Writing Clear Calls-to-Action (CTAs) That Actually Convert
A few years ago, I was working with a health coach named Emma. She had a website that looked like a dream board: pastel colors, calming photos, and words that felt like a warm hug. But every time she launched a new offer, she heard crickets. People visited her site, read her story, nodded along, and then… nothing.
When we sat down to look at her pages together, it was easy to see what was missing. Her calls-to-action were either hidden, too vague, or so passive that they felt like an afterthought.
“Let me know if you’d like to chat.”
“Feel free to reach out.”
“Check out my services page.”
These are friendly but they’re not clear. They’re not persuasive. And they certainly don’t make someone feel excited to take the next step.
So, we got to work.
Why CTAs Matter So Much (Especially for Coaches)
If your website is your digital home, your CTA is the front door. It’s how people step inside and connect with you. Without it, your visitors will wander around your pages, maybe feeling inspired but not really knowing what to do next.
A great CTA is like a guide. It tells people, “Here’s exactly what to do. Here’s what you’ll get if you do it. And here’s why it matters.”
If you’re a coach, you’re asking your audience to trust you with their stories, their goals, and sometimes their biggest struggles. That trust begins with clear communication.
And clear CTAs show that you know how to lead.
The Magic of Clarity
When Emma and I reworked her site, the first thing we did was clarify what she actually wanted people to do.
A CTA can’t be everything to everyone. Each one should have one job.
Do you want people to book a free discovery call?
Download a free guide?
Sign up for your newsletter?
Buy your new group program?
Choose one main action per page.
For Emma, her homepage CTA was now crystal clear: “Book Your Free 30-Minute Wellness Chat Today.”
No fluff. No guesswork. Just an action that felt easy, clear, and valuable.
How to Write CTAs That Feel Good (And Get Clicked)
You don’t have to be a copywriter to write CTAs that convert. You just need to know a few simple principles.
1. Make It Specific
“Contact Me” is okay, but “Book Your Free Call” is better.
“Learn More” is okay, but “See How It Works” is better.
Specific CTAs tell your visitor exactly what’s going to happen. They take the mystery out of the next step.
Think about your audience. What do they get when they click? Say it clearly.
2. Highlight the Benefit
When you add the benefit into your CTA, you’re reminding people why it’s worth it.
“Book Your Free Call” becomes “Book Your Free Call to Get Unstuck Today.”
“Download Now” becomes “Download Your Free Stress Relief Toolkit.”
Emma’s site used to say, “Subscribe to My Newsletter.” We changed it to, “Get Weekly Mindset Shifts Straight to Your Inbox.”
People need to know what’s in it for them. A good CTA doesn’t just tell them what to do—it reminds them why they should do it.
3. Use Action Words
CTAs should feel active, not passive.
Words like:
- Book
- Download
- Get
- Start
- Join
- Discover
- Claim
These inspire movement. They feel clear and direct.
Compare “Our Free Guide” to “Download Your Free Guide.” One is static. The other invites action.
4. Keep It Short
Your CTA isn’t a paragraph. Keep it short, sweet, and punchy. Usually 3 to 7 words is perfect.
Your button should never feel like homework to read. People should glance at it and instantly know what to do.
5. Make It Easy to Find
A clear CTA means nothing if people can’t find it.
I see this mistake so often: beautiful websites with CTAs buried at the bottom, tiny buttons hidden in the footer, or buttons that blend in with the background.
Your CTA should stand out. Make your button a color that contrasts with your page. Use white space around it. And repeat it throughout the page.
Emma’s new homepage repeats her “Book Your Free Call” CTA three times: once above the fold, once in the middle, and once at the end. People need reminders, and each one is a chance to say yes.
6. Keep the Process Simple
Sometimes the real problem isn’t your CTA—it’s what happens after someone clicks.
If your booking form takes fifteen minutes to fill out, you’ll lose people. If your email sign-up asks for every detail of their life, they’ll bail.
One coach I worked with asked for a full intake form before someone could even talk to her. It scared people off. We replaced it with a short, friendly form: name, email, and one question about what they’d like help with.
People started booking calls immediately.
Clear CTAs are supported by clear next steps.
CTAs Aren’t Just Buttons. They’re Invitations.
When you write a CTA, remember you’re not just telling people what to do. You’re inviting them to step closer. You’re saying, “I see you. I know what you want. And I’m here to help you get it.”
It’s okay to use your own authentic voice. If you’re warm and nurturing, your CTA can feel like a gentle nudge. If you’re high-energy, your CTA can be a rally cry.
Emma’s clients told her later that they loved how easy it felt to reach out. They didn’t have to guess or second-guess. They saw the next step, they clicked, and they were in her world.
That’s the power of a clear CTA.
A Few Final Tips
- Every page should have at least one CTA.
- Your most important pages (homepage, services, sales pages) should repeat the CTA multiple times.
- Make sure your CTA buttons work on mobile.
- Test different phrases to see what resonates with your audience.
Remember, you don’t have to sound like everyone else. You just have to be clear.
You’ve Got This
Calls-to-action aren’t complicated. But they do take intention. Your dream client is already looking for you. She wants to feel confident that reaching out is the right move.
Make it easy for her. Be clear. Be kind. Be specific. And invite her in.
And if you’re staring at your website today thinking, “Where do I even start?”—start with your CTAs.
That one small shift could open the door to a whole new level of trust and connection.
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