Creating a call-to-action (CTA) seems like a simple proposition. However, choosing the right verb is essential for increasing conversions. This list of 20 verbs is certainly not exhaustive, but marketers can use it as a starting place when crafting their perfect call-to-action.
1. Contact: This verb invites consumers to learn more about the product or service that marketers are trying to sell. Because it's invitational, it can help get the ball rolling when you need consumers to reach out. For instance, "Contact us for a free quote" invites consumers to reach out without making a direct sales association. Just make sure you give them a reason to contact you.
2. Call: This verb is a little more personal and invites consumers to reach out with a personal phone call to learn more about the product being sold. However, you have to be careful with this phrase, as calling is less immediate than contacting via the Web. If immediacy is needed — for instance, if you are looking to increase reservations at a restaurant — "Call now to reserve your table" is an effective phrase.
3. Click: This is one of the oldest online calls-to-action and is great if you want to keep your text simple. It's also very identifiable, so it's a great choice if you're trying to create a CTA that can be found easily by someone quickly scanning a webpage. An example where this might be effective is "Click here for available options" on a car dealership page. Consumers may be looking for options and will likely scan the page for this link. Using this common verb helps it stand out and makes it easy to find.
4. Connect: This is a very personal call-to-action and implies a one-on-one interaction, either by phone, chat or in person. This is best used when trying to speak to potential customers on a personal level. For instance, a business adviser might market himself or herself with a "Connect with me today and let's talk business," implying the possibility of a personal relationship.
5. Join: Though not appropriate in all situations, marketers can use this phrase to encourage consumers to become part of a larger group that uses the product being sold. A software company may use a CTA like "Join millions of satisfied customers today" to invite users to become a part of a community.
6. Start: This is an especially effective CTA if you are offering a free trial, but you can also use it with regular sales-related calls-to-action as well. For example, a coupon app could use the phrase "Start saving money with our app today!" and link to a download page to encourage immediate action.
7. Reply: This CTA empowers users to reach out and implies that brands have already given them the knowledge they need and are simply awaiting an acceptance of their offer. A graphic design firm could use this CTA to encourage connection with potential consumers by saying something like "Reply now for more on graphics package pricing."
8. Learn: If your aim is to tease consumers with a small amount of information and then invite them to discover more information on their own, this is the perfect call-to-action. An organic coffee company could use the phrase "Learn more about why our beans make the perfect cup of coffee" to entice the consumer and get that click and — hopefully — the conversion.
9. Add: This verb allows users to picture themselves with the service or product being sold, so they can mentally "add" it to their lifestyle. So, a moisturizing lotion could help boost conversions by inviting consumers to "Add our lotion to your beauty regimen for thirty days," perhaps as part of a trial offer.
10. Try: Best used in cases where a free or no-risk trial is offered, this verb implies that consumers can simply give a product or service a try before deciding to purchase. A digital video subscription service could easily use this verb and call consumers to action with something like "Try our award-winning video service for 30 days."
11. Take: This is a more aggressive call-to-action and puts pressure on consumers to act in an immediate fashion. So, for instance, a car dealership could direct consumers to "Take our newest model for a spin today."
12. Buy: This direct verb also inspires immediate action from consumers and is best suited for short-term deals or sales. For example, a discount pet supply company could use this verb with a simple "Buy ten pounds of dog food today, and get five free," enticing users to take immediate action to take advantage of the deal.
13. Go: This simple phrase can direct consumers toward either a purchase or more information and is one of the most flexible call-to-action verbs you can use. An apparel company could use this verb to ask consumers to "Go find your local retailer" or "Go to the sustainability knowledge center."
14. Share: In contrast with "go," this verb is not very flexible — it only really applies when you are looking to elicit a response that ties into social networking. An electronics retailer could use this phrase during the holiday season, asking consumers to "Share this list of holiday deals with family and friends" to ensure that sale prices are distributed on social networks like Facebook and Twitter and extend their reach.
15. Watch: This verb intends to inform and invites the user to learn more by checking out a video about the product or service being offered. A small appliances company could call users to action with a simple "Watch our fastest blender yet in action" to demonstrate it's power and drum up interest in the product.
16. Read: Much like "watch," this verb appeals to the consumer's desire to learn more about a product or service, possibly through reviews, descriptions or some other written media. A restaurant could encourage reservations by first calling potential diners to "Read our reviews on Yelp!"
17. Find Out: Another informational verb, this can direct users to any type of media designed to educate the consumer. A grout cleaning chemical company could pique consumers' interest with a "Find out how our grout cleaner stacks up against the competition."
18. Talk: This is a great verb to use if you want to invite consumers to reach out either in a physical location or over the phone, and is very similar to "call." A CPA firm could invite action from potential clients by inviting them to "Talk to one of our professionals today."
19. Save: Whether it's money, time, or headaches, use this verb to invite a consumer to purchase an item that will improve their life in some way. An insulation company could lay out potential product benefits by calling the consumer to "Save money this winter with new insulation."
20. Discover: This is an informational verb that invites consumers to learn more. Potential customers interested in your product who are looking for information will respond to this verb. For instance, a cleaning service could invite potential consumers to "Discover what makes our service the best in the state."
Though there are plenty of other calls-to-action, this list can help give marketers an idea of some of the most common calls-to-action and in what circumstances it might be appropriate to use them.