How to write call-to-actions that convert

Most CTAs are either too soft or too vague. “Check it out” doesn’t sell. If you want action, you have to ask for it — clearly and confidently.

Here’s how to write CTAs that drive clicks.

1. Be specific about the action

Tell the viewer exactly what to do next.

• “Tap below to shop”
• “Click to claim your free trial”
• “Swipe up to get started”

Avoid: “Learn more” or “See how” — they don’t create urgency or direction.

2. Add urgency or scarcity

Make the viewer feel like waiting means missing out.

• “Only a few left”
• “Today only — 20% off”
• “Offer ends at midnight”

Urgency moves people from interest to action.

3. Repeat it visually and verbally

Don’t just say it once. Reinforce it.

• Use on-screen text + voice
• Use motion graphics or arrows to draw the eye
• Position the CTA before and after product demo

4. Match tone to the format

Make the CTA feel native to the platform.

• Reels/TikTok: “Tap here before it’s gone”
• YouTube: “Click below to watch the full story”
• Facebook: “Shop now and get 15% off”

Sound human, not scripted.

5. Keep it short

One line is enough. If it takes more than a second to read, it’s too long.

Examples:

• “Get yours now”
• “Try it risk-free”
• “Don’t miss out — shop now”

Final thought

The best CTA feels like the next logical step — not a pitch. Make it clear, timely, and impossible to ignore.

Want to avoid the five most common video ad mistakes?

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It is 14 pages of real tips to help you improve your hooks, lower ad costs, and create content that actually works.