Fair or Fowl? Crafting a Clear Textual Call to Action That Wins

Any page of content you write is wasted without providing somewhere for your readers to go. Crafting the perfect call to action in text doesn’t have to be rocket science – in fact, if your website is already optimized for SEO, then you’ve got a roadmap for CTAs already. Using this roadmap, you’ll have a jumpstart on writing your textual calls to action, and with a little practice, you’ll be a CTA pro in no time. Here’s how.

A Purpose for Every Page

Every page on your website should have a clear purpose. And if you’re setting up your pages correctly, each of those pages should have a clear, concise meta description that describes exactly what that page does. If the purpose of your meta description is to provide a reason why this page exists and why a potential user should click to visit it, then you’re set – this is your roadmap for crafting next-level CTAs.

What Now?

Now, when you’re crafting a piece of content to go on your website – whether it’s for a new page or edits on an existing one – think about what ­this page does, and what you want the potential user to do once they’ve read the content to the bottom of the page. Do you have another page you want them to visit on your website, or is there some other action you want a user to take?

There are two paths to take here – are you leading your user to a deeper page, or are you asking them to break a privacy barrier and download a useful piece of content like a guide, community contribution or other dedicated piece? Let’s look at both situations and see how our meta descriptions for where we’re going can help us.

Visit This Page

You’ve got two pages, and a big bad need to connect them. Your first step is already done – check out the meta description of the destination page. Copy it. This should form the backbone of your call to action – it already describes why a user would want to read this page.

Now, check out the meta description for the page you’re working on. It’s telling the reader why they got here in the first place – to read what you’ve described to them in brief.

If you’ve done your job in giving this page a unique purpose on your website, and written your content in a way that connects naturally to where you want your user to go next, then you’re winning the internet, and your job is almost done. Combine the two, and voila! Okay, it’s not that easy – but it is a clear, purposeful start.


Page 1 – Fancy Rubber Duckies
Meta Description: What are you missing when it comes to Fancy Rubber Duckies? Find out how the fanciest ducks rule the pond at RubberDuckies.com.

Page 2 – Rubber Duckies vs. Pet Rocks
Meta Description: The war between Rubber Duckies and Pet Rocks has been waged for centuries. Find out which is better between the ducky and the rock at RubberDuckies.com.

Call to Action in text for Page 1
Tell us what you think about fancy rubber duckies in the comments below. Or, are you ready for more? Find out how a fancy rubber ducky stacks up against a childhood classic – check out our Rubber Duckies vs. Pet Rocks eBook, and find out why the duck sinks the rock every time!

I’ve Got Something You Need

The other situation arises when the page you are working on is a form page or download page for another piece of content – preferably a gated piece of content that allows you to collect user data in exchange for your free guide, webinar or other deliverable.

Chances are, that piece, wherever it lives online, might not have a meta description. However, there’s a good possibility that downloading this content is not your end goal for a user – more likely, you’ll want them to digest it, and then do something it suggests next. Where is that “next phase” – does it have a webpage on your site? If it does, you’re in luck – the same process above works here too.


Download Page – Rubber Duckies vs. Pet Rocks
Meta Description: The war between Rubber Duckies and Pet Rocks has been waged for centuries. Find out which is better between the ducky and the rock at RubberDuckies.com.

Category Page – Rubber Duckies
Meta Description: Shop for Rubber Duckies of all types, including fancy rubber duckies, evil rubber duckies, blue rubber duckies and more at RubberDuckies.com.

Call to Action for Rubber Duckies vs. Pet Rocks
Download our guide, Rubber Duckies vs. Pet Rocks, and see how the classic rubber ducky rules the pond while the rock just sinks. Or, if you’re convinced and ready for your own rubber ducky, visit our Rubber Duckies page and shop our selection of over 1,000 duckies and find your perfect aquatic bird companion.

It’s not Internet quackery – its following the roadmap you’ve already laid out by optimizing your content for both your audience and search. Setting up your content this way allows you to easily create rifle shot content and guide your user from page to page with clear and concise content that delivers real value and digital relevance.

Have more questions about writing textual CTAs, or comments on CTAs in general? Leave a comment below and we could feature your question in an upcoming blog post or video! For more ways on how to optimize your content, check out our Blog Post Optimization Guide.