So, you’ve crafted a killer eBook, white paper, lengthy blog post, or a video about your new software solution. You have tackled all the customers’ pain points, provided an in-depth insight into how you can solve their problems, and explained all the tech. They have recognized you as a thought leader and now they think: “Wow, these guys know what they’re talking about!“

However, you haven’t closed the sale on that thought. You have only put your solution under your customer’s radar, which is a huge deal in this noisy world but it’s not where your efforts should stop. What comes next is crucial if you want your leads to turn into buyers.

I’m talking about the Call-to-Action (CTA) at the end of your content piece: simple, targeted phrases that are directly responsible for encouraging your audience to take the next step toward becoming a loyal customer (Content Marketing Institute).

Think of it as a crossroad where you have to persuade your leads to take the path towards your solution, and not to turn the other way.

Well, that’s easy, right? We can wrap it up with: “If you want to learn more contact our team of experts“ and provide contact information. Your inbox will be cluttered with new inquiries, and your phone will be buzzing in no time.

Sorry, but that won’t happen so quickly.

After you’ve provided the profound insights and presented the general information about your unique approach, to ensure the readers take the next step you need to switch the attention back to them.

Because in the next step they expect to see how this solution can work for them before they are ready to buy.

If you just ask them to call you in a very impersonal and conventional way, they will probably do nothing. It’s a cliche that everyone is using, which sounds dull and uninspiring.

A well-oiled CTA that converts needs to:

  • Make it sound like a personal message – there is an immense difference between “learn what our product can do” and “learn what our product can do for you”.
  • Offer another level of value that contains the “magic word“ – Free! This way your lead doesn’t feel threatened or forced into something he is still analyzing; it offers a safe way to experience a glimpse of what your end product looks like.
  • Exclude an overly salesy messaging – it could be a significant turn-off as the lead has not reached that stage here; you are one step closer but still in the courting phase!
  • Be stupid simple – don’t get tangled up in unnecessary wordiness and try to make your point in five words or less.
  • Provide an easy-to-follow instruction that is just “a click away“ – make it a super-simple process that won’t take much time to do, and which won’t require complex procedures.
  • Look beautiful – use a colored button that stands out.
  • Include only one CTA at the end of your content piece – don’t steer the reader in two or three different directions (e.g. “Check out our infographic“, “Register for our event“ and “Subscribe to our newsletter“) because confused minds never buy, or take any action whatsoever.

CTAs are related to your business goals and can vary from the mentioned newsletter subscription to an in-person visit from your team.

However, if you have already provided enough information through an eBook about your solution, you probably won’t ask your leads to have a look at the infographic that – most likely – summarizes what they’ve already learned.

As you are trying to sell a software solution here and not a new line of food supplements, the best way to showcase how your product can make that desired difference in your customer’s real-life situation is to invite them to experience it first-hand.

Of course, these types of CTAs need to be pre-arranged with your expert team who will be ready to take it from there.

Here are three inviting and effective ways to formulate your CTA:

  1. SIGN UP FOR A FREE DEMO/TRIAL – if your technology allows it, this is the best way to provide a “sneak peek“ into your product, implemented into your prospect’s environment.


  1. REGISTER/JOIN OUR FREE WEBINAR/WORKSHOP – also a great way to showcase practically how your solution works in a practical way, and answer live questions from interested parties.


  1. BOOK A FREE STRATEGY/DISCOVERY CALL – offer a 101 talk with your customer where you will be learning about their challenges and current IT set-up and then provide personalized suggestions for improvement with your solution.

Your CTA strategy ties directly into your content strategy, which lays out the “why“ of the content itself – what are you trying to accomplish and how will content help you get there?

Think it through thoroughly and use the CTA wisely, as it will be a turning point in the transformation from an interested reader into your next client.