who are taking steps to save the planet!
• Click here to start saving money today!
• Call today to book your dream vacation!

Create a sense of urgency.

You can create a sense of urgency in a number of ways. Add an adjective, make a promise, or elicit FOMO.

• Order yours today, while supplies last!
• Get free shipping for a limited time!
• Lose weight in just 4 weeks!
• Call today and enjoy 50% off your purchase!

Eliminate wordiness.

You have one opportunity to capture their attention and motivate them to click. Don’t waste it by overloading your CTA with unnecessary words or confusing text. Think straightforward, clear, concise, and to the point.

If you aren’t getting the response you hoped for, switch it up.

You never really know if your CTA is going to be effective unless you give it a whirl. If you aren’t getting the response you hoped for, it never hurts to try another tactic. Remember that CTAs are not a one-size-fits-all approach, so you may need to experiment to find one that works best for your audience.

Need a little inspiration to create the perfect CTA? Here are popular CTA phrases designed to boost your conversion efforts.

Do you want customers to sign up or subscribe to something?

• Subscribe now
• Don’t miss out
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Adding a Secondary Call to Action: Another Tool in the Writer’s Toolkit 

A secondary CTA is not simply reciting the primary CTA twice or rewording the primary CTA. It serves as another option for the reader.

Here’s a good example:

Primary CTA: Donate now to help save endangered white rhinos!

Secondary CTA: Sign up for our weekly e-newsletter to stay up-to-date on conservation efforts for the endangered white rhino.

The primary CTA is a great example of providing the reader with an immediate opportunity to act. But not all readers may be ready to pull out their wallets and make a donation. That’s there the secondary CTA comes in. You’ve captured the interest of the reader enough to inspire them to sign up for your weekly e-newsletter, which could translate into a donation somewhere down the road. Secondary CTAs provide the reader with another opportunity to take action, thereby allowing you to boost your conversion rate.

The secondary CTA should be featured less prominently than the primary CTA because you ultimately want the reader to click on the primary CTA. Remember: The primary CTA should be the most desired action you want your reader to take. A secondary CTA shouldn’t compete with the primary CTA; it should complement it.

But the secondary CTA is certainly an excellent option for those who don’t find the primary CTA appealing. The secondary CTA captures that reader who may have moved on from your website or blog without taking any action at all (i.e., lost conversions). By keeping your reader engaged and returning to your site with the secondary CTA, you’re naturally increasing your chances of enticing the reader to act on the primary CTA in the future.

Secondary CTAs may also be used to simply grow your social reach. A great example of a secondary CTA in this case is to simply encourage the reader to follow you on Twitter, Facebook, or LinkedIn. You can also encourage the reader to share your article or blog on their social media platform of choice. Either way, it’s a great way to boost your social media presence.

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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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How to Write a Great Call to Action

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Persuasive content writing—website pages, blogs, marketing campaigns, newsletters, and digital ad copy—all have one thing in common. They demand the perfect call to action. If you need more subscribers, sales, or a jumpstart to your leads-to-conversion rates, then it’s time to use a great call to action! And learning how to write a call to action is easier than you might think. Let’s get started.

What Is a Call to Action?

A killer call to action does two things: It tells the reader what you want them to do, and it provides the motivation to do so. It is basically a few words or a phrase that you use to convince the reader to take action and do it now!

Use Action Words

Your goal is to motivate the reader to DO something, to take action. Think of the CTA as a verbal command—you are telling them what to do next and why it is essential. Therefore, you will need to use action words to do the job. Check out these CTA examples that start with an action verb:

• Get It Today
• Join For Free
• Buy It Here
• Watch It Now
• Send Me Specials

Convey a Sense of Urgency

Knowing how to write a compelling call to action is one thing. Knowing how to add a sense of urgency to it is taking it to the next level. When something is time-sensitive, we tend to pay more attention to it. We reread it because we don’t want to miss out by being late. A call to action that employs urgent words or a reminder that time is running out is an excellent way to get the reader to click on the CTA button quickly.

Here are some examples of CTAs that suggest a feeling of urgency:

• Save 15% Today!
• Time Is Limited
• Claim Your Free Trial
• We Need Your Help!
• Limited Edition
• First Order Free—Shop Today!

Short and Sweet

Keeping the call to action short and sweet is the key. Strive to be concise, not too wordy. That being said, there’s nothing wrong with having a call to action that is a full sentence. Or maybe even two. But, in most cases, a shorter, direct CTA is the best bet. Focus on what is most important in your message. Keep it brief and straightforward. Too many words, too many options may spell too many chances for the reader to get distracted and leave the page. So, opt for a succinct, easily identifiable call to action. For example, try these CTAs:

• Sign Up Free
• Get Started

Use a CTA Button

A clickable call to action button is simple to use. It clearly stands out on the page, and the reader knows exactly what to do. Keep it to less than five words. Otherwise, it just looks crowded and messy on the button. Use a contrasting color to grab attention. And avoid using “Click Here” for a CTA button. It’s outdated and will make your marketing look amateurish. Instead, opt for a simple CTA button like these:

• Discover More
• Sign Up and Save 20%
• Start Your Free Trial Today
• Donate Here

Use Hyperlink Text in a Long Form CTA

A call to action can also effectively be used in anchor text—the blue, underlined clickable text in a sentence containing a hyperlink. You may need to offer more incentives or reasons behind why you want the reader to take action. Offer a little backstory. Present an example. Explain how you can help. Check out these examples:

• Ready to build your new home? Let’s start this journey together. Give us a call today .
• When you’re ready to start the application process , we will walk you through it line by line.
• Want to provide food and shelter to an animal in need? Donations to our shelter can save a life. We appreciate your support!

Find Out What Works

It’s important to find out what works… and what doesn’t . Just because you’ve come up with a great call to action doesn’t necessarily mean it’s the right call to action for your ad campaign. Some CTAs rank lower than others in terms of conversion rates. Marketing campaigns often run experiments to see which types of CTAs are more successful than others. For instance, “Sign Up” doesn’t do as well as “Learn More” in some settings. Apparently, users associate “Sign Up” with entering their credit card or ending up on a mailing list. In comparison, “Learn More” doesn’t carry the connotation of commitment.

Therefore, you may have to experiment with a few different CTAs until you find the one that gets you the most clicks.

Writing a great call to action is easy once you understand the basics. Aim to create a CTA that is strong, well-crafted, and geared to your specific audience.

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6.4: Persuasive Essays

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Writing a Persuasive Essay

Choose a topic that you feel passionate about. If your instructor requires you to write about a specific topic, approach the subject from an angle that interests you. Begin your essay with an engaging introduction. Your thesis should typically appear somewhere in your introduction. Be sure to have a clear thesis that states your position and previews the main points your essay will address.

Start by acknowledging and explaining points of view that may conflict with your own to build credibility and trust with your audience. Also state the limits of your argument. This too helps you sound more reasonable and honest to those who may naturally be inclined to disagree with your view. By respectfully acknowledging opposing arguments and conceding limitations to your own view, you set a measured and responsible tone for the essay.

Make your appeals in support of your thesis by using sound, credible evidence. Use a balance of facts and opinions from a wide range of sources, such as scientific studies, expert testimony, statistics, and personal anecdotes. Each piece of evidence should be fully explained and clearly stated. Make sure that your style and tone are appropriate for your subject and audience. Tailor your language and word choice to these two factors, while still being true to your own voice.

Finally, write a conclusion that effectively summarizes the main argument and reinforces your thesis. See the sample persuasive essay at the end of this section, “The Value of Technical High Schools in Georgia’s Business Marketplace,” by student Elizabeth Lamoureux. Please note that this essay uses the MLA style of documentation, for which you can find guidelines at Purdue University’s Online Writing Lab (OWL) website: http://owl.english.purdue.edu .

Sample Persuasive Essay

In this student paper, the student makes a persuasive case for the value of technical high schools in Georgia. As you read, pay attention to the different persuasive devices the writer uses to convince us of her position. Also note how the outline gives a structure to the paper that helps lead the reader step-by-step through the components of the argument.

Student Outline

Elizabeth Lamoureux

English 1101 Honors

April 25, 2013

Thesis : Technical high schools should be established in every county in Georgia because they can provide the technical training that companies need, can get young people into the workforce earlier, and can reduce the number of drop outs.

• Education can focus on these specific technical fields.
• Education can work with business to fill these positions.
• Apprenticeship programs can be a vital part of a student’s education.
• Apprenticeship programs are integral to Germany’s educational program, providing a realistic model for technical high schools in Georgia.
• Students train during their high school years for their chosen profession.
• Students begin to work in a profession or trade where there is a need.
• Students will become independent and self-supporting at the age of eighteen when many of their peers are still dependent upon their parents.
• Students can make more money over the course of their lifetimes.
• Students are more motivated to take courses in which they have an interest.
• Students will find both core and specialized classes more interesting and valuable when they can see the practical application of the subjects.
• Students would be able to earn a living wage while still taking classes that would eventually lead to full-time employment.
• Students would learn financial skills through experience with money management.

Student Essay

The Value of Technical High Schools in Georgia’s Business Marketplace

Businesses need specialized workers; young people need jobs. It seems like this would be an easy problem to solve. However, business and education are not communicating with each other. To add to this dilemma, emphasis is still put on a college education for everyone. Samuel Halperin, study director of the Commission on Work, Family, and Citizenship for the W. T. Grant Foundation, co-authored two reports: “The Forgotten Half: Non-College Youth in America” and “The Forgotten Half: Pathways to Success for America’s Youth and Young Families.” Halperin states: “While the attention of the nation was focused on kids going to college . . . the truth is that 70 percent of our adults never earn a college degree” (qtd. in Rogers). According to an article in Issues in Science and Technology, the Bureau of Labor Statistics projects that there will be more need for skills obtained through “community colleges, occupational training, and work experience” (Lerman). As Anne C. Lewis points out, although the poor job situation is recognized as detrimental to American youth, President Bush tried to get rid of career and technical education (CTE) and “promote strictly academic programs.” Luckily, Congress did not support it (Lewis 5). The figure for U.S. teen joblessness in October 2009 was 27.6 percent, the highest since World War II (Karaim). According to Thomas E. Persing, Americans are “disregarding the 50 percent who enter college and fail to graduate. . . .” Since everyone does not want or need to go to college, young people need an alternative choice, namely, technical high schools. Technical high schools should be established in every county in Georgia because they can provide the technical training that companies need, can get young people into the work force earlier, and can reduce the number of drop outs.

Technical high schools provide students with the technical training that companies need. By getting input from businesses on exactly what their specialized needs are, school systems could adapt their curricula to accommodate the needs of businesses. According to an article in Issues in Science and Technology, “employers report difficulty in recruiting workers with adequate skills.” The article goes on to say that “the shortage of available skills is affecting their ability to serve customers, and 84% of the firms say that the K-12 school system is not doing a good job preparing students for the workplace” (Lerman). Education can work with businesses to provide them with the workforce they need, and students can learn the skills they need through apprenticeship programs.

Business can be further involved by providing these apprenticeship programs, which can be a vital part of a student’s education. Currently, Robert Reich, economist and former Secretary of Labor, and Richard Riley, Secretary of Education, have spoken up for apprenticeship programs (Persing). In these programs, not only do students learn job-specific skills, but they also learn other skills for success in the work place, such as “communication, responsibility, teamwork, allocating resources, problem-solving, and finding information” (Lerman). Businesses complain that the current educational system is failing in this regard and that students enter the workforce without these skills.

The United States could learn from other countries. Apprenticeship programs are integral to Germany’s educational program, for example. Because such large numbers of students in a wide array of fields take advantage of these programs, the stigma of not attending college is reduced. Timothy Taylor, the Conversable Economist, explains that most German students complete this program and still have the option to pursue a postsecondary degree. Many occupations are represented in this program, including engineering, nursing, and teaching. Apprenticeship programs can last from one to six years and provide students with a wage for learning. This allows both business and student to compete in the market place. According to Julie Rawe, “under Germany’s earn-while-you-learn system, companies are paying 1.6 million young adults to train for about 350 types of jobs. . . .”

A second important reason technical high schools should be promoted in Georgia is that they prepare students to enter the work force earlier. Students not interested in college enter the work force upon high school graduation or sooner if they have participated in an apprenticeship or other cooperative program with a business. Students train during their high school years for their chosen profession and often work for the company where they trained. This ensures that students begin to work in a profession or trade where there is a need.

Another positive factor is that jobs allow students to earn a living upon graduation or before. Even though students are considered adults at eighteen, many cannot support themselves. The jobs available to young people are primarily minimum wage jobs which do not provide them with enough resources to live independently. One recent study indicates that the income gap is widening for young people, and “In March 1997, more than one-fourth of out-ofschool young adults who were working full-time were earning less than the poverty line income standard of just over $16,000 annually for a family of four” (“The Forgotten Half Revisited”). Conversely, by entering the work force earlier with the skills businesses need, young people make more money over their lifetimes. Robert I. Lerman considers the advantages:

Studies generally find that education programs with close links to the world of work improve earnings. The earnings gains are especially solid for students unlikely to attend or complete college. Cooperative education, school enterprises, and internship or apprenticeship increased employment and lowered the share of young men who are idle after high school.

Young people can obviously profit from entering the work force earlier.

One of the major benefits of promoting technical high schools in Georgia is that they reduce the number of dropouts. According to an article in the Atlanta Journal-Constitution, the figure for dropouts for the Atlanta metro area is about thirty-four percent (McCaffrey and Badertscher A16). The statistic for Germany’s dropout rate is less than nine percent (Rawe). As Rawe maintains, students stay in school because they cannot get the job if they do not have the diploma. Beyond the strong incentive of a job, students are more motivated to take courses in which they have an interest. In addition to the specialized career classes, students are still required to take core classes required by traditional high schools. However, practical application of these subjects makes them more interesting and more valuable to the students.

Another reason students drop out is to support their families. By participating in a program in which they are paid a wage and then entering that job full time, they no longer need to drop out for this reason. It is necessary for many students to contribute financially to the family: by getting a job earlier, they can do this. Joining the work force early also provides students with financial skills gained through experience with money management.

The belief of most Americans that everyone needs to have a college education is outdated. The United States needs skilled employees at all levels, from the highly technical to the practical day to day services society needs to sustain its current standard of living. Germany is doing this through its apprenticeship programs which have proven to be economically successful for both businesses and workers. If the State of Georgia put technical high schools in every county, businesses would get employees with the skills they need; young people would get into good paying jobs earlier, and schools would have fewer dropouts.

Works Cited

“The Forgotten Half Revisited: American Youth and Young Families, 1988-2008.” American Youth Policy Forum . N.p., n.d. Web. 21 Apr. 2012.

Karaim, Reed. “Youth Unemployment.” CQ Global Researcher 6 Mar. 2012: 105-28. Web. 21 Apr. 2012.

Lerman, Robert I. “Building a Wider Skills Net for Workers: A Range of Skills Beyond Conventional Schooling Are Critical to Success in the Job Market, and New Educational Approaches Should Reflect These Noncognitive Skills and Occupational Qualifications.” Issues in Science and Technology 24.4 (2008): 65+. Gale Opposing Viewpoints in Context . Web. 21 Apr. 2012.

Lewis, Anne C. “Support for CTE.” Tech Directions 65.3 (2005): 5-6. Academic Search Complete. Web. 11 Apr. 2012.

McCaffrey, Shannon, and Nancy Badertscher. “Painful Truth in Grad Rates.” Atlanta Journal-Constitution 15 Apr. 2012: A1+. Print.

Persing, Thomas E. “The Role of Apprenticeship Programs.” On Common Ground . Yale-New Haven Teachers Institute, Fall 1994. Web. 16 Apr. 2012.

Rawe, Julie. “How Germany Keeps Kids From Dropping Out.” Time Magazine U.S. Time Magazine, 11 Apr. 2006. Web. 16 Apr. 2012.

Rogers, Betsy. “Remembering the ‘Forgotten Half.’” Washington University in St. Louis Magazine Spring 2005. Web. 21 Apr. 2012.

Taylor, Timothy. “Apprenticeships for the U.S. Economy.” Conversableeconomist.blogspot.com. Conversable Economist , 18 Oct. 2011. Web. 16 Apr. 2012.

Persuasive Essay

Definition of persuasive essay, why persuasion, difference between a persuasive essay and an argumentative essay.

A persuasive essay is intended to persuade readers to do certain things, or not to do certain things. It is the sole aim of the writer to coax or tempt readers, and force them to do certain things or take actions. However, an argumentative essay intends to make readers see both sides of the coin. It is up to them to select any of the two. In other words, an argumentative essay presents both arguments; both for and against a thing, and leaves the readers to decide. On the other hand, a persuasive essay intends to make readers do certain things. Therefore, it presents arguments only about one aspect of the issue.

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.’

Just check the strength of the argument of Belinda Luscombe about purchasing things. The beauty of her writing is that she has made her readers think by asking rhetorical questions and answering them.

Function of a Persuasive Essay

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

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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.

Disclosure : Our content is reader-supported. This means if you click on some of our links, then we may earn a commission. We only recommend products that we believe will add value to our readers.

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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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