wORKSHEET FOUR The Call-to-Action Checklist Creating the right CTA can be tough, and there’s no set formula that will guarantee success. Here are a few general guidelines you can follow to keep yourself on the right track. Keep it short. Calls-to-action should be as Make CTAs obvious. Set your CTAs apart. They to-the-point as possible. should be easy to find, so consider differentiating via color or buttons. Don’t be bossy. Use commands, not Indicate urgency. Your users will be more demands. You want your CTAs to encourage tempted by offers they perceive to be available an action without sounding demanding. for a limited time only. Convey value. Tell users what they’re going to Test, test, test. Use A/B testing to decide which get, not what they need to do. CTAs perform the best, then optimize accordingly. 12 / Pardot