Effective Call to Action

Effective Call to Action: Tips to Encourage Clicks and Conversions from Prospects

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It can be challenging for customers to locate and access the appropriate information on a website, and it can occasionally be frustrating if proper cues are not present. To make it easier for your consumers to find what they are looking for, you must include call-to-action (CTAs). 

We’ll explain call-to-action in more detail in this piece, along with its advantages, types of CTAs, and much more. By the end, you will know which ones to employ to boost your conversions using the most efficient call-to-action techniques.

What is CTA?

CTA or call-to-action means you are urging website users to take some sort of action by using a CTA navigating button. The CTA gives a user a signal or cue to complete the required task. It’s a means to convey an urgent message about the next step people should take. The user is often urged to perform a specific action that aligns with the brand or site’s commercial or strategic objectives.

CTAs are frequently put in relevant spots to enhance their impression. They can be provided in various ways, ranging from buttons to hyperlinks. A well-designed CTA can be a powerful tool for turning prospects into paying customers and accelerating business growth. CTAs are commonly used in marketing and advertising to guide people toward a desired outcome, such as purchasing, signing up for a newsletter, or booking a demo.

When used properly, a CTA serves as a guide for customers in their journey, directing them in the right direction. In some cases, web pages may be overwhelming, and users may be unsure of the next step to take. CTAs help by nudging users to the next page, making it easier for them to move forward.

Benefits of Having a Good CTA

CTAs are essential because they are the mechanism by which a business or individual can convert a viewer or reader into an active participant. Even the most well-crafted marketing or advertising message is incomplete without a CTA. A well-crafted Call to Action (CTA) can offer several benefits for businesses or individuals.

Guides your audience:

The audience is given clear instructions on what action to take next by CTAs. The navigation on a website or other digital platform can be made simpler for visitors by using well-designed CTAs, which can also offer a direct path to the desired action.

The website may provide a simple route for people to follow, but if you don’t properly direct them through it, they won’t know how to use it. Without a CTA, the audience will not know what to do next or might even leave the page.

Increased conversion rates:

Businesses may boost the possibility that their audience will take the required action by employing a clear and appealing CTA. An effective call to action (CTA) can convey a message more clearly and help to prevent misconceptions, which may result in higher conversion rates, such as more purchases, sign-ups, or downloads.

Improved engagement with the audience:

A well-designed CTA can inspire the audience to act immediately by evoking a sense of urgency or importance. This can be very relevant in markets with high levels of competition or when there is a need for speed. This can ultimately encourage the audience to engage with the content or message in a better way.

Effective way to measure your marketing campaigns:

Businesses can use a call-to-action (CTA) to measure how well their marketing or advertising campaigns are doing. A CTA is a prompt that encourages people to take action, like buying something or signing up for a newsletter. By tracking how many people click on the CTA or complete the desired action, businesses can see how well their marketing is working and improve it for next time.

Promote quick action:

Online consumers have an extremely short attention span, so it’s crucial to keep them interested and constantly browsing the website and its contents. Businesses can help match their customers’ demands and preferences by directing the audience towards a specific action, ultimately increasing customer satisfaction and loyalty.

Types of CTA based on business goals

Depending on each business’ objective, a variety of CTAs can be used. These could be the results companies aim for and how CTA can support their business strategies. Businesses may encourage visitors to take the necessary action, which may eventually enhance conversions and revenue, by selecting the proper CTA type depending on their unique business goals. 

Here are some common CTA types based on different business goals:

Lead generation CTA:

Lead generation CTA aims to convert visitors into leads while they are on the page. In general, lead generation CTA is essential to turn infrequent readers or viewers into potential buyers. 

It draws in potential clients for your company and entices them to give you their contact details, like their name and email address, in exchange for something of value, like a newsletter or form. These CTAs can be used on any page you expect to see a large volume of new visitors. You can use CTAs like “Download,” “Enrol,” “Subscribe,” or “Register” to generate leads.

The below image is an example of lead generation CTA and to capture visitors’ attention, they’ve placed their newsletter signup form in a dynamic popup.

Source: Not Shy

User Acquisition CTA:

Bringing in new users and paying customers is the primary goal of user acquisition. User Acquisition CTA enables customers to instantly make a purchase or subscribe to a service and is most advantageous to service websites. 

CTAs designed for user acquisition often feature “Sign Up,” “Get Started,” or “Create an Account” buttons. User acquisition CTA type is appropriate for companies and organizations with self-service payment or service processes. This kind of CTA is typically found on Amazon, where a “Buy now with 1-click” button is provided. 


Source: Amazon

Lead Nurturing CTA:

Lead nurturing typically targets top-funnel customers who aren’t ready to purchase or sign up for a service yet. These users typically browse websites for informational purposes rather than with the intention of making a purchase. 

Organizations that want target users to learn more about their product or service or want others to become more familiar with their brand often use these CTAs to encourage future commitment to a trial or sale. 

Here is an example of a lead nurturing CTA where a free trial is offered. 

Source: Graphically.io

A successful lead nurturing strategy considers your visitors’ needs based on their profile characteristics (title, role, industry, search patterns, interests, etc.) and buying journey, adjusting its approach as needed for optimal success.

Promotional CTA:

A promotional CTA is a call to action that doesn’t seek to gather any kind of user data or move them further down the sales funnel. 

This kind of call to action serves as a pointer to advertise something else on a medium or website. An example of a promotional CTA is the clickable annotation “i” in the YouTube video that links to another video.

These are also called internal linking when you link one page to another on your website. You are only marketing something else with this CTA and asking for nothing in return but a click. A CTA button that says “Read More” is another example of this.

Source: mailchimp


Best Ways to Create an Effective Call to Action

Effective call-to-actions (CTAs) are crucial in encouraging users to take a desired action, such as purchasing or filling out a form. 

To make the most out of your call-to-action (CTAs), here are some strategies you can use:

Focus on targeted call to action:

Since each user is unique, each person may have different demands. As a result, you should practice using a targeted call to action. 

Use customized CTAs based on their previous activity to prevent generating a standard sales cycle where prospective customers drop off. Customers can be targeted depending on the exact phase of the sales funnel they are in, or you can apply CTAs depending on user intent. 

Below is an example of a targeted CTA where Examine segregates its users based on what describes them the most and then directs them to relevant pages.

Source: Examine.com

Display call to action in the right places:

Even if you have the most effective CTA, if no one sees it, it won’t be of any benefit. Given this, it’s crucial to position your CTA in a visible, accessible, and prominent area of the page.

The best places to put it are typically above the fold or close to the end of your text. Additional options are in the middle of the site, midway through your blog, in the sidebar, or in a pop-up.

The below image is an example of an above-the-fold CTA.

Source: Shopify

A/B test your call to action:

A/B testing, also called split testing, evaluates the performance of two variations of your call to action (CTA). To determine which CTAs connect with your audience the most and generate the most clicks, you can regularly test and optimize them by experimenting with different colors, copy, and placement.

A/B Testing

Keep things brief:

In this busy world, not many people are ready to spare their time while they are online looking for specific information. 

As a result, it’s crucial to be brief and ensure your CTAs are direct. Users are less likely to read and take action when you add more text. Doing this will simplify users’ understanding of what they should do next.

Source: Joy

The above image is an example of Joy, whose landing page is brief and displays all relevant information in the visible portion of the page. The call-to-action (CTA) button is brief and is designed to stand out by being the darkest element on the page.

Make a call to action look great:

While including CTAs in your website or content, you must make it attractive to demand user attention. This is only possible if the CTAs are noticeable and attractive. 

To do this, you can test several button designs and color schemes to discover the best functions. 

To make your CTA stand out, use a color that contrasts with the surrounding pattern. This will highlight the CTA and make it more evident to the user. Whatever you decide to do, make sure to retain the CTAs on your brand, so it is accessible and immediately recognizable. Let us discuss further how to be more creative with CTAs. 

Ways You Can Get Creative with a Call to Actions

Getting creative with CTA will allow you to inspire your users to take action in no time. This will eventually show improved marketing results and help your audiences engage better on your website with your services. If you are confused about some of the ways you can show your creativity in a call to action, here are some ways to do so:

Include a video:

These days, videos are popular, and you can include CTAs in videos. Visitors may learn a tonne about your brand via videos before making a decision, making videos the most interesting type of content. Additionally, it has been observed that conversion rates for videos are higher than for any legible texts. You can also rent a video studio, where you feel comfortable to record the story you want to tell.

Source: Cadigal

Tailor your CTA based on the platform:

Your customers can start their journey through various digital channels. These might be on your Facebook page, LinkedIn profile, Instagram account, etc. Your click-through rate will go up if your CTAs are tailored to the platform they’re on.

You don’t need to make one because most social media platforms already have their own CTA. You can also create a call-to-action best QR code generator that will urge people to scan and quickly get access to your product and services.

Create an attractive CTA design:

You won’t be able to draw visitors to your website if your CTA’s design isn’t compelling enough. Using arrows and buttons with the appropriate color schemes helps make your CTAs more visually appealing and enhances conversion rates.

Experiment with different colors for your CTAs and observe the impact on conversion. Keep in mind that the psychology of color can have an impact on user reactions.

Psychology of Color

Include white space:

Clear some space surrounding your CTA to reduce clutter. This not only helps them pop out but also increases the click rates. 

Source: Graphically.io


For companies or people aiming to increase engagement, conversions, and growth, a strong CTA may be a useful force. Through CTA, businesses will be able to improve the user experience and eventually reach their marketing objectives. This will eventually lead the businesses to understand the needs and preferences of their target audience and create clear and appealing CTAs. 

Using powerful CTAs will enhance lead generation, motivate visitors to sign up as new users, and ultimately accelerate your company’s growth. However, you need to be careful to use the ones that will benefit you and help you gain customers, and increase your click-through rates.  


How long should a call to action be?

It is always suggested to keep CTAs short and straightforward so that the users can easily read and understand it. If you use a call to action that has 10-15 words, it might be considered too long.

Call to Action must haves

A call to action needs to have a value proposition that explains to users the benefits they will receive from clicking on the call to action; an eye-catching design that stands out and grabs their attention; and strong language that uses brief, crisp, and action words.

How do you know if your call to action is working well?

If you’re not seeing the conversion you were looking for, it may be because the goal is confusing, the value customers will receive when they click through, the call to action is not obviously visible, or it isn’t focused on what you want them to do.

Can you have multiple CTAs?

It is recommended to have one call to action per landing page. If you give your visitors too many alternatives, they will probably do almost nothing.


Gaby Alexander

Gaby Alexander

Gaby is a search marketing enthusiast with a passion for helping agencies improve their ROI through effective link-building strategies. With expertise in Google Campaign Manager, HubSpot Inbound Marketing, and SEMrush, Gaby provides valuable insights and guidance to optimize search marketing campaigns.

Gaby Alexander

Gaby Alexander

Gaby is a search marketing enthusiast with a passion for helping agencies improve their ROI through effective link-building strategies. With expertise in Google Campaign Manager, HubSpot Inbound Marketing, and SEMrush, Gaby provides valuable insights and guidance to optimize search marketing campaigns.

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