what does call to action mean in an essay

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
• Get started now
• Stay up-to-date
• Remain in the know

Do you want customers to keep reading your content?

• Find out more
• Discover more
• Become part of our community

Do you want customers to take advantage of a deal or discount?

• Claim your offer
• Claim your discount
• Redeem your discount
• Start your free trial now
• Start shopping now
• Claim our limited time offer

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.

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

Table of contents

Laura Jane Bradbury

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

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

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

Key Takeaways

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

Examples of great CTAs and why they work

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

Semrush: Use persuasive language

Cta: “get a free trial” .

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

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

The CTA works because:

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

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

LOOKFANTASTIC: Create urgency

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

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

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

Career Contessa: Offer an incentive 

Cta: “i’m so in”.

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

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

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

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

Uniqlo: Consider the buying stages

Cta: “learn more” .

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

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

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

New York Magazine: Use bold visuals

Cta: “subscribe now” .

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

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

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

5 key elements to include in your CTA:

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

1. Use simple and direct language

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

2. Provide value to your readers

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

3. Create a sense of urgency

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

4. Consider your target audience

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

5. Make your CTA stand out

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

How AI can help you write better CTAs

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

Shorten text without losing the meaning

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

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

Get Wordtune for Free > Get Wordtune for Free >

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

Find alternative words

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

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

Use prompts to generate text

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

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

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

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

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

Adjust tone of voice

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

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

Conclusion:

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

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

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

What type of content should include a call to action?

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

Where should you place a call to action?

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

Can you use multiple calls to action on a webpage?

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

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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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Calls to Action in Writing: A Comprehensive Guide

by Caleb Shepherd | May 13, 2023 | Content Marketing | 0 comments

It’s foolish to deny the power of a call to action in writing, especially when it comes to online content. While anyone can craft a decent CTA, understanding the research and psychology behind web user behavior can drive even more conversions, sales and traffic. Here is a comprehensive guide on how to create a call to action in writing that snags readers and gets results

What Is a Call to Action in Writing?

Commonly called a CTA, a call to action in writing is what convinces readers to make a decision (such as making a purchase, filling out a form, etc). You may have great content on your website, but how do you help readers go the final step? This is through a phrase or word that encourages readers to take immediate action.

Learning how to write a call to action can be a little intimidating, but it doesn’t have to be. Whether a CTA takes the form of a button, text box, contact form or simply a link, it directs the reader to take the desired next step and further engage with your brand. Action words and strong phrases make some of the best CTAs.

So how do you write a call to action and what are some examples of calls to action that work? Keep on reading.

How To Write a Call to Action That Is Focused

Gone are the days of the one-size-fits-all CTA. With sophisticated audience segmentation, a brand may have several different buyer personas and desire different actions for each group. Before publishing content, clarify the goals of your call to action. For example, should your CTA:

• Encourage people to buy a product?
• Encourage people to share your content?
• Drive signups to your email list?
• Expand event registration?
• Drive phone calls?

These are just a few examples of the endless ways your brand can use a call to action in writing to its advantage. Be creative, but be sure to have the end game in mind before you start writing or provide a brief to your copywriting services agency. When you finish, review the language as well as the design and colors to evaluate whether they reflect the campaign goals and the best practices for efficacy described below.

Examples of Calls to Action in Writing

Learning how to write a call to action starts with knowing what options are available. These are some of the most common types of call to actions in writing to implement within your company’s content:

Event Awareness CTAs

These inform the potential audience about an impending online or in-person event. This CTA is designed to bolster ticket sales, encourage event signups and build a mailing list for event updates.

Add to Cart CTAs

These guide the reader into the purchasing funnel. With this type, a click should take the user directly to the full shopping cart ready for a sale.

Encourage further engagement with your brand. Common examples include free trial offers, no-obligation quotes and product demonstrations. Neil Patel reports that offering a free trial when a new visitor comes to your site can increase conversions by 328% over CTAs that ask users to buy something on their initial visit.

Continue CTAs

Often appear on blog posts and long-form content. After a teaser, the audience can click through to read the rest of an interesting item. The image below is a good example from Michael’s; readers who are inspired by the image can click through for a free pattern to make the jewelry pictured.

Form Submission CTAs

Allow readers to submit their personal information in response to an offer. Learning how to write a call to action like this lets you guide casual visitors into the lead portion of your sales funnel.

Social Share CTAs

Perform well because they are low-ask and user-friendly. Readers can quickly share valuable content with their friends and followers, increasing their engagement with your brand while building your visibility and authority.

Text Elements of an Effective Call To Action

Search engine optimization firm CrazyEgg identified three key aspects of a click-worthy CTA . They recommend including:

• Usability – Tell the reader exactly what you want them to do in the simplest terms possible. For example, if you want readers to sign up for your email newsletter, use language like “Subscribe” or “Connect With Us.” Consider this the modern version of the “Mail Your Card” plea from print magazines.
• Immediacy –  Don’t give the reader a chance to forget about your offer. Create a sense of urgency with words such as “now” and “today.” This sample from Ann Taylor encourages shoppers to visit the site right away by using language like “Ends Tomorrow!” and “Shop Now.”
• A statement of obligation – For the email newsletter example, make sure to clarify that the content is free and customer data remains secure. Users are more likely to click on your CTA when you limit their perceived risk. Ask your marketing content writer to stress phrases like “Free Trial,” “Free Offer” and “Risk-Free.”

These are all important aspects to use in your CTAs, and you can accomplish all three through the text elements you use. The following are actionable tips to keep in mind when learning how to write a call to action.

Stay Focused

A good CTA will include just one call to action in writing. More than that can confuse readers and discourage them from taking any of the suggested actions. As every great marketing content writer knows, the ideal copy is clear, concise and straightforward. Avoid obscuring your message with excess words.

When writing your CTA, describe what will happen when they click. For example, a new product release CTA should not use the words “Buy Now,” unless clicking the link actually completes the purchase. Instead, choose precise language such as “Explore Product Features” or “Add to Cart” to ensure the click lives up to reader expectations.

Use Action Words

You’ll see some common verbs used repeatedly in brand CTAs, because they work. But how do you know how to write a call to action with the right words? Examples include Discover , Download , Learn , Shop , Join , Buy , Build , Order , Go , Subscribe and Start .

Do you notice a common thread? These vivid action words spark a sense of adventure, problem-solving, enrichment and engagement that appeals to your curious audience. Avoid words that don’t create an emotional reaction. For example, you probably don’t get very excited when someone asks you to “Read More,” “Click Here” or “Submit Your Information.”

The words “I” and “You” are also quite powerful because they imply an existing relationship with and speak directly to the reader. A study by Content Verve found a 90% increase in a button’s CTR after changing third-person language to first-person. In research by Unbounce, CTRs rose by 90% simply by changing the word “you” to the word “me” in a CTA.

You probably already know that numbers catch a reader’s attention when you use them in a headline. Learn how to write a call to action using this trick. The number gives readers a sense of value that answers their vital question: “What’s in it for me?” Check out the big, bold numbers in this Gap CTA below.

Visual Elements of a Call to Action

Although almost any page element can serve as a CTA, Leighton Interactive and other content marketing gurus report the most click-through success with buttons. Getting too creative with images can confuse the reader and prevent them from taking the next step.

To encourage them to click, learn how to write a call to action with a recognizable shape like a circle or rectangle for your button. Experiment with rounded vs. squared edges and other design elements.

Make it conspicuous by using a contrasting color that stands out from the page background. The Wordstream blog reports that orange and green buttons tend to get the most clicks . The easier it is for your user to find the CTA, the more likely they are to answer the call. The immediately recognizable green button on Spotify’s CTA is a prime example of how to do this right.

When you’ve settled on a color, consider font size. The sweet spot is a font large enough to be easily visible and to catch attention, but not so large that it will be mistaken for spam. Avoid annoying your audience, but make sure they have difficulty passing by the button.

If you prefer a designed CTA rather than a button, make sure your audience can distinguish the result from a banner advertisement. Otherwise, they will likely skip right over the offer since we’ve become conditioned to avoid online ads and pop-ups. A clean, simple CTA will help your offer stand out from all the digital noise.

Placement Best Practices

Learning how to write a call to action is one thing, but what about placement on your site? The ideal spot for a call to action on your website depends on who your audience is and the action you want them to take. Let’s return to our list of example CTAs above and consider placement possibilities for each:

How To Place Different Kinds of CTAs

• To drive event attendance among existing customers, add an event awareness CTA to their receipts, personalized dashboards and login pages. When you’re looking for new leads for possible attendees, try the CTA in the sidebar, within the navigation bar or as a pinned post on your page. Time-sensitive events should also appear as a CTA on your brand’s landing page .
• Have your marketing content writer craft an add-to-cart CTA on the specific product page, email blast or social media post for the item or service you’re selling, as well as at the end of blog content.
• CTAs designed to encourage engagement among fresh leads work well in blog posts. Figure out where new visitors spend time on your site, then add lead CTAs in those places, too.
• Continue CTAs appear on long content items to break up the flow. They also provide insight into the headlines that your audience finds most interesting.
• Place form submission CTAs before your landing page. You can also use this type of CTA when prospects click away from your site or after they take a different action, such as making a social share of your content.
• Social share CTAs can go just about anywhere on your site. Landing pages, blog posts and other content-rich areas make the most sense. However, avoid placing share buttons on any page where you also ask your audience to share their personal information.

Additional Tips on How To Write a Call To Action

Just as you should avoid including more than one action in a single call to action in writing, avoid crowding multiple CTAs on a single page. Limit per-page CTAs to three and make sure each appears in its own distinct area of the page.

For example, place one in the sidebar, one in the navigation menu and one at the bottom of the content. Your call to action should never have to compete for attention with other items on the page.

Place a CTA on a page with relevant content. Inappropriately placed offers can confuse and misguide the reader. If your audience can’t find what they’re looking for on your site within a few minutes, you’ll notice an increase in your bounce rate as they seek substance elsewhere.

Think About the Buyer’s Journey

When learning how to write a call to action, you should also consider the readers’ journey through the page when you place your CTA. Ideally, your offer should be directly in the path they travel as they explore and gather information.

This doesn’t mean reinventing the wheel, though; many effective pages use the simple structure of an H1 title, marketing copy that contains H2 headings to guide the reader, and a CTA at the end, with a form where appropriate. This layout appears on the web over and over because it works.

Placing the CTA at the end of content is a natural choice, but make sure it doesn’t get lost when your readers scroll. If they never reach the CTA, they can’t possibly click on it. Test for this issue when you have a call to action in writing that follows best practices but still performs poorly compared to your other offers.

If you use social media, not adding CTAs to your brand’s Facebook page is a missed opportunity. It’s not too complicated to learn how to write a call to action for your page. Just visit your business page and click the button to “Create a Call to Action.” Fill in the link and appropriate information and click “Create” for an instant offer you can delete, update or edit at any time. Instagram users can currently add certain types of CTAs to business pages, such as “Start Order,” “Book Tickets” and “Get Directions.”

Benchmarks for Call to Action Success

In a study by Leighton Interactive, the firm noted that limited data addresses an average click-through rate for calls-to-action . They studied the performance of calls to action that received at least 100 clicks over the past five months and found an average universal click through rate of 4.23%. Button-style CTAs had an average rate of 5.31%, compared to 3.35% for those with a distinctive design and just 2.06% for ones consisting of text alone.

Measuring performance of your own CTAs will provide valuable insight into what types of calls to action appeal most to your audience. A simple A/B testing program allows you to gather useful data even with limited resources. In fact, CXL reports that customers’ A/B tests increase CTA performance by up to 49%.

Let Us Help You Write Effective Calls to Action

Creating a call to action in writing takes time and effort. When you hire a marketing content writer, he or she can serve as a professional guide to calls to action in writing that convert visitors to leads and leads to long-term satisfied clients. At BKA Content, our team is ready to brainstorm with you on the most effective CTA strategy for your brand. Get in touch today to learn more about our dedicated content creation services.

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How to Write a Call to Action (with Examples)

• By  Bethan McGloin
• Aug 13, 2023

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If you’re pursuing a career as a content writer or looking to land more freelance clients, you’ll need to understand how to write a call to action.

In this post, we’ll be sharing:

• What a call to action is
• Five tips on writing a call to action
• Three examples of effective calls to action at work

Let’s get started!

What Is a Call to Action?

In content marketing and copywriting, a call to action (often abbreviated to CTA) refers to a short line or phrase that prompts the audience to perform an action.

A call to action might encourage readers to:

• Purchase a product or service
• Visit a web page
• Download an ebook
• Subscribe to a mailing list or newsletter
• Make a lifestyle change

Calls to action can appear anywhere within a piece of content, though they’re usually placed toward the end and often take the form of a button, an image, or a link embedded in the text.

But in order for a call to action to succeed in converting readers , it needs to attract attention and give them a reason for following through.

Read on to discover how you can craft an effective call to action.

How to Write a Call to Action

1. keep context in mind.

First and foremost, keep in mind that the length and style of a call to action will depend on its context.

A call to action within a blog post, for example, will tend to be a sentence or two that follows naturally from the rest of the piece.

On the other hand, emails, product descriptions, or social media ads will rely on a single word or phrase, often presented as a button to click.

So, when writing your call to action, make sure you tailor it to the content it’s part of.

2. Make Use of FOMO

In order to encourage your audience to respond to a call to action, you need to appeal to their emotions.

One of the strongest emotions is fear – specifically, fear of missing out (FOMO) . FOMO can be a powerful tool for converting readers into customers or clients.

You can make use of FOMO by providing a call to action that:

• Emphasizes exclusivity

Sign up now to receive your unique members-only discount.

Click that subscription button for access to top-secret recipes!

• Suggests urgency

Seats are selling out fast – secure yours now!

For the next 24 hours only, receive a free ebook when you sign up.

By appealing to your audience’s emotions, you give them more of a reason to act on your call to action.

3. Propose a Solution to a Problem

Another way to hook an audience with a powerful call to action is by promising solutions and concrete results.

Start by identifying a problem, then make it clear how following through with the call to action will solve that problem.

And don’t forget to include numbers, figures, and other statistics to back up what you’re promising!

Sick of pesky pests and annoying insects? Order the new sound-based repellent and enjoy a bug-free home in just one week!

4. Pick Strong Verbs

The power of a call to action lies in the verbs you choose to use. This is especially true for a shorter call to action, such as a button in an email, where you don’t have as much space to rely on appeals to your audience’s emotions.

Strong, imperative verbs often found in calls to action include:

Pair these verbs with a relevant subject or embellish them with an expressive adverb, and you’ve got a snappy call to action for your audience to follow through on.

5. Provide a Clear Course of Action

In order for your audience to follow through on the action you want them to take, they need to know exactly what that action is and how to do it.

You could write a masterful piece of copy explaining exactly why your readers should subscribe to your newsletter, but that won’t do much good if you don’t tell them how to!

This is where instructions, links, pop-ups, and buttons that allow your readers to easily take the next step are essential.

Three Great Call-to-Action Examples

Now that we’ve discussed how to write an effective call to action, here are three real-world examples to help inspire your own.

1. Converse

This call to action on the Converse store’s landing page attracts attention with its bold headline, then targets readers’ FOMO with the phrase “be the first to hear.”

If that wasn’t enough, it adds an extra incentive for customers to sign up (with a 15% off deal) and a handy button that opens a pop-up window where you can enter your email address.

Cinema chain ODEON promotes its myLIMITLESS cinema pass with a call to action listing the many benefits customers can expect for signing up.

Complete with facts and figures, this call to action also highlights “exclusive invites” to appeal to readers’ FOMO.

Proofreading and editing provider Proofed demonstrates this call to action on their page for authors .

The targeted headline and copy show they know their audience, while the button takes you directly to their document submission page. The use of the imperative “try” and the promise of a free trial is certain to pique some interest, too!

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How to Write a Great Call to Action

Table of Contents

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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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.

Keep reading about copywriting.

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16 call to action examples (and how to write a CTA)

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

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

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

Table of contents:

What is a call to action?

A call to action is a prompt or message, usually formatted as a button or link, that encourages the audience to take a specific action. 

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

I know what you're thinking: "I'm a human adult with a brain. I'm not going to let a shiny button on the internet tell me what to do." But the reality is that the psychology behind CTAs taps into our innate desires and instincts, making us more inclined to follow through. Remember that one time you got lost down a YouTube rabbit hole, and six hours later, you're watching a documentary on bioluminescence in deep sea creatures? You have a few "Watch next" or "Smash that like button!" CTAs to thank.

Types of CTAs

You should calibrate your call to action with the relevant stage of a customer's journey. From the curious browser lured in by a "Learn more" button, to the nearly convinced shopper beckoned with a "Why choose us?" link, and finally to the ready-to-purchase consumer presented with a decisive "Buy now" directive—you want to ensure the user is always met with a suitable and enticing invitation, guiding them seamlessly down the funnel. Here's a primer on some of the most common types of CTAs.

The effectiveness of a CTA depends on its copy, design, placement, and relevance to the user. The choice of words can significantly impact user engagement, as phrases like "Snag your copy" might resonate more than a generic "Download now," depending on your audience. Identify which action(s) will bring the most value to your business, then use your CTA to steer users in the right direction.

Why calls to action work

As a user of the beloved internet, you've absolutely seen calls to action that were pushy or patronizing, begging the question: "do I really need someone to tell me where to click?" But just like the difference between an aggressive sales rep and a sales rep that actually listens, a CTA that's written with care can get you a conversion without the negative connotations. 

Why? Because having a strong CTA in your online sales pitch fits the psychology of your visitors. 

But more than that, a call to action—like any good sales closer—acts as a climax to the pitch. It serves the same function as a joke's punchline, and without a CTA, the visitor is left in a sort of directionless limbo. 

All in all, the call to action is the best online equivalent we can get to a personalized, face-to-face sales closer. We may not be able to tailor our final pitch to a particular customer, but we can use the same techniques and strategies on a broader, more inclusive scale. And therein lies the art of writing a CTA. 

How to write a call to action

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

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

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

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

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

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

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

Transparency

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

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

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

Command and wording

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

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

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

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

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

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

How to design a call to action

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

CTA design best practices

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

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

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

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

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

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

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

Call to action testing and iteration

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

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

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

16 call to action examples (and why they work)

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

1. JD + Kate Industries

CTA placement: Exit intent popup

CTA type: Lead to purchase

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

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

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

2. Giftwrap.ai

CTA placement: Display ad

CTA type: Lead generation

What it does right: Engaging, personalized, visually appealing

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

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

3. Who Gives A Crap

CTA placement: Facebook ad

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

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

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

CTA placement: Homepage header

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

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

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

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

5. Ruggable

CTA placement: eCommerce email

CTA type: Limited-time offer

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

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

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

CTA type: Product demo

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

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

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

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

7. Big Blanket Co

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

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

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

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

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

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

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

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

9. Crazy Egg

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

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

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

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

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

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

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

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

CTA placement: Landing page header

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

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

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

12. CareerBuilder

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

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

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

13. Airtable

CTA type: Gated content

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

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

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

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

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

CTA type: Closing the sale

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

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

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

15. Adobe Stock

CTA placement: Google Search ad

CTA type: Free trial

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

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

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

CTA placement: Email

CTA type: Event promotion

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

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

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

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

Improve your CTAs now, free! 

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

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Allisa Boulette

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

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Writing calls to action

Using colour blocks as CTAs

You can highlight call to actions using link text in a colour block.

Find out how to add a colour block to your page.

The dictionary definition of a call to action is “ an exhortation or stimulus to do something in order to achieve an aim or deal with a problem ”.

When we talk about a call to action (CTA) online we are referring to a piece of content intended to prompt a user to perform a specific act, typically taking the form of an instruction or directive.

It is, quite literally, a "call" to take an "action."

The action you want people to take could be anything: download a document, sign up for a webinar, get a voucher, attend an event, etc.

A CTA can be placed in your marketing materials; on your website, in an email or in a blog post. They can also take different forms; as a button, as a link or in an advert.

Call to action do’s

• Do use verbs like; read, register, watch, download, join, donate, buy.
• Do keep CTA text short, concise, jargon-free and actionable . e.g. Read Imperial Magazine
• Do convey a sense of urgency – use language to convince users waiting to take action would result in missing an opportunity. e.g. CTA could read “REGISTER NOW” next to text “limited spaces available”.
• Do write CTAs in the first person i.e. “Start my free trial”.
• Do include extra information in or around the CTA to build trust – include numbers or information that show what the person will get e.g. CTA reads “Start my free trial” next to page text “ The best wireless headset is yours free for 60 days”
• Do ensure the CTA text tells the reader what happens next i.e. ‘Download Imperial Magazine, PDF’ actually links to and opens the magazine PDF.
• Do use bold, contrasting CTAs on your page that make an impact.
• Do place the CTA in a prominent position on the page or repeat it in long content, i.e at the top of the page or in the sidebar.
• Do create specific landing pages or surveys so that the CTA links through to defined content and not just a ‘contact us’ page.
• Do remember to track your CTAs and update ones that are not getting desired results.

Call to action don’ts

• Don’t use generic terms like ‘click here’ or 'read more' multiple times on a page - as these are not accessible .
• Don’t place the CTA at the bottom of the page
• Don’t go on too long, use concise text
• Don’t link to content unrelated to the CTA
• Don’t leave CTAs on your page that are out of date

You can see an example of a CTA button and colour block at the top of this page.

Try adding a call to action button, a document download button or a colour block to your College web page.

For more information on CTAs read 17 Best Practices for Crazy-Effective Call-To-Actions Buttons or 6 Proven Ways to Boost the Conversion Rates of Your Call-to-Action Buttons.

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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.

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What is a Call-to-Action (CTA)? (Explained With Examples)

Oct 11, 2023

In the world of marketing, a Call-to-Action (CTA) is a crucial component that often forms the backbone of successful campaigns. It serves as a prompt or directive to encourage users or potential customers to take a specific action. Whether it's making a purchase, signing up for a newsletter, or downloading an e-book, a well-designed CTA can make a significant impact on conversion rates and overall business success. In this article, we will delve into the concept of a Call-to-Action, explore its advantages and disadvantages, and provide various examples across different contexts

1°) What is a Call-to-Action (CTA)?

At its core, a Call-to-Action is a persuasive element embedded within a website, advertisement, or email that compels users to perform a desired action. It can come in various forms, such as a button, hyperlink, or banner. The primary goal of a CTA is to guide users towards a specific conversion or engagement, optimizing the user journey and ultimately boosting business outcomes.

1.1 - Definition of a Call-to-Action (CTA)

When it comes to defining a Call-to-Action, it involves more than just a simple request or statement. The effectiveness of a CTA lies in its ability to grab users' attention, create a sense of urgency, and convince them to take the desired action. Effective CTAs often employ compelling copywriting techniques, employ eye-catching visual elements, and strategically placed on web pages or emails to maximize visibility.

For example: Imagine you are browsing an e-commerce website, and you come across a product page with the headline "Limited Time Offer: Buy One, Get One Free." Right below the headline is a bright orange button that says "Shop Now!" This button serves as the CTA, prompting you to take advantage of the offer and make a purchase.

However, the power of a CTA goes beyond its visual appeal. It also relies on the psychology of persuasion. By understanding consumer behavior and decision-making processes, marketers can craft CTAs that tap into the desires, needs, and motivations of their target audience. This strategic approach ensures that the CTA resonates with users on a deeper level, increasing the likelihood of conversion.

1.2 - Advantages of a Call-to-Action (CTA)

The implementation of a well-designed CTA can bring about numerous advantages for businesses and marketers. One of the primary benefits is increased conversion rates. By providing users with clear instructions and incentives, CTAs can influence their decision-making process, leading to more conversions and sales.

Moreover, CTAs can play a crucial role in enhancing user experience. They simplify the navigation process by providing users with a clear path to follow. Instead of aimlessly browsing through a website or email, users are guided towards the desired destination, whether it's making a purchase, signing up for a newsletter, or downloading a resource.

For instance: A restaurant's website might feature a CTA that encourages customers to make a reservation online. By implementing this CTA, the restaurant not only streamlines the reservation process but also captures valuable customer data for future communication and marketing purposes.

Additionally, CTAs can serve as powerful tools for lead generation. By strategically placing CTAs throughout a website or email campaign, businesses can capture valuable information about their target audience. This data can then be used to personalize future marketing efforts, resulting in higher engagement and customer satisfaction.

1.3 - Disadvantages of a Call-to-Action (CTA)

Despite the undeniable benefits of CTAs, it is important to acknowledge potential drawbacks as well. One major concern is the risk of being too intrusive or aggressive with CTAs, which can create a negative user experience. Overused CTAs or those that lack relevancy may come across as pushy or spammy, leading to user frustration or a decline in engagement.

It is crucial for businesses to strike a balance between persuasion and respect for the user's browsing experience. Bombarding users with excessive CTAs, especially if they are irrelevant to their needs or intentions, can result in a loss of trust and credibility. Users may perceive the website or email as untrustworthy or manipulative, leading them to abandon the desired action or even the entire platform.

A word of caution: When implementing CTAs, it is essential to thoroughly test and analyze their performance. A/B testing, user feedback, and data analysis can help businesses identify the most effective CTAs and optimize their placement and design accordingly. By continuously monitoring and refining CTAs, businesses can ensure that they remain relevant, engaging, and aligned with the evolving needs and preferences of their target audience.

2°) Examples of a Call-to-Action (CTA)

Now that we have explored the core aspects of CTAs and their advantages and disadvantages, let's take a closer look at various examples across different contexts:

2.1 - Example in a Startup Context

Imagine you stumble upon a landing page for a new software as a service (SaaS) startup. The page features a CTA in the form of a bold, green button that says "Sign up for a Free Trial." By providing a free trial option, the startup incentivizes potential users to test the product, increase engagement, and potentially convert them into long-term customers.

This startup understands the importance of allowing potential customers to experience their product firsthand. By offering a free trial, they remove any barriers to entry and give users the opportunity to explore the software's features and benefits. This not only builds trust but also showcases the value the product can bring to their lives or businesses.

Furthermore, the use of a bold, green button as the CTA stands out on the landing page, drawing the user's attention and making it clear what action they should take. The color green is often associated with positivity, growth, and success, which aligns well with the startup's goal of attracting new users and helping them achieve their goals.

2.2 - Example in a Consulting Context

In the realm of consulting services, a CTA may take the form of a contact form or a phone number placed prominently on a website. A consulting firm might use a CTA like "Schedule a Discovery Call" to encourage potential clients to reach out for further information or to discuss their specific needs. This CTA not only initiates contact but also allows the consulting firm to gather valuable information about the potential client's requirements.

When a consulting firm offers a "Schedule a Discovery Call" CTA, they are positioning themselves as experts who are ready to listen and understand their clients' needs. This CTA acknowledges that every client is unique and requires personalized attention. By encouraging potential clients to schedule a call, the consulting firm can gather important details about the client's challenges, goals, and expectations, allowing them to tailor their services and provide a more effective solution.

Additionally, placing the CTA prominently on the website ensures that potential clients can easily find it and take action. The consulting firm understands that in order to convert leads into clients, they need to make the process as seamless and convenient as possible. By eliminating any barriers to contact, they increase the likelihood of potential clients reaching out and starting a conversation.

2.3 - Example in a Digital Marketing Agency Context

For a digital marketing agency, an effective CTA could be positioned at the end of a blog post, inviting readers to subscribe to their newsletter for valuable insights and industry updates. By capturing email addresses through this CTA, the agency can nurture leads and establish ongoing communication, potentially converting them into clients or creating brand advocates.

A digital marketing agency understands the importance of building a strong relationship with their audience. By offering valuable insights and industry updates through their newsletter, they position themselves as thought leaders and experts in their field. The CTA to subscribe to their newsletter at the end of a blog post serves as an invitation for readers to stay connected and continue learning from the agency's expertise.

By capturing email addresses through this CTA, the agency can nurture leads and establish ongoing communication. This allows them to provide personalized content, tailored recommendations, and exclusive offers to their subscribers. By consistently delivering value, the agency increases the chances of converting these leads into paying clients or creating brand advocates who will promote their services to others.

2.4 - Example with Analogies

Lastly, let's examine an example that utilizes analogies to create a compelling CTA. Suppose an online fitness platform aims to attract new users by highlighting the benefits of its workout programs. A CTA that says "Unlock Your Body's Potential" creates a vivid mental image, encouraging users to take action and explore the platform's offerings.

This fitness platform understands that to motivate users to take action, they need to tap into their desires and aspirations. By using the analogy of "Unlock Your Body's Potential," they evoke a sense of untapped power and possibilities. This CTA paints a picture of personal growth, transformation, and reaching new heights, which resonates with individuals who are seeking to improve their fitness levels and overall well-being.

Furthermore, the use of the word "unlock" implies that the platform holds the key to unlocking one's potential. This creates a sense of exclusivity and curiosity, enticing users to explore what the platform has to offer. By leveraging the power of analogies, this fitness platform is able to communicate the benefits of their workout programs in a compelling and relatable way.

In conclusion, Call-to-Actions are invaluable tools in marketing and have the potential to significantly impact conversion rates and user engagement. By understanding the key principles behind CTAs, leveraging their advantages, and avoiding potential pitfalls, businesses can optimize their marketing efforts and create meaningful interactions with their target audience.

About the author

Arnaud Belinga

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What Is Call To Action (CTA)?

How Does Call to Action Work?

What is a call to action in marketing, what is a call to action in writing, benefits of good calls to action, what is a call to action button, how to write a call to action, why is a call to action important, call to action in an essay, cta button on a website, cta button on facebook.

We can define a call to action as follows; are the text or buttons that contain a guiding message and encourage the target audience to take a specific action, which they use when advertising on any brand or company’s web page, social media accounts, or other platforms.

It is possible to use CTAs in all kinds of marketing channels such as email marketing, Google/Facebook/Instagram ads, and various parts of the website. Call to action examples are phrases such as “Buy”, “Sign up”, “Join us”, “Try it for free”, “Add to cart”, “Create account”, “Contact us”, and “Whatsapp chat”. These emoticon buttons attract the user’s attention and increase your conversion rate.

After reading this article, you can develop a stellar call to action by determining your purpose and target audience!

Calls to action are a call to attention made to the target audience in the appropriate style. In short, the CTA tells your customers what to do and when.

Every ad with an effective CTA imposes high intent on the brand’s potential customers. It becomes easier for a potential customer with high intentions to turn into a real customer . Providing this convenience is important for every business and brand.

There are many call-to-action generator tools available to create effective CTAs for your business promotion. You should use CTAs to easily reach your goal!

Call-to-action business is also used in conventional marketing methods. In advertisements published in conventional media tools, it is often possible to hear the following sentences:

• Call us now!
• Buy before you run out!
• Collect coupons.
• Don’t miss the sale.
• Bring the old one, and get the new one.

Through any audible stimulus or text, the CTA is transmitted to the potential customer in conventional as well as digital. The difference between conventional marketing and CTA in digital marketing was the measurability of their results and their optimization ability on a case-by-case basis.

Written calls to action are e ffective directional phrases that you place inside the text of your ads. You can place the best call-to-action phrases within this text, or even spark interest and build customer loyalty by making a call to action in argumentative writing.

As we explained in our article, it is very important to give the clear and clear text in front of you in this process. If you know your product or service and anticipate which problems its promotion will be a solution to, your first step is to produce an understanding CTA .

Giving a call to action in an essay will be the first step to grabbing your reader’s attention. This can be more interesting if this essay has an argumentative tone that plays a role in promoting your services and products .

If you can use contrasts to give a call to action in an argumentative essay, you can find solutions to your reader’s needs with the opposites that derive from that discussion.

The call to action benefits , which many companies and brands use to promote their products and services, include:

• Positive impact on conversion rates
• Increase in sales
• Improves users’ experience
• Allows you to reach your target audience
• Increases brand loyalty
• Helps you collect data

If you want your brand to be visible to your target audience if you want the quality of this audience’s experiences to reflect positively on your sales, traffic, and conversion rate, create compelling calls to action.

Call-to-action buttons, as you will see in the visuals we often use in the blog, are buttons that are remarkable and give the user an action command.

You need CTA not only on your ads but also you need CTA on your website which is an “indirect advertisement”. Because the content of CTA buttons can lead people to actions that include becoming a member, getting services by chatting, or filling out forms. Therefore, a call to action on a website is necessary for such customer actions that you will often need in the promotion process of your brand.

If you have provided an ad integration between platforms, you will need these CTA buttons on platforms such as Instagram, Google, and Facebook. Facebook’s interface will give you a tile area at the bottom right of the photo, and you can write a fantastic CTA there!

We’ll give you a look at the key points to focus on so you can draw attention to your ad and develop a strong CTA:

• Be clear and unambiguous; because you should be able to tell your potential customers about your problem.
• Be action-oriented; command your purpose so that it can be done.
• Personalize; highlight the characteristics of your target audience.
• Be hasty; The potential customer who sees the CTA should also rush to take action.
• Make a value proposition; highlight if you have a free trial.
• Pay attention to the color and its location; CTA is not just content, it should also be a visual stimulus to be stimulus.
• Customize; let there be traces of you. The color of your message could be your logo color, for example.

A call to action in a conclusion paragraph has the potential to bring incredible value to your brand. Because no matter how many quality products and services you produce, you are unlikely to achieve the result you want unless your customers take action.

What Is CTA Meaning Exactly?

A CTA is a call in marketing or communication material that directs the target audience to perform various actions.

What Does A Successful CTA Looks Like?

The CTA should contain an unambiguous message when directing the target audience and should be expressed in the correct style. The call-to-action content look like this: It may make sense to position the “Don’t miss the opportunity!” button under the marketed product because it’s crucial that the CTA button gets attention.

What Is A Good Call To Action Statement?

Audience-specific, engaging, short, and clear statements; all messages that persuade the target audience to take action are good calls to action.

What Is The Purpose Of A Call To Action?

To attract the attention of the target audience and to build a bridge with you on the platform where it is located. This bridge covers all of the various actions of your member, such as purchasing, reading, following, etc. 

What Is The Impact Of A Good And A Bad CTA?

Good CTAs bring traffic and conversions, increase brand recognition and loyalty, provide a solution to a problem of the target audience, and get effective feedback by putting the customer into action.

Bad CTAs, on the other hand, can shake the trust and interest of your target audience in you, that is, the image is shattering, it can be uncomfortable for the customer, and the traffic and conversion rate will be low because they cannot take action.

Gizem Çelik

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Thanks for the sensible critique. Me & my neighbor were just preparing to do some research on this. We got a grab a book from our area library but I think I learned more from this post. I’m very glad to see such fantastic information being shared freely out there.

Thanks Gralion, you can ask us what you are curious about the CTA. We’re happy to help.

I do love the way you have presented this specific situation and it does supply me personally a lot of fodder for thought. Nonetheless, coming from just what I have personally seen, I only trust when other opinions pile on that individuals continue to be on point and in no way embark upon a soap box of some other news du jour. All the same, thank you for this excellent point and even though I can not really agree with the idea in totality, I value your viewpoint.

Thanks for your kind comment Gralion!

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How did Real find a way to win yet again?

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Real Madrid's La Liga and Supercopa de Espana triumphs will never compare to the Champions League.

Lifting the league title was an impressive achievement for a group who lost their first-choice goalkeeper and centre-back pairing to anterior cruciate ligament injuries this campaign, but there is a reason the celebrations for that trophy were postponed. Madrid measure themselves by nights like these and knew they would require all of their focus for this season-defining match against Bayern.

Alphonso Davies’ curling effort came as a shock to Carlo Ancelotti’s side and it appeared as if their luck had run out when Nacho’s goal — via Matthijs de Ligt — was ruled out for a push on Joshua Kimmich. But Madrid always seem to find a way.

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Real Madrid 2 Bayern Munich 1: Real off to Wembley after yet another extraordinary turnaround – The Briefing

How does Manuel Neuer get over this?

How cruel. Neuer’s performance deserved better luck. No doubt this will provoke a debate around his age and longevity, but football is football and the game can be very unkind.

Neuer’s impact on this Champions League run might not have been as dramatic, but for 87 minutes in the Bernabeu he was absolutely exceptional, returning to something close to his very best. His double save in the first half was as good as any he has made in years, certainly since he returned from the broken leg he suffered while skiing 18 months ago.

How much of a joy was Toni Kroos?

The Athletic

Kroos has enjoyed one of his finest seasons in a Real Madrid shirt. The Germany midfielder’s contract is up this summer — but his performances this term have suggested he has plenty of years left in him.

The 34-year-old was Madrid’s conductor at the Allianz Arena in the first leg, playing a glorious inch-perfect pass to set Vinicius Junior away for his opener and completing 80 of his 86 passes with a 93 per cent success rate. It was a similar story in the first half at the Bernabeu as Kroos pinged passes out wide to Rodrygo and Federico Valverde and recorded a 96 per cent completion rate, although he enjoyed less influence than a week ago with Bayern tighter in defence.

A tale of two flanks for Bayern

In the first leg of this semi-final clash, it was Leroy Sane’s switch to the right wing that sparked Bayern’s most dangerous attack. Joshua Kimmich’s overlapping run afforded Sane the space to cut inside and score at the near post at the start of the second half, and Thomas Tuchel stuck with the German winger on the right flank for the return leg.

Tonight, however, Bayern failed to make the most of the opportunities they had on the right side of the pitch. The runs were often the right ones, but the pass was frequently overhit, blocked, or not chosen at the crucial moment when a cool head was required. It was clear what Bayern wanted to do, but their execution just wasn’t up to scratch on the right.

Aleksandar Pavlovic’s performance was a bright spot for Bayern

This was a night when Aleksandar Pavlovic confirmed what everybody already knew. He is decadently talented.

Conveniently, Pavlovic is also Bavarian. He was born in Munich and raised within Bayern’s academy system. On match days, his popularity shows in the dozens of replica shirts that already bear his name, despite him having made fewer than 20 Bundesliga appearances in his nascent career.

But being homegrown only takes a player so far. Pavlovic has a rare ability to move the ball forward and his selection in the Bernabeu changed what Bayern were able to do in possession.

Neuer: 'I’m lost for words'

Manuel Neuer broke the record for the most career Champions League clean sheets with his shutout against Arsenal in the second leg of the quarter-finals, but his failure to keep another one tonight, caused by his rare mistake, cost his team a spot in the final.

Speaking to DAZN after the match, he said: "Anyone who’s ever played football knows how I’m feeling right now.

"That we’ve been knocked out in the closing stages, having led 1-0 until the 88th minute, it’s extremely bitter.

"We’d taken one step to London, we saw ourselves in the final and now I’m lost for words."

More from Madrid's match winner: 'You dream of nights like this'

Given his career trajectory, Joselu must have to pinch himself when he pops up on nights like tonight with goals that could turn out to be huge in the illustrious history of Real Madrid.

"You dream of nights like this, of course," he said. "But it's about being ready. For the first goal, Bayern were just a little worn-out. They were in a low-block defence and you take note because that conditions the movement you can make.

"Not even my best dreams are as good as this!"

Joselu: From the bench at Stevenage to Real Madrid’s Champions league hero

Bellingham making history at age 20

Jude Bellingham made his 31st career Champions League start tonight, moving him level with Iker Casillas for the most by any player before the age of 21.

As Bellingham will turn 21 four weeks after next month's final, he's set to surpass Casillas in this regard at Wembley.

Joselu: 'Fighting until the final whistle is in our blood'

Joselu brought his goal tally for the season (in all competitions) up to 16 today with probably the two most important goals he has ever scored.

Still, the Spaniard remained humble when he spoke after the game.

"I'm the hero? Well, I really don't know about that," said the match winner. "All I can definitely tell you is that I'm a very happy man!

"This was incredible. Spectacular. This team simply never gives in. Fighting until the final whistle is in our blood."

Bayern's kryptonite

Bayern Munich have now lost 11 Champions League matches against Real Madrid, the most one side has lost against another in the competition’s history.

'One of the all-time refereeing blunders'

Most readers on our discussion page seem to agree with Thomas Tuchel and Matthijs de Ligt that the linesman's early offside call was a brutal error...

• Besar D: That's a colossal error from the ref
• Gerrit J: Unbelievable mistake by the ref
• Adam C: One of the all-time refereeing blunders
• Alberto F: The amount of plays we have seen that have been ridiculously allowed to play on when it was an obvious offside and the one that they don’t let go is this one??

Kroos control takes him to the brink of a sixth

Toni Kroos has appeared in five Champions League-winning campaigns but only four finals.

Here are all the passes that booked his shot at a fifth final and a sixth title come the final at Wembley.

You are welcome to 'hang it in the Louvre' if you wish, or your wall if easier.

Madrid and Dortmund's head-to-head history

The Champions League final will take place on Saturday June 1 at Wembley Stadium in London. The two finalists, Real Madrid and Borussia Dortmund, will be facing one another for the 15th time.

Madrid hold the upper hand historically, taking six wins against three defeats alongside five draws.

The Spanish club also hold the advantage in UCL knockout meetings, advancing past Dortmund twice in 1998 and 2014 while being eliminated by them in 2013.

Another clash between European titans

Here you go, dashboard fans. Here's the action from tonight and it's worth noting:

• The similar pass networks show just how even this game was in terms of using the ball, and given the possession share.
• However, Real's influence really shows up with the field tilt - showing how much of the game was played in each final third.
• Although Bayern were looking to counter, the sides were pretty even in terms of fast breaks.
• The shot map & XG are clear indicators Real did more than enough to earn a one-goal victory...

And with that, their place in the Champions League final.

Back when Bayern was winning...

Canadian Alphonso Davies had become the third player from CONCACAF to score in the UEFA Champions League semi-finals, joining Dwight Yorke (Trinidad & Tobago, 1999) and Christian Pulisic (United States, 2021).

With his assist on that goal, Harry Kane reached 12 goal involvements in the UCL this season (8 goals, 4 assists), setting a new record by an Englishman in a single edition of the tournament.

Ancelotti claims this is the best squad he has ever had

High praise indeed from Carlo Ancelotti - a man who has managed some of the greatest teams of all time. He told TNT Sports :

💬 "I'm going to enjoy (today's win), of course. From now until the final, we have fantastic days with our supporters to celebrate the league and this final.

"I'm really grateful to (the players) because they work really hard. They make a fantastic atmosphere, they are really humble and really generous.

"I think it's the best squad that I have ever had in my career."

De Ligt says linesman apologised to him

Matthijs de Ligt has told beIN Sports that the linesman admitted the early offside call on his late chance was a mistake, saying: "I think this is a big, big, big mistake and a big disgrace. I don't know if it's offside or not but if you don't check it how can you see it? The linesman said to me 'I'm sorry I made a mistake.'"

Tuchel blames injuries & laments 'disastrous decision'

Thomas Tuchel has already had to deal with a fair amount of criticism for taking off Harry Kane late in the game - although in speaking to DAZN , the Bayern Munich boss has stated those players had to come off:

💬 "It hurts. It’ll take a while to recover, but on the one hand it’s a loss where we left it all out on the pitch. Of course, it’s tough to accept. It’s part of reality. No regrets.

"But on the other there were too many injuries, a few too many substitutions, too many cramps. We started with a front four and by the end they were all off the pitch. And then Manu (Neuer) who had been exceptional in saving us all night, made a mistake he wouldn’t make in another 100 years."

Tuchel then goes on to call that late disallowed goal due to an early offside flag a "disastrous decision" that felt "almost like a betrayal".

Ancelotti: 'It happened again'

The only shocking thing about Real Madrid's comeback win is that they didn't leave it later to score the winning goal. Carlo Ancelotti's side have quite the reputation for late drama and he was happy with his side's performance.

"I think we played well, to be honest," he told TNT Sports. "We had opportunities and good control of the game. We had the strength to keep going when they scored and it happened again here!

"It's quite usual that, at the Bernabeu, we can something unexpected with our supporters."

• International

May 20, 2024 Israel-Hamas war

By Chris Lau, Ivana Kottasová, Tara John, Sana Noor Haq and Amir Vera, Elise Hammond and Kathleen Magramo, CNN

Our live coverage of Israel's war in Gaza has moved here .

Nearly 570 tons of aid delivered across temporary pier to Gaza, US Central Command says

Nearly 570 metric tons of humanitarian aid has been delivered across the temporary pier to Gaza so far, according to the US Central Command.

The aid will be distributed by humanitarian partners,  CENTCOM said in a statement.  

“The United States, United Kingdom, UAE, European Union, and many other partners have donated this humanitarian assistance,” the statemeant said.

The pier was anchored to a beach in Gaza last week to funnel aid from various countries into the enclave, with most border crossings closed and a catastrophic humanitarian disaster unfolding inside.

France supports ICC decision to seek arrest warrants for Israeli prime minister and Hamas leaders

From CNN’s Xiaofei Xu

France broke away from its Western allies and expressed support for the International Criminal Court (ICC) after the court announced its decision to seek arrest warrants for Israeli Prime Minister Benjamin Netanyahu and Hamas leader in Gaza Yahya Sinwar.

“Regarding Israel, it will be up to the court's Pre-Trial Chamber to decide whether to issue these warrants, after examining the evidence put forward by the Prosecutor to support his accusations,” the French foreign ministry said in a statement issued late Monday. It added: “France supports the International Criminal Court, its independence, and the fight against impunity in all situations.”

Paris also said it has been warning “for many months” the need for strict compliance with international humanitarian laws and “in particular of the unacceptable level of civilian casualties in the Gaza Strip and the lack of humanitarian access,” the statement said.

The statement marks a major split between France's position and that of its Western allies, notably the United States, where President Joe Biden called the decision “ outrageous .”

France has been one of the few Western countries willing to take a tougher stance on Israel, including criticizing America’s decision to veto ceasefire resolutions in the UN Security Council early on and calling for an immediate ceasefire.

US blasts request by international court for arrest warrants for top Israeli officials. Here's the latest

From CNN staff

US President Joe Biden on Monday rejected the  International Criminal Court's arrest warrant requests  for Israeli leaders amid the ongoing war against Hamas.  

The ICC's request targets top Israeli officials and Hamas leaders.

“There is no equivalence between Israel and Hamas,” Biden said. “It's clear Israel wants to do all it can to ensure civilian protection. Let me be clear, what’s happening is not genocide.” 

The ICC's prosecutor Karim Khan rejected accusations by Israel and some of its allies questioning its independence, saying the request "is not a witch hunt, this is not some kind of emotional reaction to noise. It's a forensic process."

Here are some reactions to the arrest request:

• Israel's Prime Minister Benjamin Netanyahu said: "The prosecutor’s absurd charges against me and Israel’s defense minister are merely an attempt to deny Israel the basic right of self-defense. And I assure you of one thing: This attempt will utterly fail."
• Hamas also denounced the request , saying it “strongly condemns the attempts of the ICC Prosecutor to equate victims with aggressors by issuing arrest warrants against a number of Palestinian resistance leaders without legal basis.”
• The United Kingdom and Italy criticized the ICC's decision, while the Human Rights Watch (HRW) and a group of international legal experts supported the request.
• In the United States, US House Speaker Mike Johnson confirmed  House Republican leaders are looking at sanctions in response to the ICC's decision and Senate Minority Leader Mitch McConnell said the court "succeeded only in discrediting itself."

Here are more headlines from the region:

• Iran elections: Iran's presidential elections will take place June 28 following the death of Iranian President Ebrahim Raisi and his foreign minister in a helicopter crash.
• Palestinian displacement: More than 900,000 people, or about 40% of Gaza's population, have been displaced in the past two weeks as Israeli bombardment continues across much of the enclave, UN spokesperson Stephane Dujarric said.
• Top US official wraps up trip to Mideast: National Security Adviser Jake Sullivan on Monday wrapped up his visit to the Middle East during which he met with Israeli opposition leader Yair Lapid and members of the war cabinet, including Yoav Gallant and Benny Gantz.
• Israeli bombardment leaves 12 dead: At least 12 Palestinians were killed in an Israeli military bombardment of Beit Lahia in the northern Gaza Strip, according to local health officials. Residents and rescue workers said about 10 other people were trapped under the rubble of buildings that were flattened in the attack.

Biden rejects ICC arrest warrant request for Israeli leaders

From CNN's Sam Fossum

US President Joe Biden offered a full-throated rejection of the International Criminal Court's arrest warrant requests for Israeli leaders amid the ongoing war against Hamas.  

“Let me be clear, we reject the ICC’s application for arrest warrants,” Biden said at an event in the Rose Garden celebrating Jewish American Heritage Month.   “There is no equivalence between Israel and Hamas,” Biden said. “It's clear Israel wants to do all it can to ensure civilian protection. Let me be clear, what’s happening is not genocide.” 

Biden also acknowledged “the trauma” of October 7 and reiterated his “ironclad” commitment to Israel’s safety and security. And he promised not to rest until the hostages being held by Hamas are released.

The president also pledged his commitment to a two-state solution.

Biden and his top officials have said the creation of a Palestinian state with guarantees for Israel’s security is the only way to bring peace and stability to the Middle East.

Italian foreign minister calls court's move to seek arrest warrants for Israeli officials unacceptable

From CNN's AnneClaire Stapleton

Italian Foreign Minister Antonio Tajani said it's "unacceptable" that the International Criminal Court moved to seek arrest warrants for Israeli officials , including Prime Minister Benjamin Netanyahu, and senior Hamas officials on the charges of war crimes and crimes against humanity over the war in Gaza.

"It seems unacceptable to me that a government legitimately elected by the people in a democratic way is equated with a terrorist organization which is the cause of everything that is happening," Tajani said in an interview with Italian broadcaster Rete 4.

At least 12 dead in Israeli bombardment of Beit Lahia in northern Gaza, health officials say 

From CNN’s Abdel Qadder Al-Sabbah, Sarah El Sirgany and Sana Noor Haq 

At least 12 Palestinians were killed Monday in an Israeli military bombardment of Beit Lahia in the northern Gaza Strip, according to local health officials.

The strikes also injured 10 people, a spokesperson at the local Kamal Adwan Hospital told CNN. Residents and rescue workers say about 10 other people were trapped under the rubble of buildings that were flattened in the attack.

CNN video of the aftermath shows the concrete skeleton of destroyed buildings, with entire walls ripped through on several floors. Stone slabs and metal rods spill from the roof of the building as Palestinian men, women and children crowd near the site. Some hold their heads in their hands, while others search the debris for survivors. 

Ambulances from the Palestine Red Crescent Society (PRCS) could be seen slowly moving along demolished roads, in footage filmed for CNN. Rescue workers and citizens dug through smashed pieces of broken concrete. In one scene, emergency crews resorted to using a rope to pull up the body of a woman wrapped in a blanket. 

Israel’s military campaign in Gaza since the Hamas-led October 7 attacks has drained critical supplies and destroyed main highways. Fares Afana, the ambulance and emergency director for northern Gaza told CNN that emergency operations are “very difficult due to dwindling equipment.” 

One man who spoke to CNN from the scene said there were children trapped under the destroyed home of the Kahlout family. 

In recent days, the Israeli military has intensified attacks on several locations saying its soldiers "eliminated more than 200 terrorists, destroyed terrorist infrastructure and destroyed underground tunnels both from the ground and from the air" in northern Gaza.  

Author Salman Rushdie warns of Hamas-run "Taliban-like" Palestinian state

From CNN's Mia Alberti

Author Salman Rushdie believes that Hamas would take charge of a Palestinian state if one was to be formed now.

"I've been in favor of a separate Palestinian state most of my life. Since the 1980s. But if there was a Palestinian state now, it would be run by Hamas and we would have a Taliban-like state. A satellite state of Iran," he told public German broadcaster RBB24 this month.

"Is that what the progressive movements of the Western left want to create?" Rushdie said in an interview regarding the recent students protests in the US.

Rushdie said that "any normal person" would be shocked by the number of "innocent deaths" in Gaza, but he argued that pro-Palestinian demonstrators are failing to call out Hamas' actions.

"I think the demonstrators could also mention Hamas. Because it all started with them. And Hamas is a terrorist organization. And it's strange that a young progressive student organization supports a fascist terrorist group, because they do that in a way," he said.

The author, who has been targeted for his writing multiple times, also says that calls for a free Palestine become "problematic... when it descends into anti-Semitism and sometimes even support for Hamas."

McConnell: "The ICC has succeeded only in discrediting itself"

From CNN's Kristin Wilson and Morgan Rimmer

Senate Minority Leader Mitch McConnell says “the ICC has succeeded only in discrediting itself” by seeking an arrest warrant for Israeli President Benjamin Netanyahu.

“Since the immediate aftermath of October 7, Israel and allies and Jewish people around the world have faced pernicious efforts to equate a sovereign nation's self-defense with barbaric acts of terrorism,” he said in Monday’s floor remarks.

“But today, the most noxious attempt at moral equivalence comes from unelected international bureaucrats brandishing a contrived and perverted authority.”

“In the same breath, the self-aggrandizing prosecutor of the International Criminal Court applied for arrest warrants for both Hamas chief terrorists and Israel’s duly elected prime minister. It’s a damning development, but not for the supposed subjects of the applications.

McConnell also addressed the death of Iranian President Ebrahim Raisi in a helicopter crash over the weekend.

“The untimely death of the president of Iran does not change the underlying threats this regime poses to its own citizens the region and to the free world,” he said.

“I'd also like to extend my condolences to Iran's neighbors who still live under the constant threat of a regime that practices what it preaches. Death to Israel, death to America, war on international commerce, and chaos across the Middle East.

Meanwhile, other senior GOP senators running for leader also condemned the ICC's move regarding an arrest warrant for Netanyahu.

Senate Minority Whip John Thune, who is running to replace McConnell as GOP leader next Congress,  tweeted  that the move was “as unjustifiable as it is shameful."

Sen. John Cornyn, who is also running, condemned the ICC’s decision in his own  post  on X, calling it "illegitimate and unsubstantiated."

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