Write CTAs That Get Noticed and Drive Action

Your website may have a stunning design and compelling copy, but if your calls-to-action (CTAs) aren’t grabbing attention, you are probably losing out on conversions.

CTAs are the bridge between your visitors’ browsing and their next step, e.g. making a purchase, downloading a guide, or signing up for a consultation.

Why do some CTAs get all the action but others sit in the corner and seem invisible? Let’s explore why your CTAs might be bombing and you can help them get noticed and boost conversions.

Is Your CTA Clear and Direct?

The first issue many CTAs face is a lack of clarity. If readers can’t instantly understand what action you’re asking them to take, they’re less likely to engage with your offer.

CTAs should be:

Clear: Use straightforward, action-oriented language that leaves no room for doubt. Instead of vague phrases like “Click Here” or “Learn More,” try something more direct and specific, like “Get Your Free Trial” or “Download the Guide Now.”

and

Actionable: Verbs like “Start,” “Get,” “Join,” and “Claim” convey immediacy and urgency and encourage the user to take action right away.

For example, instead of saying Find Out More, say Discover How Our Solution Can Help Your Business.

Your CTA needs to tell the visitor exactly what they’re getting and what action they need to take.

Does Your CTA Offer Value?

For a CTA to stand out, readers must feel like they’re getting something valuable in return for their click. If your CTA asks them to do something without showing a clear benefit, they will probably ignore it.

Make sure your CTA highlights the value of the action. For instance, if you want visitors to sign up for your newsletter, focus on what they’ll receive. Instead of saying:

Sign Up for Our Newsletter,

you could say

Get Weekly Tips to Help Grow Your Business Right in Your Inbox

This small change stresses the value the reader will gain, making them more likely to act.

Is Your CTA Button Easy to Find?

Even the most compelling CTA won’t convert if your visitors can’t find it. Your CTA must stand out visually and be placed where visitors will see it.

Some tips to make your CTA button more visible:

Use Contrasting Colours: The colour of your CTA button should stand out against the background of your page. E.g., if your website has a blue theme, try using a bold colour like orange or yellow for your CTA button. This makes it more eye-catching.
Make It Large Enough to Notice: The size of your CTA button matters, too. It should be large enough to stand out without overwhelming the design. A tiny button buried at the bottom of a page is easily overlooked.
Place It Above the Fold: Ensure your CTA is visible on the screen before the visitor scrolls. You can also repeat the CTA further down the page, particularly on longer pages.

Does Your CTA Create Urgency?

One of the best ways to get visitors to take immediate action is to create feelings of urgency and FOMO. People who feel they will miss out on something valuable are more likely to act quickly.

Consider adding urgency to your CTAs with phrases like:

Limited Time Offer
Get Started Today
Only 3 Spots Left. Book Now

By incorporating urgency into your CTA, you nudge visitors to act now instead of delaying their decision.

Is Your CTA Relevant to the Content?

Another common issue with underperforming CTAs is that they don’t connect directly to the content on the page. If a visitor is reading about a specific service or product, your CTA must directly relate to that topic.

For instance, if you’re offering a free guide on improving website performance, your CTA should be specific to that offer:

Download Your Free Guide to Website Optimisation

Generic CTAs like “Contact Us” are unlikely to hit home with readers expecting more specific instructions.

Have You Tested Different CTA Variations?

If your CTAs aren’t performing as well as you’d like, test different variations to see what resonates with your audience.

This could involve:

A/B testing different copy: Try testing CTAs with alternate phrasing, e.g. “Get Your Free Quote” versus “Request a Free Estimate.”
Testing different button colours: Experiment with button colours to see which attracts the most clicks.
Testing placement: You might find that moving your CTA higher on the page or closer to key content increases engagement.

Testing allows you to optimise your CTAs based on real data and make them as effective as possible.

Make Your CTA a Natural Part of the Customer Journey

Your CTA must feel like a natural next step in the visitor’s journey, not a pushy interruption. For example, if someone has just read an article or blog post about improving SEO, a logical next step would be a CTA offering a free SEO audit or guide:

Ready to Boost Your Rankings? Get a Free SEO Audit Today.

This CTA feels relevant and valuable based on the content the visitor just consumed, increasing the likelihood that they’ll take action.

Conclusion/TLDR

Your CTAs are a critical part of your website’s conversion strategy. Make them clear, valuable, visually distinct, and relevant to the content to increase engagement and drive conversions.

Don’t forget to create urgency, test different variations, and ensure your CTAs naturally guide visitors through their journey on your site.

If your CTAs are currently being ignored, it’s time to make changes. Start by applying these strategies, and watch your click-through and conversion rates improve.