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According to HubSpot, a call-to-action (CTA) is an image or line of text that prompts your visitors, leads, and customers to take action. It is a “call” to take an “action.” An example of a CTA is “click here”.

A call to action is important for a multitude of reasons. It is sometimes seen as the most important part of any marketing campaign.

There are many strong elements to creating an irresistible call to action, here are the 5 that we think are some of the most important!

Use a benefit focused CTA: Your call to action has to offer some form of benefit or value to your customer. If not, your click-through rate will suffer. This is of vital importance because the web is primarily powered by content. When people are searching on google for example, they’re desperately looking for the best possible answers so if your CTA doesn’t highlight exactly what they want, they’re not going to WANT to click on it. A great example of this type of CTA is: “Double your website traffic in a week, try the 30 day FREE trial here or find out how HERE!”

Have an Enthusiastic Tone: A CTA like: “call us for more information” is a bit more on the boring side which won’t excite your customers which won’t push them further down the sales funnel which is what you want. However if you’re able to get them excited through your CTA’s, that’s a great sign! An Example of this is: “Save Money NOW!” or “Let Us Help You Achieve Your Dream Website!”

Present a Sense of Urgency: This tactic is essentially to leverage your audience’s feeling of FOMO (fear of missing out), you can evoke this emotion by presenting a limited offer CTA like for example: “50% off Until March 31st!” or “Avail of the Limited Time Offer NOW!” Leveraging FOMO drives conversions because your wudience wouldn’t want to miss on a limited time offer but YOU have to give them a CTA that they can’t resist!

Offer an incentive: This tactic is usually used to gain some personal information from the customer, most importantly their emails in which case you offer them an incentive (also called a lead magnet) such as a guide, eBook, checklist that will give them some value and beneficial information.

Visibility: This seems pretty obvious but the rest of the elements don’t matter if no one sees your CTA. The best practices for visibility is to: Place your CTA to the top of your website (since 80% of website users don’t scroll down), consider using different colours for your CTA so that it doesn’t blend into the landing pages, rounded CTA buttons tend to stand out the best encouraging your visitors to click and one of the most important aspects is size so conduct a couple tests to choose the best size for your CTA!

And there you have it! The 5 elements of a strong CTA, so what are you waiting for? Go create your call to action NOW! (see what we did there)


Led by Marketing expert, Muireann Fitzmaurice, is a social media agency that create branded social media content for professional practice owners. It is a subscription service that provides physiotherapy-based content to the practice owner on a monthly basis that can be used on all social media channels. Saving you time and headspace each month to concentrate on other areas of the business.