Guide How to Create Effective Calls to Action

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But I also urge you to consider customizing your CTA based on the device being used by your audience. Google considers desktop and tablet as the same device , as the screen sizes are roughly the same, and people use them for search in similar scenarios. Users who search for something on their desktop or tablet are typically still doing their research, and are not quite ready to commit.


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Someone could be walking down the street when they see an ad on a moving bus, and whip out their phone and quickly search for what they saw before it leaves their brain. Their search will also likely result in a phone call to complete the desired action, rather than browsing a website.

How to Write Effective Calls to Action

My advice is to create a more phone call-centric CTA for your ads that appear on mobile devices. PPC is definitely a game of trial and error which is why it can be frustrating! Elisa Gabbert shared some examples of creative CTAs in a blog post if you are looking for some additional inspiration, while Dan Shewan examined what makes some call to action examples so effective in a separate post, so do your research!

We consumers respond well to seeing numbers such as pricing, discounts, promotions, incentives, etc.

Hook, Line, and Sinker: 7 Tips for a Killer Call-to-Action

So when the opportunity arises, why not appeal to your target audience that way? I am always a big proponent of including pricing information in your ad copy in general, and that includes your CTA. If a user sees your pricing information in your ad, and decides to click through to your site, then you know they are still interested in the product or service you are offering. Now you know you have yourself a valuable click, and an increased chance at generating a conversion.

This leads to the dreaded wasted spend in your account, and who wants to deal with that?

A Step-by-Step Guide to Creating the Best Call to Action for Conversions

Try experimenting with your pricing information in your CTA, as well as any other applicable numerical information. Another example might be if I was looking to fix the brown patches in my lawn. Do you have a preferred call-to-action, or perhaps one that surprised you with how well it did? What about one that you were hoping would perform well but ended up bombing?

Hook, Line, and Sinker: Both CTAs are easy to find with placement and color. HubSpot uses simple persuasive content alongside relatable images of fellow salespeople to get you to try their sales tools. Showing relevant images behind the CTA helps people visualize themselves using the product and in turn, make clicking through more appealing. HubSpot also makes sure to use friction-free text on their button making it inviting to get started with their program.

Campaign Monitor makes their call-to-action stand out against the moving background with a bold, contrasting the button color. They also let you know that help is only one click away, including a contact sales button should any questions or concerns arise. Want to make your CTA really simple to use?


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Kissmetrics does a great job of that here. Spotify has taken an interesting approach to their CTA design. Trello makes their persuasive copy and button text stand out against their all blue background by featuring strong contrasting colors and keeping the page simple. Lyft also uses a bright pink button to draw the eye directly to their calls-to-action, making them hard to avoid.

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Me makes it easy for you to immediately start using their product with their button text. Nothing is worse than being at working and waiting what seems like hours for a meeting to start. Paired with the bright orange color and this CTA is built to be highly effective.

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Pop-up CTAs are a more in-your-face way to get visitors to convert. They normally lead to newsletter sign-ups, downloads, or blog subscribe forms like IKEA does here. They also feature strong social proof, encouraging people to join by showing how many people already have and creating a sense of belonging.

A Step-by-Step Guide to Creating the Best Call to Action for Conversions

Ugmonk features an exit-intent popup as the user goes to leave the site. This is usually a company's last chance to get you to stay and make that purchase, so it better be a compelling offer! These companies all use call-to-action that follow best practices and generate leads for their business. There's no overstating the importance of featuring a powerful call-to-action on each page of your site.