Hooking readers as they land on your website or social media pages is much more challenging than it used to be. More businesses move online every day. The noise of ads, engaging posts and chatter can cause users to stop listening. Finding unique call-to-action word choices can grab their interest and make your messaging stand out.
Changing a single word has the power to increase revenue. Finding the right wording is time-consuming. Fortunately, we’ve done the legwork for you, finding the highest converting words, tone and even a few examples of companies doing it right.
Speak directly to the user. Avoid third-person language. Instead, opt for first- or second-person wording. While you want to keep the message on your calls to action (CTAs) as short as possible, adding in a “you” or “I” can increase engagement.
Enstrom Toffee and Confectionery speaks directly to site visitors with a CTA button that reads “Shop Now.” There’s no confusion about what the user should do next. The focus on a single CTA button pushes the buyer through the sales funnel effectively.
Call-to-action word choices that set a ticking clock or limited time offer can spur people to go ahead and take action. There’s an old rule of thumb in sales that you must sell the person while you have their attention. If someone walks away, they’ll likely get distracted and fail to return.
Some words you can use to set a time-based offer, include:
- Limited time
- Low inventory
- Expires soon
Play around with the language and try some A/B tests to see what your target audience responds to best. The concept of a ticking clock, where the user must act as quickly as possible can be accomplished with a variety of words.
Consider what your company has to offer that your competitors don’t. What is your unique value proposition? The one thing you offer customers that makes you stand out in your industry can also be the thing that draws them to you and makes them convert from browsers to leads or customers.
Exclusive offers can include anything from a free estimate to a limited-time trial. The language you can use includes words such as “treat yourself” or “join.”
Odyssey Test Prep invites users to “book a free strategy session.” For students looking to boost their LSAT scores in preparation for law school applications, the one-on-one attention of the CTA draws them in. In addition, note the trust factor placed just below the CTA button that shows they have a high star rating by former clients.
Select call-to-action word choices that let the user know they’ll save money if they act now. Some ideas of language you can use include:
- Save now
- Temporary discount
- Special sale
- Sale ends soon
- X% off today only
Think about how to present the offer and its value but also when it might end. Keeping the wording short and to the point is complex but with a little effort, you’ll narrow down the language to get only the central message across.
Creating a personalized experience draws users in and makes them feel as though you see them. They aren’t just another number on your sales charts but an individual. Creating buyer personas offers many benefits, including understanding your audience better. When you connect with your typical customer, you can choose the language they’ll respond to.
If most of your followers are young Gen-Zers, you might turn to modern language. On the other hand, if many of your customers are baby boomers, you’ll likely use more traditional phrasing. Your CTAs must offer insight into what happens when the person clicks on the button while grabbing their attention with words, colors and shapes.
Carvana is a good example of fully understanding your target audience and getting right to the point. The designer understands the typical person heading to Carvana’s website is looking for a car. The typical buyer is busy and doesn’t have much time. They want to see vehicles for sale immediately. Rather than collecting information or sending them information on the Carvana process, they get right to the point and use a CTA that reads “Shop All Cars.”
Put yourself in the shoes of the average consumer visiting your website or social media page. If they are a new customer, they don’t know much about you. They may feel uncertain about whether they can trust you with their money.
One thing you can do to gain their trust is offer a guarantee so they aren’t scared of losing funds on a scam or an item that breaks two seconds after they receive it. Wording you can use in your CTA that might put their minds at ease include:
- Try for free
- Money-back guarantee
- Start 14-day Trial
- 100% satisfaction guaranteed
You might not put these words directly on your CTA button but can place them just below so they are visible in the same space.
People love to get something for free. It makes them feel they’re getting a bargain. If your goal with your CTA is to collect leads, offering a lead magnet for no cost can pull in more conversions than just asking for an email.
Some things you can offer include free books, webinars, estimates, assessments and extra membership months.
WordStream uses the word “Free” as the first word in their call-to-action word choice. They also make it extremely clear what the user gets for free. The language hones in on their target audience, so any leads are very likely to want to buy their other services. Specific, highly relevant language helps drive conversions.
The call-to-action word choices that work for one business may not perform for another. Use the examples above and refine them to meet the needs of your audience. Conduct A/B testing to see which ones gain the most conversions. Over time, moving a word here and there can make a world of difference in your brand growth.
Eleanor Hecks is editor-in-chief at Designerly Magazine. She was the creative director at a digital marketing agency before becoming a full-time freelance designer. Eleanor lives in Philly with her husband and pup, Bear.