I've written and tested 100s of CTAs for landing pages.
Here are 10 call to action tips to increase your conversions:
Tip: V-V-U formula
Verb, value, urgency.
Verb → get
Value → graded
Urgency → today
Example: @WordStream
Tip: minimize risk and effort
Surround your CTA with risk-minimizing statements. No credit card needed. Unlimited access. 70+ tools.
Don't give users a reason to second guess.
Example: @PaulYacoubian / @chris__lu's @copy_ai
Tip: create desire
Exclusivity, new, and FOMO are powerful ways to drive action and interest.
Use "request access" or "join waitlist" or "notify me."
Example: @hnshah's @usefyi
Tip: click-result formula
Tell people what will happen if they click: "View Listings" takes you directly to a listings page.
Where are users directed after clicking? Write that.
Example: @agazdecki's @microacquire
Tip: use design to direct action
Design elements like arrows tell visitors exactly where they should focus attention and encourage a natural flow from headline to CTA.
Example: @pc4media's @databoxHQ
Tip: social proof reduces hesitancy
Next to your CTA, include social proof to remove any doubts. Instead of second guessing, social proof tells users they won't regret signing up.
Example: @BorisTane's Bkmark
Tip: first-person phrasing
Instead of using "your," use first-person phrasing like "me."
This directly involves the user and helps them commit to clicking your CTA.
Example: @javierburon's @audienseco
Tip: Eliminate friction words
Friction words: sign up, submit, invest, get started.
These all imply more steps. More steps = more time to second guess. Seamlessly flow users into your offer without the notion of added time and effort.
Example: @Airbnb
Tip: instant gratification
Instant gratification is a motivating factor. Great CTAs use this psychological factor via words like "see it on your site" to imply fast solutions.
Example: @dcancel's @Drift
Tip: be true to your brand
Let your brand personality shine in your CTA. Consistency of your brand tone and voice should maintain through your call to action.
Example: @Kaufer's @TripAdvisor
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Want more landing page copywriting tips?
Here are 10 more to help you write a high-converting landing page:
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