Calls to action can motivate the user to do what you need. A call to action is an element that helps to turn a user into a consumer.

If you offer to download a trial version of your program, buy a product, issue a checkout, sign up for a newsletter — you convince your potential client to do what you want. It can be in the text, on the form or on the button.

An effective call to action is a way of interacting with a website visitor, wherever he is located. The call inspires its importance, motivates and facilitates life, suggesting how to proceed. Additionally, it:

  • Awakens an emotional reaction. A person should decide that your trial version of the program is what he needs, a 20% discount on the socks — what he really wants right now. That your blog is so cool that he just has to subscribe to the newsletter. Before pushing the buyer to action, you should explain that he has a problem, and your product is able to solve it. Emphasize the benefits that a visitor will receive by subscribing to your newsletter by filling out the form fields or ordering your services.
  • Is simple and understandable. Short, capacious appeals motivate more than long expressions. Appeals in the text should be clear. Do not try to fit all your advantages and show how good you are in one call. The same applies to buttons or shapes. Just “Order Now” located on the button under the goods card is much better than “Buy high-end steam generators equipped with a motion sensor”. The more the motivator is clearer, the more responses it will cause.
  • Tells about additional benefits. Use motivators to talk about features, which your customers and clients can get. If you launched a promotion, then report it in the appeal in the text or on the form. Use some great features from your USP in calls to action. Give the French fries to each pizza — place it on the button.

How to create an effective motivator for action: the components of your success

  • Use verbs. Verb = action. This is what you expect from users on the site. Use verbs in appeals to make motivators more effective.
  • Use numbers. Evaluation vocabulary does not inspire confidence, and numbers specify information, produce impressions on the user.
  • Be useful. Explain to the potential client what benefits the fulfillment of the targeted action on your site will bring. Why he needs a subscription to your articles, promotions, and proposals. Some words “useful”, “irreplaceable”, “profitable”, “pleasant” and others are not enough.
  • Work on the style. Terminology, complex words, and expressions should not seem complicated and inaccessible. To respond to the call, it needs to be understood. Imagine that you are proposing to perform an action to a loved one or a good acquaintance. Do not bend the stick and do not use familiarity and rough expressions. Your client is a person whom you respect and love.
  • Be brief. Make calls short. The clearer you put the benefits, the higher the likelihood that the call will pay attention.


An effective call to action is a great tool to improve the business efficiency and get new customers. Do you already use them?