If you are finding that your leads and prospects aren’t taking the next step in your sales process, whether that’s buying or simply requesting more information, the problem could be a faulty or non-existent call to action. A Call to Action (CTA) is a statement used in business as part of a marketing strategy to get the target market to respond by taking action. It is designed to get an immediate response from the person reading or hearing it. It’s generally used at the end, or sometimes throughout a sales pitch to let potential clients or customers know what to do next if they’re interested in what the business has to offer. When it comes to Call to Actions, trying to optimize your conversion rates and raising sales across your website can seem never-ending. CTAs can be of different varieties like Generic CTA, Anchor Text CTA, Location-based CTA, Distraction-Free CTA, etc. While generic Call to Actions can get the job done, it is always better to create smart CTAs that speak to the user and rope them in. According to research, personalized CTAs have a 202% more conversion rate than default versions. Smart CTAs perform so much better than traditional CTAs because users want to experience content that reflects their current level of interest and knowledge on the subject.

CTA Types for Starters

It is necessary to create multiple types of CTAs to serve different audiences and their goals to bring them down the marketing funnel of your business. However, it is not needed to go overboard and create a bazillion different CTAs. In reality, there are only eight different types of CTAs you need on your website when you’re first starting. ‘Lead generation CTAs’ is crucial to generating leads from your website. ‘Form submission’ is crucial to get your contacts database engagingly. ‘Read more buttons’ make sure that your engaging posts receive the stats they deserve. ‘Product or Service Discovery’ helps to keep your business afloat. ‘Social sharing buttons’ are a low-commitment way for visitors, leads, and customers to engage with your brand. ‘Lead Nurturing’ is needed to entice a lead with another type of offer, but one that is more aligned with your product offering than a typical top of the funnel marketing offer. ‘Closing the Scale’ works to turn leads into consumers. ‘Event Promotion’ raises awareness of the event or even help drive ticket sales if you’re throwing an event. As your business grows and your website gets more complex, you might need to switch these CTAs up, but these are a great starting point for any marketer.


Design the perfect CTA

As a marketing and conversion expert, it is important to use your best judgment and research to guide the creation of the CTA. Although your designer will do the hands-on work and will likely have good ideas, you need to make sure the final product does what it’s meant to do and doesn’t just sit there and look good. Make sure your CTAs are designed to be recognizable, well-defined, striking, and appealing. People must recognize your CTA as something they are meant to click on. A CTA should be part of the page but set off from the main body of the text. You can make it well-defined by using a stark outline or shadow and/or contrasting colors or by using negative space. Your CTA should call out to the user. For your CTA to stand out, it should introduce a strong, contrasting color to the page. However, color alone is not the key to successful CTAs. To make your CTA look appealing, you can strategically use bold colors, the image of a person (the author) and a sans-serif typeface to provide aesthetic appeal and adds a streamlined call to action. The trick is to evaluate your keywords and try to understand the intent behind the searches that will trigger those keywords. Then, once you know why people are triggering your ads, you can use that to create a call to action that’s irresistible.


Successful CTAs’s CTA lets users know immediately that they can search their site for free. That means website visitors don’t have to commit before they assess whether or not is the right portal for them. This represents a No-Obligation Statement that removes or reduces risk.

The Call to Action text for Litworth is straight to the point. Sign up with them (i.e., mail in the acceptance card) and a writer will find paying publications. Since all publications do not pay, this is a pretty attention-grabbing CTA. Litworth continues to entice by listing all the benefits of signing up. Then users find out it’s all free and they’re in.

Disney World is the master of creating a sense of urgency. Like most holiday destinations, they run deals throughout the year. If you respond before a specific date, you get a discount on your stay. That imminent date is enough encouragement to get a website visitor to view the details and browse vacation options, at the very least.


Rethinking your CTA approach

When it comes to digital display ads, perhaps nothing else has more of a direct impact on the click-through and conversion rates of a business than its call-to-action (CTA). To convert website visitors into qualified leads or efficiently paying customers, it is necessary to have a clear and compelling CTA. The best call to action phrases are clear and specific and create an urgency that drives the user to action. If your business has a truly irresistible offer, your call to action should sell its value. If your landing pages are only getting a smattering of traffic here and there, or if your business is experiencing dull conversion rates, it may be time to rethink your approach to your CTA.


Written by

Musarrat Sarwar Chowdhury

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