How to create high-converting CTAs (Calls to Action)
A Call to Action (CTA) is more than just a button—it’s a strategic tool that guides your audience toward taking the next step. Whether it’s signing up for a newsletter, booking a consultation, or making a purchase, a well-crafted CTA can boost engagement, generate leads, and drive conversions.
In this guide, we’ll explore what makes an effective CTA, the different types of CTAs, and how you can optimise them for your business.
Why are CTAs important?
A strong CTA serves as the bridge between interest and action. Without it, visitors may not know what to do next—resulting in lost opportunities. Here’s why CTAs are essential:
They guide users through the buyer’s journey
CTAs help users progress from awareness to decision-making, whether that’s downloading a resource, requesting a demo, or making a purchase.
They increase Conversion Rates
A well-placed, compelling CTA reduces friction and encourages users to take immediate action.
They improve User Experience
CTAs provide clear direction, making navigation easier and ensuring visitors don’t feel lost or overwhelmed.
Types of CTAs you should use
Not all CTAs serve the same purpose. Here are the most effective types of CTAs and when to use them:
1. Lead Generation CTAs
These CTAs encourage visitors to take the first step in engaging with your business. They typically offer something valuable in exchange for user information.
Examples of Lead Generation CTAs:
- “Download Your Free Guide”
- “Get a Free Website Audit”
- “Claim Your 10% Discount”
Best Practices:
- Use action-oriented language (“Get,” “Claim,” “Try”).
- Highlight the benefit the user will receive.
- Keep forms short and simple to reduce friction.
2. Sales & Conversion CTAs
These CTAs push users toward a purchase or commitment.
Examples:
- “Start Your Free Trial”
- “Buy Now – Limited Offer”
- “Schedule a Demo”
Best Practices:
- Create a sense of urgency (“Limited Offer,” “Ends Soon”).
- Use contrasting colors to make CTAs stand out.
- Place them near product descriptions or pricing pages.
3. Engagement CTAs
These CTAs encourage users to explore more content and interact with your brand.
Examples:
- “Read More”
- “Watch the Video”
- “See Customer Stories”
Best Practices:
- Use compelling copy to spark curiosity.
- Place them strategically within blog posts and content pages.
- Test button vs. text-based CTAs to see what works best.
4. Social Proof CTAs
People trust what others say about your business. Use testimonials, case studies, and reviews to boost credibility.
Examples:
- “See What Our Clients Say”
- “Join 10,000+ Happy Customers”
- “View Our Success Stories”
Best Practices:
- Feature real customer testimonials.
- Include star ratings or statistics for added credibility.
- Position them near decision-making points (checkout pages, service descriptions, etc.).
5. Retention & Loyalty CTAs
Encourage repeat business and strengthen relationships with existing customers.
Examples:
- “Refer a Friend & Get Rewards”
- “Exclusive Access for Members”
- “Upgrade Your Plan”
Best Practices:
- Personalise CTAs based on customer history.
- Offer exclusive perks to loyal customers.
- Create a sense of community or VIP status.
Where to place your CTAs for maximum impact
CTA placement can make or break its effectiveness. Here’s where they work best:
At the top of your website – For high-priority actions like signing up or booking a demo. Within Blog content – To drive engagement with related resources. On Product & Service Pages – To encourage conversions when interest is highest. Exit-intent Popups – To capture leads before visitors leave. Checkout Pages – To upsell or cross-sell products/services.
How to optimise CTAs for higher conversions
Use Action-Packed Language – “Get Started Now” is more compelling than “Click Here.” Make It Stand Out – Use bold colours, large buttons, and whitespace around the CTA. Create a Sense of Urgency – “Limited Time Offer” or “Only 3 Spots Left” adds motivation. A/B Test Your CTAs – Experiment with wording, colours, and placement to see what converts best. Ensure Mobile-Friendliness – Make sure CTAs are easy to tap and read on mobile devices.
Ready to improve your CTAs?
Your CTAs play a crucial role in converting visitors into leads and customers. If you’re unsure whether your CTAs are effective, we can help you optimize them for better engagement and conversions.
Get in touch for a CTA audit or website consultation today!
