Use these best practices for writing better calls-to-action in your next project.

1. Create Stellar CTAs
Using These 8 Tips
F O R B E T T E R C O N V E R S I O N S
& H A P P I E R C U S T O M E R S

2. What is a CTA?

3. CTA stands for
Call-to-Action

4. Calls-to-action are the prompt for what you’d like
your customers to do next. Every piece of collateral,
and ever page on your website, should include some
type of CTA.

5. It may sound like you’re making a lot of requests
of your customers, but being clear about what step
they’re supposed to take next is actually helping them
get to the information they came looking for
in the first place.

6. Eight Tips
F O R W R I T I N G B E T T E R C A L L S - T O - A C T I O N

7. 1.
Use Action Words

8. Start your CTA with a strong verb or action-phrase.

9. *SOURCE: HUBSPOT

10. 2.
Create a Sense of Urgency

11. When it makes sense, include numbers, a date, or
a limited time only message to create urgency.

12. *SOURCE:UNBOUNCE

13. 3.
Stay Relevant

14. More than 90% of visitors
who read your headline
will also read your CTA copy.*
*SOURCE: UNBOUNCE

15. Conversion rates increase when you and your
customers have shared goals.
In other words, be sure your content and CTA
are related and complement each other.

16. 4.
Make Them Personal

17. You could see up to a 90% increase
in conversions by making your
CTA more personal*
*SOURCE: CONTENTVERVE

18. *SOURCE: CONTENTVERVE
See the difference?

19. 5.
Make CTAs Easy-to-Spot

20. 35.81% increase in conversion by
changing button color on product
landing pages*
*SOURCE: CONTENTVERVE

21. It’s important to make your calls-to-action stand out
visually from everything else on your page. You can
do this by changing the color, putting your CTA on a
button, making your CTA a different size than the rest
of the text on the page… you get the idea. The point is,
you need to bring attention to your CTA.

22. *SOURCE: SUMOME

23. 6.
Make Them Clickable

24. If you’re working with a digital medium – make your
CTAs clickable. Always.
If there’s some reason you’re not able to include a
clickable CTA, make sure to include a link, phone
number, address, etc. near your CTA. Make it
incredibly clear that the two go together.

25. *SOURCE: KLOUT
Notice how the CTA: “Sign Up!” isn’t clickable, but it is
pointing to the next step for visitors.

26. 7.
Stay Multi-Device Friendly

27. Between December 2013
and December
2015, smartphone internet
consumption grew by 78%*
*SOURCE: COMSCORE

28. 40% of smartphone and tablet
owners search for B2B products
on those devices.
*SOURCE: KOMARKETING

29. We live in an age where people access info on the go.
So make it as easy as possible for your customers to
get the information they’re looking for – no matter
what device they’re using.

31. 8.
Test & Retest

32. Use these best practicing as a starting point for your
next project. But don’t forget that every demographic,
company, and culture has a unique set of needs.
Be sure to test variations your CTAs to make them
as effective as possible.

33. *SOURCE: CONTENTVERVE

34. Helping You Build Strong Experiences
So You Can Cultivate Strong Communities
• • •
www.NimbleKettle.com
Created by Nimble Kettle LLC