How To Have Better Conversion Rates With Calls To Action

Hannah Bower
Feb 21, 2018 9:00:00 AM

What Is A Call-to-Action?

A call-to-action, or CTA, is a marketing tool that leads potential buyers into performing the desired action.

For example, "Register Here Today!" is a call-to-action that is persuading the potential buyer to immediately respond.

Your call-to-action instructs your potential buyer into taking the next step.

Calls-to-action are typically buttons, images, or hyperlinked text on your page, blog, etc. 

Think about a call-to-action as a soft salesperson.

It prompts further engagement without being pushy.

When Creating A Call-to-Action

1. Make your call-to-action visible and captivating

Placement of your call-to-action is extremely important. 

If the potential buyer cannot easily see the call-to-action then they will not convert.  

Try placing your call-to-action at the beginning or end of a blog post, or on the sidebar of your web page. 

As well as keeping your call-to-action visible, make sure they are captivating, not boring.

Bright colors, bold letters, and appropriate punctuation will appeal to potential buyers.

2. Don't overdo it 

The more clear your call-to-action offer is, the better.

A potential buyer should not have any questions as to what you are offering or what they can expect if they respond to your call-to-action.

Avoid being overly wordy and vague. 

Keep your wording simple and to the point.  

Don't use overly complicated words that potential buyers will either ignore or have to Google the meaning. 

You will not look smart if your choice of words makes the potential buyer feel incompetent. 

Marketing your product or services is not the time to cause potential buyers to bring out their dictionary.

Your aim is not to come across as the smartest business out there.

It is to come across as the answer to the potential buyer's question.

So save your impressive vocabulary for your next cocktail party or high school reunion.

3. Know where your CTA leads

The purpose of your call-to-action is to lead your potential buyer to a landing page.

Your landing page is where you will collect the potential buyer's information and where you will fulfill the offer you promised.

This means that you need to know what your business's conversion path looks like.

Call-to-actions are pointless without a strategy.

Your aim is not to have potential buyers just click a button.

You want potential buyers to become qualified leads that you can then nurture into customers. 

Create your compelling call-to-action and follow it up with a well thought out conversion path.

4. Make sure they work

If your link isn't active, then you aren't really going to get any leads.

Ensure that all your call-to-action links are working.


The great thing about a call-to-action is that it is not permanent.

If you are not seeing the engagement that you desire, you can tweak the design, wording, or placement. 

Test a view different colors, placement options, and wording to see what best connects with your target audience for better conversion rates! 

 Download our "5 Content Marketing  Tips To Generate More Leads"  eBook here!

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