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How to Write an Argumentative Essay | Examples & Tips

Published on July 24, 2020 by Jack Caulfield . Revised on July 23, 2023.

An argumentative essay expresses an extended argument for a particular thesis statement . The author takes a clearly defined stance on their subject and builds up an evidence-based case for it.

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Table of contents

When do you write an argumentative essay, approaches to argumentative essays, introducing your argument, the body: developing your argument, concluding your argument, other interesting articles, frequently asked questions about argumentative essays.

You might be assigned an argumentative essay as a writing exercise in high school or in a composition class. The prompt will often ask you to argue for one of two positions, and may include terms like “argue” or “argument.” It will frequently take the form of a question.

The prompt may also be more open-ended in terms of the possible arguments you could make.

Argumentative writing at college level

At university, the vast majority of essays or papers you write will involve some form of argumentation. For example, both rhetorical analysis and literary analysis essays involve making arguments about texts.

In this context, you won’t necessarily be told to write an argumentative essay—but making an evidence-based argument is an essential goal of most academic writing, and this should be your default approach unless you’re told otherwise.

Examples of argumentative essay prompts

At a university level, all the prompts below imply an argumentative essay as the appropriate response.

Your research should lead you to develop a specific position on the topic. The essay then argues for that position and aims to convince the reader by presenting your evidence, evaluation and analysis.

  • Don’t just list all the effects you can think of.
  • Do develop a focused argument about the overall effect and why it matters, backed up by evidence from sources.
  • Don’t just provide a selection of data on the measures’ effectiveness.
  • Do build up your own argument about which kinds of measures have been most or least effective, and why.
  • Don’t just analyze a random selection of doppelgänger characters.
  • Do form an argument about specific texts, comparing and contrasting how they express their thematic concerns through doppelgänger characters.

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An argumentative essay should be objective in its approach; your arguments should rely on logic and evidence, not on exaggeration or appeals to emotion.

There are many possible approaches to argumentative essays, but there are two common models that can help you start outlining your arguments: The Toulmin model and the Rogerian model.

Toulmin arguments

The Toulmin model consists of four steps, which may be repeated as many times as necessary for the argument:

  • Make a claim
  • Provide the grounds (evidence) for the claim
  • Explain the warrant (how the grounds support the claim)
  • Discuss possible rebuttals to the claim, identifying the limits of the argument and showing that you have considered alternative perspectives

The Toulmin model is a common approach in academic essays. You don’t have to use these specific terms (grounds, warrants, rebuttals), but establishing a clear connection between your claims and the evidence supporting them is crucial in an argumentative essay.

Say you’re making an argument about the effectiveness of workplace anti-discrimination measures. You might:

  • Claim that unconscious bias training does not have the desired results, and resources would be better spent on other approaches
  • Cite data to support your claim
  • Explain how the data indicates that the method is ineffective
  • Anticipate objections to your claim based on other data, indicating whether these objections are valid, and if not, why not.

Rogerian arguments

The Rogerian model also consists of four steps you might repeat throughout your essay:

  • Discuss what the opposing position gets right and why people might hold this position
  • Highlight the problems with this position
  • Present your own position , showing how it addresses these problems
  • Suggest a possible compromise —what elements of your position would proponents of the opposing position benefit from adopting?

This model builds up a clear picture of both sides of an argument and seeks a compromise. It is particularly useful when people tend to disagree strongly on the issue discussed, allowing you to approach opposing arguments in good faith.

Say you want to argue that the internet has had a positive impact on education. You might:

  • Acknowledge that students rely too much on websites like Wikipedia
  • Argue that teachers view Wikipedia as more unreliable than it really is
  • Suggest that Wikipedia’s system of citations can actually teach students about referencing
  • Suggest critical engagement with Wikipedia as a possible assignment for teachers who are skeptical of its usefulness.

You don’t necessarily have to pick one of these models—you may even use elements of both in different parts of your essay—but it’s worth considering them if you struggle to structure your arguments.

Regardless of which approach you take, your essay should always be structured using an introduction , a body , and a conclusion .

Like other academic essays, an argumentative essay begins with an introduction . The introduction serves to capture the reader’s interest, provide background information, present your thesis statement , and (in longer essays) to summarize the structure of the body.

Hover over different parts of the example below to see how a typical introduction works.

The spread of the internet has had a world-changing effect, not least on the world of education. The use of the internet in academic contexts is on the rise, and its role in learning is hotly debated. For many teachers who did not grow up with this technology, its effects seem alarming and potentially harmful. This concern, while understandable, is misguided. The negatives of internet use are outweighed by its critical benefits for students and educators—as a uniquely comprehensive and accessible information source; a means of exposure to and engagement with different perspectives; and a highly flexible learning environment.

The body of an argumentative essay is where you develop your arguments in detail. Here you’ll present evidence, analysis, and reasoning to convince the reader that your thesis statement is true.

In the standard five-paragraph format for short essays, the body takes up three of your five paragraphs. In longer essays, it will be more paragraphs, and might be divided into sections with headings.

Each paragraph covers its own topic, introduced with a topic sentence . Each of these topics must contribute to your overall argument; don’t include irrelevant information.

This example paragraph takes a Rogerian approach: It first acknowledges the merits of the opposing position and then highlights problems with that position.

Hover over different parts of the example to see how a body paragraph is constructed.

A common frustration for teachers is students’ use of Wikipedia as a source in their writing. Its prevalence among students is not exaggerated; a survey found that the vast majority of the students surveyed used Wikipedia (Head & Eisenberg, 2010). An article in The Guardian stresses a common objection to its use: “a reliance on Wikipedia can discourage students from engaging with genuine academic writing” (Coomer, 2013). Teachers are clearly not mistaken in viewing Wikipedia usage as ubiquitous among their students; but the claim that it discourages engagement with academic sources requires further investigation. This point is treated as self-evident by many teachers, but Wikipedia itself explicitly encourages students to look into other sources. Its articles often provide references to academic publications and include warning notes where citations are missing; the site’s own guidelines for research make clear that it should be used as a starting point, emphasizing that users should always “read the references and check whether they really do support what the article says” (“Wikipedia:Researching with Wikipedia,” 2020). Indeed, for many students, Wikipedia is their first encounter with the concepts of citation and referencing. The use of Wikipedia therefore has a positive side that merits deeper consideration than it often receives.

An argumentative essay ends with a conclusion that summarizes and reflects on the arguments made in the body.

No new arguments or evidence appear here, but in longer essays you may discuss the strengths and weaknesses of your argument and suggest topics for future research. In all conclusions, you should stress the relevance and importance of your argument.

Hover over the following example to see the typical elements of a conclusion.

The internet has had a major positive impact on the world of education; occasional pitfalls aside, its value is evident in numerous applications. The future of teaching lies in the possibilities the internet opens up for communication, research, and interactivity. As the popularity of distance learning shows, students value the flexibility and accessibility offered by digital education, and educators should fully embrace these advantages. The internet’s dangers, real and imaginary, have been documented exhaustively by skeptics, but the internet is here to stay; it is time to focus seriously on its potential for good.

If you want to know more about AI tools , college essays , or fallacies make sure to check out some of our other articles with explanations and examples or go directly to our tools!

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An argumentative essay tends to be a longer essay involving independent research, and aims to make an original argument about a topic. Its thesis statement makes a contentious claim that must be supported in an objective, evidence-based way.

An expository essay also aims to be objective, but it doesn’t have to make an original argument. Rather, it aims to explain something (e.g., a process or idea) in a clear, concise way. Expository essays are often shorter assignments and rely less on research.

At college level, you must properly cite your sources in all essays , research papers , and other academic texts (except exams and in-class exercises).

Add a citation whenever you quote , paraphrase , or summarize information or ideas from a source. You should also give full source details in a bibliography or reference list at the end of your text.

The exact format of your citations depends on which citation style you are instructed to use. The most common styles are APA , MLA , and Chicago .

The majority of the essays written at university are some sort of argumentative essay . Unless otherwise specified, you can assume that the goal of any essay you’re asked to write is argumentative: To convince the reader of your position using evidence and reasoning.

In composition classes you might be given assignments that specifically test your ability to write an argumentative essay. Look out for prompts including instructions like “argue,” “assess,” or “discuss” to see if this is the goal.

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Jack Caulfield

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Argumentative Essay – Outline, Form, and Examples

Daniel Bal

What is an argumentative essay?

An argumentative essay requires the writer to investigate a specific topic by collecting and evaluating evidence to establish a position on the subject matter.

When preparing to compose a good argumentative essay, utilize the following steps:

Step 1: Select a topic.

Step 2: Identify a position.

Step 3: Locate appropriate resources.

Step 4: Identify evidence supporting the position. ( NOTE: If there is little evidence in support of the claim, consider re-examining the main argument.)

Steps to write an argumentative essay

When gathering evidence, use credible sources . To determine the credibility of the source, consider authority, currency, accuracy, and objectivity:

Who is the author ? Are they an expert in the field? Has a reputable publisher published the work?

How current is the information in the source? Does the currency of the source matter? Does the age of the source impact the content? Is there newer information that disproves the source’s information?

Can other sources verify the accuracy of the information? Does the information contradict that found in other commonly accepted sources?

Is there any evidence of bias, or is the source objective ? Is the research sponsored by an organization that may skew the information?

The following are typically recognized as providing appropriate, credible research material:

Peer-reviewed journals/research papers

Government agencies

Professional organizations

Library databases

Reference books

Credible sources

Writers should avoid using the following sources:

Social media posts

Out-of-date materials

Step 5: Utilize the research to determine a thesis statement that identifies the topic, position, and support(s).

Step 6: Use the evidence to construct an outline, detailing the main supports and relevant evidence.

Steps to write an argumentative essay

Argumentative essay outline

After gathering all of the necessary research, the next step in composing an argumentative essay focuses on organizing the information through the use of an outline:

Introduction

Attention Grabber/Hook

Background Information: Include any background information pertinent to the topic that the reader needs to know to understand the argument.

Thesis: State the position in connection to the main topic and identify the supports that will help prove the argument.

Topic sentence

Identify evidence in support of the claim in the topic sentence

Explain how the evidence supports the argument

Evidence 3 (Continue as needed)

Support 2 (Continue as needed)

Restate thesis

Review main supports

Concluding statement

Invite the audience to take a specific action.

Identify the overall importance of the topic and position.

Argumentative essay outline

How to write an argumentative essay

Regardless of the writer’s topic or point of view, an argumentative essay should include an introductory paragraph, body paragraphs, a conclusion, and works cited.

Background information

Body Paragraphs

Analysis of evidence

Rephrased thesis

Review of main ideas

Call to action

Works Cited

Components of an argumentative essay

Argumentative essay introduction

The introduction sets the tone for the entire paper and introduces the argument. In general, the first paragraph(s) should attract the reader’s attention, provide relevant context, and conclude with a thesis statement.

To attract the reader's attention , start with an introductory device. There are several attention-grabbing techniques, the most common of which consist of the following:

The writer can emphasize the topic’s importance by explaining the current interest in the topic or indicating that the subject is influential.

Pertinent statistics give the paper an air of authority.

There are many reasons for a stimulating statement to surprise a reader. Sometimes it is joyful; sometimes it is shocking; sometimes it is surprising because of who said it.

An interesting incident or anecdote can act as a teaser to lure the reader into the remainder of the essay. Be sure that the device is appropriate for the subject and focus of what follows.

Provide the reader with relevant context and background information necessary to understand the topic.

Conclude with a thesis statement that identifies the overall purpose of the essay (topic and position). Writers can also include their support directly in the thesis, which outlines the structure of the essay for the reader.

Avoid the following when writing the introduction to argumentative writing:

Starting with dictionary definitions is too overdone and unappealing.

Do not make an announcement of the topic like “In this paper I will…” or “The purpose of this essay is to….”

Evidence supporting or developing the thesis should be in the body paragraphs, not the introduction.

Beginning the essay with general or absolute statements such as “throughout history...” or “as human beings we always...” or similar statements suggest the writer knows all of history or that all people behave or think in the same way.

Argumentative essay thesis

The thesis statement is the single, specific claim the writer sets out to prove and is typically positioned as the last sentence of the introduction . It is the controlling idea of the entire argument that identifies the topic, position, and reasoning.

When constructing a thesis for an argumentative paper, make sure it contains a side of the argument, not simply a topic. An argumentative thesis identifies the writer’s position on a given topic. If a position cannot be taken, then it is not argumentative thesis:

Topic: Capital punishment is practiced in many states.

Thesis: Capital punishment should be illegal.

While not always required, the thesis statement can include the supports the writer will use to prove the main claim. Therefore, a thesis statement can be structured as follows:

TOPIC + POSITION (+ SUPPORTS)

No Supports: College athletes (TOPIC) should be financially compensated (POSITION).

Supports: College athletes (TOPIC) should be financially compensated (POSITION) because they sacrifice their minds and bodies (SUPPORT 1), cannot hold

Argumentative essay body paragraphs

Body paragraphs can be of varying lengths, but they must present a coherent argument unified under a single topic. They are rarely ever longer than one page, double-spaced; usually they are much shorter.

Lengthy paragraphs indicate a lack of structure. Identify the main ideas of a lengthy paragraph to determine if they make more sense as separate topics in separate paragraphs.

Shorter paragraphs usually indicate a lack of substance; there is not enough evidence or analysis to prove the argument. Develop the ideas more or integrate the information into another paragraph.

The structure of an argumentative paragraph should include a topic sentence, evidence, and a transition.

The topic sentence is the thesis of the paragraph that identifies the arguable point in support of the main argument. The reader should know exactly what the writer is trying to prove within the paragraph by reading the first sentence.

The supporting evidence and analysis provide information to support the claim. There should be a balance between the evidence (facts, quotations, summary of events/plot, etc.) and analysis (interpretation of evidence). If the paragraph is evidence-heavy, there is not much of an argument; if it is analysis-heavy, there is not enough evidence in support of the claim.

The transition can be at the beginning or the end of a paragraph. However, it is much easier to combine the transition with the concluding observation to help the paragraphs flow into one another. Transitions in academic writing should tell the reader where you were, where you are going, and relate to the thesis.

Some essays may benefit from the inclusion of rebuttals to potential counterarguments of the writer’s position.

Argumentative essay conclusion

The conclusion should make readers glad they read the paper. It can suggest broader implications that will not only interest readers but also enrich their understanding in some way. There are three aspects to follow when constructing the conclusion: rephrase the thesis, synthesize information, and call the reader to action.

Rephrased the thesis in the first sentence of the conclusion. It must be in different words; do not simply write it verbatim.

Synthesize the argument by showing how the paper's main points support the argument.

Propose a course of action or a solution to an issue. This can redirect the reader's thought process to apply the ideas to their life or to see the broader implications of the topic.

Avoid the following when constructing the conclusion:

Beginning with an unnecessary, overused phrase such as "in conclusion," "in summary," or "in closing;" although these phrases can work in speeches, they come across as trite in writing

Introducing a new idea or subtopic in the conclusion

Making sentimental, emotional appeals that are out of character with the rest of the paper

Including evidence (quotations, statistics, etc.) that should be in the body of the paper

Argumentative essay examples

Examples of argumentative essays vary depending upon the type:

Academic essays differ based upon the topic and position. These essays follow a more traditional structure and are typically assigned in high school or college. Examples of academic argumentative essay topics include the following:

Advantages or disadvantages of social media

Animal testing

Art education

Benefit or detriment of homework

Capital punishment

Class warfare

Immigration

School uniforms

Universal healthcare

Violence in video games

Argumentative literary essays are typically more informal and do not follow the same structure as an academic essay. The following are popular examples of argumentative literary essays:

“Letter from Birmingham Jail” by Martin Luther King, Jr.

“Death of the Moth” by Virginia Woolf

“Shooting an Elephant” by George Orwell

“Thoughts for the Times on War and Death” by Sigmund Freud

“Does the Truth Matter? Science, Pseudoscience, and Civilization” by Carl Sagan

“Self-Reliance” by Ralph Waldo Emerson

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5 Keys to End Your Speech with a Great Call-to-Action

Yet many speakers miss a fantastic opportunity with a call-to-action that is wishy-washy, hypothetical, or ill-constructed. Even worse, some speakers omit the call-to-action entirely.

A poor call-to-action undermines the effectiveness of your speech; a great call-to-action stirs your audience to act enthusiastically.

In this article, we reveal the qualities of a strong speech call-to-action which will lead your audience to act.

What is a Speech Call-To-Action?

A speech call-to-action is an explicit appeal to your audience to take a specific action following your speech. A call-to-action is most often made at the conclusion of a persuasive speech.

“ If you have been persuasive and your audience is emotionally invested, the best time for action is now. ”

For example, you might call on your audience to…

  • … adopt a new business process
  • … sponsor an event
  • … attend an event
  • … fund a research initiative
  • … register to vote
  • … join a club
  • … train for a marathon
  • … read out loud to their children
  • … donate money to a charity
  • … travel to Saskatchewan
  • … buy a fire extinguisher
  • … eat more vegetables
  • … use public transit

Guidelines for a Strong Speech Call-to-Action

Your call-to-action and your approach to delivering it may vary according to your audience and your speaking style. While there is no rigid formula, there are a number of  guidelines which will improve the effectiveness of your call-to-action.

  • Make your call-to-action clear and direct.
  • Have your audience act quickly.
  • Lower barriers to action.
  • Focus on benefits for your audience.
  • Customize your call-to-action for each person.

1. Make your call-to-action clear and direct.

Don’t hint. Don’t imply. Don’t suggest.

It’s not a whisper-to-think-about- action; it’s a call-to -action.

Use direct language, and eliminate wishy-washy phrases.

  • Instead of “Maybe you could think about joining…”, say “Join…”
  • Instead of “It would be good to train for…”, say “Train for… “

Don’t assume that your audience will “figure out” what needs to be done. (I have made this mistake in the past and regretted it.) If members of your audience walk out of the room thinking “Wow, this sounds great, but I’m just not sure what to do…”, your call-to-action was not clear enough.

2. Have your audience act quickly.

If you have been persuasive and your audience is emotionally invested, the best time for action is now. The longer it takes to initiate the action, the more likely that your audience will lose motivation.

So, an ideal call-to-action is one which your audience can act on immediately, perhaps even before they leave the room. If this isn’t feasible, then aim for actions which can reasonably be completed (or at least started) within hours or a day or two.

3. Lower barriers to action.

To help your audience act quickly, eliminate as many (trivial or non-trivial) barriers as you can.

For example, ask the following questions about your audience.

  • Do they need to sign up? Bring forms and pens and pass them out.
  • Do they need to read additional information? Bring handouts, or copies of books, or website references.
  • Do they need approval before they can act? Make the first call-to-action to organize the meeting with stakeholders.
  • Do they need to pay? Accept as many forms of payment as possible.

A common psychological barrier is the perception that the suggested action is too big or too risky. This is a legitimate concern, and is often best handled by dividing the call-to-action into several small (less risky) actions.

For example, “train for a marathon” may be too large of a call-to-action for a non-runner. A better call-to-action would be to join a running club or train for a shorter race.

4. Focus on benefits for your audience.

“ A poor call-to-action undermines the effectiveness of your speech; a great call-to-action stirs your audience to act enthusiastically. ”

Always frame your call-to-action in the audience’s best interest.

For example, don’t say this:

  • What I’d really like you to do is…
  • It would make me so happy if you…
  • My foundation has set a target of X that we can reach with your help…

Making you (the speaker) happy is (probably) not highly motivating for your audience.

Instead, say this:

  • Build your financial wealth by…
  • Make your community a safer place to live for yourself and your children by…
  • When you volunteer, you build your skills and gain valuable experience…

Surround the call-to-action with a description of how their lives will be improved when they act. Paint a prosperous vision.

5. Customize your call-to-action for each person.

Audiences don’t act; individuals act. Rather than addressing the group as a whole, focus your call-to-action on each individual in your audience.

Suppose your goal is to have a new business process adopted. Each individual in the room may play a different role in accomplishing this.

  • For the person who controls the budget, the call-to-action is to allocate the necessary funds.
  • For the personnel manager, the call-to-action is to delegate staff to work on the initiative.
  • For others, the call-to-action may be to attend in-depth training about the new process.

Audience analysis is critical . If you know who is in your audience, and understand their motivations and capabilities, you will be able to personalize the call-to-action for them.

Put it into Practice

By working on the planning and execution of the call-to-action in your speeches, you’ll become a more persuasive and effective speaker.

Look back to your last persuasive speech.

  • Did you make a clear and direct call-to-action?
  • Was your audience able to act quickly on it?
  • Did you make an extra effort to lower barriers to action?
  • Did you highlight the benefits for your audience?
  • Did you address individuals rather than the group with a personal call-to-action?

If the answer to any of the above questions was “no”, then how could your call-to-action have been improved?

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11 comments.

This is a great article. I found in it very useful tactics. thanks a lot.

Brilliant!… can’t wait to put into action. thank you

I really like your tips #3 & 4 about focusing on audience benefits and lowering barriers to action.

Not sure how the tip about personalising the call-to-action should work though. Might you have (say) 3 calls to action if there are 3 decision-makers in the audience?

Very useful to my line of work. Thanks. Keep it up

What would be a good call to action for drug abuse?

Thank you, I found this very helpful in some situations. I definitely recommend this.

My teacher sent me here It really helped. Thank you for taking your precious time to make something to help others even though you didn’t have to. It is very much appreciated

Thank you soooo much it really helped me on my essay for school thank you so much .😊😊😊

I am working on reframing a call to action for a speech THANK YOU for the help ahead of time

How do you write a call-to-action about global warming?

I appreciate your six minute articles Thank you

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8 Effective Strategies to Write Argumentative Essays

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In a bustling university town, there lived a student named Alex. Popular for creativity and wit, one challenge seemed insurmountable for Alex– the dreaded argumentative essay!

One gloomy afternoon, as the rain tapped against the window pane, Alex sat at his cluttered desk, staring at a blank document on the computer screen. The assignment loomed large: a 350-600-word argumentative essay on a topic of their choice . With a sigh, he decided to seek help of mentor, Professor Mitchell, who was known for his passion for writing.

Entering Professor Mitchell’s office was like stepping into a treasure of knowledge. Bookshelves lined every wall, faint aroma of old manuscripts in the air and sticky notes over the wall. Alex took a deep breath and knocked on his door.

“Ah, Alex,” Professor Mitchell greeted with a warm smile. “What brings you here today?”

Alex confessed his struggles with the argumentative essay. After hearing his concerns, Professor Mitchell said, “Ah, the argumentative essay! Don’t worry, Let’s take a look at it together.” As he guided Alex to the corner shelf, Alex asked,

Table of Contents

“What is an Argumentative Essay?”

The professor replied, “An argumentative essay is a type of academic writing that presents a clear argument or a firm position on a contentious issue. Unlike other forms of essays, such as descriptive or narrative essays, these essays require you to take a stance, present evidence, and convince your audience of the validity of your viewpoint with supporting evidence. A well-crafted argumentative essay relies on concrete facts and supporting evidence rather than merely expressing the author’s personal opinions . Furthermore, these essays demand comprehensive research on the chosen topic and typically follows a structured format consisting of three primary sections: an introductory paragraph, three body paragraphs, and a concluding paragraph.”

He continued, “Argumentative essays are written in a wide range of subject areas, reflecting their applicability across disciplines. They are written in different subject areas like literature and philosophy, history, science and technology, political science, psychology, economics and so on.

Alex asked,

“When is an Argumentative Essay Written?”

The professor answered, “Argumentative essays are often assigned in academic settings, but they can also be written for various other purposes, such as editorials, opinion pieces, or blog posts. Some situations to write argumentative essays include:

1. Academic assignments

In school or college, teachers may assign argumentative essays as part of coursework. It help students to develop critical thinking and persuasive writing skills .

2. Debates and discussions

Argumentative essays can serve as the basis for debates or discussions in academic or competitive settings. Moreover, they provide a structured way to present and defend your viewpoint.

3. Opinion pieces

Newspapers, magazines, and online publications often feature opinion pieces that present an argument on a current issue or topic to influence public opinion.

4. Policy proposals

In government and policy-related fields, argumentative essays are used to propose and defend specific policy changes or solutions to societal problems.

5. Persuasive speeches

Before delivering a persuasive speech, it’s common to prepare an argumentative essay as a foundation for your presentation.

Regardless of the context, an argumentative essay should present a clear thesis statement , provide evidence and reasoning to support your position, address counterarguments, and conclude with a compelling summary of your main points. The goal is to persuade readers or listeners to accept your viewpoint or at least consider it seriously.”

Handing over a book, the professor continued, “Take a look on the elements or structure of an argumentative essay.”

Elements of an Argumentative Essay

An argumentative essay comprises five essential components:

Claim in argumentative writing is the central argument or viewpoint that the writer aims to establish and defend throughout the essay. A claim must assert your position on an issue and must be arguable. It can guide the entire argument.

2. Evidence

Evidence must consist of factual information, data, examples, or expert opinions that support the claim. Also, it lends credibility by strengthening the writer’s position.

3. Counterarguments

Presenting a counterclaim demonstrates fairness and awareness of alternative perspectives.

4. Rebuttal

After presenting the counterclaim, the writer refutes it by offering counterarguments or providing evidence that weakens the opposing viewpoint. It shows that the writer has considered multiple perspectives and is prepared to defend their position.

The format of an argumentative essay typically follows the structure to ensure clarity and effectiveness in presenting an argument.

How to Write An Argumentative Essay

Here’s a step-by-step guide on how to write an argumentative essay:

1. Introduction

  • Begin with a compelling sentence or question to grab the reader’s attention.
  • Provide context for the issue, including relevant facts, statistics, or historical background.
  • Provide a concise thesis statement to present your position on the topic.

2. Body Paragraphs (usually three or more)

  • Start each paragraph with a clear and focused topic sentence that relates to your thesis statement.
  • Furthermore, provide evidence and explain the facts, statistics, examples, expert opinions, and quotations from credible sources that supports your thesis.
  • Use transition sentences to smoothly move from one point to the next.

3. Counterargument and Rebuttal

  • Acknowledge opposing viewpoints or potential objections to your argument.
  • Also, address these counterarguments with evidence and explain why they do not weaken your position.

4. Conclusion

  • Restate your thesis statement and summarize the key points you’ve made in the body of the essay.
  • Leave the reader with a final thought, call to action, or broader implication related to the topic.

5. Citations and References

  • Properly cite all the sources you use in your essay using a consistent citation style.
  • Also, include a bibliography or works cited at the end of your essay.

6. Formatting and Style

  • Follow any specific formatting guidelines provided by your instructor or institution.
  • Use a professional and academic tone in your writing and edit your essay to avoid content, spelling and grammar mistakes .

Remember that the specific requirements for formatting an argumentative essay may vary depending on your instructor’s guidelines or the citation style you’re using (e.g., APA, MLA, Chicago). Always check the assignment instructions or style guide for any additional requirements or variations in formatting.

Prof. Mitchell continued, “An argumentative essay can adopt various approaches when dealing with opposing perspectives. It may offer a balanced presentation of both sides, providing equal weight to each, or it may advocate more strongly for one side while still acknowledging the existence of opposing views.” As Alex listened carefully to the Professor’s thoughts, his eyes fell on a page with examples of argumentative essay.

Example of an Argumentative Essay

Alex picked the book and read the example. It helped him to understand the concept. Furthermore, he could now connect better to the elements and steps of the essay which Prof. Mitchell had mentioned earlier. Aren’t you keen to know how an argumentative essay should be like? Here is an example of a well-crafted argumentative essay , which was read by Alex. After Alex finished reading the example, the professor turned the page and continued, “Check this page to know the importance of writing an argumentative essay in developing skills of an individual.”

Importance of an Argumentative Essay

Importance_of_an_ArgumentativeEssays

After understanding the benefits, Alex was convinced by the ability of the argumentative essays in advocating one’s beliefs and favor the author’s position. Alex asked,

“How are argumentative essays different from the other types?”

Prof. Mitchell answered, “Argumentative essays differ from other types of essays primarily in their purpose, structure, and approach in presenting information. Unlike expository essays, argumentative essays persuade the reader to adopt a particular point of view or take a specific action on a controversial issue. Furthermore, they differ from descriptive essays by not focusing vividly on describing a topic. Also, they are less engaging through storytelling as compared to the narrative essays.

Alex said, “Given the direct and persuasive nature of argumentative essays, can you suggest some strategies to write an effective argumentative essay?

Turning the pages of the book, Prof. Mitchell replied, “Sure! You can check this infographic to get some tips for writing an argumentative essay.”

Effective Strategies to Write an Argumentative Essay

StrategiesOfWritingArgumentativeEssays

As days turned into weeks, Alex diligently worked on his essay. He researched, gathered evidence, and refined his thesis. It was a long and challenging journey, filled with countless drafts and revisions.

Finally, the day arrived when Alex submitted their essay. As he clicked the “Submit” button, a sense of accomplishment washed over him. He realized that the argumentative essay, while challenging, had improved his critical thinking and transformed him into a more confident writer. Furthermore, Alex received feedback from his professor, a mix of praise and constructive criticism. It was a humbling experience, a reminder that every journey has its obstacles and opportunities for growth.

Frequently Asked Questions

An argumentative essay can be written as follows- 1. Choose a Topic 2. Research and Collect Evidences 3. Develop a Clear Thesis Statement 4. Outline Your Essay- Introduction, Body Paragraphs and Conclusion 5. Revise and Edit 6. Format and Cite Sources 7. Final Review

One must choose a clear, concise and specific statement as a claim. It must be debatable and establish your position. Avoid using ambiguous or unclear while making a claim. To strengthen your claim, address potential counterarguments or opposing viewpoints. Additionally, use persuasive language and rhetoric to make your claim more compelling

Starting an argument essay effectively is crucial to engage your readers and establish the context for your argument. Here’s how you can start an argument essay are: 1. Begin With an Engaging Hook 2. Provide Background Information 3. Present Your Thesis Statement 4. Briefly Outline Your Main 5. Establish Your Credibility

The key features of an argumentative essay are: 1. Clear and Specific Thesis Statement 2. Credible Evidence 3. Counterarguments 4. Structured Body Paragraph 5. Logical Flow 6. Use of Persuasive Techniques 7. Formal Language

An argumentative essay typically consists of the following main parts or sections: 1. Introduction 2. Body Paragraphs 3. Counterargument and Rebuttal 4. Conclusion 5. References (if applicable)

The main purpose of an argumentative essay is to persuade the reader to accept or agree with a particular viewpoint or position on a controversial or debatable topic. In other words, the primary goal of an argumentative essay is to convince the audience that the author's argument or thesis statement is valid, logical, and well-supported by evidence and reasoning.

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Argumentative Essay Guide

Nova A.

The Ultimate Guide to Argumentative Essay Writing

18 min read

Published on: Feb 3, 2018

Last updated on: Nov 22, 2023

argumentative essay guide

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Are you struggling to write an argumentative essay? Do you want to learn the essential tips and techniques to craft a convincing argument? 

Argumentative essay writing needs more than just a personal opinion. It requires you to present evidence and facts to support a claim. But where do you begin?

Look no further! This blog post will provide an in-depth guide on how to write an effective argumentative essay. 

Read on to learn how to craft a perfect argumentative essay in this simple step-by-step guide.

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Argumentative Essay Definition

An argumentative essay is a type of essay where the writer takes a strong stance on an issue and presents arguments for it. 

These essays are built around a central argument. These arguments must be supported by logical evidence and facts. The primary purpose of an argumentative essay is to persuade readers to accept the writer's point of view on a particular topic.

It is similar to a persuasive essay. The only difference is, it is based on logic and evidence. Whereas, a persuasive essay may use emotional appeals.

Five Types of Argument Claims

There are five types of arguable claims that you can support in your essay. These include factual claims, definition claims, value claims, cause-and-effect claims, and policy claims.

Let's discuss each type in detail:

Factual Claims

These claims focus on facts and events that have occurred in the past. They can be supported with evidence such as statistics, examples, or expert opinions.

For instance, you could write an argumentative essay to support the claim that global warming is a man-made phenomenon. You would present evidence such as scientific research findings and expert opinions to back up your argument.

Definition Claims

These claims focus on the definition of something or a concept. You can use logic, historical facts, and evidence to support a definition claim.

For example, you could write an argumentative essay to define what “success” means for a person or organization. You would need to back up your definition by providing evidence from experts or historical data.

Value Claims

These claims focus on the value of something and can be supported with facts and expert opinions.

For instance, you could write an argumentative essay to argue that technology has a positive effect on our lives. You would present evidence such as surveys and studies that show how technology has made life easier and more efficient.

Cause and Effect Claims

These claims focus on how one event or action leads to another. They can be supported with evidence such as experimental data.

For example, you could write an argumentative essay to argue that poverty causes crime. You would need to present evidence from experts and other sources to back up your claim.

Policy Claims

These claims focus on specific initiatives or policies that people want to implement. They can be supported with evidence from experts and other sources.

For instance, you could write an argumentative essay with the data to support the implementation of a new government policy for healthcare reform. You would need to provide evidence such as reports and studies on the issue to back up your claim.

So, there are five types of arguable claims that you can make in your essay. Each type requires its own unique approach. 

Three Argument Structures and How To Use Them

There are three main types of argument structures that may be used in an essay. Let's see how each of them works:

Classical (Aristotelian) Argument

The classical argument structure is the oldest and most common type of argument. This model has its roots in the works of the ancient Greek philosopher Aristotle. 

It consists of five parts: 

  • Introduction
  • Your Arguments
  • Counter Arguments

To construct a classical argument essay, you would need to:

  • Present your position on an issue
  • Provide evidence to support it
  • Acknowledge opposing views
  • Refute those views with evidence
  • Conclude by summarizing the main points.

Rogerian Argument

The Rogerian model is used in essays where the main purpose is to find a common ground between opposing sides. It was developed by psychologist Carl Rogers.

It consists of four parts: 

  • Both Sides Of An Issue
  • Common Ground

To construct a Rogerian argument essay, you would need:

  • To present your side of the issue
  • Acknowledge and present the opposing view
  • Find a point of agreement between them

Toulmin Argument

The Toulmin structure is less common than the other two but it has its own unique style. This model was developed by British philosopher Stephen Toulmin. It consists of six parts:

  • Rebuttal of opposing arguments
  • Conclusion.

To construct a Toulmin model argument, you have to:

  • Present your claim on an issue
  • Provide evidence to back it up (grounds)
  • Support that evidence with additional information (backing)
  • Acknowledge any possible exceptions (qualifier)
  • Refute the counter-arguments (rebuttal)

It is important to choose the right structure that best fits the needs of your essay.

Watch this video that explains the three different types in detail:

How to Outline an Argumentative Essay?

When writing an argumentative essay, it is important to create an outline. An outline will help you organize your arguments and keep track of the flow of your essay.

Here is a basic structure for outlining an argumentative essay:

Following this structure will help you organize your essay and ensure that it is easy to read and understand. 

Read more about creating an argumentative essay outline and master the art of essay structure.

How To Write An Argumentative Essay?

Here are the basic components of an argumentative essay that you need to write: 

Argumentative Essay Introduction

  • Argumentative Essay Thesis Statement 
  • Argumentative Essay Body Paragraphs 
  • Using Counter Arguments 

Argumentative Essay Conclusion

Let's explore how to write each argumentative essay component in detail:

An argumentative essay introduction clearly states the writer’s claim that he will make in the essay. The introductory paragraph should be logical and intellectual and should be written persuasively.

Here are three steps you can follow to write a very persuasive argumentative essay introduction:

  • Start with a hook:  Begin your introduction paragraph with a strong hook that gives the reader a hint about your argument.
  • Give background information:  Provide brief background information necessary to understand the argument and smoothly transition into the thesis statement .
  • State the thesis:  Lay a solid foundation for your claim by stating your thesis statement.

Argumentative Essay Thesis Statement

The thesis statement is a concise, clear, and one-sentence summary of the whole essay. It is the most important part of an argumentative essay because it establishes a foundation for your claim. It should be informative, engaging, arguable, and valid.

One of the ways of writing an argumentative thesis is to make a question out of your topic. Simply take your essay topic and turn it into a debatable question.

Here is the thesis statement example for an argumentative essay:

Argumentative Essay Body Paragraphs

The body paragraphs involve topic sentences and evidence, either against or supporting a certain point of view.

Here are three simple steps for crafting the body paragraphs:

  • Topic sentence:  Start each body paragraph with a topic sentence that defines only one specific idea and supports the main claim.
  • Provide evidence:  Provide as much supporting evidence as required to convince the reader. Remember! The argument has no value if it is not backed with proper and relevant evidence from credible sources.
  • Concluding remarks: End the paragraph with a concluding remark and smoothly transition to the next body paragraph.

Using Counter Arguments

This counter-argument paragraph contains the opposing point of view that a reader may pose against your main argument. This paragraph aims to prove that the opposing side is wrong by providing facts and evidence.

Below are the four steps to craft a counter-argument paragraph:

  • State the counter-arguments:  Present all the counter-arguments one by one.
  • State your response:  Provide your response towards the counter-arguments.
  • Refute the opposing claims:  Refute the opposite claims, one by one, with facts and evidence..
  • Conclusion:  Conclude the paragraph by reasserting your main claim of the essay.

The conclusion needs to be logical and precise that inspire the reader to agree with your claim. It should provide the final stance about the argument, which tells that your side of the argument is right.

Here are the three steps to writing an effective argumentative essay conclusion:

  • Summarize the argument:  Sum up the entire essay and rewrite the thesis statement
  • Stick to the plan:  Don’t introduce any new argument here; just synthesize all the information presented in the body paragraph.
  • Call to action:  End your essay by providing a call to action.

Argumentative Essay Graphic Organizer

argumentative-essay-graphic-organizer

Argumentative Essay Format 

Writing a compelling argumentative essay involves more than just great content; proper formatting is equally crucial. 

Here is the argumentative essay paragraph format example. Follow these guidelines to ensure your essay is well-structured and visually appealing:

  • Paper Size and Margins
  • Use standard letter-size paper (8.5 x 11 inches) or A4 paper.
  • Set margins to 1 inch (2.54 cm) on all sides of the page.
  • Font and Spacing
  • Choose a legible font such as Times New Roman, Arial, or Calibri.
  • Use a 12-point font size for the main text.
  • Maintain double spacing throughout the entire essay, including the title, headings, and references.
  • Include a title page with your essay title, name, instructor's name, course name/code, and submission date (in the upper left or center).
  • Use proper formatting for the title, such as bold or italics.
  • Header and Page Numbers
  • Insert a header at the top right corner of each page, including your last name and page number.
  • Page numbers should be in Arabic numerals (1, 2, 3...) and start on the title page if required by your instructor.
  • Create a centered and bolded title for your essay.
  • Capitalize the first letter of each major word in the title.
  • Avoid underlining or using quotation marks for the title.
  • Begin your essay with a clear and engaging introduction.
  • Introduce the topic, provide background information, and state your thesis statement.
  • Headings and Subheadings
  • Use a consistent system for headings (e.g., bold, italics, or underlining).
  • Organize your essay with clear headings and subheadings to guide readers through your argument.
  • Body Paragraphs
  • Start each body paragraph with a topic sentence that relates to your thesis.
  • Provide evidence, examples, and analysis to support your argument.
  • Use transition words to ensure a smooth flow between paragraphs.
  • Counterarguments
  • Address counterarguments within your essay.
  • Refute opposing viewpoints logically and with evidence.
  • Summarize your main points.
  • Reiterate your thesis statement.
  • End with a thought-provoking closing statement or call to action.
  • Citations and References
  • Use proper citation style (e.g., APA, MLA, Chicago) as required by your instructor.
  • Include a separate page for references or works cited, listing all sources used in your essay.

By adhering to these formatting guidelines, your argumentative essay will not only convey your ideas effectively but also make a professional and organized impression on your readers.

Argumentative Essay Examples

Sample essays play a vital role in understanding the structure of an essay. So check out these examples below.

Argumentative Essay Template

Argumentative Essay Sample

Argumentative Essay About Gun Control

Argumentative Essay Examples College

Argumentative Essay Example For High School PDF

Argumentative Essay on Pollution Due to Urbanization

Argumentative Essay on Social Media

How To Start An Argumentative Essay Examples

Abortion Argumentative Essay Examples

Here are more argumentative essay examples to help you understand the structure of an argumentative essay.

Good Argumentative Essay Topics 

Choosing a topic for an argumentative essay is way more complicated than choosing a topic for any other essay. To get enough material to write about, your topic should be:

To get enough material to write about, here are some easy argumentative essay topics for students:

  • Coronavirus is more of a blessing for the earth than a curse.
  • Human beings are more dangerous for mother earth than any other creature
  • Most of the young people can work from home
  • Social media have caused social problems
  • Single parents can't do the same upbringing of kids as both parents do.
  • The death penalty should be abolished
  • Animals shouldn't be kept in captivity
  • Climate change is caused by human activity 
  • Schools should provide mental health education 
  • Universal basic income should be implemented

If you want to get more unique argumentative essay topic ideas, have a look at our blog with 200+ argumentative essay topics !

Transition Words For Argumentative Essays

Transition words are crucial in argumentative essays to guide readers through your arguments and enhance the coherence and flow of your writing.  Here are some essential transition words and phrases to strengthen your argumentative essays:

  • Additionally
  • On the contrary
  • For instance
  • Consequently
  • Nonetheless
  • In conclusion

Argumentative Essay Writing Tips

Writing an argumentative essay can be a challenging task, especially if you are unsure of how to get started. Here are some tips to help you write a good and persuasive argumentative essay:

  • Choose a Debatable Topic:   Pick a topic that has two opposing sides and can be debated. It should also be relevant to the course or subject you are writing about.
  • Do Your Research:  Before you start writing, it is important to do some extensive research on the topic so that you understand both sides of the argument. This will help you make an informed decision when writing your essay.
  • Write a Clear Thesis Statement:  Your thesis should state the main point of your essay clearly and concisely so that readers know what to expect.
  • Develop Your Arguments:  Once you have chosen your topic and done your research, you can start developing the arguments that you will use in your essay. Make sure that each argument is supported with evidence from reliable sources.
  • Keep it Organized:  An outline will help keep your essay organized and focused on the main points that you want to make.
  • Be Unbiased:  When writing an argumentative essay, it is important to remain impartial and present both sides of the argument in a fair and balanced way.
  • Use Proper Formatting:  Different styles have different formatting requirements, such as font size and type, margins, and line spacing. Make sure to follow the guidelines for your chosen style.
  • Proofread:  After you have finished writing your essay, it is important to take time to proofread and make any corrections or revisions that are necessary. 

By following these tips, you can write an effective argumentative essay that will help you get the results that you want.

To finish it off,

Argumentative essay writing requires strong research and analysis skills to develop a sound argument. With the right planning and structure, anyone can write an effective argumentative essay. 

Now that you have learned about the basics of writing an argumentative essay, it is time to start putting your ideas into practice. Choose a topic that you are passionate about and start writing! 

However, we understand that students face many difficulties while writing an essay. If you are one of them, don’t worry, we’ve got a solution for you!

Our argumentative essay writing service is here to help you out. We've got qualified and professional writers who provide excellent writing assistance at affordable prices. We write all the papers from scratch to meet your custom requirements and ensure zero plagiarism.

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Frequently Asked Questions

How do you identify an argumentative essay.

In order to identify an argumentative essay, there are three steps: 

  • First figure out the purpose of a message. Who is trying to convince you? What do they want from you? 
  • Second, determine what their conclusion might be—what will it take for them to feel that their goal has been accomplished?
  • Finally, think about reasons why someone would believe something and consider if any apply here. 

Does an argumentative essay have a title?

An argumentative essay should have a title. This should give the reader an idea of what you're writing about.

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Nova Allison is a Digital Content Strategist with over eight years of experience. Nova has also worked as a technical and scientific writer. She is majorly involved in developing and reviewing online content plans that engage and resonate with audiences. Nova has a passion for writing that engages and informs her readers.

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What is an Argumentative Essay? How to Write It (With Examples)

Argumentative Essay

We define an argumentative essay as a type of essay that presents arguments about both sides of an issue. The purpose is to convince the reader to accept a particular viewpoint or action. In an argumentative essay, the writer takes a stance on a controversial or debatable topic and supports their position with evidence, reasoning, and examples. The essay should also address counterarguments, demonstrating a thorough understanding of the topic.

Table of Contents

  • What is an argumentative essay?  
  • Argumentative essay structure 
  • Argumentative essay outline 
  • Types of argument claims 

How to write an argumentative essay?

  • Argumentative essay writing tips 
  • Good argumentative essay example 

How to write a good thesis

Frequently asked questions, what is an argumentative essay.

An argumentative essay is a type of writing that presents a coherent and logical analysis of a specific topic. 1 The goal is to convince the reader to accept the writer’s point of view or opinion on a particular issue. Here are the key elements of an argumentative essay: 

  • Thesis Statement : The central claim or argument that the essay aims to prove. 
  • Introduction : Provides background information and introduces the thesis statement. 
  • Body Paragraphs : Each paragraph addresses a specific aspect of the argument, presents evidence, and may include counterarguments. 
  • Evidence : Supports the main argument with relevant facts, examples, statistics, or expert opinions. 
  • Counterarguments : Anticipates and addresses opposing viewpoints to strengthen the overall argument. 
  • Conclusion : Summarizes the main points, reinforces the thesis, and may suggest implications or actions. 

what is a call to action in an argumentative essay

Argumentative essay structure

Aristotelian, Rogerian, and Toulmin are three distinct approaches to argumentative essay structures, each with its principles and methods. 2 The choice depends on the purpose and nature of the topic. Here’s an overview of each type of argumentative essay format.

Argumentative essay outline

An argumentative essay presents a specific claim or argument and supports it with evidence and reasoning. Here’s an outline for an argumentative essay, along with examples for each section: 3  

1.  Introduction : 

  • Hook : Start with a compelling statement, question, or anecdote to grab the reader’s attention. 

Example: “Did you know that plastic pollution is threatening marine life at an alarming rate?” 

  • Background information : Provide brief context about the issue. 

Example: “Plastic pollution has become a global environmental concern, with millions of tons of plastic waste entering our oceans yearly.” 

  • Thesis statement : Clearly state your main argument or position. 

Example: “We must take immediate action to reduce plastic usage and implement more sustainable alternatives to protect our marine ecosystem.” 

2.  Body Paragraphs : 

  • Topic sentence : Introduce the main idea of each paragraph. 

Example: “The first step towards addressing the plastic pollution crisis is reducing single-use plastic consumption.” 

  • Evidence/Support : Provide evidence, facts, statistics, or examples that support your argument. 

Example: “Research shows that plastic straws alone contribute to millions of tons of plastic waste annually, and many marine animals suffer from ingestion or entanglement.” 

  • Counterargument/Refutation : Acknowledge and refute opposing viewpoints. 

Example: “Some argue that banning plastic straws is inconvenient for consumers, but the long-term environmental benefits far outweigh the temporary inconvenience.” 

  • Transition : Connect each paragraph to the next. 

Example: “Having addressed the issue of single-use plastics, the focus must now shift to promoting sustainable alternatives.” 

3.  Counterargument Paragraph : 

  • Acknowledgement of opposing views : Recognize alternative perspectives on the issue. 

Example: “While some may argue that individual actions cannot significantly impact global plastic pollution, the cumulative effect of collective efforts must be considered.” 

  • Counterargument and rebuttal : Present and refute the main counterargument. 

Example: “However, individual actions, when multiplied across millions of people, can substantially reduce plastic waste. Small changes in behavior, such as using reusable bags and containers, can have a significant positive impact.” 

4.  Conclusion : 

  • Restatement of thesis : Summarize your main argument. 

Example: “In conclusion, adopting sustainable practices and reducing single-use plastic is crucial for preserving our oceans and marine life.” 

  • Call to action : Encourage the reader to take specific steps or consider the argument’s implications. 

Example: “It is our responsibility to make environmentally conscious choices and advocate for policies that prioritize the health of our planet. By collectively embracing sustainable alternatives, we can contribute to a cleaner and healthier future.” 

what is a call to action in an argumentative essay

Types of argument claims

A claim is a statement or proposition a writer puts forward with evidence to persuade the reader. 4 Here are some common types of argument claims, along with examples: 

  • Fact Claims : These claims assert that something is true or false and can often be verified through evidence.  Example: “Water boils at 100°C at sea level.”
  • Value Claims : Value claims express judgments about the worth or morality of something, often based on personal beliefs or societal values. Example: “Organic farming is more ethical than conventional farming.” 
  • Policy Claims : Policy claims propose a course of action or argue for a specific policy, law, or regulation change.  Example: “Schools should adopt a year-round education system to improve student learning outcomes.” 
  • Cause and Effect Claims : These claims argue that one event or condition leads to another, establishing a cause-and-effect relationship.  Example: “Excessive use of social media is a leading cause of increased feelings of loneliness among young adults.” 
  • Definition Claims : Definition claims assert the meaning or classification of a concept or term.  Example: “Artificial intelligence can be defined as machines exhibiting human-like cognitive functions.” 
  • Comparative Claims : Comparative claims assert that one thing is better or worse than another in certain respects.  Example: “Online education is more cost-effective than traditional classroom learning.” 
  • Evaluation Claims : Evaluation claims assess the quality, significance, or effectiveness of something based on specific criteria.  Example: “The new healthcare policy is more effective in providing affordable healthcare to all citizens.” 

Understanding these argument claims can help writers construct more persuasive and well-supported arguments tailored to the specific nature of the claim.  

If you’re wondering how to start an argumentative essay, here’s a step-by-step guide to help you with the argumentative essay format and writing process.

  • Choose a Topic: Select a topic that you are passionate about or interested in. Ensure that the topic is debatable and has two or more sides.
  • Define Your Position: Clearly state your stance on the issue. Consider opposing viewpoints and be ready to counter them.
  • Conduct Research: Gather relevant information from credible sources, such as books, articles, and academic journals. Take notes on key points and supporting evidence.
  • Create a Thesis Statement: Develop a concise and clear thesis statement that outlines your main argument. Convey your position on the issue and provide a roadmap for the essay.
  • Outline Your Argumentative Essay: Organize your ideas logically by creating an outline. Include an introduction, body paragraphs, and a conclusion. Each body paragraph should focus on a single point that supports your thesis.
  • Write the Introduction: Start with a hook to grab the reader’s attention (a quote, a question, a surprising fact). Provide background information on the topic. Present your thesis statement at the end of the introduction.
  • Develop Body Paragraphs: Begin each paragraph with a clear topic sentence that relates to the thesis. Support your points with evidence and examples. Address counterarguments and refute them to strengthen your position. Ensure smooth transitions between paragraphs.
  • Address Counterarguments: Acknowledge and respond to opposing viewpoints. Anticipate objections and provide evidence to counter them.
  • Write the Conclusion: Summarize the main points of your argumentative essay. Reinforce the significance of your argument. End with a call to action, a prediction, or a thought-provoking statement.
  • Revise, Edit, and Share: Review your essay for clarity, coherence, and consistency. Check for grammatical and spelling errors. Share your essay with peers, friends, or instructors for constructive feedback.
  • Finalize Your Argumentative Essay: Make final edits based on feedback received. Ensure that your essay follows the required formatting and citation style.

Argumentative essay writing tips

Here are eight strategies to craft a compelling argumentative essay: 

  • Choose a Clear and Controversial Topic : Select a topic that sparks debate and has opposing viewpoints. A clear and controversial issue provides a solid foundation for a strong argument. 
  • Conduct Thorough Research : Gather relevant information from reputable sources to support your argument. Use a variety of sources, such as academic journals, books, reputable websites, and expert opinions, to strengthen your position. 
  • Create a Strong Thesis Statement : Clearly articulate your main argument in a concise thesis statement. Your thesis should convey your stance on the issue and provide a roadmap for the reader to follow your argument. 
  • Develop a Logical Structure : Organize your essay with a clear introduction, body paragraphs, and conclusion. Each paragraph should focus on a specific point of evidence that contributes to your overall argument. Ensure a logical flow from one point to the next. 
  • Provide Strong Evidence : Support your claims with solid evidence. Use facts, statistics, examples, and expert opinions to support your arguments. Be sure to cite your sources appropriately to maintain credibility. 
  • Address Counterarguments : Acknowledge opposing viewpoints and counterarguments. Addressing and refuting alternative perspectives strengthens your essay and demonstrates a thorough understanding of the issue. Be mindful of maintaining a respectful tone even when discussing opposing views. 
  • Use Persuasive Language : Employ persuasive language to make your points effectively. Avoid emotional appeals without supporting evidence and strive for a respectful and professional tone. 
  • Craft a Compelling Conclusion : Summarize your main points, restate your thesis, and leave a lasting impression in your conclusion. Encourage readers to consider the implications of your argument and potentially take action. 

what is a call to action in an argumentative essay

Good argumentative essay example

Let’s consider a sample of argumentative essay on how social media enhances connectivity:

In the digital age, social media has emerged as a powerful tool that transcends geographical boundaries, connecting individuals from diverse backgrounds and providing a platform for an array of voices to be heard. While critics argue that social media fosters division and amplifies negativity, it is essential to recognize the positive aspects of this digital revolution and how it enhances connectivity by providing a platform for diverse voices to flourish. One of the primary benefits of social media is its ability to facilitate instant communication and connection across the globe. Platforms such as Facebook, Twitter, and Instagram break down geographical barriers, enabling people to establish and maintain relationships regardless of physical location and fostering a sense of global community. Furthermore, social media has transformed how people stay connected with friends and family. Whether separated by miles or time zones, social media ensures that relationships remain dynamic and relevant, contributing to a more interconnected world. Moreover, social media has played a pivotal role in giving voice to social justice movements and marginalized communities. Movements such as #BlackLivesMatter, #MeToo, and #ClimateStrike have gained momentum through social media, allowing individuals to share their stories and advocate for change on a global scale. This digital activism can shape public opinion and hold institutions accountable. Social media platforms provide a dynamic space for open dialogue and discourse. Users can engage in discussions, share information, and challenge each other’s perspectives, fostering a culture of critical thinking. This open exchange of ideas contributes to a more informed and enlightened society where individuals can broaden their horizons and develop a nuanced understanding of complex issues. While criticisms of social media abound, it is crucial to recognize its positive impact on connectivity and the amplification of diverse voices. Social media transcends physical and cultural barriers, connecting people across the globe and providing a platform for marginalized voices to be heard. By fostering open dialogue and facilitating the exchange of ideas, social media contributes to a more interconnected and empowered society. Embracing the positive aspects of social media allows us to harness its potential for positive change and collective growth.
  • Clearly Define Your Thesis Statement:   Your thesis statement is the core of your argumentative essay. Clearly articulate your main argument or position on the issue. Avoid vague or general statements.  
  • Provide Strong Supporting Evidence:   Back up your thesis with solid evidence from reliable sources and examples. This can include facts, statistics, expert opinions, anecdotes, or real-life examples. Make sure your evidence is relevant to your argument, as it impacts the overall persuasiveness of your thesis.  
  • Anticipate Counterarguments and Address Them:   Acknowledge and address opposing viewpoints to strengthen credibility. This also shows that you engage critically with the topic rather than presenting a one-sided argument. 

The length of an argumentative essay can vary, but it typically falls within the range of 1,000 to 2,500 words. However, the specific requirements may depend on the guidelines provided.

You might write an argumentative essay when:  1. You want to convince others of the validity of your position.  2. There is a controversial or debatable issue that requires discussion.  3. You need to present evidence and logical reasoning to support your claims.  4. You want to explore and critically analyze different perspectives on a topic. 

Argumentative Essay:  Purpose : An argumentative essay aims to persuade the reader to accept or agree with a specific point of view or argument.  Structure : It follows a clear structure with an introduction, thesis statement, body paragraphs presenting arguments and evidence, counterarguments and refutations, and a conclusion.  Tone : The tone is formal and relies on logical reasoning, evidence, and critical analysis.    Narrative/Descriptive Essay:  Purpose : These aim to tell a story or describe an experience, while a descriptive essay focuses on creating a vivid picture of a person, place, or thing.  Structure : They may have a more flexible structure. They often include an engaging introduction, a well-developed body that builds the story or description, and a conclusion.  Tone : The tone is more personal and expressive to evoke emotions or provide sensory details. 

  • Gladd, J. (2020). Tips for Writing Academic Persuasive Essays.  Write What Matters . 
  • Nimehchisalem, V. (2018). Pyramid of argumentation: Towards an integrated model for teaching and assessing ESL writing.  Language & Communication ,  5 (2), 185-200. 
  • Press, B. (2022).  Argumentative Essays: A Step-by-Step Guide . Broadview Press. 
  • Rieke, R. D., Sillars, M. O., & Peterson, T. R. (2005).  Argumentation and critical decision making . Pearson/Allyn & Bacon. 

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Miscellaneous

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You'll no doubt have to write a number of argumentative essays in both high school and college, but what, exactly, is an argumentative essay and how do you write the best one possible? Let's take a look.

A great argumentative essay always combines the same basic elements: approaching an argument from a rational perspective, researching sources, supporting your claims using facts rather than opinion, and articulating your reasoning into the most cogent and reasoned points. Argumentative essays are great building blocks for all sorts of research and rhetoric, so your teachers will expect you to master the technique before long.

But if this sounds daunting, never fear! We'll show how an argumentative essay differs from other kinds of papers, how to research and write them, how to pick an argumentative essay topic, and where to find example essays. So let's get started.

What Is an Argumentative Essay? How Is it Different from Other Kinds of Essays?

There are two basic requirements for any and all essays: to state a claim (a thesis statement) and to support that claim with evidence.

Though every essay is founded on these two ideas, there are several different types of essays, differentiated by the style of the writing, how the writer presents the thesis, and the types of evidence used to support the thesis statement.

Essays can be roughly divided into four different types:

#1: Argumentative #2: Persuasive #3: Expository #4: Analytical

So let's look at each type and what the differences are between them before we focus the rest of our time to argumentative essays.

Argumentative Essay

Argumentative essays are what this article is all about, so let's talk about them first.

An argumentative essay attempts to convince a reader to agree with a particular argument (the writer's thesis statement). The writer takes a firm stand one way or another on a topic and then uses hard evidence to support that stance.

An argumentative essay seeks to prove to the reader that one argument —the writer's argument— is the factually and logically correct one. This means that an argumentative essay must use only evidence-based support to back up a claim , rather than emotional or philosophical reasoning (which is often allowed in other types of essays). Thus, an argumentative essay has a burden of substantiated proof and sources , whereas some other types of essays (namely persuasive essays) do not.

You can write an argumentative essay on any topic, so long as there's room for argument. Generally, you can use the same topics for both a persuasive essay or an argumentative one, so long as you support the argumentative essay with hard evidence.

Example topics of an argumentative essay:

  • "Should farmers be allowed to shoot wolves if those wolves injure or kill farm animals?"
  • "Should the drinking age be lowered in the United States?"
  • "Are alternatives to democracy effective and/or feasible to implement?"

The next three types of essays are not argumentative essays, but you may have written them in school. We're going to cover them so you know what not to do for your argumentative essay.

Persuasive Essay

Persuasive essays are similar to argumentative essays, so it can be easy to get them confused. But knowing what makes an argumentative essay different than a persuasive essay can often mean the difference between an excellent grade and an average one.

Persuasive essays seek to persuade a reader to agree with the point of view of the writer, whether that point of view is based on factual evidence or not. The writer has much more flexibility in the evidence they can use, with the ability to use moral, cultural, or opinion-based reasoning as well as factual reasoning to persuade the reader to agree the writer's side of a given issue.

Instead of being forced to use "pure" reason as one would in an argumentative essay, the writer of a persuasive essay can manipulate or appeal to the reader's emotions. So long as the writer attempts to steer the readers into agreeing with the thesis statement, the writer doesn't necessarily need hard evidence in favor of the argument.

Often, you can use the same topics for both a persuasive essay or an argumentative one—the difference is all in the approach and the evidence you present.

Example topics of a persuasive essay:

  • "Should children be responsible for their parents' debts?"
  • "Should cheating on a test be automatic grounds for expulsion?"
  • "How much should sports leagues be held accountable for player injuries and the long-term consequences of those injuries?"

Expository Essay

An expository essay is typically a short essay in which the writer explains an idea, issue, or theme , or discusses the history of a person, place, or idea.

This is typically a fact-forward essay with little argument or opinion one way or the other.

Example topics of an expository essay:

  • "The History of the Philadelphia Liberty Bell"
  • "The Reasons I Always Wanted to be a Doctor"
  • "The Meaning Behind the Colloquialism ‘People in Glass Houses Shouldn't Throw Stones'"

Analytical Essay

An analytical essay seeks to delve into the deeper meaning of a text or work of art, or unpack a complicated idea . These kinds of essays closely interpret a source and look into its meaning by analyzing it at both a macro and micro level.

This type of analysis can be augmented by historical context or other expert or widely-regarded opinions on the subject, but is mainly supported directly through the original source (the piece or art or text being analyzed) .

Example topics of an analytical essay:

  • "Victory Gin in Place of Water: The Symbolism Behind Gin as the Only Potable Substance in George Orwell's 1984"
  • "Amarna Period Art: The Meaning Behind the Shift from Rigid to Fluid Poses"
  • "Adultery During WWII, as Told Through a Series of Letters to and from Soldiers"

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There are many different types of essay and, over time, you'll be able to master them all.

A Typical Argumentative Essay Assignment

The average argumentative essay is between three to five pages, and will require at least three or four separate sources with which to back your claims . As for the essay topic , you'll most often be asked to write an argumentative essay in an English class on a "general" topic of your choice, ranging the gamut from science, to history, to literature.

But while the topics of an argumentative essay can span several different fields, the structure of an argumentative essay is always the same: you must support a claim—a claim that can reasonably have multiple sides—using multiple sources and using a standard essay format (which we'll talk about later on).

This is why many argumentative essay topics begin with the word "should," as in:

  • "Should all students be required to learn chemistry in high school?"
  • "Should children be required to learn a second language?"
  • "Should schools or governments be allowed to ban books?"

These topics all have at least two sides of the argument: Yes or no. And you must support the side you choose with evidence as to why your side is the correct one.

But there are also plenty of other ways to frame an argumentative essay as well:

  • "Does using social media do more to benefit or harm people?"
  • "Does the legal status of artwork or its creators—graffiti and vandalism, pirated media, a creator who's in jail—have an impact on the art itself?"
  • "Is or should anyone ever be ‘above the law?'"

Though these are worded differently than the first three, you're still essentially forced to pick between two sides of an issue: yes or no, for or against, benefit or detriment. Though your argument might not fall entirely into one side of the divide or another—for instance, you could claim that social media has positively impacted some aspects of modern life while being a detriment to others—your essay should still support one side of the argument above all. Your final stance would be that overall , social media is beneficial or overall , social media is harmful.

If your argument is one that is mostly text-based or backed by a single source (e.g., "How does Salinger show that Holden Caulfield is an unreliable narrator?" or "Does Gatsby personify the American Dream?"), then it's an analytical essay, rather than an argumentative essay. An argumentative essay will always be focused on more general topics so that you can use multiple sources to back up your claims.

Good Argumentative Essay Topics

So you know the basic idea behind an argumentative essay, but what topic should you write about?

Again, almost always, you'll be asked to write an argumentative essay on a free topic of your choice, or you'll be asked to select between a few given topics . If you're given complete free reign of topics, then it'll be up to you to find an essay topic that no only appeals to you, but that you can turn into an A+ argumentative essay.

What makes a "good" argumentative essay topic depends on both the subject matter and your personal interest —it can be hard to give your best effort on something that bores you to tears! But it can also be near impossible to write an argumentative essay on a topic that has no room for debate.

As we said earlier, a good argumentative essay topic will be one that has the potential to reasonably go in at least two directions—for or against, yes or no, and why . For example, it's pretty hard to write an argumentative essay on whether or not people should be allowed to murder one another—not a whole lot of debate there for most people!—but writing an essay for or against the death penalty has a lot more wiggle room for evidence and argument.

A good topic is also one that can be substantiated through hard evidence and relevant sources . So be sure to pick a topic that other people have studied (or at least studied elements of) so that you can use their data in your argument. For example, if you're arguing that it should be mandatory for all middle school children to play a sport, you might have to apply smaller scientific data points to the larger picture you're trying to justify. There are probably several studies you could cite on the benefits of physical activity and the positive effect structure and teamwork has on young minds, but there's probably no study you could use where a group of scientists put all middle-schoolers in one jurisdiction into a mandatory sports program (since that's probably never happened). So long as your evidence is relevant to your point and you can extrapolate from it to form a larger whole, you can use it as a part of your resource material.

And if you need ideas on where to get started, or just want to see sample argumentative essay topics, then check out these links for hundreds of potential argumentative essay topics.

101 Persuasive (or Argumentative) Essay and Speech Topics

301 Prompts for Argumentative Writing

Top 50 Ideas for Argumentative/Persuasive Essay Writing

[Note: some of these say "persuasive essay topics," but just remember that the same topic can often be used for both a persuasive essay and an argumentative essay; the difference is in your writing style and the evidence you use to support your claims.]

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KO! Find that one argumentative essay topic you can absolutely conquer.

Argumentative Essay Format

Argumentative Essays are composed of four main elements:

  • A position (your argument)
  • Your reasons
  • Supporting evidence for those reasons (from reliable sources)
  • Counterargument(s) (possible opposing arguments and reasons why those arguments are incorrect)

If you're familiar with essay writing in general, then you're also probably familiar with the five paragraph essay structure . This structure is a simple tool to show how one outlines an essay and breaks it down into its component parts, although it can be expanded into as many paragraphs as you want beyond the core five.

The standard argumentative essay is often 3-5 pages, which will usually mean a lot more than five paragraphs, but your overall structure will look the same as a much shorter essay.

An argumentative essay at its simplest structure will look like:

Paragraph 1: Intro

  • Set up the story/problem/issue
  • Thesis/claim

Paragraph 2: Support

  • Reason #1 claim is correct
  • Supporting evidence with sources

Paragraph 3: Support

  • Reason #2 claim is correct

Paragraph 4: Counterargument

  • Explanation of argument for the other side
  • Refutation of opposing argument with supporting evidence

Paragraph 5: Conclusion

  • Re-state claim
  • Sum up reasons and support of claim from the essay to prove claim is correct

Now let's unpack each of these paragraph types to see how they work (with examples!), what goes into them, and why.

Paragraph 1—Set Up and Claim

Your first task is to introduce the reader to the topic at hand so they'll be prepared for your claim. Give a little background information, set the scene, and give the reader some stakes so that they care about the issue you're going to discuss.

Next, you absolutely must have a position on an argument and make that position clear to the readers. It's not an argumentative essay unless you're arguing for a specific claim, and this claim will be your thesis statement.

Your thesis CANNOT be a mere statement of fact (e.g., "Washington DC is the capital of the United States"). Your thesis must instead be an opinion which can be backed up with evidence and has the potential to be argued against (e.g., "New York should be the capital of the United States").

Paragraphs 2 and 3—Your Evidence

These are your body paragraphs in which you give the reasons why your argument is the best one and back up this reasoning with concrete evidence .

The argument supporting the thesis of an argumentative essay should be one that can be supported by facts and evidence, rather than personal opinion or cultural or religious mores.

For example, if you're arguing that New York should be the new capital of the US, you would have to back up that fact by discussing the factual contrasts between New York and DC in terms of location, population, revenue, and laws. You would then have to talk about the precedents for what makes for a good capital city and why New York fits the bill more than DC does.

Your argument can't simply be that a lot of people think New York is the best city ever and that you agree.

In addition to using concrete evidence, you always want to keep the tone of your essay passionate, but impersonal . Even though you're writing your argument from a single opinion, don't use first person language—"I think," "I feel," "I believe,"—to present your claims. Doing so is repetitive, since by writing the essay you're already telling the audience what you feel, and using first person language weakens your writing voice.

For example,

"I think that Washington DC is no longer suited to be the capital city of the United States."

"Washington DC is no longer suited to be the capital city of the United States."

The second statement sounds far stronger and more analytical.

Paragraph 4—Argument for the Other Side and Refutation

Even without a counter argument, you can make a pretty persuasive claim, but a counterargument will round out your essay into one that is much more persuasive and substantial.

By anticipating an argument against your claim and taking the initiative to counter it, you're allowing yourself to get ahead of the game. This way, you show that you've given great thought to all sides of the issue before choosing your position, and you demonstrate in multiple ways how yours is the more reasoned and supported side.

Paragraph 5—Conclusion

This paragraph is where you re-state your argument and summarize why it's the best claim.

Briefly touch on your supporting evidence and voila! A finished argumentative essay.

body_plesiosaur

Your essay should have just as awesome a skeleton as this plesiosaur does. (In other words: a ridiculously awesome skeleton)

Argumentative Essay Example: 5-Paragraph Style

It always helps to have an example to learn from. I've written a full 5-paragraph argumentative essay here. Look at how I state my thesis in paragraph 1, give supporting evidence in paragraphs 2 and 3, address a counterargument in paragraph 4, and conclude in paragraph 5.

Topic: Is it possible to maintain conflicting loyalties?

Paragraph 1

It is almost impossible to go through life without encountering a situation where your loyalties to different people or causes come into conflict with each other. Maybe you have a loving relationship with your sister, but she disagrees with your decision to join the army, or you find yourself torn between your cultural beliefs and your scientific ones. These conflicting loyalties can often be maintained for a time, but as examples from both history and psychological theory illustrate, sooner or later, people have to make a choice between competing loyalties, as no one can maintain a conflicting loyalty or belief system forever.

The first two sentences set the scene and give some hypothetical examples and stakes for the reader to care about.

The third sentence finishes off the intro with the thesis statement, making very clear how the author stands on the issue ("people have to make a choice between competing loyalties, as no one can maintain a conflicting loyalty or belief system forever." )

Paragraphs 2 and 3

Psychological theory states that human beings are not equipped to maintain conflicting loyalties indefinitely and that attempting to do so leads to a state called "cognitive dissonance." Cognitive dissonance theory is the psychological idea that people undergo tremendous mental stress or anxiety when holding contradictory beliefs, values, or loyalties (Festinger, 1957). Even if human beings initially hold a conflicting loyalty, they will do their best to find a mental equilibrium by making a choice between those loyalties—stay stalwart to a belief system or change their beliefs. One of the earliest formal examples of cognitive dissonance theory comes from Leon Festinger's When Prophesy Fails . Members of an apocalyptic cult are told that the end of the world will occur on a specific date and that they alone will be spared the Earth's destruction. When that day comes and goes with no apocalypse, the cult members face a cognitive dissonance between what they see and what they've been led to believe (Festinger, 1956). Some choose to believe that the cult's beliefs are still correct, but that the Earth was simply spared from destruction by mercy, while others choose to believe that they were lied to and that the cult was fraudulent all along. Both beliefs cannot be correct at the same time, and so the cult members are forced to make their choice.

But even when conflicting loyalties can lead to potentially physical, rather than just mental, consequences, people will always make a choice to fall on one side or other of a dividing line. Take, for instance, Nicolaus Copernicus, a man born and raised in Catholic Poland (and educated in Catholic Italy). Though the Catholic church dictated specific scientific teachings, Copernicus' loyalty to his own observations and scientific evidence won out over his loyalty to his country's government and belief system. When he published his heliocentric model of the solar system--in opposition to the geocentric model that had been widely accepted for hundreds of years (Hannam, 2011)-- Copernicus was making a choice between his loyalties. In an attempt t o maintain his fealty both to the established system and to what he believed, h e sat on his findings for a number of years (Fantoli, 1994). But, ultimately, Copernicus made the choice to side with his beliefs and observations above all and published his work for the world to see (even though, in doing so, he risked both his reputation and personal freedoms).

These two paragraphs provide the reasons why the author supports the main argument and uses substantiated sources to back those reasons.

The paragraph on cognitive dissonance theory gives both broad supporting evidence and more narrow, detailed supporting evidence to show why the thesis statement is correct not just anecdotally but also scientifically and psychologically. First, we see why people in general have a difficult time accepting conflicting loyalties and desires and then how this applies to individuals through the example of the cult members from the Dr. Festinger's research.

The next paragraph continues to use more detailed examples from history to provide further evidence of why the thesis that people cannot indefinitely maintain conflicting loyalties is true.

Paragraph 4

Some will claim that it is possible to maintain conflicting beliefs or loyalties permanently, but this is often more a matter of people deluding themselves and still making a choice for one side or the other, rather than truly maintaining loyalty to both sides equally. For example, Lancelot du Lac typifies a person who claims to maintain a balanced loyalty between to two parties, but his attempt to do so fails (as all attempts to permanently maintain conflicting loyalties must). Lancelot tells himself and others that he is equally devoted to both King Arthur and his court and to being Queen Guinevere's knight (Malory, 2008). But he can neither be in two places at once to protect both the king and queen, nor can he help but let his romantic feelings for the queen to interfere with his duties to the king and the kingdom. Ultimately, he and Queen Guinevere give into their feelings for one another and Lancelot—though he denies it—chooses his loyalty to her over his loyalty to Arthur. This decision plunges the kingdom into a civil war, ages Lancelot prematurely, and ultimately leads to Camelot's ruin (Raabe, 1987). Though Lancelot claimed to have been loyal to both the king and the queen, this loyalty was ultimately in conflict, and he could not maintain it.

Here we have the acknowledgement of a potential counter-argument and the evidence as to why it isn't true.

The argument is that some people (or literary characters) have asserted that they give equal weight to their conflicting loyalties. The refutation is that, though some may claim to be able to maintain conflicting loyalties, they're either lying to others or deceiving themselves. The paragraph shows why this is true by providing an example of this in action.

Paragraph 5

Whether it be through literature or history, time and time again, people demonstrate the challenges of trying to manage conflicting loyalties and the inevitable consequences of doing so. Though belief systems are malleable and will often change over time, it is not possible to maintain two mutually exclusive loyalties or beliefs at once. In the end, people always make a choice, and loyalty for one party or one side of an issue will always trump loyalty to the other.

The concluding paragraph summarizes the essay, touches on the evidence presented, and re-states the thesis statement.

How to Write an Argumentative Essay: 8 Steps

Writing the best argumentative essay is all about the preparation, so let's talk steps:

#1: Preliminary Research

If you have the option to pick your own argumentative essay topic (which you most likely will), then choose one or two topics you find the most intriguing or that you have a vested interest in and do some preliminary research on both sides of the debate.

Do an open internet search just to see what the general chatter is on the topic and what the research trends are.

Did your preliminary reading influence you to pick a side or change your side? Without diving into all the scholarly articles at length, do you believe there's enough evidence to support your claim? Have there been scientific studies? Experiments? Does a noted scholar in the field agree with you? If not, you may need to pick another topic or side of the argument to support.

#2: Pick Your Side and Form Your Thesis

Now's the time to pick the side of the argument you feel you can support the best and summarize your main point into your thesis statement.

Your thesis will be the basis of your entire essay, so make sure you know which side you're on, that you've stated it clearly, and that you stick by your argument throughout the entire essay .

#3: Heavy-Duty Research Time

You've taken a gander at what the internet at large has to say on your argument, but now's the time to actually read those sources and take notes.

Check scholarly journals online at Google Scholar , the Directory of Open Access Journals , or JStor . You can also search individual university or school libraries and websites to see what kinds of academic articles you can access for free. Keep track of your important quotes and page numbers and put them somewhere that's easy to find later.

And don't forget to check your school or local libraries as well!

#4: Outline

Follow the five-paragraph outline structure from the previous section.

Fill in your topic, your reasons, and your supporting evidence into each of the categories.

Before you begin to flesh out the essay, take a look at what you've got. Is your thesis statement in the first paragraph? Is it clear? Is your argument logical? Does your supporting evidence support your reasoning?

By outlining your essay, you streamline your process and take care of any logic gaps before you dive headfirst into the writing. This will save you a lot of grief later on if you need to change your sources or your structure, so don't get too trigger-happy and skip this step.

Now that you've laid out exactly what you'll need for your essay and where, it's time to fill in all the gaps by writing it out.

Take it one step at a time and expand your ideas into complete sentences and substantiated claims. It may feel daunting to turn an outline into a complete draft, but just remember that you've already laid out all the groundwork; now you're just filling in the gaps.

If you have the time before deadline, give yourself a day or two (or even just an hour!) away from your essay . Looking it over with fresh eyes will allow you to see errors, both minor and major, that you likely would have missed had you tried to edit when it was still raw.

Take a first pass over the entire essay and try your best to ignore any minor spelling or grammar mistakes—you're just looking at the big picture right now. Does it make sense as a whole? Did the essay succeed in making an argument and backing that argument up logically? (Do you feel persuaded?)

If not, go back and make notes so that you can fix it for your final draft.

Once you've made your revisions to the overall structure, mark all your small errors and grammar problems so you can fix them in the next draft.

#7: Final Draft

Use the notes you made on the rough draft and go in and hack and smooth away until you're satisfied with the final result.

A checklist for your final draft:

  • Formatting is correct according to your teacher's standards
  • No errors in spelling, grammar, and punctuation
  • Essay is the right length and size for the assignment
  • The argument is present, consistent, and concise
  • Each reason is supported by relevant evidence
  • The essay makes sense overall

#8: Celebrate!

Once you've brought that final draft to a perfect polish and turned in your assignment, you're done! Go you!

body_prepared_rsz

Be prepared and ♪ you'll never go hungry again ♪, *cough*, or struggle with your argumentative essay-writing again. (Walt Disney Studios)

Good Examples of Argumentative Essays Online

Theory is all well and good, but examples are key. Just to get you started on what a fully-fleshed out argumentative essay looks like, let's see some examples in action.

Check out these two argumentative essay examples on the use of landmines and freons (and note the excellent use of concrete sources to back up their arguments!).

The Use of Landmines

A Shattered Sky

The Take-Aways: Keys to Writing an Argumentative Essay

At first, writing an argumentative essay may seem like a monstrous hurdle to overcome, but with the proper preparation and understanding, you'll be able to knock yours out of the park.

Remember the differences between a persuasive essay and an argumentative one, make sure your thesis is clear, and double-check that your supporting evidence is both relevant to your point and well-sourced . Pick your topic, do your research, make your outline, and fill in the gaps. Before you know it, you'll have yourself an A+ argumentative essay there, my friend.

What's Next?

Now you know the ins and outs of an argumentative essay, but how comfortable are you writing in other styles? Learn more about the four writing styles and when it makes sense to use each .

Understand how to make an argument, but still having trouble organizing your thoughts? Check out our guide to three popular essay formats and choose which one is right for you.

Ready to make your case, but not sure what to write about? We've created a list of 50 potential argumentative essay topics to spark your imagination.

Need more help with this topic? Check out Tutorbase!

Our vetted tutor database includes a range of experienced educators who can help you polish an essay for English or explain how derivatives work for Calculus. You can use dozens of filters and search criteria to find the perfect person for your needs.

Connect With a Tutor Now

Courtney scored in the 99th percentile on the SAT in high school and went on to graduate from Stanford University with a degree in Cultural and Social Anthropology. She is passionate about bringing education and the tools to succeed to students from all backgrounds and walks of life, as she believes open education is one of the great societal equalizers. She has years of tutoring experience and writes creative works in her free time.

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21 Captivating Call to Action Examples to Steal

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Want to entice your readers to buy?

Or maybe draw more subscribers to your newsletter?

Or maybe watch your conversion rates explode?

All you need is the right call to action (CTA).

Not only do CTAs give your prospects clarity, they also make your marketing campaigns more effective.

I’ve got a bunch of CTA examples that you can steal for your own campaigns. I’ll also highlight three essential aspects of an effective call to action.

They work in every advertising channel, both traditional and digital.

Let’s get started!

What Is a Call to Action (CTA)?

A call to action is an invitation for a user to take some desired action. You often see call to action examples in persuasive writing . Once a brand has made its case in a blog post or video, for instance, they’ll often include a call to action at the end.

A political action group may write a piece on the importance of voting in the next election, for example. Their piece would probably end with a call for readers to register to vote with a link to a voter registration form.

You will also see a call to action button on homepages, in the right rail or even above the nav bar.

A company will put them anywhere they know their readers are looking to invite them to subscribe, browse products, input information or a number of other desired outcomes.

How Do You Write a Call to Action?

Before you write your call to action, determine the goal you’re trying to achieve:

  • Do you want to increase subscriptions?
  • Boost sales?
  • Move readers to another content piece?

Once you know what you want to do, you can think about how best to do it .

The best call to action phrases are brief and use strong verbs.

They speak directly to the user. Instead of weaker call to action words like click here, an effective call to action phrase example will use more specific words that speak directly to the desired outcome:

Discover your best life

Join our community

Book your next adventure.

Here’s a look at a few different CTAs.

call-to-action

In fact, NPR has great call to action examples all over their page. At the very top, a bright red button invites you to learn more about their car donation program. Just below that, a red heart (clearly implying you have one if you click) appears over the word “donate.”

In the white space below, NPR tells you that they are supported by listeners, and includes yet another link to make a donation.

All of these CTAs serve one purpose: to get people to donate money to them.

Traditional Call to Action Examples

First, let’s take a look at some examples of direct mail promotions from magazines.

Many of these are from magazines encouraging readers to start or renew a subscription. More specifically, they’re from the inserts that often fall out from within the pages while you’re reading, and look something like this:

traditional-call-to-action

There are three aspects that all of them have in common. Some are more obvious than others in their execution, but all take a similar approach to driving action.

See if you notice them while you read through this line-up of old CTAs, and I’ll tell you my findings below.

Sales and Marketing Management Magazine

So if you were waiting for the perfect time to seize this opportunity, the time is now. Send for your free issue today.

Outside Magazine

Discover the exciting world of outside. Subscribe today.

Success Magazine

Get a taste of SUCCESS! Send me the form at the top of this letter, and I’ll send you the next issue of SUCCESS absolutely free.

Harpers Magazine

May I send you a free copy? There is no obligation attached to my offer… Please let me know if you’ll accept my offer by January 31.

House & Garden

So indulge—in so much excitement, for so little! Please take advantage of our “Summer White Sale” and save on a subscription to HG today.

Nothing too exciting, right?

To be honest, though, those were some of the more creative ones. The majority read like this:

  • Do mail your acceptance to me today.
  • So act right now. The postage is paid, and you’ve got nothing to lose but a great garden to gain!
  • SEND NO MONEY NOW! But please mail your card today!
  • So if you’re looking for knowledge, a rewarding adventure, and the advantage a future perspective can offer, mail the enclosed card today!

See the pattern?

A call to action is often the final instruction to a reader, so it makes sense that for similar products, that instruction is largely the same.

After all, when it comes down to it, each of these magazines needs readers to mail an “enclosed card” to earn a subscription.

So without that directive, it wouldn’t matter how well-written the rest of an ad’s copy was. Even if a recipient liked it, if they didn’t know to mail the card to subscribe, the campaign would be a waste.

Of course, this particular example is exclusive to print campaigns.

You’d never see a digital marketer requiring users to mail something to convert.

And I shudder to think of the abysmal conversion rates if they did.

Even so, there are three things that nearly all of the examples above include that are important for any call to action, regardless of format:

glamour-call-to-action

  • A no-obligation statement that removes or reduces risk. In many cases, they’re asking for a free trial rather than a purchase. In other words, “try us, you’ll like us.” This gives people the confidence to buy.
  • All of them contain some version of “Mail your acceptance card.” This is simple usability. You have to tell people what to do next. Today, it would read, “Click the button below.”
  • Encouragement to respond right away. That’s standard direct response. Don’t give people an option to wait and think about it.

Together, these three elements make for a simple, straightforward request that requires little of the consumer.

And for most businesses, that’s pretty ideal.

Now, let’s take a look at how these elements translate into digital campaigns.

Adapting Traditional Techniques for Digital Formats

When marketers first started using digital channels to reach their customers, it was a logical choice to simply replicate their print campaigns in a new format.

After all, why would they spend time rewriting and redesigning what already worked?

That’s why some of the earliest digital marketing campaigns and their CTAs perfectly mirrored old direct mail advertisements.

These ads were an almost identical approach to copy, and simply swapped out the “mail the enclosed card” directive for a link or button.

For example, take a look at this early email campaign from Stansberry Research’s Retirement Millionaire promotion:

call-to-action-example

Today, this might come across as dated and spammy.

But based on the three call to action elements we covered above, it checks all of the boxes:

  • No obligation: “TRY” is in all caps, the email offers a full refund.
  • Usability: Readers are directed to click “Subscribe Now.”
  • Immediacy: Copy includes the phrase “right away,” and the CTA button uses the word “Now.”

Again, this approach might not work today.

But the fact that many early digital campaigns were fairly similar to their print predecessors wasn’t necessarily a bad thing.

Consumers were used to direct mail advertisements, and keeping the content largely the same likely made them more comfortable with the shift to digital.

They were already familiar with this style of copy, so the only change was that they could now click a button instead of taking a more complex action.

For example, check out this ad from another early digital campaign for Prevention’s Dance it Off! series:

call-to-action-free-example

The graphic here makes the ad essentially look like a piece of direct mail, except that it instructs users to “click” instead of mailing something to respond.

Plus, keeping with the best practices above, it encourages readers to “try it free for 21 days!” instead of asking for an immediate purchase.

From here, some advertisers decided to simplify their calls to action as they shifted from print to digital.

W magazine, for example, relied heavily on the “why not” approach in their print campaigns.

The basic idea here is that by addressing readers’ concerns and removing all barriers to action, you create the sense that there’s no reason not to try a product or service. In theory, this increases the chances that potential customers will take action.

Here’s how they used this logic in an old direct mail piece:

“This offer may not last long. So order W now—and see what you think of your free issue. After all, with so much to gain—and with absolutely nothing to lose—shouldn’t you at least take a look?”

The effect they’re hoping to achieve here is clear. By promising that readers have “so much to gain” and “absolutely nothing to lose,” they’re aiming to create a sense that not taking action would be an illogical choice.

If you’re worried that your call to action isn’t compelling enough to make readers want to take action, this can be an effective strategy. It essentially aims to shift a user’s mindset from “why” to “why not?”

As W magazine shifted to digital, they continued to use this approach. But they adjusted it to take advantage of the immediacy that comes along with digital campaigns.

Just take a look at this advertisement for their 1-2-3 Shrink diet program:

call-to-action-shrink

Of course, a similar ad could’ve worked in print.

But instead of asking potential customers to pay $4.00, then wait a few weeks to receive the program, they’re offering it immediately following payment.

For a reader who’s already interested in this program, that’s a pretty low barrier to entry. They could have the diet plan within minutes, and all that’s standing in their way is a few bucks.

So, why not?

There’s no significant reason they wouldn’t want to take action.

And W magazine wasn’t the only brand to make full use of this ability to earn immediate responses.

Another magazine, Audobon , attempted to entice readers with something beyond a simple subscription in their CTAs. Here’s an example from one of their old direct mail pieces:

“To begin receiving AUDUBON at once and to enjoy all the other benefits of membership in the National Audubon Society, simply return the enclosed form.”

The ad makes a brief mention of “all the benefits of membership.” For a reader who was aware of what those membership benefits were, this might’ve been a compelling offer.

But even if they returned the subscription card right after they received this advertisement, it would be at least a week — and probably more — until they started seeing any benefits at all.

With digital marketing, that all changed.

Even without direct mail, advertisers gained the ability to make offers that presented immediate benefits to their target audience.

For example, take a look at this early “Off the Grid” promotion from Banyan Hill Publishing’s Sovereign Investor :

call-to-action-off-the-grid

In this case, the company encouraged users to reserve their spot “today!” and promised the first installment of an email series immediately.

This was a huge improvement over requiring potential customers to wait weeks for information. Plus, the idea of immediate gratification is much more compelling for most of us.

The ad also promises that there’s “no obligation,” includes a clear directive to “enter your email address below,” and encourages readers to take action “today” — meaning it checks all of the boxes for an effective call to action.

It’s also worth noting that in many cases, digital advertisements can convey much more information in a smaller space.

That’s because they don’t need to spend as much time spelling out complex directives.

For example, take a look at the copy from an old Earthwatch promotion:

“Got some free time? A week? A month? A summer?

Come volunteer for a conservation project in the wilds, an environmental project in the tropics, an archeological dig abroad.

Or if you’re busy now, cheer us on from the sidelines.

If our organization sounds like something that you too would take pleasure in being a part of — whether by participating actively or cheering us on from the sidelines — I urge you to send in the order form at your earliest convenience…so your adventures can begin with the very next issue of EARTHWATCH.”

The copy here is fairly compelling. After all, who doesn’t get at least a little excited about the idea of embarking on an adventure in the tropics?

Plus, it does a nice job of offering a few different options.

Spending a week, a month, or a summer on a conservation project or an archaeological dig abroad simply isn’t a viable option for many people. So it’s wise for Earthwatch to also encourage readers to take the simpler action of subscribing.

Still, it’s a lot of copy for what it’s asking. If the same offer had been presented in a digital campaign, it likely could’ve been a lot more concise.

For example, take a look at this email campaign from Early to Rise:

call-to-action-early

There’s still a fairly large chunk of copy here, but it’s all relevant to the campaign’s goal of enticing readers to click on either of the links.

It explains exactly what they can expect to gain by clicking, and why the company is qualified to be offering the promised information.

Of course, many of today’s consumers would be skeptical of a company offering the “one secret of multi-millionaires.”

And rightly so.

But remember, this is a campaign from the early 2000s — back when most people weren’t quite as skeptical of everything they read online.

In that context, this email worked and was likely very effective in driving clicks. And readers who did click either link were directed to this dedicated landing page:

call-to-action-context

There’s nothing on this page but a CTA and a field where readers can enter their email address to gain access to the company’s so-called “secret sauce.”

So once a reader makes it this far, they don’t need to spend time reading lines of complex copy. There’s one simple question — and if the reader’s answer is affirmative, they know how to take action.

A call to action this simple likely wouldn’t have worked in a traditional campaign because it doesn’t fully explain what, exactly, the product is, or how it benefits the user.

But with digital campaigns, where users are already familiar with a product and just need to be encouraged to take a final action that offers immediate results, simplicity works.

In fact, at this point, saying that simplicity works might sound like stating the obvious. But this wasn’t immediately clear to many of the first marketers making the shift from print to digital.

There was a clear learning curve as the industry shifted.

For example, another issue that many traditional marketers found challenging when they first switched to digital campaigns was striking a balance between weak and strong CTAs.

Today, most people are familiar enough with digital marketing that they know what’s expected of them when they arrive on a landing page. Most of us naturally know to look for large, brightly-colored buttons with a clear call to action, since they’re now a common landing page staple.

If your page doesn’t include an obvious call to action, you risk losing potential customers.

For example, take a look at this landing page for Rich Dad Education.

call-to-action-rich-dad

What, exactly, does this page direct visitors to do? What’s the call to action?

The only real directive on this page is “Pick your city.” But what’s the benefit of taking that action? What does it require of the user? And is there an immediate return?

It’s hard to say — because the page doesn’t include those details around this directive. In this case, I’d argue that the page doesn’t have a call to action at all.

There’s nothing compelling, risk-reducing, or benefits-oriented. So there’s little here to compel anyone to respond.

This makes it an ineffective landing page. Or, at the very least, not nearly as effective as it could be with a clear CTA.

But on the flip side, some digital marketers also make the mistake of making their CTAs too strong. I don’t mean that they present too many benefits, or make it too obvious what a reader stands to gain. That would be extremely difficult to do.

Instead, they attempt to force users to convert by making it the only action they can take on a page.

For example, check out this old popup from Joss & Main:

call-to-action-joss

If a user lands on this page and is ready to join (or is already a member), this is likely extremely effective at converting them.

But what if a visitor isn’t ready to take that step? What if they just want to browse the site and see what the company has to offer before becoming a member?

Well, that’s too bad — because the pop-up blocks the rest of the content on the page until they share their email.

This means the user is stuck if they don’t want to respond. They can either “Join Now,” or leave.

This call to action example is a little too high-pressure .

It makes sense to encourage new visitors to sign up, but this ultimatum-style popup likely cost the company at least a few customers who would’ve signed up if they’d been given the opportunity to make that choice on their own.

Fortunately, many companies have learned to strike a balance where they guide visitors to take action without forcing them to do so.

Now, let’s take a look at how Joss & Main earns new members today. Instead of requiring visitors to enter their email upon arrival, they let them freely browse their products without a popup in sight. Users can learn about what the company has to offer and determine whether they’re interested in buying at their leisure.

They can also add various items to their cart as they browse. Then, when they click the cart icon, presumably to start the checkout process, they’re directed to the following page:

call-to-action-joss

Here, they’re required to enter their email address to make their purchase.

But for a user who’s already prepared to spend money and complete a transaction, this isn’t a huge request. In fact, it’s a necessary step in the ecommerce sales process, since customers typically receive order confirmations and shipping updates via email.

By moving this requirement to a later point in the sales process, the company eliminated a barrier that likely cost them a significant amount of customers early on.

Of course, this is just one of many lessons marketers needed to learn in order to effectively shift their campaigns to the new digital landscape. We are sharing great call to action examples for sales on this article. So use them in your favor!

And while some of it might seem obvious in hindsight, that’s simply because many of us already know the standard “best practices” involved in creating online campaigns.

Call to action placement

What Makes a Good Call To Action? 3 Things That a CTA Must Present

From the days of magazine mail-in cards to now, marketers have been able to boil an effective CTA down to three elements:

  • A no-obligation statement
  • Some updated version of “mail your acceptance card”
  • sense of urgency around responding right away.

Let’s look at some call to action examples for each of these elements.

A No-Obligation Statement That Removes or Reduces Risk

Care.com’s CTA lets you know right away that you can search their site for free. That means website visitors don’t have to commit before they assess whether or not Care.com is the right portal for them.

call-to-action-care

All of Them Contain Some Version of “Mail Your Acceptance Card”

The call to action text for Litworth gets straight to the point. Sign up with them (i.e., mail in the acceptance card) and a writer will find paying publications.

For those of you who don’t know, not all publications pay, so this is a pretty attention-grabbing CTA. They continue to entice by listing all the benefits of signing up. Then you find out it’s all free. You’re in.

call-to-action-we-send

Encouragement to Respond Right Away

Disney World is the master of creating a sense of urgency. Like most vacation destinations, they run deals throughout the year.

If you respond before a certain date (in this case, October 8) you get a discount on your stay. That looming date is enough encouragement to get a website visitor to view the details and browse vacation options, at the very least.

call-to-action-stay-with-us

Call to Action in Writing: Copywriting Techniques For an Effective CTA

We’ve come a long way from those early days of digital marketing. Still, the general approach that many traditional marketers took in their print campaigns can serve as a starting point for writing effective online copy .

And when combined with all of the advantages that digital marketing offers, they can be even more successful in driving results.

So with that in mind, let’s jump into five ways you can use a traditional marketing mindset to improve your online campaigns.

1. Emphasize Low Risk

The first of the three common elements in the traditional CTAs above was a focus on a lack of obligation or risk on the customer’s part.

From a consumer’s perspective, this makes perfect sense. The less you stand to lose from an action, the more comfortable you’ll be with the idea of taking it.

And even as the marketing industry evolves, this concept hasn’t changed a bit. Take a look at this CTA example for Amazon’s Prime Video service:

call-to-action-primer

A free trial alone is enough of an incentive for many people to test the service. But beyond that, this call to action emphasizes that users can sign up “risk free” and “cancel anytime.”

If a visitor has any hesitations after initially landing on the page, these details can ease their fears about committing to the service. The knowledge that they can cancel at any time is likely compelling for users who are worried about forgetting to take this step at the end of the 30 days.

Plus, like every other digital campaign (and the remainder of the examples we’ll cover on this page), this ad gives visitors the option to take immediate action by clicking a button .

In this case, the user can start streaming content from the platform immediately.

And with no risk at all, that’s a fairly appealing offer.

2. Strive For Clarity

You can have the most beautifully designed landing page in the world, with stunning graphics and an impeccable advertising strategy in place for attracting traffic.

But if the copy on that page doesn’t tell visitors why they should take action, it’s useless.

Copy is what connects with visitors, and convinces them that they want to take action. It does this by explaining what they stand to gain by doing so.

Of course, there’s tons of room for creativity within marketing copy. An experienced copywriter can make even the least “exciting” products sound interesting.

But as you develop your CTA copy, remember to be as clear as possible about what you’re offering.

Innovative copy is great for spicing up a page and grabbing visitors’ attention. But if it creates any confusion about what that page is offering, it’s counterproductive.

That’s why the most effective CTAs are extremely straightforward.

For example, take a look at this email from Buffer.

call-to-action-proven

To kick things off, it highlights the importance of Instagram for businesses . If a user isn’t sure why they should be interested in learning about the platform, that uncertainty is addressed within those first two sentences.

From there, the offer is completely benefits-oriented. The copy offers free information, asking for nothing in return.

The reader doesn’t even need to provide an email address or fill out a form. All they have to do is click a button!

And the button itself is more than a vague, uninspiring “click here” command. Its bright blue shade immediately stands out from the rest of the email’s content.

Then, its copy reinforces exactly what a reader will gain (growth tips) by clicking it. And its use of the action verb Get is a great way to inspire a sense of action.

If you’ve ever researched ways to optimize your CTA buttons, you’ve likely heard that it’s considered a “best practice” to incorporate action verbs .

And that’s true.

But if you think back to the traditional CTA examples above, you’ll realize that’s by no means a new concept in the marketing world. Each of the direct mail examples includes some variation of the directive “send,” “mail,” or “return.”

This is simple usability! You need to tell people what you want them to do in order for them to do it.

And although the exact verbs we use today are a bit different, the basic idea remains the same.

So even when using the three principles above, based on traditional campaigns, this Buffer email measures up.

It includes the same basic techniques that work for direct mail, but improves on them, because there’s no bulky paragraph with complex instructions for responding.

Instead, they use that valuable space to clearly explain what they’re offering — so that by the time the user reaches that simple button, they know exactly why they should click it.

3. Highlight Immediate Benefits

As I’ve mentioned a few times already, one of the biggest advantages digital marketing has over its traditional predecessors is the potential to deliver immediate gratification.

You can give your customers downloadable resources, access to tools, and premium services all within seconds of their conversion.

That’s pretty incredible!

Of course, it’s not quite as straightforward for all industries. SaaS companies, for example, can offer instant access to their full product — while ecommerce retailers and service-based businesses typically have a bit of a waiting period.

Still, almost any business can offer immediate payment processing and order confirmation.

And who doesn’t love knowing that they’ve successfully ordered a product to their home, without ever leaving the couch? (That’s a rhetorical question.)

But regardless of industry and business model, any company can offer their customers some type of immediate gratification. Even if it’s not in the form of their main product or service, they can give a lead or prospect something for converting.

Today, one of the most popular ways of doing this is offering free downloadable content.

For example, take a look at this CTA for Optinmonster’s guide to converting abandoned site visitors into subscribers.

call-to-action-optinmonster

If you’re unfamiliar with Optinmonster, it’s important to note that content like this is not their main product. The company sells tools for helping site owners increase their conversion rates and generate more leads.

But most people won’t be ready to sign up for a monthly plan during their first visit to the site.

In order to keep those first-time visitors interested, the company offers this free guide that’s directly related to its product, and highly relevant to anyone who’s considering purchasing a subscription to CRO tools.

After all, if someone is prepared to spend their marketing budget on a product designed to convert site visitors, why wouldn’t they want free information on accomplishing that same goal?

Including this option on their site gives the company the ability to offer all of their visitors an immediate reward for engaging with their content.

And this is a strategy that almost any business can replicate.

Just take a look at this pop-up offer on Rascal Rides:

call-to-action-free-bike

The site caters to parents shopping for bikes, bike accessories, and safety gear for their kids. So it makes perfect sense that their visitors would be interested in a children’s bike shopping guide.

Even if a visitor isn’t ready to select and purchase a product right away, the site still offers something they can access immediately. Parents can start learning about the factors they need to consider while shopping within seconds of providing their email address.

So as you develop your CTAs, look for ways to provide immediate value to your visitors.

The sooner they can start seeing the benefits of taking action, the more compelled they’ll be to do just that.

4. Include Secondary CTAs

In the previous section, you likely noticed that the examples showing instant gratification weren’t for those companies’ main products or services.

That wasn’t by mistake.

Although your site is likely designed with one specific, high-value action in mind, that shouldn’t be the only action you give users the option to take. You might want all of your visitors to immediately make a purchase — but unfortunately, that’s unrealistic.

And when you limit your site to one call to action, you essentially give your visitors an ultimatum: Take that action, or leave.

When you add some extra options into the mix, however, you reduce odds of a visitor leaving simply because they’re not ready to take your main offer.

The first way to do this, as we covered in the previous section, is to come up with additional “offers” visitors can take advantage of for free.

The second is simply to highlight ways that a user can stay engaged with your content.

For example, take a look at this landing page from T.C. Pharma.

call-to-action-TC

The main CTA button tells visitors to contact the company to learn more.

But if someone doesn’t want to take that action, they’re presented with a clear alternative. The button immediately to the right of the main CTA lets them view the company’s products.

This way, they’re not driven away from the site just because they aren’t far enough along in the buying process. They’re encouraged to stay and learn more — which could help them get closer to a conversion.

5. Establish Credibility

Many digital advertising platforms today offer advanced targeting options that help marketers reach people that are likely to be part of their target audience.

This allows brands to focus their campaigns on website visitors that could be qualified leads and customers. It’s a significant improvement over traditional options, which were typically limited to a particular TV channel or radio station’s target demographic. However, the one advantage of that old-school marketing approach was name recognition.

After all, ads on a local radio station are likely for businesses within a 20-mile radius of you — so there’s a higher chance you’ve heard of those businesses than the ones advertising to you on Facebook today.

So as you create ads for digital platforms, it’s important to remember that even members of your target audience may be unfamiliar with your brand.

And you have a limited amount of time in which to establish your credibility. Even if you’re advertising a free trial or another low-risk offer, you need to show your audience why they should trust you enough to take that step.

For example, take a look at this call to action example on this Facebook ad for a free trial from Pipedrive:

call-to-action-pipedrive

First, it’s important to note that this ad is intended for a target audience that’s already familiar with the concept of a CRM. This alone means that they need to set the rest of their targeting options fairly broad — beyond the other local businesses in their area.

And they show people who may be completely unfamiliar with their brand that they’re trustworthy by including important credentials.

They emphasize that over “50,000 sales teams” use their product to stay organized, and highlight the fact that the platform was “built by salespeople for salespeople.”

If a reader is interested in trying out new CRM software, this is plenty of information to get them interested in the free trial, even if this is their first interaction with the brand.

They know they’re by no means the first to try the tool. And if 50,000 other companies already use and like it, there’s no reason not to at least test out the free trial.

How Do You Know if Your CTA Is Working Well?

Once you’ve created your calls to action, whether they be in email, pop-ups or sprinkled throughout your blog posts, you’ll want to make sure they’re performing for you.

You can double check using website visitor analysis tools.

Understand How Website Visitors Are Interacting With Your Calls to Action

First, use heatmaps and scroll maps to determine whether people are responding to — or even seeing — your CTAs.

A scroll map shows you how far people scroll down your page before they leave. If they’re leaving before they scroll all the way to, say, a call to action at the end of a blog post, you might want to make the CTA a callout toward the top of your post.

A heatmap will let you see how often people are interacting with your call to action. If your CTA button beckons readers to learn more by clicking, the button should be a glowing, warm red, not a cool blue.

You can also use visitor session Recordings to see why users are interacting with your call to action the way they are.

A recording will show you how someone moves about the screen in real-time. Watching one will help you answer questions like, “Are people getting stuck somewhere in particular? Does it seem like they’re confused about the next steps with my CTA?”

A/B Testing Your Call to Action Buttons Is a Must

Once you’ve figured out what you think is the problem with a call to action button, it’s essential that you A/B test a solution. An A/B test will let you publish two versions of the same CTA to see which one performs better.

If your CTA button seems to be in the wrong place, for instance, you can test various placements to see which is more effective.

Start Using Crazy Egg Tools

Look at your CTAs and ask yourself, “What goal am I trying to achieve, here? How is my CTA message encouraging my website visitors to achieve that goal?”

Once you’ve answered those two questions, usability and testing tools can help you create the best CTAs possible.

Marketing has changed a lot over the past few years, but the ultimate goal has remained the same. You need to drive consumers to take action.

CTAs are essential for making this happen. So as a marketer, it’s critical that you learn to write effective ones.

As trends shift and new platforms emerge, the principles of writing effective CTA copy have remained consistent:

  • Emphasize a low barrier to entry
  • Include a clear directive
  • Encourage immediate action

Make your website better. Instantly.

Keep reading about copywriting.

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Purdue Online Writing Lab Purdue OWL® College of Liberal Arts

Classical Argument

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This resource describes the fundamental qualities of argument developed by Aristotle in the vital rhetorical text  On Rhetoric.  

A (Very) Brief History of Rhetoric

The study of rhetoric has existed for thousands of years, predating even Socrates, Plato and the other ancient Greek philosophers that we often credit as the founders of Western philosophy. Although ancient rhetoric is most commonly associated with the ancient Greeks and Romans, early examples of rhetoric date all the way back to ancient Akkadian writings in Mesopotamia.

In ancient Greece and Rome, rhetoric was most often considered to be the art of persuasion and was primarily described as a spoken skill. In these societies, discourse occurred almost exclusively in the public sphere, so learning the art of effective, convincing speaking was essential for public orators, legal experts, politicians, philosophers, generals, and educators. To prepare for the speeches they would need to make in these roles, students engaged in written exercises called  progymnasmata . Today, rhetorical scholars still use strategies from the classical era to conceptualize argument. However, whereas oral discourse was the main focus of the classical rhetoricians, modern scholars also study the peculiarities of written argument.

Aristotle provides a crucial point of reference for ancient and modern scholars alike. Over 2000 years ago, Aristotle literally wrote the book on rhetoric. His text  Rhētorikḗ ( On Rhetoric ) explores the techniques and purposes of persuasion in ancient Greece, laying the foundation for the study and implementation of rhetoric in future generations. Though the ways we communicate and conceptualize rhetoric have changed, many of the principles in this book are still used today. And this is for good reason: Aristotle’s strategies can provide a great guide for organizing your thoughts as well as writing effective arguments, essays, and speeches.

Below, you will find a brief guide to some of the most fundamental concepts in classical rhetoric, most of which originate in  On Rhetoric.

The Rhetorical Appeals

To understand how argument works in  On Rhetoric , you must first understand the major appeals associated with rhetoric. Aristotle identifies four major rhetorical appeals: ethos (credibility), logos (logic), pathos (emotion), and Kairos(time). 

  • Ethos –  persuasion through the author's character or credibility. This is the way a speaker (or writer) presents herself to the audience. You can build credibility by citing professional sources, using content-specific language, and by showing evidence of your ethical, knowledgeable background.
  • Logos –  persuasion through logic. This is the way a speaker appeals to the audience through practicality and hard evidence. You can develop logos by presenting data,  statistics, or facts by  crafting a clear claim with a logically-sequenced argument.  ( See enthymeme and syllogism )
  • Pathos –  persuasion through emotion or disposition . This is the way a speaker appeals to the audience through emotion, pity, passions, or dispositions. The idea is usually to evoke and strengthen feelings already present within the audience. This can be achieved through story-telling, vivid imagery, and an impassioned voice.  Academic arguments in particular ​benefit from understanding pathos as appealing to an audience's academic disposition on a given topic, subject, or argument.
  • Kairos – an appeal made through the adept use of time. This is the way a speaker appeals to the audience through notions of time. It is also considered to be the appropriate or opportune time for a speaker to insert herself into a conversation or discourse, using the three appeals listed above. A Kairotic appeal can be made through calls to immediate action, presenting an opportunity as temporary, and by describing a specific moment as propitious or ideal.

​*Note:  When using these terms in a Rhetorical Analysis, make sure your syntax is correct. One does not appeal to ethos, logos, or pathos directly. Rather, one appeals to an audience's emotion/disposition, reason/logic, or sense of the author's character/credibility within the text. Ethos, pathos, and logos are themselves the appeals an author uses to persuade an audience. 

An easy way to conceptualize the rhetorical appeals is through advertisements, particularly infomercials or commercials. We are constantly being exposed to the types of rhetoric above, whether it be while watching television or movies, browsing the internet, or watching videos on YouTube.

Imagine a commercial for a new car. The commercial opens with images of a family driving a brand-new car through rugged, forested terrain, over large rocks, past waterfalls, and finally to a serene camping spot near a tranquil lake surrounded by giant redwood trees. The scene cuts to shots of the interior of the car, showing off its technological capacities and its impressive spaciousness. A voiceover announces that not only has this car won numerous awards over its competitors but that it is also priced considerably lower than comparable models, while getting better gas mileage. “But don’t wait,” the voiceover says excitedly, “current lessees pay 0% APR financing for 12 months.”

In just a few moments, this commercial has shown masterful use of all four appeals. The commercial utilizes pathos by appealing to our romantic notions of family, escape, and the great outdoors. The commercial develops ethos by listing its awards, and it appeals to our logical tendencies by pointing out we will save money immediately because the car is priced lower than its competitors, as well as in the long run because of its higher MPG rate. Finally, the commercial provides an opportune and propitious moment for its targeted audience to purchase a car immediately. 

Depending on the nature of the text, argument, or conversation, one appeal will likely become most dominant, but rhetoric is generally most effective when the speaker or writer draws on multiple appeals to work in conjunction with one another. To learn more about Aristotle's rhetorical appeals, click here.

Components and Structure

The classical argument is made up of five components, which are most commonly composed in the following order:

  • Exordium –  The introduction, opening, or hook.
  • Narratio –  The context or background of the topic.
  • Proposito and Partitio –  The claim/stance and the argument.
  • Confirmatio and/or Refutatio –  positive proofs and negative proofs of support.
  • Peroratio –  The conclusion and call to action.

Think of the exordium as your introduction or “hook.” In your exordium, you have an opportunity to gain the interest of your reader, but you also have the responsibility of situating the argument and setting the tone of your writing. That is, you should find a way to appeal to the audience’s interest while also introducing the topic and its importance in a professional and considerate manner. Something to include in this section is the significance of discussing the topic in this given moment (Kairos). This provides the issue a sense of urgency that can validate your argument.

This is also a good opportunity to consider who your intended audience is and to address their concerns within the context of the argument. For example, if you were writing an argument on the importance of technology in the English classroom and your intended audience was the board of a local high school, you might consider the following:

  • New learning possibilities for students (General Audience Concerns)
  • The necessity of modern technology in finding new, up-to-date information (Hook/Kairos)
  • Detailed narrative of how technology in one school vastly improved student literacy (Hook/Pathos) 
  • Statistics showing a link between exposure to technology and rising trends in literacy (Hook/Logos)
  • Quotes from education and technology professors expressing an urgency for technology in English classrooms (Hook/Ethos)

Of course, you probably should not include all of these types of appeals in the opening section of your argument—if you do, you may end up with a boring, overlong introduction that doesn’t function well as a hook. Instead, consider using some of these points as evidence later on. Ask yourself:  What will be most important to my audience? What information will most likely result in the action I want to bring about?  Think about which appeal will work best to gain the attention of your intended audience and start there.

The narratio provides relevant foundational information and describes the social context in which your topic exists. This might include information on the historical background, including recent changes or updates to the topic, social perception, important events, and other academic research. This helps to establish the rhetorical situation for the argument: that is, the situation the argument is currently in, as impacted by events, people, opinion, and urgency of some kind. For your argument on technology in the English classroom, you might include:

  • Advances in education-related technology over the centuries
  • Recent trends in education technology
  • A description of the importance of digital literacy
  • Statistics documenting the lack of home technology for many students
  • A selection of expert opinions on the usefulness of technology in all classrooms

Providing this type of information creates the setting for your argument. In other words, it provides the place and purpose for the argument to take place. By situating your argument within in a viable context, you create an opportunity to assert yourself into the discussion, as well as to give your reader a genuine understanding of your topic’s importance.

Propositio and Partitio

These two concepts function together to help set up your argument. You can think of them functioning together to form a single thesis. The propositio informs your audience of your stance, and the partitio lays out your argument. In other words, the propositio tells your audience what you think about a topic, and the partitio briefly explains why you think that way and how you will prove your point. 

Because this section helps to set up the rest of your argument, you should place it near the beginning of your paper. Keep in mind, however, that you should not give away all of your information or evidence in your partitio. This section should be fairly short: perhaps 3-4 sentences at most for most academic essays. You can think of this section of your argument like the trailer for a new film: it should be concise, should entice the audience, and should give them a good example of what they are going to experience, but it shouldn’t include every detail. Just as a filmgoer must see an entire film to gain an understanding of its significance or quality, so too must your audience read the rest of your argument to truly understand its depth and scope. 

In the case of your argument on implementing technology in the English classroom, it’s important to think not only of your own motivations for pursuing this technology in the classroom, but also of what will motivate or persuade your respective audience(s). Some writing contexts call for an audience of one. Some require consideration of multiple audiences, in which case you must find ways to craft an argument which appeals to each member of your audience. For example, if your audience included a school board as well as parents andteachers, your propositio might look something like this:

“The introduction of newer digital technology in the English classroom would be beneficial for all parties involved. Students are already engaged in all kinds of technological spaces, and it is important to implement teaching practices that invest students’ interests and prior knowledge. Not only would the marriage of English studies and technology extend pedagogical opportunities, it would also create an ease of instruction for teachers, engage students in creative learning environments, and familiarize students with the creation and sharing technologies that they will be expected to use at their future colleges and careers. Plus, recent studies suggest a correlation between exposure to technology and higher literacy rates, a trend many education professionals say isn’t going to change.”

Note how the above paragraph considers the concerns and motivations of all three audience members, takes a stance, and provides support for the stance in a way that allows for the rest of the argument to grow from its ideas. Keep in mind that whatever you promise in your propositio and partitio (in this case the new teaching practices, literacy statistics, and professional opinion) must appear in the body of your argument. Don’t make any claims here that you cannot prove later in your argument.

Confirmatio and Refutatio  

These two represent different types of proofs that you will need to consider when crafting your argument. The confirmatio and refutatio work in opposite ways, but are both very effective in strengthening your claims. Luckily, both words are cognates—words that sound/look in similar in multiple languages—and are therefore are easy to keep straight. Confirmatio is a way to confirm your claims and is considered a positive proof; refutatio is a way to acknowledge and refute a counterclaim and is considered a negative proof.

The confirmatio is your argument’s support: the evidence that helps to support your claims. For your argument on technology in the English classroom, you might include the following:

  • Students grades drastically increase when technology is inserted into academics
  • Teachers widely agree that students are more engaged in classroom activities that involve technology
  • Students who accepted to elite colleges generally possess strong technological skills

The refutatio provides negative proofs. This is an opportunity for you to acknowledge that other opinions exist and have merit, while also showing why those claims do not warrant rejecting your argument. 

If you feel strange including information that seems to undermine or weaken your own claims, ask yourself this: have you ever been in a debate with someone who entirely disregarded every point you tried to make without considering the credibility of what you said? Did this make their argument less convincing? That’s what your paper can look like if you don’t acknowledge that other opinions indeed exist and warrant attention. 

After acknowledging an opposing viewpoint, you have two options. You can either concede the point (that is, admit that the point is valid and you can find no fault with their reasoning), or you can refute their claim by pointing out the flaws in your opponent’s argument. For example, if your opponent were to argue that technology is likely to distract students more than help them (an argument you’d be sure to include in your argument so as not to seem ignorant of opposing views) you’d have two options:

  • Concession: You might concede this point by saying “Despite all of the potential for positive learning provided by technology, proponents of more traditional classroom materials point out the distractive possibilities that such technology would introduce into the classroom. They argue that distractions such as computer games, social media, and music-streaming services would only get in the way of learning.” 

In your concession of the argument, you acknowledge the merit of the opposing argument, but you should still try to flip the evidence in a positive way. Note how before conceding we include “despite all of the potential for positive learning.” This reminds your reader that, although you are conceding a single point, there are still many reasons to side with you.

  • Refutation: To refute this same point you might say something like, “While proponents of more traditional English classrooms express concerns about student distraction, it’s important to realize that in modern times, students are already distracted by the technology they carry around in their pockets. By redirecting student attention to the technology administered by the school, this distraction is shifted to class content. Plus, with website and app blocking resources available to schools, it is simple for an institution to simply decide which websites and apps to ban and block, thereby ensuring students are on task.”

Note how we acknowledged the opposing argument, but immediately pointed out its flaws using straightforward logic and a counterexample. In so doing, we effectively strengthen our argument and move forward with our proposal.

Your peroratio is your conclusion. This is your final opportunity to make an impact in your essay and leave an impression on your audience. In this section, you are expected to summarize and re-evaluate everything you have proven throughout your argument. However, there are multiple ways of doing this. Depending on the topic of your essay, you might employ one or more of the following in your closing:

  • Call to action (encourage your audience to do something that will change the situation or topic you have been discussing).
  • Discuss the implications for the future. What might happen if things continue the way they are going? Is this good or bad? Try to be impactful without being overly dramatic.
  • Discuss other related topics that warrant further research and discussion.
  • Make a historical parallel regarding a similar issue that can help to strengthen your argument.
  • Urge a continued conversation of the topic for the future.

Remember that your peroratio is the last impression your audience will have of your argument. Be sure to consider carefully which rhetorical appeals to employ to gain a desirable effect. Make sure also to summarize your findings, including the most effective and emphatic pieces of evidence from your argument, reassert your major claim, and end on a compelling, memorable note. Good luck and happy arguing!

15 Great Call to Action Examples That Simply Work

May 18, 2021

by Nathan Ojaokomo

iStock-1253504267

In this post

  • Why create a call to action?

Best practices for creating CTAs that work

  • 15 call-to-action examples to draw inspiration from

Your ability to write ads, landing pages, or emails that make readers take action – whether it’s to buy something, download an eBook, join your email list, or something else – is one of the keys to becoming a successful marketer. 

While it’s one thing to write headlines or introductions that hook a reader, it’s an entirely different ball game to make these readers take action after reading your copy. To make your audience or readers take action, you need to pay more than the usual attention to creating a compelling call to action (CTA) . 

We’re going to share real-life examples of CTAs you can use to improve your conversions and grow your business. You’ll also learn why you need a strong call to action and how to write CTAs that work.

A call to action is used to prompt an audience to take a specific action. 

When you think about the last time you downloaded an eBook, enrolled for an email course, or signed up for a software’s free trial, you will discover that a CTA was the final nudge that made you take action. 

Common examples of CTAs you can find on websites, landing pages, emails, and ads are “Buy now,” “Subscribe,” “Sign Up,” and “Learn More”. These CTAs serve as a bridge between your audience and conversion.

Why should you create a strong call to action?

Many marketers make the mistake of thinking that CTAs are not necessary, especially since a call to action only takes up a small part of their website, email, or landing page. They also imagine that slapping common CTA examples like “Buy Now” or “Subscribe” on their copy would convert well for them. 

But the truth is that your conversions would tank if you don’t create strong CTAs. Why? The average daily time spent on social media in 2020 was 145 minutes compared to only 111 minutes in 2015 – meaning people now consume more content than ever before. As a marketer, this means you’re literally in direct competition for people’s attention against Zoom calls, TikTok, Netflix, Instagram, and other social platforms. 

In a world where attention spans are lower because of the many content and information channels available today, you’d be doing a disservice to your readers if you don’t use strong CTAs. A good CTA should grab people’s attention , make them notice what they stand to gain, and prompt them to take action. 

So how can you create a strong call to action? First, you need to set the right foundation.

Before you write a CTA

No builder sets out to build a house without having a plan or laying the foundation. Similarly, you need to set the foundation for your CTAs before you begin writing.

Here are two questions that can help you lay the groundwork: 

  • What is your goal? 
  • Who is your audience? 

What is your goal?

When writing CTAs, start with an end goal in mind. What action do you want your audience to take? Do you want them to sign up for your newsletter? Book a demo? Buy your products?

Whatever the goal is, it should be specific and straightforward. Don’t bombard your audience with too many options at once. Offering several choices confuses the audience and hurts your conversion rate opportunity. 

Who is your audience?

Knowing your audience goes deeper than creating a random “Marketing Mary” persona. You need to understand your audience’s fears and desires well. Once you’ve identified who your audience is and what you want them to do, it’s time to start writing your CTA.

While there are no set or rigid rules when creating CTAs, a few principles can help you write strong CTAs. These principles work whether you’re writing a call to action for your websites, ads, social media captions, or emails. 

Keep your CTA above the fold

A fold is the part of your website that visitors see before they start scrolling. 

It’d be a waste of website real estate to hide your call to action in a place other than the first part of your website that visitors see. You can still use images, logos, and other graphics along with your CTA above the fold.

Don’t just tell people to do something

In 1978, Harvard professor Ellen Langer carried out a study that showed the power of using the word “because” . The study was conducted in front of a busy copy machine on the Harvard College campus. 

Participants were asked to try to skip the queue using three different pitches: 

  • “Excuse me. I have five pages. May I use the xerox machine?”
  • “Excuse me. I have five pages. May I use the xerox machine because I’m in a rush?”
  • “Excuse me. I have five pages. May I use the xerox machine because I have to make copies?”

The results?

The first statement without “because” got a 60% favorable response. But that response was dwarfed by the 94% and 93% favorable responses from the other two pitches that used “because”.

Instead of just telling people to do something, tell them why they should do it. 

Use a call to value instead of a call to action

Like telling your audience why they should do something, a call to value helps hammer on the benefits your audience can get from taking a particular action. Don’t say “Shop now” when you could say “Shop now and get 30% off of your order.”

Create a sense of urgency

Remember how you always rushed your assignment the night before you had to submit it? Without a submission deadline, you probably wouldn’t have completed as many assignments as you did in high school. The same thing happens with your marketing messages.

Without a sense of urgency, your audience would most likely not take any form of action. To create a sense of urgency, you can use phrases like “limited offer,” “now,” “XXX seats left” in your CTAs.

Your CTA should also make your audience fear that they’ll miss out on something if they don’t act quickly.

Strike a balance between creativity and simplicity 

Don’t try to be too smart or witty by using phrases or words your audience doesn’t know. Nobody is going to hand you a medal for lacing your call to action and messaging with big words. Instead, use words, phrases, and terms that your audience uses in their daily conversations.

Use power words and phrases 

A compelling call to action uses powerful words and phrases. Here’s a list of powerful words and phrases you can use in your CTA: 

  • Deadline 
  • Freebie 
  • On-demand 
  • Seize 
  • Try for free
  • Start your free trial

Adjust CTAs to different devices

The way your call to action appears on a mobile phone differs from how it appears on a desktop. Make sure you optimize your CTA buttons to match the different devices your audience uses.

Employ social proof

Social proof, no matter how small, goes a long way into making your CTAs work. In a world where everyone claims to be the best, social proof helps your audience see that you’re not the one tooting your horn.

Social proof could be in the form of big company or client logos, star ratings from review sites, testimonials from customers, or some stats like the number of email subscribers you have.

Consider your CTA length

No rule book says that your CTA needs to be a specific length. The length of your call to action often depends on your offer and understanding of your audience. So don’t sweat it. Besides, you can always test which length works best for you. 

Always keep testing

One exciting thing about CTAs is that you can test almost everything about them to see what works. You can test your call to action’s copy, button, button size, placement, and even the colors using an effective CTA conversion strategy . 

15 call-to-action examples to draw inspiration from 

You don’t always have to start from scratch or reinvent the wheel when creating a call to action. Here are some CTA examples that can inspire you, spanning across website, email, landing page, and ad CTA examples. 

1. Get a free savings assessment

Even though G2’s homepage has a couple of good CTAs, the one on the header navigation bar stands out for many reasons. 

g2 cta

First, it catches the eye immediately because its color scheme contrasts with the background and the rest of the page. It also contains the word “Free,” a word everyone loves to hear. 

The use of figures and a clear benefit in the “Reduce your software costs by 18% overnight” line also makes clicking the CTA a no-brainer. 

2. Start a 7-day trial for $7

Customers want to know what they’ll be getting before they click anything on your site. Ahrefs could have conveniently made their CTA read “Start a 7-day trial” without mentioning the $7 part. 

ahrefs cta

While this can cause more visitors to click on the CTA, only a small percentage of them would proceed after hitting a paywall. If your audience has to pay before using your tool, clarify it in the call to action.

3. Learn more

“Learn more” is one of the most common CTAs on websites. While it may not work for everyone, it works well for Apple...well, because they’re Apple. Since they’re already on top of their audiences’ minds, Apple doesn’t need to say much to move people to action. 

iphone cta

You’d also notice that although the call to action isn’t a button, it’s still easily identifiable because its color differs from the rest of the text.

4. Plant now

Click A Tree’s website design looks clean and on-brand. The image choice clearly shows what the organization is all about. The use of brown (earth) and green (leaves) as their colors also points to the organization’s mission to plant more trees. 

All these elements combine to make the “Plant now” CTA work. “Now” also creates a sense of urgency.

plant a tree cta

5. Get started – it’s free

Many company websites, especially SaaS companies, use the “Get started” CTA. However, Webflow takes it a step further by adding “ it’s free” at the end of their CTA. 

webflow cta

This little addition helps resolve some objections around pricing that may come up in a visitor’s mind.

6. See how addictive email can be

Over the years, Tarzan Kay has built a successful business through email marketing. And with her website headline, she shows visitors what they would get when they click the CTA button. 

tarzan kay cta

Yes, that giant CTA button. Although the button is hard to miss, it’s not pushy or salesy. Instead, it gives visitors the feeling that they would be gaining front seat rows to see how email marketing can work for them.

7. Get 30 days free

Want to know what’s better than getting a week-long free trial? Getting 30 days free. 

peloton cta

Peloton uses the “Get 30 days free” CTA to attract and convert visitors who want to get fit. This CTA is excellent because 30 days is more than enough time for a person to tell whether Peleton’s program is working for them or not. 

8. Start winning more

It’s not only in your homepage headline that you can highlight your products or services’ most significant benefits. You can and should use these benefits in your call-to-action copy too. Winning is something anyone who plays games wants to achieve. And Metafy here brilliantly highlights this with their “Start winning more” CTA. 

metafy cta

9. Schedule your free strategy session

Like we mentioned earlier, knowing your audience is vital to writing strong CTAs. Here, Pedro clearly defines that he serves SaaS companies that have trouble converting visitors into customers. 

SaaS business owners know that a small percentage change (say 5% uptick) in their conversions can blow their revenue out of the water. Pedro knows this too, and that’s why his CTA offering a free strategy session (emphasis on free) looks like a steal.

pedro cortes cta

10. Subscribe to our newsletter

Let’s start with the classic “Subscribe to our newsletter”.

Although many companies have email sign-up boxes that use this CTA, these companies often offer zero motivation to make their audience actually subscribe. Really Good Emails gives their visitors compelling reasons why they should subscribe to their email list. 

really good emails cta

11. Start saving

Black Friday deals come and go every year, and almost everyone with an email gets bombarded by deals from different companies. 

To help their customers make the most of these deals, Bluehost uses a simple “Start saving” CTA. This call to action works because it offers a clear benefit. Thanks to the button’s deep blue color on a lighter background, it’s also hard to miss. 

bluehost cta

12. Go pro yearly and save 45%

Many customers would rather pay $10 monthly instead of $100 per year, even though the yearly subscription cost less in the long run. 

In this email CTA example, Bannersnack not only highlights that customers would be saving 45% if they move to a yearly subscription. But they also mention other benefits like “No more missed payment” and “no more worries”. 

bannersnack cta

13. Start streaming

HBOmax is a video streaming platform . And it’s only right that they use a “Start streaming” CTA in their emails. 

hbo max cta

While the CTA is not super creative, they did make it stand out by using different colors for the CTA button and the background.

14. Get more time

ClickUp is a time and project management tool for big and small businesses. 

click up cta

Their email pop-up box decided to ditch the traditional “join our newsletter” and use “Get more time” instead.

Why does this work? Anyone interested in gaining back more time would be interested in the “Get more time” CTA. Besides bringing their value upfront, ClickUp also uses social proof (by displaying company logos) and a cheeky “No, I want to waste one day per week” line beside their call to action. 

15. Start creating

In this email, Vimeo announces its new features that allow users to create and showcase videos online. 

vimeo cta

Instead of focusing on themselves, Vimeo used a CTA that focuses on the reason why people use Vimeo in the first place: to create.

It’s time to get to work, now that you’ve seen CTA examples that can inspire you to create a call to action that converts more of your audience into leads and customers. 

Before you write, keep in mind to know your audience well and the specific action you want them to take. Your CTAs should be above the fold, start with powerful words, create a sense of urgency, have some form of social proof, and tell people why they need to take action.

_learn-mql@2x

Extend your reach

Use marketing software to help elevate your call to action game, acquire more leads, and close more sales.

Nathan Ojaokomo photo

Nathan is a B2B SaaS content writer . When he’s not helping software brands build more authority, generate better traffic, or convert more leads, you’ll find him binging on Marvel’s latest movies.

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what is a call to action in an argumentative essay

How to Teach Argument Writing Step-By-Step

what is a call to action in an argumentative essay

No doubt, teaching argument writing to middle school students can be tricky. Even the word “argumentative” is off-putting, bringing to mind pointless bickering. But once I came up with argument writing lessons that were both fun and effective, I quickly saw the value in it. And so did my students.

You see, we teachers have an ace up our sleeve. It’s a known fact that from ages 11-14, kids love nothing more than to fire up a good ole battle royale with just about anybody within spitting distance.

Yup. So we’re going to use their powers of contradiction to OUR advantage by showing them how to use our argument writing lessons to power up their real-life persuasion skills. Your students will be knocking each other over in the hall to get to the room first!

I usually plan on taking about three weeks on the entire argument writing workshop. However, there are years when I’ve had to cut it down to two, and that works fine too.

Here are the step-by-step lessons I use to teach argument writing. It might be helpful to teachers who are new to teaching the argument, or to teachers who want to get back to the basics. If it seems formulaic, that’s because it is. In my experience, that’s the best way to get middle school students started.

Prior to Starting the Writer’s Workshop

A couple of weeks prior to starting your unit, assign some quick-write journal topics. I pick one current event topic a day, and I ask students to express their opinion about the topic.

Quick-writes get the kids thinking about what is going on in the world and makes choosing a topic easier later on.

Define Argumentative Writing

I’ll never forget the feeling of panic I had in 7th grade when my teacher told us to start writing an expository essay on snowstorms. How could I write an expository essay if I don’t even know what expository MEANS, I whined to my middle school self.

We can’t assume our students know or remember what argumentative writing is, even if we think they should know. So we have to tell them. Also, define claim and issue while you’re at it.

Establish Purpose

I always tell my students that learning to write an effective argument is key to learning critical thinking skills and is an important part of school AND real-life writing.

We start with a fictional scenario every kid in the history of kids can relate to.

ISSUE : a kid wants to stay up late to go to a party vs. AUDIENCE : the strict mom who likes to say no.

The “party” kid writes his mom a letter that starts with a thesis and a claim: I should be permitted to stay out late to attend the part for several reasons.

By going through this totally relatable scenario using a modified argumentative framework, I’m able to demonstrate the difference between persuasion and argument, the importance of data and factual evidence, and the value of a counterclaim and rebuttal.

Students love to debate whether or not strict mom should allow party kid to attend the party. More importantly, it’s a great way to introduce the art of the argument, because kids can see how they can use the skills to their personal advantage.

Persuasive Writing Differs From Argument Writing

At the middle school level, students need to understand persuasive and argument writing in a concrete way. Therefore, I keep it simple by explaining that both types of writing involve a claim. However, in persuasive writing, the supporting details are based on opinions, feelings, and emotions, while in argument writing the supporting details are based on researching factual evidence.

I give kids a few examples to see if they can tell the difference between argumentation and persuasion before we move on.

Argumentative Essay Terminology

In order to write a complete argumentative essay, students need to be familiar with some key terminology . Some teachers name the parts differently, so I try to give them more than one word if necessary:

  • thesis statement
  • bridge/warrant
  • counterclaim/counterargument*
  • turn-back/refutation

*If you follow Common Core Standards, the counterargument is not required for 6th-grade argument writing. All of the teachers in my school teach it anyway, and I’m thankful for that when the kids get to 7th grade.

Organizing the Argumentative Essay

I teach students how to write a step-by-step 5 paragraph argumentative essay consisting of the following:

  • Introduction : Includes a lead/hook, background information about the topic, and a thesis statement that includes the claim.
  • Body Paragraph #1 : Introduces the first reason that the claim is valid. Supports that reason with facts, examples, and/or data.
  • Body Paragraph #2 : The second reason the claim is valid. Supporting evidence as above.
  • Counterargument (Body Paragraph #3): Introduction of an opposing claim, then includes a turn-back to take the reader back to the original claim.
  • Conclusion : Restates the thesis statement, summarizes the main idea, and contains a strong concluding statement that might be a call to action.

Mentor Texts

If we want students to write a certain way, we should provide high-quality mentor texts that are exact models of what we expect them to write.

I know a lot of teachers will use picture books or editorials that present arguments for this, and I can get behind that. But only if specific exemplary essays are also used, and this is why.

If I want to learn Italian cooking, I’m not going to just watch the Romanos enjoy a holiday feast on Everybody Loves Raymond . I need to slow it down and follow every little step my girl Lidia Bastianich makes.

The same goes for teaching argument writing. If we want students to write 5 paragraph essays, that’s what we should show them.

In fact, don’t just display those mentor texts like a museum piece. Dissect the heck out of those essays. Pull them apart like a Thanksgiving turkey. Disassemble the essay sentence by sentence and have the kids label the parts and reassemble them. This is how they will learn how to structure their own writing.

Also, encourage your detectives to evaluate the evidence. Ask students to make note of how the authors use anecdotes, statistics, and facts. Have them evaluate the evidence and whether or not the writer fully analyzes it and connects it to the claim.

This is absolutely the best way for kids to understand the purpose of each part of the essay.

Research Time

Most of my students are not very experienced with performing research when we do this unit, so I ease them into it. (Our “big” research unit comes later in the year with our feature article unit .)

I start them off by showing this short video on how to find reliable sources. We use data collection sheets and our school library’s database for research. There are also some awesome, kid-friendly research sites listed on the Ask a Tech Teacher Blog .

Step-By-Step Drafting

The bedrock of drafting is to start with a solid graphic organizer. I have to differentiate for my writers, and I’ve found they have the most success when I offer three types of graphic organizers.

1- Least Support: This is your standard graphic organizer. It labels each paragraph and has a dedicated section for each part of the paragraph.

2- Moderate Support: This one has labels and sections, but also includes sentence stems for each sentence in the paragraph.

3- Most Support: This one has labels and sections and also includes fill-in-the-blank sentence frames . It’s perfect for my emerging writers, and as I’ve mentioned previously, students do NOT need the frames for long and soon become competent and independent writers.

Writing the Introduction

The introduction has three parts and purposes.

First, it has a hook or lead. While it should be about the topic, it shouldn’t state the writer’s position on the topic. I encourage students to start with a quote by a famous person, an unusual detail, a statistic, or a fact.

Kids will often try to start with a question, but I discourage that unless their question also includes one of the other strategies. Otherwise, I end up with 100 essays that start with, “Do you like sharks?” Lol

Next, it’s time to introduce the issue. This is the background information that readers need in order to understand the controversy.

Last, students should state the claim in the thesis statement. I call it a promise to the reader that the essay will deliver by proving that the claim is valid.

Writing the Supporting Body Paragraphs

Each supporting body paragraph should start with a topic sentence that introduces the idea and states the reason why the claim is valid. The following sentences in the paragraph should support that reason with facts, examples, data, or expert opinions. The bridge is the sentence that connects that piece of evidence to the argument’s claim. The concluding sentence should restate the reason.

Writing the Counterclaim Paragraph

The counterclaim paragraph is a very important aspect of argument writing. It’s where we introduce an opposing argument and then confidently take the reader back to the original argument. I tell students that it’s necessary to “get in the head” of the person who might not agree with their claim, by predicting their objections.

It can be tough for kids to “flip the switch” on their own argument, so I like to practice this a bit. I give them several pairs of transitions that go together to form a counterclaim and rebuttal. I also switch up what I call this part so that they use the terminology interchangeably.

  • It might seem that [ counterargument . ]However, [ turn-back .]
  • Opponents may argue that [ counterargument .] Nevertheless, [ turn back .]
  • A common argument against this position is [ counterargument .] Yet, [ turn-back .]

A great way for kids to practice this is to have them work with partners to write a few counterarguments together. I let them practice by giving them easy role-playing topics.

  • Your cousins want to jump into a poison ivy grove for a TikTok challenge. Choose your position on this and write a counterargument and turn-back.
  • Your friend wants to get a full-face tattoo of their boyfriend’s name. Choose your position on this and write a counterargument and turn-back.

This kind of practice makes the counterargument much more clear.

The concluding paragraph should remind the reader of what was argued in the essay and why it matters. It might also suggest solutions or further research that could be done on the topic. Or students can write a call to action that asks the reader to perform an action in regard to the information they’ve just learned.

My students write about local issues and then turn the essays into letters to our superintendent, school board, or state senators. It’s an amazing way to empower kids and to show them that their opinion matters. I’ve written about that here and I’ve included the sentence frames for the letters in my argumentative writing unit.

I hope this gives you a good overview of teaching argument writing. Please leave any questions below. Please also share your ideas, because we all need all the help we can give each other!

And one more thing. Don’t be surprised if parents start asking you to tone down the unit because it’s become harder to tell their kids why they can’t stay up late for parties. 🙂

Stay delicious!

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  • 17 Call To Action Examples (+ How to Write the Perfect Social CTA)

October 21, 2022 46 Comments Mark Quadros

A call to action can make or break the success of your social media campaign. If you use the right words, your CTA will inspire your audience to take action — click on your ad, download your ebook, add an item to cart… you name it. On the other hand, if your CTA isn’t catchy and persuasive, your audience will simply scroll past without noticing it.

cover image

Keep reading to learn everything you need to know about social media calls to action : what they are, what makes a CTA successful, and how to craft a persuasive CTA for your next campaign. We’ve also included 17 call to action examples (from social media and beyond) to get you inspired. That’s right: we’ve also included great examples from email campaigns and landing pages — because a good CTA is a good CTA, regardless of where it’s placed.

Let’s jump in!

What is a call to action (CTA)?

A call to action (or CTA) is a text prompt designed to inspire the target audience of a marketing campaign to take a desired action. For example, a call to action can encourage people to click on a link, leave a social media comment, visit an online store, make a purchase, etc.

A call to action can take up different forms:

  • Plain text with no link

“Buy Now” or “Download Now” are typical examples of simple calls to action.

But a CTA can run longer, too, such as “Subscribe today so you’ll never miss a post.” The possibilities are endless.

AdEspresso webinars call to action example watch now

Call to action examples from AdEspresso

A good CTA can help with decision fatigue and give meaning to your content. Even if it’s just a two-word phrase, users need some direction to know what to do next.

CTAs that create a sense of urgency will also help increase conversions .

As long as it encourages potential customers to stay engaged on your site, then your call to action has done its job.

Note that having one CTA highlighted is the most common way. At the same time, some marketers use both primary and secondary call to actions in their marketing. We’ll review some best practices of this later on.

How to write an effective CTA for social media (and beyond)

Social media is all about getting users to click on your posts and ads and engage. However, it’s no longer as easy as it sounds. 22.3% of people using ad blockers say there are “too many ads.”

It’s tough out there.

To combat this, increase your conversions and engagement with a compelling call to action on your ads and elsewhere on the web. Let’s see how you can achieve this.

Use strong action words

Writing short and strong CTAs is not only more persuasive, but it’s also necessary due to the character limits on ads. Start with a verb (“buy”) and follow with an adverb (“now”) or a subject (“ebook”) or both.

Here are two call to action examples to the above statement: “Buy Now” or “Download this ebook now.”

Below are some of the most common call to action verbs broken down by intention. Simply pair them with the offering of your business.

Tip: check your call to action against the LIFT Model (see below).

LIFT Model value proposition

If we took our example from above, it would look something like this:

Download = relevance

this ebook = clarity

now = urgency

Download this ebook = value proposition

Use the text surrounding your call to action to:

  • Reduce distractions (i.e., remove unnecessary links, images, etc.)
  • Ease anxiety (e.g., add the disclaimer “no credit card required”)

Provoke emotion or enthusiasm

If you want to evoke an emotional response in your users, opt for a longer CTA. You’ll need to incorporate more modifiers in this case to get the desired effect.

Here are some examples:

  • Add numbers: “Buy now and get 50% off!”
  • Add adjectives: “Find your dream home with us!”
  • Make a promise: “Lose weight in just 6 weeks!”
  • Influence their FOMO: “Limited time offer. Get free shipping!”
  • Play up your USP: “Order a hand-made soap now!”

Think up your own

You don’t need to stick to the good old examples, though. Get creative and make up your own call to actions.

First, verbalize to yourself what your company does for its customers (or simply look at your mission statement). For example, I run a spa where people get facial treatments.

Next, transform the verbs and modifiers into a 2-5 word call to action. Add relevant information where necessary → “ Get a free mud mask” or “ Treat yourself today!”

Period better with Thinx

“Period better” – Thinx opted for the unique use of the word “period” as a verb in their CTA.

Tip: nobody gets their CTAs right the first time. Run at least one A/B test (but preferably more) on your ad to evaluate the strength of your call to action.

13 of the Best Call to Action Examples for 2022

In the following section, you’ll see what the techniques mentioned above look like in practice. Steal and customize the best CTA examples for your campaigns!

Facebook Ad CTAs

We’ll examine some Facebook ads with classic call to action examples. They may seem simple at first, but there’s more to uncover than what you see on the surface.

This ad from ClickUp is likely part of a retargeting campaign . Even if you don’t watch the video, the ad copy offers plenty of calls to action on its own.

ClickUp lifetime deal ad

Why it works

  • Same CTA in the headline and the first sentence of the ad = the offer is clear (“Get 15% off”)
  • The CTA is supported by objection-handling statements, such as “save 1 day a week”, “guaranteed,” and a list of features
  • The “Learn More” call to action button assures the audience that they’ll get more info before committing

2. Shaw Academy

Can you spot all the call to actions in this Facebook ad? Hint: there are at least seven. Every element is coordinated here to instill a sense of urgency in the audience. Take note of the exploding colors, the alarm emoji, the many exclamation marks, and the multiple CTAs.

Shaw Academy digital marketing

  • Beautiful, contrasting colors with a CTA that stands out
  • Multiple call to actions
  • Sense of urgency to take action

Babbel is a language learning app that comes at you strong with various CTAs for their Facebook offer. It works because even if you don’t know this app, it quickly establishes a trust factor (“over 500,000 5-star reviews”). The post then draws you in with an attractive offer.

Babbel language learning app Facebook call to action

  • The primary call to action is clear and direct: “Get up to 60% off!”
  • They use the “Get Offer” CTA button to instill a sense of gratification in the audience
  • Including the action word “join” + the number of reviews in the same sentence is a way to evoke the feeling of belonging to a community

4. Hootsuite

Hootsuite keeps it brief and concise with a few very targeted CTAs.

Hootsuite learn more call to action

  • All the call to actions are focused at the bottom while benefits are at the top of the post
  • The “Learn More” CTA button leaves any extra info for the landing page

Instagram Ad CTAs

Sure, “swipe up” is available on Instagram ads, but you can get more clever than that. Below are some creative call to action examples for your Insta campaigns.

5. Headspace

Headspace’s Instagram ad is the perfect example of a custom-made call to action. “Snuggle up to Headspace” evokes a cozy feeling in users and personalizes the brand. Words like “snuggle” fit into the category of sensory words .

Headspace Instagram ad

  • They (smartly) opt to draw attention to the custom-made CTA and leave the “Get 30% off” as a secondary CTA
  • They use the CTA button “Subscribe” after that to make it clear how that snuggling up will happen
  • Coupled with a sweet, serene image, the whole CTA experience feels more like a gentle nudge for meditation and less like an ad

6. Elementor

As an event-type ad, Elementor gets it right. It displays all the key information regarding the event (name, speakers, date, and time).

Elementor event ad

Why it works:

  • The two most eye-catching elements on the ad are the headline and the call to action button. They both have the same contrasting colors that stand out against the dark background.
  • Both call to action buttons (‘Save Your Seat’ and ‘Book now’) are very concise and direct
  • The old-school flair of the ‘save’ icon next to the CTA button works well with the target audience (likely consisting of more technical people)

7. Nøie Skincare

You have probably seen call to action examples like this in the advertising strategy of ecommerce brands. The main goal is to sell. At the same time, the ad focuses on the experience instead of rushing to take the user to a web page. In this case, “Shop Now” is the type of CTA that is direct, yet, the ad copy does most of the selling.

Nøie Skincare ecommerce call to action

  • The emphasis is on the product experience, which makes having just one call to action sufficient
  • “Shop Now” is direct and to the point. The prospective customers know where they will be taken from the post

8. VAI Course

Esther Inman’s VAI Course ad keeps it fresh with the colors and a simple call to action button.

VAI Course Friday Feature weekly remote job pack

  • The CTA text on the ad itself boasts about its main USP: the user gets a remote job pack every Friday
  • The “See More” call to action button leaves the audience at ease knowing that they can still learn more about the product before signing up

Email conversion rates can soar as high as 15% . Take a look at the following email call to action examples from some brands who are doing it right.

9. Black Illustrations

Design agency, Black Illustrations prefers to use multiple CTAs in their email marketing. You can run your own test on this strategy, but it makes sense to include a few secondary call to action buttons if you have a relatively long email. Black Illustrations also adds a hyperlinked CTA to further help guide users to take action.

Blackmarketing real estate email marketing

  • Multiple CTA buttons (and hyperlinks) in a long email can increase your conversion rates.
  • “Free with a subscription” stands out and keeps the main message clear for the user
  • The color choice for the button works well with the brand yet still stands out

10. Audiense

The audience analysis tool, Audiense, prefers the long CTA route in their email marketing. Phrases like “show me…” or “take me to…” create a clear value proposition and helps the user feel in control.

Audiense show me the findings

  • Using multiple words and first-person phrasing in your call to action could increase your relatability and CTR
  • Users get a better sense of the type of page that awaits them after clicking
  • When using a long-form CTA, you get to test a wider variety of versions

Landing page CTAs

Landing pages are great subjects to run a CTA test or two on. Below are some great call to action examples for your next campaign.

11. Tim Ferriss

Tim Ferriss’s email sign-up landing page is as minimalistic as it gets. No top menu, no links, or other distracting web components.

Tim Ferriss minimalistic email sign-up page

  • The distraction-free page keeps the focus on the main CTA: to sign up for the newsletter
  • The black headline and black CTA button provide a striking contrast to the white background
  • “Get access” is a great call to action to use if you want to establish the feeling of receiving exclusive content in the user

Joy is a Canadian company that offers a razor subscription service for women. Their landing page is concise and fits all information to the visible area. The CTA button stands out as it’s the darkest element on the page.

Joy razor subscription CTA button

  • The contrasting color of the button helps users easily navigate to the next step
  • The CTA copy itself follows ecommerce best practices: “add to cart” is an easy-to-recognize button in the industry
  • The small-cap lettering (which fits the brand) lends a unique look to an otherwise highly used CTA

13. Leadfeeder

Leadfeeder’s own lead-generation landing page is simple with a clear value proposition. On the left, you get a summary of the ebook. On the right, you will need to provide some basic info and then click “Get the Guide” to submit your request.

Leadfeeder's guide to account page retargeting on LinkedIn

  • The CTA button is the only green item on the page
  • “Get the Guide” engages the users with a clear offer

Website CTAs

Your landing pages may be the focus of your ad strategy. Still, it’s necessary to create a homepage with just as much converting power. Meet a few thought-out CTA examples below for your website!

14. Touchland

Touchland is here to sanitize your hands without making a mess. The “checklist” on the left (keys, wallet, phone, touchland) is cheeky. It’s a clever storytelling technique to place visitors into a familiar scenario while introducing the product.

Touchland checklist

  • “Get yours” implies that a lot of people already have one – you will only fit in if you get yours
  • The transparent call to action button gives the website an airy feel to it, which is on track for a business that sells a mist

With COVID-19 restrictions coming and going, travel sites like Airbnb have to develop ways to stay top of mind. They achieve this by featuring a wishlist of outdoor spaces and a dreamy illustration on their website.

Airbnb outdoor illustration camping on the lake

  • “Get inspired” is a soft CTA that invites the user to explore ideas for future travel (and remarketing)
  • The call to action button itself stands out against the pastel-colored background

16. Smartlook

Smartlook is a user behavior analysis tool. They closely follow website best practices by placing a “hero” section above the fold (tagline+description+CTA). The main goal of the site is to prompt visitors to sign up for a free trial.

Smartlook analyze user behavior

  • The colorful call to action button provides a stark contrast against the grey and blue background – an immediate eye-catcher
  • Using red and yellow colors on the button evokes a mixture of excitement and optimism in hesitant visitors
  • The copy on the button says “Create free account” and the supporting text underneath is “No credit card required.” Both copies aim to overcome the subconscious objections of prospective users (Will it cost me anything? Will they charge my credit card?)

17. Ecom World

Ecom World is the website for “The World’s Largest Ecommerce Event.” They placed all of the most important info above the fold: what+when+where+the CTA.

Ecom World largest ecommerce event worldwide sign-up details

  • The call to action button coordinates well with the rest of the design elements. Throughout the site, the most crucial info tends to be highlighted in black.
  • Multiple CTAs could increase conversions . Here, the “Buy Tickets” CTA appears three times above the fold alone (main navigation, in the hero, and in the sticky nanobar)

CTA buttons: Why they matter & how to use them

You can — and should — use CTAs on all types of marketing materials and on every platform you’re marketing on. This includes PPC ads of course, but it also includes landing pages, websites, blogs, newsletters, emails, and more. Sometimes, this means that you just need to stick to a plain-text CTA that’s possibly hyperlinked.

In plenty of cases, though, there’s a good chance that you would benefit significantly from clickable CTA buttons.

That’s why even Facebook has short, clickable CTA buttons that you can add to every ad campaign, and why you’ll see so many landing pages with bright “Sign Up Now!” text in a big yellow button. Clickable CTA buttons specifically have been proven many times over to increase conversion rates significantly. One study found that adding a CTA button to their article templates increased conversions by 83%, and it boosted ecommerce conversions by 22%.  Copyblogger found something similar; when their CTAs looked like buttons instead of plain text, they saw a conversion rate increase of 45% .

Let’s take a look at a few best practices for CTA buttons and how to use them in ads and on your site (including site pages, landing pages, and even your blog.

Facebook Ads

You know we had to start with Facebook Ads!

For a few years now, Facebook has had clickable CTA buttons built into the native interface. Button options include “Shop Now,” “Learn More,” “Download,” “Send Message,” and more. The idea is that you can use these CTA buttons to reinforce your ads, increasing the likelihood of conversion.

what is a call to action in an argumentative essay

You should absolutely always include a CTA button on your ad campaigns in addition to using a CTA in the headline and/or description copy, too. Users intuitively are more likely to click when they see that button prompting them to take action without even realizing it.

Remember to tailor your CTA based on the ad that you’re running and the stage of the funnel that you’re targeting. Opting for “learn more” for users earlier in the funnel can feel lower-risk and less pressure than starting with a “Shop Now,” but this depends on the ad and the audience.

And if you’re wondering if these CTAs matter, know that they most definitely do. AdEspresso recently ran a $1000 experiment testing different types of CTA buttons on Facebook Ads to see what was most successful – and the result was astounding.

Overall, the top performer (Download) gained 49 conversions for $5.10 each, while the worst performing CTA (no button at all) achieved only 20 conversions at $12.50.

This means that you can end up paying more than twice as much for a conversion depending on the CTA you choose – something we would have never figured out without split testing.

what is a call to action in an argumentative essay

We recommend testing out your CTA buttons using our internal split test engine to see which your audience responds to. This will allow you to test every possible combination of CTAs, and allow you to easily determine which is giving you the most conversions for the cheapest price.

 AdEspresso can even automatically pause your underperforming combinations using our Automatic Optimization feature , taking the guesswork out of campaign management altogether.

Your Website & Landing Pages

It’s always a good idea to use clickable CTA buttons to help users navigate through your site and to take certain actions. This is important both for your general website and your landing pages, too.

You can use these buttons to prioritize certain actions or to take users through typical paths that users follow when they’re most likely to convert. (On my site, for example, Google Analytics has shown that people who visit my portfolio page first are 6x more likely to get in touch with me than those who just view my contact page first.)

what is a call to action in an argumentative essay

On landing pages and the home page of your website, you’ll want to make sure that the CTA button meets the following criteria:

  • It uses contrasting colors to jump out at the user.
  • It’s clearly a clickable button designed to improve navigation.
  • It utilizes brief copy on the button itself but is often surrounded by copy that adds context and makes it more persuasive (like the example above).
  • It should appear above the fold on the page, meaning that users can see at least one CTA button before they’d need to scroll down to see more information on the page. Make sure you take this into account on both desktop and mobile sites.

When you’re creating landing pages and site pages, remember to test them. Most people don’t realize that you can test site pages just like you would PPC campaigns when you’re using tools like Unbounce . Test different types of CTA copy, different placements, or even different colored buttons. Look for what works best, and optimize your pages accordingly. You can learn more about how to do this by checking out our $1000 case study here .

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February 21, 2018 at 9:03 pm

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March 14, 2018 at 1:14 am

What a list! Huge! Thanks for sharing such an incredible list. Either way, keep doing good work!

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July 10, 2018 at 2:14 pm

My name is Kevin and I am a Senior Project Manager at IdeaPros, a company that turns ideas into real life businesses – similar to an incubator. Our team consists of experienced professionals, which have the capacity to turn any idea into a successful business. There is one aspect that we are lacking, which is the copywriting and compelling call to actions for landing pages/websites. We need someone that has experience in creating compelling call to actions and copywriting in order to intrigue customers/visitors to purchase a product.

Our company has over 120 clients, which is growing everyday. We are a high-caliber company with constantly growing client list.

We are looking for a marketing professional to refine the copy and call to actions on the websites that we make. From describing the product to creating simple sentences, we need someone to produce this content. There will be numerous projects a week and the work will never end, hence we will negotiate a price that is fair for the long run. Please let me know.

Warm Regards, Kevin Nguyen IdeaPros | Senior Project Manager [email protected]

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July 11, 2018 at 11:18 am

Hey Kevin, I think this FREE webinar can be very helpful More Than Words: How To Write the Perfect Facebook Ads Copy It will go live on Tuesday, July 17th, at 10 am (PST). Mark it on your calendar and reserve your spot now by clicking here !

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August 9, 2018 at 9:38 pm

Great!! nice to read!! thanks for sharing it Dth Button Bits Exporters

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September 15, 2018 at 4:01 am

The information you’ve got shared is extremely attention-grabbing. this may extremely useful for users. Thanks for sharing such a meaty weblog

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November 15, 2018 at 9:33 am

Very informative article with good reference. Very useful and informative for front end designers. Keep up the good work.

October 10, 2021 at 2:53 am

Can we have updated version of this article. Web has changed a lot since this was published first. Thanks

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November 29, 2018 at 10:44 am

Thanks much, practical suggestions.

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December 15, 2018 at 10:28 am

Thanks for the nice article, Ana. Just wondering whether the rules are sort of persisting or a fashion thing. If everyone is doing it the same way, won’t readers get fed up with it and resist the CTA? By the way, Happy New Year!

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December 29, 2018 at 3:42 pm

Excellent article! Thanks for sharing exceptional value-added content.

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January 8, 2019 at 1:33 am

thanks to sharing this very good article about call to action good examples ..good job

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January 8, 2019 at 1:35 am

the wonderful information call to action thank you so much great job thank you

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January 16, 2019 at 8:01 am

Thanks for sharing!

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January 17, 2019 at 7:29 am

Hi Buddy, thanks for the nice and informational post… Loved it!

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February 3, 2019 at 7:29 am

Thank you for sharing this valuable information which is easy to implement.

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March 2, 2019 at 4:17 am

Excellent information

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April 9, 2019 at 11:45 pm

great post on CTA

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April 11, 2019 at 11:53 pm

These CTA examples are very useful.

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April 15, 2019 at 10:45 am

Very informative & keep sharing, You are a student and don’t know how to earn? So don’t worry Now, you can Make Money As A Student easily.

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April 17, 2019 at 10:09 am

Loved your article!!! Very detail explanation, thanks for sharing the information! I need to try it now 🙂

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April 20, 2019 at 4:31 am

I am continually browsing online for ideas that can help me. Thank you! http://rahuldigital.org

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April 21, 2019 at 10:48 pm

Nice information. Thanks

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April 30, 2019 at 4:41 am

Amazing article – it is good to know, that other websites also name small details as the most crucial ones. We can see, that every step requires personalization, that is the reason why we created unique CTA phrases generator – http://www.ctagenerator.com

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July 4, 2019 at 1:36 am

Hey Ana, I want to thank you for shariing your knowledge with us. I really appreciate you for such a great post. You have provided lots of information in an easy and understandable way.

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September 20, 2019 at 10:33 am

Thanks for sharing such awesome call to action examples just loved it. definitely going to try these example in our next campagin.

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November 9, 2019 at 4:10 am

A call to action is an invitation for a user to take some desired action. You often see call to action examples in persuasive writing. Once a brand has made its case in a blog post or video, for instance, they’ll often include a call to action at the end.

November 30, 2019 at 6:53 am

One of the best uses of FOMO in your CTA is to mention a sale or promotion that your company is holding, and which won’t last forever. You probably get emails with this sort of messaging all the time, I know I sure do. I’m talking about messaging like “Shop today! Sale ends on Monday,” perhaps during a three-day weekend. Or even “buy now while supplies last!” during the holiday season. It’s tough to ignore a prompt like that, especially during a time-sensitive, under-the-gun type of situation (e.g. the Christmas season). Similar to provoking enthusiasm as we discussed earlier, provoking fear of missing out in your CTA is sure to get you some additional clicks.

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December 21, 2019 at 2:00 am

Getting the balance of ‘you’ and ‘us’ is important everywhere else in your website (and emails!). (Re #37 above)

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January 24, 2020 at 3:14 am

Great post always testing different CTA on both Facebook and Adwords to see what can improve CTR and Conversions. The examples above are highly useful to get me thinking more creatively.

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March 7, 2020 at 12:53 pm

Do you have a preferred call-to-action, or perhaps one that surprised you with how well it did? What about one that you were hoping would perform well but ended up bombing? I’d love to hear about it, so feel free to sound off below!

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May 20, 2020 at 6:02 pm

I used CRO based CTR label variations with button colors and it helped me to improve leads.

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June 7, 2020 at 11:31 am

informative article, thanks for sharing this article.

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June 11, 2020 at 10:02 pm

Nice post I learned a lot here thanks.

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June 19, 2020 at 2:20 am

Thanks for sharing such awesome call to action examples. you have explained it very will. i have also written on same you can visit my website: Hestabit

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July 24, 2020 at 9:01 pm

This list is just what I was looking for. I was in need of a CTA for my ad I was doing so this was timely. Thanks!

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January 26, 2021 at 10:38 pm

Absolutely useful article, I’m crafting my first landing page and I so need it.

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February 13, 2021 at 2:42 am

You have a very good list of CTA examples here. Thank for working hard to provide these example with great explanations.

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May 16, 2021 at 12:51 am

Very much useful article, I have been using this, But in different industries it’s very much useful.

Thanks again.

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May 18, 2021 at 6:36 am

Having the right CTA can make all the difference to your business’s bottom line.

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May 18, 2021 at 8:23 am

CTAs have always been a weak spot, but this is super helpful. Thanks!

[…] Almost all of your marketing content should have a well-crafted call to actions meant to encourage action. https://adespresso.com/blog/call-to-action-examples/ […]

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IMAGES

  1. Call To Action, argument paper

    what is a call to action in an argumentative essay

  2. 50 Call To Action Examples (and How to Write the Perfect CTA)

    what is a call to action in an argumentative essay

  3. Opinion Essay Lessons

    what is a call to action in an argumentative essay

  4. How To Use A Call To Action In An Argumentative Essay

    what is a call to action in an argumentative essay

  5. 21 Call to Action Examples in Writing and 3 Rules for Effective CTAs

    what is a call to action in an argumentative essay

  6. 005 Call To Action Essay Example Thesis Statement Examples For Research

    what is a call to action in an argumentative essay

COMMENTS

  1. 50 Effective "CTAs" (Calls to Action), with Tips

    A call to action is a concise prompt designed to spur an immediate response from an audience, guiding them toward a specific action. No matter whether you're asking your audience to make a purchase, subscribe to a service, or engage with content, the call to action is a strategic marketing tool.

  2. 7 Great Examples of Call To Action Writing

    Help Learn from 7 powerful call-to-action examples and discover how to apply these lessons in your own copywriting practice.

  3. How to Write an Argumentative Essay

    An argumentative essay expresses an extended argument for a particular thesis statement. The author takes a clearly defined stance on their subject and builds up an evidence-based case for it. Argumentative essays are by far the most common type of essay to write at university. Instantly correct all language mistakes in your text

  4. Argumentative Essay

    What is an argumentative essay? An argumentative essay requires the writer to investigate a specific topic by collecting and evaluating evidence to establish a position on the subject matter. When preparing to compose a good argumentative essay, utilize the following steps: Step 1: Select a topic. Step 2: Identify a position.

  5. 5 Keys to End Your Speech with a Great Call-to-Action

    A speech call-to-action is an explicit appeal to your audience to take a specific action following your speech. A call-to-action is most often made at the conclusion of a persuasive speech. " If you have been persuasive and your audience is emotionally invested, the best time for action is now. " For example, you might call on your audience to…

  6. How to Write an Argumentative Essay

    A well-crafted argumentative essay relies on concrete facts and supporting evidence rather than merely expressing the author's personal opinions.

  7. How to Write an Argumentative Essay

    Call to action: End your essay by providing a call to action. Argumentative Essay Graphic Organizer. Argumentative Essay Format . Writing a compelling argumentative essay involves more than just great content; proper formatting is equally crucial. Here is the argumentative essay paragraph format example. Follow these guidelines to ensure your ...

  8. What is an Argumentative Essay? How to Write It (With Examples)

    An argumentative essay is a type of writing that presents a coherent and logical analysis of a specific topic. 1 The goal is to convince the reader to accept the writer's point of view or opinion on a particular issue. Here are the key elements of an argumentative essay: Thesis Statement: The central claim or argument that the essay aims to prove.

  9. How to Write an A+ Argumentative Essay

    Though every essay is founded on these two ideas, there are several different types of essays, differentiated by the style of the writing, how the writer presents the thesis, and the types of evidence used to support the thesis statement. Essays can be roughly divided into four different types: #1: Argumentative. #2: Persuasive. #3: Expository.

  10. 21 Captivating Call to Action Examples to Steal

    A call to action is an invitation for a user to take some desired action. You often see call to action examples in persuasive writing. Once a brand has made its case in a blog post or video, for instance, they'll often include a call to action at the end.

  11. How to Write a Call to Action In A Persuasive Speech

    The call to action which comes right before the end of a persuasive speech is where you clearly tell the audience a role they can play after they leave your talk. The CTA gives audience members concrete tasks to tackle, and these tasks are ones that must be completed in order to bring your ideas to fruition.

  12. Classical Argument

    A Kairotic appeal can be made through calls to immediate action, presenting an opportunity as temporary, and by describing a specific moment as propitious or ideal. *Note: When using these terms in a Rhetorical Analysis, make sure your syntax is correct.

  13. PDF Strategies for Essay Writing

    • Look for action verbs. Verbs like analyze, compare, discuss, explain, make an argument, propose a solution, trace, or research can help you understand what you're being asked to do with an assignment. Unless the instructor has specified otherwise, most of your paper assignments at Harvard will ask you to make an argument. So even when the ...

  14. 15 Great Call to Action Examples That Simply Work

    This call to action works because it offers a clear benefit. Thanks to the button's deep blue color on a lighter background, it's also hard to miss. 12. Go pro yearly and save 45%. Many customers would rather pay $10 monthly instead of $100 per year, even though the yearly subscription cost less in the long run.

  15. How to Teach Argument Writing Step-By-Step

    I teach students how to write a step-by-step 5 paragraph argumentative essay consisting of the following: Introduction: Includes a lead/hook, background information about the topic, and a thesis statement that includes the claim. Body Paragraph #1: Introduces the first reason that the claim is valid. Supports that reason with facts, examples ...

  16. What is a "call to action" in an essay?

    A call to action is a persuasive statement that encourages the reader to take action. It is the final part of your essay, where you tell the reader what they should do next. This...

  17. How to Write an Effective Call to Action

    How to Write an Effective Call to Action. Written by MasterClass. Last updated: Jul 29, 2021 • 3 min read. A call to action, or CTA, is a digital marketing tool that companies use for an array of reasons, including building their customer base, capturing a sale, and turning web visitors into paying customers. A call to action, or CTA, is a ...

  18. How To Use A Call To Action In An Argumentative Essay

    In an argumentative essay, a call to action is a persuasive technique used to urge the reader to take a particular course of action. The call to action may be in the form of a recommendation, an appeal to emotion, or an appeal to reason, but it is always presented as a final step in the argument.

  19. What is a call-to-action in an argumentative essay?

    What is a call-to-action in an argumentative essay? Argumentative Essays: An argumentative essay is one where the writer argues for accepting or rejecting a particular point of view. The...

  20. Call to Action: Argumentative Essay

    Call to Action: Argumentative Essay Cite This Essay Download The people waiting outside for their day in the RTIA studio are sharp. They come bearing their birth certificates, certificates of employment, various proofs of their suffering, and a deep understanding of systemic oppression.

  21. What is a call-to-action in an argumentative essay?

    What is a call-to-action in an argumentative essay? | Quizlet A community health nurse is concerned about the spread of communicable diseases among migrant farm workers in a rural community. What action should the nurse take to promote the success of a healthcare program designed to address this problem?

  22. 17 Call To Action Examples (+ How to Write the Perfect Social CTA)

    A call to action (or CTA) is a text prompt designed to inspire the target audience of a marketing campaign to take a desired action. For example, a call to action can encourage people to click on a link, leave a social media comment, visit an online store, make a purchase, etc. A call to action can take up different forms: Text link; Button

  23. Instructions: Select the correct answer.

    The characteristic of a call to action in a persuasive essay is that it asks the audience to do something specific. Therefore, option C is the correct answer.A persuasive essay aims to convince the reader to agree with the author's viewpoint. In a call to action, the author appeals to the reader to take specific action in support of their argument.