Writing Calls-to-Action That People Actually Click
Your CTA can make or break conversions. Here's how to write ones that work.
Your call-to-action (CTA) is where you ask for the click. Make it count.
CTA best practices:
Use action verbs - "Download," "Get," "Start," "Book"
Be specific - "Download the Guide" beats "Learn More"
Create urgency - "Get Started Today" vs. "Get Started"
Make it about them - "Start My Free Trial" vs. "Start Free Trial"
Keep it short - 2-5 words ideal
Match to offer - CTA should align with what you're giving
Strong CTA formulas:
[Action] + [What They Get]
"Download the Template"
"Get Your Free Audit"
"Start Your Trial"
[Action] + [Their Benefit]
"Boost My ROI"
"Save Time Now"
"Improve My Results"
[Action] + [Social Proof]
"Join 5,000+ Marketers"
"See Why Teams Choose Us"
CTAs by funnel stage:
Top of funnel (awareness):
"Read the Guide"
"Watch the Video"
"Learn the Strategy"
Middle of funnel (consideration):
"See Customer Results"
"Compare Options"
"Calculate Your ROI"
Bottom of funnel (decision):
"Start Free Trial"
"Book Your Demo"
"Get Started Now"
Industry-specific CTAs:
SaaS - "Start Free Trial" or "See a Demo"
Services - "Book Consultation" or "Get Proposal"
Content - "Download Now" or "Read Report"
Events - "Reserve Spot" or "Register Free"
Button design matters:
Use contrasting colors
Make buttons large enough to tap easily
Add white space around buttons
Consider using directional cues (arrows)
Test button vs. text link
Testing CTAs:
Try 3-5 variations
Test urgency vs. value focus
Experiment with first-person vs. second-person
See if longer or shorter works better
Let data decide
Common CTA mistakes:
Too vague ("Click Here," "Learn More")
Too many options (confuses people)
Doesn't match offer (ad mentions guide, CTA says demo)
Creates wrong expectations (false urgency)
Uses jargon ("Leverage Solutions")
Multiple CTAs:
Use one primary CTA
Consider secondary, lower-commitment CTA
Don't compete with yourself
Guide users down one path
Power words for CTAs:
Free, Now, New, Proven, Easy, Fast, Guaranteed, Limited, Instant, Exclusive
Stirling generates ads with CTAs optimized for LinkedIn's platform and your specific goals. Get variations that drive clicks and conversions.
Your CTA is your ask. Be clear, be compelling, and make it easy to say yes.
