What Is a Call to Action?

Posted on by John Fawkes

direct response copywriterWhat Is a Call to Action? (And Why It’s the #1 Skill You Need to Master as a Copywriter)

Agree

Let’s be honest—writing great copy is hard enough. You’ve got to hook your reader, earn their trust, keep them interested, and all the while subtly (or not so subtly) guide them toward doing what you want.

And yet, after all that work, many people make one critical mistake that kills conversions:

They forget to tell the reader what to do next.

What Is a Call to Action?

At its core, a call to action (CTA) is a prompt that tells the reader exactly what to do next.

It might be a button, a line of text, a question, or even a sentence at the end of an email. But its purpose is always the same:

To guide the reader toward a specific action that aligns with your goal.

Here are a few common CTA examples:

  • “Buy now”
  • “Get your free trial”
  • “Subscribe for updates”
  • “Click here to learn more”
  • “Download your free guide”

But don’t let their simplicity fool you. CTAs are where the money is made. They’re the linchpin of every sales page, ad, email, and landing page.

Why CTAs Matter More Than You Think

Imagine this:

You’ve spent hours crafting a compelling email campaign. The headline is on point. The body is engaging. But then… you wrap it up without giving the reader a clear next step.

Guess what happens?

Nothing.

The reader clicks away. You don’t get the lead, the sale, or the signup. And all because you didn’t ask.

Here’s why CTAs matter:

  • People don’t take action unless they’re told to. A strong CTA makes it easy to say “yes.”
  • They reduce friction. Clear CTAs remove doubt or confusion about what to do next.
  • They drive conversions. Every successful marketing campaign has CTAs baked into every layer.

The Psychology of a Great CTA

The best calls to action work because they tap into basic human psychology. Here’s how:

1. Clarity

People fear making the wrong choice. CTAs that are clear and specific ease this fear.

Example: “Start your free 14-day trial”
Avoid: “Submit”

2. Urgency

Humans are wired to respond to scarcity and deadlines.

Example: “Register now—spots are limited!”
Example: “Ends tonight!”

3. Value

People won’t act unless there’s something in it for them. Your CTA should sell the benefit.

Example: “Get instant access to the 10X Sales Email Template”
Example: “Unlock your discount”

4. Ease

The brain loves easy decisions. Your CTA should feel like the path of least resistance.

Example: “Try it free”
Example: “Yes! I want the free cheatsheet”

7 Types of CTAs Every Copywriter Must Know

Each type of CTA serves a different purpose, depending on where the reader is in the journey.

1. Lead Generation CTAs

  • “Download your free guide”
  • “Get instant access to the toolkit”

2. Sales CTAs

  • “Buy now”
  • “Claim your 50% discount”

3. Engagement CTAs

  • “Share this with a friend”
  • “Leave a comment below”

4. Navigation CTAs

  • “Read next: How to Write a Sales Page”
  • “Go back to top”

5. Micro-Commitment CTAs

  • “Take the 30-second quiz”
  • “Watch the 2-minute video”

6. Social Proof CTAs

  • “Join 10,000+ subscribers”
  • “See why coaches love this”

7. Conversational CTAs

  • “Want in?”
  • “Sound good?”

Real CTA Examples That Work

Example 1: “Yes, I Want the Free Ebook”

Why it works:

  • Uses first-person language to increase ownership
  • Includes the word “free” (always a conversion booster)
  • Implies value and ease

Example 2: “Start My 30-Day Trial – No Credit Card Required”

Why it works:

  • Clearly states the benefit (30 days free)
  • Reduces resistance (no credit card)
  • Feels low-risk and easy to say “yes” to

Example 3: “Schedule My Free Strategy Call”

Why it works:

  • “Schedule” sounds more specific than “Book”
  • Uses “My” for personal ownership
  • “Free Strategy Call” implies value with no cost

How to Write a CTA That Converts (Step-by-Step)

  1. Know the goal. Is it to get a click, a lead, a sale, a reply?
  2. Highlight the benefit. What does the reader gain by saying yes?
  3. Use action verbs. Start strong: Get, Start, Claim, Unlock, Join.
  4. Reduce friction. Address objections: “No credit card required,” “Takes 30 seconds.”
  5. Make it urgent. Use time-based language or scarcity.
  6. Match the moment. Your CTA should reflect the reader’s awareness stage.

Common CTA Mistakes to Avoid

  • Using passive language like “Submit” or “Click Here”
  • Burying the CTA in long paragraphs
  • Giving too many options (a confused reader doesn’t act)
  • Not matching the CTA to the offer’s value
  • Forgetting the mobile experience (make buttons tappable!)

A Simple CTA Formula You Can Steal

Here’s a plug-and-play CTA formula I’ve used across dozens of high-converting campaigns:

“[Action verb] your [benefit] now — [eliminate friction]”

Examples:

  • “Download your free resume template now — no signup required.”
  • “Claim your 30% discount today — offer ends tonight.”
  • “Start your free trial now — cancel anytime.”

Final Thoughts: Don’t Let Your CTA Be an Afterthought

If there’s one thing I want you to take from this post, it’s this:

A strong CTA isn’t the end of your copy—it’s the point of your copy.

It’s the difference between a page that looks good and a page that prints money.

So whether you’re writing landing pages, emails, or sales funnels, treat your CTA like it matters.

Because it does.