Your website is often the gateway to introducing your products or services to potential customers. It is the perfect opportunity to make a great first impression and invite those who are on your website to take the next step by signing up for an email list, beginning a free trial, taking advantage of a one-time offer, or making a purchase.

Thoughts Behind Call to Action Strategies

One of the most important tools you have is using a CTA or Call to Action.  It is the mechanism that tells your potential customers what you wish them to do next.

A Call to Action should be clear, concise, and inviting.

A well-crafted and well-planned Call to Action can have a big impact on your website’s ability to capture a customer’s attention and compel them to strongly engage with your business. In fact, according to Sixth City Marketing, a customized Call to Action can convert up to 42% more visitors to a website. Imagine every time someone visits your website they want to engage with your business and take the next step!

A Call to Action can be the difference between a visitor bouncing off your website within seconds of arriving or sticking with the website using a CTA invitation.

Color, size, placement, and text can all impact the effectiveness of a CTA.

The most important thing is to actually have some sort of Call to Action on your website. Here are some great ways to create a CTA that will have your visitors on your website excited about engaging with your business.

Be sure your Call to Action is easy to understand and should leave no doubt about what you want the visitor to do or what they will receive by clicking on the CTA.

Try to use specific language instead of generic looking language like “Click Here”. Use more specific wording such as “Free Trial”, “Free Sample”, More Facts or “Newsletter Sign Up”

Does it Pop?

Make sure your Call to Action button stands out. Color, size and clarity of the button are crucial. You might consider contrasting colors for your CTA button. The idea here is to make sure that your customized Call to Action can be seen easily by everyone who visits your website.

Writing the CTA

Make sure you have text next to or near CTA buttons for social media on your website. Include instructions. For instance, “Like what you see? Please share” near the social media icon buttons on your page.

When writing your CTA use active verbs. Buttons that say “Buy Now”, and “Get Started” are much more enticing than just using the words “continue” or “next”.

Where’s the button?

Go to your favorite websites. Is there a Call to Action button that’s easy to see?  Be sure your CTA is in a prominent location and easy to spot for your visitors. One of the best places is to put your CTA at the top of your website so that it can be spotted as soon as a visitor arrives at your page.

A Call to Action is not just for websites. You can also put CTAs at the end of blog posts, product pages, and email blasts. Remember to think about your visitors. Make it as easy as possible for them to engage and take the next step with your product or service!

It’s also important to keep in mind who is arriving at your website and for what reason. If they are business service leads, perhaps consider a CTA that says “Free Marketing Plan” or “Free Analysis”.  Always be thinking about your audience when it comes to creating a custom CTA.


A CTA can also help your visitor register for a special event you may be hosting, or even a convention. The button could say “Register for FREE.” Again, invite the visitor to take the next step.

As you use CTA’s to make offers for events or products, there is value in buttons that say “Limited Space” or Limited Time Offer”. When you do this, you are creating value and urgency. The visitor should be made to feel that they need to take action now or risk getting shut out. No excited visitor wants to miss out on what you are offering, right?

Once a visitor arrives at your website, you want  to make sure you are getting their contact information for email blasts, marketing texts, or just to connect. Instead of simply posting a “submit form” consider a CTA that promises something in exchange for their information. Something like “Receive additional Marketing tips.” That way the visitor will be getting something from your business beyond the website experience, and you get their contact information.

Keep your Promise

One of the most important things to remember is to deliver what you promise. If the CTA button offers up a download or a promised form, make sure your website does just that. One promise. One click. Promise kept. This creates invaluable trust with your visitors and will make them even more motivated to return.

Other Call to Action buttons that may be useful:

  • Download our free guide.
  • Get a free quote
  • Receive 25% off your first purchase.
  • Download a FREE tip sheet
  • Shop our new collection.
  • Sign up for the Olympic Expo
  • Free Admission to Book Festival

The more compelling your Call to Action the more you will begin to see your business grow and customers excited about what you have to offer them.