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Landing Page Copy: How to Write Captivating Call-to-actions (CTAs)

A call to action or a CTA is self-explanatory. It gives the visitor something to do along the lines of making a business decision.

With a call-to-action, a user can:

  • Buy your product or service.

  • Sign up for your newsletter.

  • Contact you or your representative.

  • Make any business decision or otherwise.


Call to action

Where is the Call-to-action best placed?


A call-to-action gives your reader something to do. Although the strategies involving a call to action are numerous, the following CTAs can help.


  • Learn more with XYZ (company name).

  • Save money with ABC

  • Take it easy with filler words

Avoid “-ly” words. “Learn more” is better than “Learn more quickly.”

  • Buy now is a typical call-to-action used if it makes you fill in a lot of information.


Use FOMO to trigger an action
More often than not, FOMO or “Fear of missing out” captures attention while also creating urgent yet effective responses. Using CTAs driven by FOMO, you can tap into the primal human emotions of greed, panic, comparison, curiosity, and pride.

Some examples include:


  • 30% off on your favorite men’s wear - expiring Sep. 13!

  • A weekend crash furniture sale - stock expected to be sold by Sunday, 6 PM.

  • Branded makeup items available - limited stock.

Use Hope as a leveraging tool

Fear isn’t the only way to get your audience to take action, hope can also do the job. Ponder over the strategy below.


  • Use hopelessness to your advantage and then turn around the table with a possible solution that could work

Example: You have tried to start a business countless times, but you don't know where to start. Why don’t you try a proven business model -  it's time for our 1-Step-at-a-time formula. It has worked for thousands, and you could be the next one.


  • Another example: You have toiled hard in the corporate world for years and probably failed at the idea of starting a business a few times. It’s time to get your e-book now and work your way to finally starting your business.

Keep things simple and brief

Remember, with CTAs you really are trying to tap into primal human emotions. So anything that is complicated isn’t going to generate the response you want.


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