The end goal of most service and product-based websites is to have the visitor complete a valuable action.  Whether it’s booking an appointment, buying a product, or signing up for your monthly informational newsletters, a strong call to action (CTA) is the key to converting an interested visitor into a new lead or new client.  Below are some handy refreshers for creating impactful CTAs!

Strategic Placement

An effective CTA should be incorporated into the design of the website, rather than having being inserted as an afterthought. For example, when a user is ready to take the next step, your CTA should be situated in an area their eye or cursor will be tracking towards.  For contact forms, place toward the bottom of a page, to catch leads once the visitor has read through your content and has become familiar with your business.

Whatever the use case, provide your users with a clear, easy action to take so they won’t drop out of your funnels so easily!

Incite Emotion

CTAs that are enthusiastic will encourage a positive response.  Here are a couple of examples:

  • ‘Plan your dream vacation today!’
  • ‘Get a free repair quote!’

What’s important to note is the tone that is set in these phrases. The energy comes from the action, the special offer and even a simple exclamation point. This can be taken a step further with the design by You can add some energy to your CTA with an effective use of bright colors.

Give a reason to take the action

“Sign up to our newsletter – Subscribe”

CTAs should explicitly provide value to the customer. Sure, they might see that they can sign up to the newsletter, but is there any benefit to them in doing so?  Expressing the benefits of your newsletter will give them real, valuable reasons to subscribe:


Subscribe to receive updates about our latest offers, news, resources, and more.”

Now the visitor has a reason to why they should sign up.  And remember, this goes for all CTAs.  Tie in each call to action with your value proposition or unique selling points.

Don’t go overboard with CTAs

Something we see very frequently is an entire page of CTAs that try to pull the user in too many different directions.  You know what we’re talking about.  Learn more, Call Now, Free Consultation, Get A Quote, Subscribe, See Our Portfolio, all in one screen.  Talk about decision paralysis!

There’s a lot of information out there, and not a lot of time to digest it all.  Modern user experience is about simplistic design and intuitive user flow. Main navigation options have been slimmed down to as low as 4 navigation items, and CTAs should follow suit. Think about what the user needs to see and how you want to generate a lead, and direct the customer to where they should be headed.

There are many considerations in creating a compelling CTA.  Until next time, here’s our call-to-action to you: Review your website’s CTAs and drive more sales and leads!


Feeling WTF about CTAs? Contact our friendly staff at to discuss!