Web Design

Why Every Web Page And Email Needs A Strong Call To Action

Nov 26, 2018

A call to action is a technique used in both web pages and emails to nudge the reader in the direction that you want them to go. This could be to click through to your website, buy a product, or call your team for a chat.

Whatever the outcome you desire, you need to tell your reader to do it. However, there is a right way and a wrong way to go about this process. That’s why in this article, the Maxweb team explain what a call to action is, what a good call to action results in, and how to write a good CTA.

What is a call to action?

A call to action is a paragraph of text, usually found at the end of a piece of writing, that outlines the next step that the reader of the webpage or email should take next. This could be to call the owner of the webpage or to make contact with the sender of the email, or it could be to buy a product or service. A call to action is there to emphasise the purpose of the article, web page, or email again so that it is fresh in the reader’s mind.

What is the point of a call to action?

Ideally, once somebody has read a call to action, they will follow the steps that the CTA outlines. This could be for them to follow up on a sales offer or to enquire for further information about a product or service that you have just described to them.

Web pages, emails, and articles with a call to action are more effective at getting the engagement from the reader that the article intends than those which don’t include them.

What makes a good call to action?

It is important that your CTA isn’t pushy. It should be viewed as a suggestion if the reader wants to learn more about the content they have just received rather than as a demand. Here are three other key elements of a good call to action:


A good call to action lets the reader know that the person or organisation that are providing the service know what they’re doing. This can be achieved by roughly outlining the process that the reader would be taking after finishing the web page or email.

For example, “To find out more about how this service can help your business grow, follow the link. We will outline some of the strengths and weaknesses of your business, and then we’ll tell you how we think you can improve”.

The above call to action tells the reader what they will be “getting out of it” with a tone that implies that they are in the hands of professionals.

It guides the reader

Good calls to action also take the reader through a journey. This is important to do because it can help the reader visualise what working with your business will look like. This is also why it is important to be authoritative.

Stop using “maybe” and “possibly” in favour of saying things like “we can help you”. This has a lot more of a definitive tone and it leaves no ambiguity when the reader is imagining what doing business with you will look like.

It outlines the benefits again

Finally, a good call to action tells the reader exactly how your business will benefit them. Identify their needs and tell them what you will do. Shout about the strengths of your product or service and tell people how it will improve their lives. Once the reader understands this, the only thing that is left is for them to follow the path that you have set out for them in the rest of the call to action.

Expert website creation with Maxweb

If you’re looking to build a professional website for your business, get in touch with one of our web design specialists. We can help you create a website that will show off the merits of your business, while making sure that it is easy to use.

For more information about how Maxweb can help you and your business, call us on 0151 652 4777 or email info@maxwebsolutions.co.uk.

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