Click This: How to Write Calls to Action That Get Results

Every great website has a secret weapon. And no, it's not the color palette, the font pairing, or even the stunning images. It’s the calls to action – the CTAs – that quietly guide visitors toward becoming clients.

The problem? Most CTAs are either shouting into the void (“Buy Now!”) or politely whispering something forgettable (“Learn More”). Neither inspires trust or movement.

If you want a website that works, your calls to action can’t just sit there. They need to do something. They need to pull people in and make them feel like taking that next step is not only easy – but essential.

This is your guide to writing calls to action that get results – ones that are thoughtful, effective, and emotionally tuned to your audience.

What Is a Call to Action, Really?

At its core, a call to action is an invitation. Not a command. Not a trick. A good CTA gently directs your visitor toward something they already want – even if they don’t quite realize it yet.

Think of it like this: your CTA is a signpost on a hiking trail. It says, “Scenic Overlook this way.”

You’re not forcing anyone to go – you’re simply showing the path to something valuable.

So the real question is: what’s the scenic overlook in your business?

• For a therapist, it might be a peaceful mind.

• For a real estate agent, it might be the perfect home.

• For a coach, it might be clarity, direction, or confidence.

• For a spa, it might be relief or renewal.

That’s the energy you want to channel.

Why Most CTAs Don’t Get Results

Here’s the truth: most CTAs miss the mark because they focus on the action, not the outcome.

“Book Now.”

“Schedule a Call.”

“Get Started.”

They’re technically functional – but emotionally flat. They don’t create curiosity. They don’t suggest change. They don’t promise anything real.

A great CTA connects your visitor’s inner desire to your offer. It helps them picture the result. It gives them something to say yes to.

Your CTA Isn’t About You—It’s About Them

Let’s say you’re a consultant who helps small teams work better together. You might default to:

“Schedule Your Discovery Call” But what if you shifted it to: “Finally Feel Heard at Work – Let’s Talk”

One is a task. The other is a possibility.

That’s the shift.

Ask yourself:

“What is my client hoping for when they land on this page?”

Now build your CTA around that.

Real CTA Examples from Real Industries

You don’t need to guess how this applies. Let’s bring it to life across service-based fields:

Coaching:

Instead of: Book a Free Consult

Try: Let’s Unlock the Clarity You’ve Been Craving

Therapy:

Instead of: Schedule Your Session

Try: Start Feeling Like Yourself Again

Real Estate:

Instead of: Contact Me Today

Try: Let’s Find Your Next Favorite Place to Live

Boutique Store:

Instead of: Shop Now

Try: Discover the Gift That Says ‘I Thought of You

Consulting Agency:

Instead of: Learn More

Try: Let’s Fix What’s Slowing You Down

Each one puts the reader’s desire front and center. That’s what makes it a call to action that gets results.

7 CTA Writing Tips That Work: How to Write Calls to Action That Get Results

Now that we know what not to say, here’s how to write better:

1. Start with a Strong Verb

“Explore,” “Find,” “Start,” “Unlock,” “Discover” – verbs that promise something.

2. Keep It Short—but Meaningful

3 to 7 words is ideal. Enough to communicate the benefit, not so much it dilutes urgency.

3. Use First or Second Person

“You” and “Let’s” are powerful. They create connection and clarity.

4. Spark Emotion

Swap “Sign Up” for “Stay Inspired Every Week.”Swap “Download” for “Get Relief in Your

Inbox.”

5. Tap into Curiosity

Try: “See What’s Possible” or “What’s Waiting for You?” instead of flat language.

6. Match CTA Placement to Emotional Flow

Don’t hit people with a CTA before they know what you do. Place it right when interest peaks.

7. Test Different Phrases

Sometimes a subtle tweak makes all the difference. “Let’s Begin” vs. “Start Now” might sound similar – but one might convert 2x better.

Where to Place CTAs That Get Results

Even the best call to action won’t help if it’s hard to find. You want to make the next step easy and obvious – without being overwhelming.

Here’s where to include your CTAs:

• In your homepage hero section (top of the page) – with clear messaging

• After each major service or offering description

• Midway through long-form content

• At the end of blog posts

• In your site footer

• On confirmation or thank-you pages

• In high-visibility sidebars or pop-ups (sparingly)

Make sure they aren’t carbon copies. Rotate the language. Adjust the tone. Speak to the moment your visitor is in.

Yes, Design Matters Too

Even the most brilliant CTA will get ignored if it looks like wallpaper.

• Use high-contrast buttons

• Add enough padding (especially for mobile)

• Show hover effects (small shifts = visual feedback)

• Avoid ghost buttons (overly subtle) - they’re pretty but easy to miss

• Always label buttons clearly (not just “Submit”)

And remember - your CTA copy is part of your brand voice. It’s not a throwaway.

Add CTAs to Blog Posts, Too

You just gave your audience value in a blog – why stop there?

If you’re a therapist writing about burnout:

“Want support that works in real life? Let’s talk.”

If you’re a school writing about student-led learning:

“Come see our approach in action – book a visit.”

Blog CTAs don’t have to feel pushy. They just have to feel relevant.

How to Tell If Your CTAs Are Working

If your site traffic is steady but leads are low, your CTAs might be the bottleneck.

Use tools like:

• Google Analytics (to track click-through rates)

• Hotjar or Microsoft Clarity (for heatmaps + user sessions)

• A/B testing plugins to try different phrasing

And don’t forget the old-fashioned way: ask people. Real feedback often reveals what analytics miss.

Final Thoughts: Writing CTAs That Get Results Comes Down to Clarity, Not Hype

The strongest CTAs aren’t flashy or loud. They’re clear. Confident. Compassionate.

They make your visitor feel seen and supported – and show that working with you is the next logical step.

So take a moment. Look at your site. If your buttons and forms aren’t getting traction, they might not need more color or size. They might just need better words.

Better words get better results.