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What are effective calls-to-action for health and wellness products?

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If you sell health and wellness products, you know how important it is to persuade your potential customers to take action. Whether you want them to buy your product, sign up for your newsletter, or book a consultation, you need a clear and compelling call-to-action (CTA) that motivates them to act. A CTA is a short phrase or sentence that tells your audience what you want them to do and why they should do it. In this article, you'll learn what are effective calls-to-action for health and wellness products and how to create them.

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Karin Linnewiel Hermoni

Worldwide Expert in Nutrition and Wellness | Driving innovative solutions to the dietary supplement functional foods…
Tatheer Fatima _thewriter ???

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Jason Patterson

Founder of Jewel Content Marketing Agency | Truths & Memes | Content Strategy, Thought Leadership, Copywriting, Social…

1 Use benefits, not features

One of the most common mistakes that health and wellness marketers make is to focus on the features of their products, rather than the benefits. Features are the characteristics or attributes of your product, such as ingredients, size, or price. Benefits are the outcomes or results that your product delivers, such as improved health, happiness, or confidence. People buy products because they want to achieve a certain benefit, not because they are impressed by the features. Therefore, your CTA should emphasize how your product can help your audience solve their problems, fulfill their needs, or reach their goals. For example, instead of saying "Buy our organic shampoo", you could say "Get shiny and healthy hair with our organic shampoo".

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Karin Linnewiel Hermoni

Worldwide Expert in Nutrition and Wellness | Driving innovative solutions to the dietary supplement functional foods and beauty markets | Scientific Strategy, Storytelling, and Public Speaking
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The art of scientific storytelling- transforming “cold science” to warm engagement The essence of wellness and nutrition products is blending ancient wisdom with modern science. Yet, the key lies beyond data: My friend and mentor @Zev Ziegler taught me one of the most valuable lessons: it doesn't matter if it's b2b or b2c; in the end, it's about h2h (human to human). This is exactly what I take with me when I help companies with their scientific storytelling and science-driven GTM. Zooming out from the graph and looking at the human… This is key throughout the product development process from the lab to the marketing and communication. #ScientificStorytelling #HumanConnection #Wellness #innovation

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Tatheer Fatima _thewriter ???

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Imagine you're telling a story about health and wellness products. So, here it goes: Once upon a time, to make health and wellness products popular, you just need to ask people to do something specific - like "Try our amazing vitamins now!" or "Start your healthy journey with our fitness gear!" It's like giving them a friendly nudge to take a step towards a healthier life.

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2 Create urgency and scarcity

Another way to make your CTA more effective is to create a sense of urgency and scarcity . Urgency means that your audience feels that they need to act fast, before they miss out on an opportunity or face a negative consequence. Scarcity means that your audience feels that your product is limited or exclusive, and that they need to act now, before it runs out or becomes unavailable. You can create urgency and scarcity by using words such as "now", "today", "limited time", "only", or "last chance". For example, instead of saying "Subscribe to our newsletter", you could say "Subscribe now and get a free ebook today". However, be careful not to overuse or exaggerate these tactics, as they can backfire and damage your credibility if your audience feels that you are being dishonest or manipulative.

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3 Use action verbs and commands

A third tip to make your CTA more effective is to use action verbs and commands. Action verbs are words that describe an action, such as "buy", "download", "join", or "learn". Commands are sentences that tell your audience what to do, such as "Click here", "Order now", or "Start your free trial". Using action verbs and commands makes your CTA more clear, direct, and powerful, as it tells your audience exactly what you want them to do and how to do it. For example, instead of saying "Our online course is available", you could say "Enroll in our online course today".

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Tinsley Erickson

Corporate Wellness Specialist with a diverse background in Occupational + Nutritional Therapy. I help HR implement effective corporate wellness programs that prioritize employee health + well-being. Let’s collaborate!
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From Passive to Powerful Passive Verbiage: Consider trying our new protein powder. Feel free to browse our collection of fitness gear. If interested, sign up for our newsletter to stay informed. Action Commands: Revitalize your routine with our new protein powder! Elevate your fitness journey - explore our dynamic collection of gear now! Supercharge your wellness journey - sign up for our newsletter and stay one step ahead! Passive Verbiage: If you have time, check out our healthy recipes section. Action Commands: Unlock the full potential of our supplements – dive into the benefits now! Ignite your inner calm - explore our mindfulness app for instant serenity! Master the art of healthy living -explore our mouthwatering recipes today!

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4 Test and optimize

A final tip to make your CTA more effective is to test and optimize it. Testing means that you try different versions of your CTA and measure which one performs better in terms of conversions, clicks, or engagement. Optimizing means that you make changes to your CTA based on the results of your testing and your audience feedback. Testing and optimizing your CTA can help you find the best words, colors, fonts, sizes, and placements for your CTA, and improve your overall marketing strategy. For example, you could test whether "Get started" or "Start now" works better for your CTA, and optimize it accordingly.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Jason Patterson

Founder of Jewel Content Marketing Agency | Truths & Memes | Content Strategy, Thought Leadership, Copywriting, Social Media 'n' Stuff for B2B & Tech
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Don't overthink the exact wording of a call to action (CTA). Because a CTA doesn't convince people to act. It reminds them to act. What comes before the CTA does the convincing.

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Ankita Roy

LinkedIn Top Voice | Brand Strategist | Social Media | Copywriter | Ex MENSA Brands | RateGain
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Your CTA's should be clear, concise and should show how your target audience will benefit from using the product. For example, you can use words like healthier lifestyle, start your journey, invest, prioritise your well-being, benefit etc.

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What are effective calls-to-action for health and wellness products?

1

2

3

4

5

1 Use benefits, not features

2 Create urgency and scarcity

3 Use action verbs and commands

4 Test and optimize

5 Here’s what else to consider

Copywriting

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What are effective calls-to-action for health and wellness products?

1

2

3

4

5

1 Use benefits, not features

2 Create urgency and scarcity

3 Use action verbs and commands

4 Test and optimize

5 Here’s what else to consider

Copywriting

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