4 Call-To-Action Strategies

Did you know that nearly 70% of small business lack a call to action on their website?

With more shopping options than ever before, having a clear and enticing offer on your website is vital. Although typical calls to actions such as “click here,” “download now” are not nearly as effective as they once were, there is no arguing that some type of call to action is essential for a company to attract customers.

Creating a great call to action is by no means an easy feat. In fact, as you’ll find online, no two calls to action will perform exactly alike. A strategy used by one company may or may not work for another.  

With that being said, there are a guidelines and tactics you can use to help you create a call-to-action that attracts leads.

Listed below are 9 common call-to-action strategies:

Strategy #1 Free Trials

By far one of the most successful and commonly used call-to-action strategies is to offer a free trial or download.

A free offer is simply hard to ignore. It work extremely well for software companies like Microsoft, who offers a free 30 day trial for their Office software.   

Screen Shot 2016-04-06 at 9.36.06 AM

Providing a free trial instills trust and allows you to convert free members through email marketing.

In fact, in one case study by Quick Sprout, Shopify was able to increase their revenue 10 times over a three year span thanks to a 14 day free trial period.

In terms of how long your free trial should be, this is your call. However, my advice is to offer more days for more complex material. For example, Autodesk provides a 30 day free trial for their 3D animation and modeling software.

Screen Shot 2016-04-06 at 9.38.38 AM

In my view, this is a perfect amount of time, as there is a large learning curve with this complex software. Only having a week or two to learn a complex software will be near impossible.

On the opposite side, Microsoft’s software is very easy to learn. For that reason, a 30 day free trial is almost too much time to give.  

A smaller trial period creates a higher level of urgency. It gives the potential customer a very small nibble rather than a large bite. Again, practice different trial periods for your product to see which one converts purchases best.

Strategy #2 Introduce the problem, then offer the solution

What solution does your company provide to its customers. Identifying your customer’s want, need, or weakness will allow you to offer the right solutions.

Unsure where to start with identifying your audience’s problem(s)? Quora and Reddit are both great places to look to identify your customer’s problems.

Screen Shot 2016-04-06 at 9.43.38 AM

Websites like Quora allow you to search for common questions and problems that your target audience may have. 

As well, another place to look is on Amazon. By scanning through the 2, 3 , and 4 star reviews you can find needs that your customer is looking for that your competitor does not offer.

For example, if you were a water filter company, you may find the reviews below helpful.

Screen Shot 2016-04-06 at 9.46.16 AM

Perhaps you would pinpoint in your solution that your purifier comes with a flap for the spout. What your customers really want in this case is something to protect the opening of the purifier. By acknowledging your customer’s problems, you will receive a higher level of clicks compared to looking over your customer’s problems.

Freshdesk is one such site that addresses a customer problem with its headline.

Screen Shot 2016-04-06 at 9.47.25 AM

Not only does Freshdesk address that their service makes customer service exceptional and easy, but it is trusted by 50,000 employers around the world.

Strategy #3 Free Download

Similar to the free trial period, a free download installs trust and continues building the relationship between you and the customer.

A free download can include a free PDF, app, book or any other item that may be used to solve a problem. For example, Nerd Fitness offers its readers a free “toolkit” that consists of free ebooks.

Screen Shot 2016-04-06 at 9.49.54 AM

Be cautious of the free download, however. Your free download should be helpful to the reader. Many websites have a free ebook, which consists of a 1 page PDF that can easily be found through a Google search.

If your download isn’t helpful or seems lazy, your audience will catch on and realize you only wanted to collect his or her email address for sales. Likewise, if you’re a service based company such as Nerd Fitness, you do not want to give too much away to the point where your customers no longer need to purchase your main products.   

If executed properly, your ebook will place you as an expert in the field, build trust between you and your customers, and entice your customer to buy from you.

Strategy #4 Utilize social proof

Each of us hates the feeling of not being included. This need to belong is a human characteristic that can be utilized in your call-to-action.

More than half of consumers noted they would only purchase from a website that had some type of review or testimonial. In other words, consumers will trust a product more if other people have purchased it. This provides them with a sense of belonging or being part of the crowd.

Going back to the company Freshdesk. This company states “trusted by 50,000 customers worldwide.” This note of how many customers the company has would likely persuade another company to use this service. The logic behind this would be if this product works for that many customers, then it will most likely work for me too.

Online Marketer, Charlie Hoehn, uses social proof to persuade users to subscribe to his one of his courses. On Hoehn’s website, his call-to-action is “join 10,000 subscribers in my free anxiety relief course.”

Screen Shot 2016-04-06 at 8.50.55 AM

Charlie Hohn’s call-to-action on his website

Social proof can also be generated through video. Trupanion created multiple Youtube videos that were linked to their website. The videos were of customers who gave live testimonials about the company.  

Screen Shot 2016-04-06 at 10.19.08 AM

Overall, social proof is a very powerful tool for persuasion. Highlighting or showcasing how many subscribers or customers you have creates a sense of community. This community is a need that your customer is hoping to acquire either purposefully or inadvertently. Satisfying this need will most likely lead to increased clicks.


As the examples above illustrate, there is no clear path to success with a call-to-action strategy. To successfully persuade people to click on your offer, you need to continue testing your copy.

For example, MatchOffice.com conducted an A/B test to monitor the effectivness of their copy. The company changed their original copy from “Order information and prices” to “Get information and prices.”

This simple change from “order” to “get” resulted in a 14.79% increase in conversions. click here to read about this study and others.

What strategies have worked best for your website? Share in the comment section below.





Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s