What's your strategy for writing call-to-action (CTA) buttons that drive clicks?

Writing CTA Buttons That Drive Clicks: A Proven Strategy

The secret to an effective call-to-action (CTA) button lies in making it as enticing, easy, and actionable as possible. My approach to crafting CTA buttons focuses on clarity, emotional resonance, and alignment with the user’s intent. Here’s how I build CTAs that drive clicks:

1. Clear and Action-Oriented Language

The first rule of writing a CTA is to make it unambiguous—users should know exactly what will happen when they click the button. I use direct and commanding language, with verbs like "Get," "Claim," "Start," or "Discover." For instance, instead of a generic "Submit," a CTA like “Get Your Free Guide” tells users what they’re getting and feels more rewarding.

2. Emphasize the Benefit

A compelling CTA should convey what the reader will gain. It’s not enough to tell them to click—you have to give them a reason that ties into their desires. For example, instead of “Sign Up,” I would write “Sign Up for Exclusive Access” or “Get Started with 20% Off.” This connects the action directly to a benefit, making clicking more appealing.

3. Use Personalized and Engaging Language

Personalization helps create a sense of ownership, and it makes the CTA feel more relevant to the reader. Using "your" or "my" can make all the difference. For example, “Start My Free Trial” versus “Start a Free Trial.” By making it “my,” the reader feels that the action is personal and tailored to them. Engaging CTAs like “Join Us Today” or “Claim Your Spot” also add a community or exclusivity element that draws people in.

4. Create Urgency or Scarcity

Adding urgency is a powerful motivator for users who may otherwise procrastinate. CTAs that include phrases like “Limited Time Offer,” “Act Now,” or “Only Available Today” nudge users to take action immediately rather than wait. Creating a sense of scarcity, such as “Only 5 Spots Left,” amplifies the fear of missing out (FOMO) and drives more clicks.

5. Keep It Short and Visually Distinct

CTA buttons should be easy to understand at a glance—short and snappy is best. Ideally, the button text should be two to five words, enough to convey the action and its benefit without being overwhelming. Visually, the button must stand out on the page, typically using contrasting colors that catch the eye without clashing with the overall design. It’s also important that the text size and color combination make the button easy to read.

6. Align with User Intent and Stage of the Funnel

Matching the CTA to the user’s journey makes it more relevant. If someone is new to the brand, a CTA like “Learn More” or “Explore Features” can feel appropriate, as it matches their early-stage curiosity. If they’re closer to making a decision, a CTA like “Buy Now” or “Get Instant Access” helps push them across the finish line. Understanding where the user is in their buying journey helps craft a CTA that aligns with their current mindset, making them more likely to click.

7. Test and Optimize

Lastly, testing is crucial for optimizing CTA buttons. I regularly A/B test different versions of CTAs—changing the wording, the color of the button, or its placement on the page—to see what resonates best with the target audience. For example, testing “Get Your Free Trial” against “Start Your Free Trial” helps determine which phrasing converts better. Optimization is an ongoing process, allowing me to adapt the CTA to maximize its impact.

Examples of High-Converting CTAs:

“Get Instant Access Now”: This is clear, benefit-focused, and emphasizes immediacy, prompting readers to click.

“Join Our Community—It’s Free!”: Adding a social element appeals to the reader’s desire to belong while also highlighting a free incentive.

“Claim Your 20% Discount Today”: Urgency plus a benefit makes this compelling, pushing readers to act immediately.

Summary:

The strategy for crafting high-converting CTA buttons focuses on clarity, emphasizing the benefit to the user, creating urgency, and ensuring the button is visually prominent. By making the action clear and beneficial, personalizing the message, aligning with user intent, and testing for optimization, you can create CTA buttons that effectively drive clicks and boost conversion rates.

"Learn More" is a great CTA. But really it comes down to this: never put more than 2 links in your emails. Emails with more than two links are flagged and have a higher chance of ending up in the SPAM folder.

A CTA should tell the reader what you would like them to do next. What's the next step in this interaction? Tell them, that's all. All the copy of a landing page, website, social post, etc. leads up to this final call. 

To level up your CTAs, think of them in terms of something your audience wants to do. For example, do they want to "Subscribe now" or "Never miss the latest updates?" Put yourself in their shoes and ask, and don't be afraid to add some personality if your brand voice allows for it. (Sometimes it does, sometimes it doesn't.) 

To recap, always start with the next step as a base, and then layer the rest: the personality, the urgency, the value they are receiving from taking this next step in the first place.  

Do not sell directly via email.

Email is a tool for introductions. To create interest.

That is all it should do. Nothing else.

So, for email CTAs, just use the following:

• Read More
• Learn More
• Check It Out
• See It In Action

CTAs that interest the audience to learn more about the product or service you're selling them before they make an informed decision. These are the CTAs that convert the best.

1. Because you're leaving the sales part where it belongs: your landing page.
2. Because serious buyers seldom make an uninformed decision.

When was the last time you did?

Let's get this all out in the open first.

I hate the term "CTA button". It's so... Unsexy.

I prefer to call them Power Buttons.

Because they hold all the power in every step of the marketing funnel.

You could have awesome copy from top-to-bottom.

But if you have a boring CTA button...

no one's gonna click.

This is how I transform boring CTA's into magnetic Power Buttons:

1. Be Specific.
   • Tell your readers exactly what they're getting.
   • Example: If you're advertising a free eBook, don't say "learn more". Instead, say "Download Your Free eBook."
2. Use FOMO.
   • Make them think they'll miss out on your offer forever if they don't click now.
   • Example: "Get this FREE for the Next 24 Hours ONLY"
3. Emphasize the Benefits.
   • Tell them what they will gain from taking action.
   • Example: "Download Now - See Results as Early as Tomorrow"
4. Power Up Your Power Buttons with Power Words.
   • Choose the verb that best describes the next step in the funnel and use that word FIRST. Words like "Get", "Download", "Start", "Join", and "Discover" work very well. They might not be super spicy, but they get the job done.
   • Example: "Start Your New Life Today"

It's incredible how changing just those last two or three words at the bottom can give your marketing so much power. Next time your ad isn't working, turn your CTA button into a Power Button. You'll be amazed at the difference it makes.

- Rafael Meneses (The Guy that Writes the A's to your Q's in Copywriting)