by Hannah Bower on February 1, 2017

What You Need To Know When Creating Effective Calls-to-Action

What Is A Call-to-Action?

Calls-to-action are a marketing tool that attempts to lead a potential buyer to perform a desired action.

"Download Now!" or "Register Here Today!" are a few examples of a call-to-action that is attempting to persuade the potential buyer into immediately responding.

Whether through a button, an image, or even just a reserved section of your page, your call-to-action is instructing your potential buyer into taking the next step.

What AreThe Benefits Of A Call-to-Action?

Call-to-Actions are a great way to lead a potential buyer into the next level of engagement with your business, without being all in-your-face about it.

A call-to-action is a soft sales person.

You are prompting futher engagement, but not being pushy.

A call-to-action is a great way to let a potential buyer know that you have more products or futher information that will help with what they are looking for.

It's the call-to-action's job to then direct the potential buyer's focus to a clear and direct path that will help them accomplish those goals.

How To Create Call-to-Actions

Here are some simple tips to keep in mind when creating calls-to-action:

  • Make your call-to-actions visible and captivating.
    Placement is essential when it comes to a CTA (call-to-action). 
    Try placing CTAs in the middle, to the side, or at the end of a blog post.

    As well as keeping your CTAs visible, don't make them boring. Bright colors, bold letters, and appropriate punctuation will appeal to potential buyers more than dull and hard to read CTAs.

  • Don't over do it. 
    You want the offer in the CTA to be clear. The potential buyer should not have any questions as to what you are offering or what they can expect from responding to your CTA.

    Keep your word count down as much as you can while keeping the intentions clear.

  • Don't use big words.
    It's great if you know the definition of big words. Like that gasconading means to boast or brag (even I had to look up the meaning for that one!).

    However, most people don't, and advertising something is not the time to cause potential buyers to bring out their dictionary.

    You don't have to come across as the smartest business out there, but you do have to come across as the answer to the potential buyer's question.

    So keep the lingo flavorful, but simple.

  • Know where your CTA leads.
    You are in control of where the CTA will lead the potential buyer.

    Know what your business's conversion path looks like, and have a plan on how you are going to get your potential buyers there.

    Not sure what your next step after a CTA should be? Read this helpful post on creating Landing Pages.

  • Make sure they work.
    If your link isn't active, then you aren't really going to get any leads. Test your links!


The great thing about calls-to-action is that they are not permanent.

If you aren't seeing the click-through-rates that you desire, you can always make one, test it, and re-design it.

Test your CTAs to see which color, size, or placement on your page works best for you!


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Hannah Bower

Jr. Inbound Marketing Consultant, and lover of all things art related, pursuing the creative life among the world of business and Inbound Marketing.