Using the Power of Natural Language in Calls-to-Action

Joseph ComoShameless Self Promotion, Website Conversion, Website Tips, Website Tools, Website Traffic, Website Trends

Human language is probably the most challenging aspect for we humans. We have cultivated our own speech into our own way of communicating in our own area of the world: Spanish, French, English, Portuguese etc.  You who are in website development, sales and computer programmers understand the power of language and how it can affect you personally and your business. But, have you ever experienced what natural language or even jargon can accomplish in calls-to-action (CTAs)

Calls-to-action have one purpose. Convert the website visitor into a lead or online sale. But how about creating CTAs that are based on the context of the visitor? More information on Website marketing here. 

The real lesson 

Jargon and mad libs have penetrated into forms of emojis, hashtags and acronyms such as the famous “lol,”  “YOLO”, or “Jk.” And for the most part are understood in multiple languages and cultures, being used and seen daily on an evolving and connected platform of social media accounts. (Now we’re talkin’.)

So, why not start incorporating them into websites?

While this may seem to be unprofessional, I will say it does have its place and evidence suggests that it does work. In 2010 Luke Wroblewski ,Chief Design Architect of Yahoo, ran some tests on his own style of jargon and natural language. By changing the proper business blog writings into a natural language on his blog Luke saw a 25-40% increase in call-to-action conversions.

Calls-to-action have one purpose. Convert the website visitor to become a lead. But how about creating CTAs that are based on the context of the visitor? – Redundant? Which spot should it be in?

Here are couple examples of how you may use the power of natural language or jargon on your next CTA:  Connection with your visitors.


  • Contact form – Instead of having a basic template walk your user through the template. “Hello, my name is ( first name) (last name) and I’m writing to you today because I would like to get a quote for (Company Name). Please call me back at (my phone number) at your earliest convince.
  • Signups – If your customers want something from you, get what you want from them. Play fair. For instance, If customers are desiring information and you have white paper to give them create a template that says something like. “Hello, my name is (first name) (last name) and I would like the FREE SEO white paper. Please send it to my email address which is (my email address). Thank you 🙂


Good writing always matters in marketing; being able to draw your customer in and encourage them to react is a key component for success. If your copy is not effective in giving your visitor what he or she wants, then you may have to acknowledge the way your copy is not in a structure your visitor is comfortable with.