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Good Copywriting Compels Readers to Act

Website Copy Must Include a Tempting Call-to-Action

delicious piece of cake at woman hands

Tempt visitors to take action by making an appealing offer.

Do you know what nearly every page of your website should have? The answer may surprise you. It’s not your logo or even your phone number.

Every page needs a call-to-action, a line of copy that tempts the visitor to take the next step in the buying process.

Suggest What to Do Next

Your copywriting should include the information relevant to the page’s topic, but then give your visitors clear instructions on what they should do next.

If you leave out that push at the end, you risk having them desert your site without a trace. A call-to-action can be anything like:

  • Place an order
  • Call to speak to a salesperson
  • Request a quote
  • Opt in to receive our newsletter
  • Subscribe to our blog
  • Visit our FAQs page for more information

The purpose of your website is to generate leads and sales. So write your copy with that objective in mind. Every page should move your visitors closer to that goal. Tell them exactly what to do and how to do it.


Once you’ve provided all the relevant information, encourage the visitor to place an order. That extra push might be the tipping point for getting the sale.

Highlight the Benefits

Convey to your prospects the benefits they’ll realize if they take action. Let them know in no uncertain terms the problem you can solve or pain you can remove.

Create enthusiasm for your product or service by painting a picture of how much better things will be once they decide to move forward. Well-crafted, specific copywriting can go a long way.

For example, “Contact us today” is not as strong as “Contact us today to get 2 shirts for the price of 1!”

Add an Incentive

To increase results, write copy that encourages visitors to take action sooner rather than later. Fear of missing out can be an effective motivator.

Offer them an incentive to act now because if they leave your site, you have no guarantee they’ll come back.  Giving them a timely push helps ensure you get the lead or sale.

Some of the techniques you can use are:

  • Give a discount
  • Offer a free gift or bonus
  • Provide an upgrade action before a specific date
  • Give a deadline for ordering
  • Offer a free consultation
  • Warn of an upcoming price increase
  • Provide a coupon with an expiration date
  • Include a guarantee
  • Explain that supplies are limited

Be Bold

Write your copy using clear language and specific instructions. It’s okay to be blunt. Your visitors shouldn’t have to guess at your meaning. They have a myriad of other things competing for their attention, so don’t be timid. Use active words like:

  • Call
  • Shop
  • Buy
  • Register
  • Subscribe
  • Order
  • Sign Up
  • Donate

Punctuation is important too.  Although it may not seem like much, an exclamation point at the end of your call-to-action can give your words an extra little kick.

Use Numbers

On a page filled with words, numbers stand out.  Consider putting a price or other numerical facts in your call-to-action. Consider these examples:

  • Buy today to get a %15 discount.
  • Get this shirt for only $10!
  • Buy 2 and get 1 free!
  • Order today and pay just .99 cents for shipping and handling!

Go Big

Make sure your call-to-action doesn’t get overlooked by putting that line in a bigger, bolder font. It should be at least 20% larger than the rest of the copy.

Add some white space before and after the call-to-action. The extra space will provide some separation that helps the call-to-action stand out.


Don’t leave any question in their mind about what you want visitors to do next. Make it simple for them to see the path they should follow.

Eliminate any hurdles such as asking them to complete a detailed form or follow multi-step instructions.

Think through the sequence of events when they do respond. It should be straightforward and easily understood.  The process needs to be as carefully planned as the call-to-action itself.

Test and Modify

Remove the guesswork by testing your call-to-action. Set up A-B tests or try one call-to-action for a week and a different one the following week. Be sure to keep other variables the same for accurate testing.

Gather data on which call-to-action delivers the best results. The numbers will elucidate your path forward.

Get the Results You Want

Website copywriting must be persuasive. It should motivate the reader to act. The payoff  will be worth the effort. Done right, well-crafted copy with a compelling call-to-action will generate the results you seek.

Contact Susan Greene

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Great work

I'm going through the website with a fine-tooth comb today and will be presenting it to Joe for a final check. Thanks for all your great work!

Emily Smith
Marketing Coordinator
Berg Benefits
Tacoma, Washington

See all 216 testimonials

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