How to Write High-Converting Calls to Action

Your ad got attention. Your page got a visit. Now what? The call to action (CTA) decides whether interest becomes action. Here are formulas, call to action examples by channel, and how to test them.

This guide is part of our brand and creative series.

The CTA formula

Action verb + what they get + (when / how)

• "Book your free estimate today"
• "Get the billboard checklist"
• "Claim 20% off before Sunday"
• "Talk to a PR strategist this week"

Principles

1. Start with a verb: book, get, claim, start, join, call, visit
2. Say what they get, not what you want ("Get your plan," not "Submit")
3. Make it easy: fewer steps, fewer fields
4. One primary action
5. Match the moment: a first-time visitor needs a lower-commitment CTA than a returning one

CTAs by goal

Goal	Low commitment	High commitment
Leads	"Get the free guide"	"Book a consultation"
Sales	"See pricing"	"Buy now"
Local visits	"Get directions"	"Book a table"
Events	"Save your spot"	"Buy tickets"
Email list	"Join 5-minute Fridays"	—

CTAs by channel

• Website buttons: short and specific ("Book my free estimate")
• Social ads: match the platform button, repeat the action in the copy (social media ads)
• Email: one main button, repeated once (email marketing)
• Radio: memorable and easy to say, such as a short vanity URL or location (radio advertising)
• Billboards: a brand name, short URL or direction (billboard design)
• Transit, posters and print: QR codes work where people can scan safely (QR codes and vanity URLs)
• TV and connected TV: on-screen URL or QR code

Adding urgency honestly

• A real deadline: "Offer ends October 31"
• Limited availability: "Only 10 spring installation slots left"
• Seasonal need: "Book before the first snowfall"
• Event dates

False urgency ("only 2 left!" when it isn't true) damages trust and can breach advertising rules.

Reduce friction around the CTA

• Short forms
• Reassurance nearby: "No obligation," "Takes 2 minutes," "We reply the same day"
• Social proof next to the button (social proof)
• Clear pricing expectations

Test

Test one element at a time: wording, colour contrast, placement, offer. Measure conversions, not clicks. See how to test creative.

Weak vs. strong CTAs

Weak	Stronger	Why
Submit	Get my free estimate	Says what they receive
Learn more	See how radio could fill your calendar	Specific benefit
Contact us	Book a 20-minute call	Clear, low-effort action
Click here	Download the billboard checklist	Describes the result
Buy	Get yours before Friday	Adds a real deadline

Examples you can adapt

• "Get your free media-readiness checklist"
• "Book a 20-minute campaign review"
• "See what radio can do for your business"
• "Find our nearest location"
• "Start your free trial. No card needed." (only if true)

Strong CTAs are the final step of ads that convert.