Make sure the content is phrased suitably for your audience. Some regions and counties, even in the same country will have different meanings and intent for common phrases. Therefore, by localising your content, you will make sure that it suits the target audience, in their location, which means they are more likely to complete the CTA as the content is written in a way that makes sense to them.
Make sure that if your content is going to be translated in multiple languages that it is translated properly. Try to use a local person, or a highly competent speaker to translate it as some automatic translators do not translate effectively, in a way that would make sense.
Think about your audience, think about language in terms of vocabulary and tone. Don’t use technical language in your content if it does not suit the product or brand. This is your chance to engage with your customers so try to convey the same tone and feel throughout all your content as it will contribute to a stronger brand identity and develop trust and rapport with your customer.