Reading time: 6 minutes
Published: July 17 2023
A landing page without a compelling Call to Action (CTA) is like a ship without a rudder. It's floating, but it's not going anywhere. CTAs are the driving force behind conversions, guiding visitors towards the desired action.
How to use CTAs on your site so they are always actionable and meet your criteria? Check our ideas.
A CTA, or Call to Action, is a prompt that encourages a website visitor to take a specific action. It's the part of your webpage that tells your visitors, "Hey, click here!" or "Sign up now!" It's the final nudge that can turn a curious visitor into a converted customer.
CTAs are the bridge between browsing and action. They guide your visitors, helping them navigate your site and understand what step to take next. Without a clear CTA, your visitors might feel lost and leave your site without taking any action.
Direct CTAs are straightforward and tell your visitors exactly what to do. Examples include "Buy Now," "Sign Up," or "Download Here." They're clear, and concise, and leave no room for confusion. They're like a direct command, leaving no doubt in the visitor's mind about what action they should take next.
Transitional CTAs, on the other hand, guide visitors to more content before asking them to commit to significant action. They might say "Learn More" or "Read More Here." They're a softer approach, offering more information before asking for a commitment. They're like a friendly guides, leading the visitor further into your site and building interest before asking for a conversion.
Lead Generation CTAs aim to collect visitor information. They might say "Subscribe to Our Newsletter" or "Get a Free Quote." They offer something of value in exchange for contact information, building your email list and potential customer base. They're like a trade, offering valuable content or services in exchange for the visitor's contact information.
Action-oriented verbs inspire movement. "Join," "Discover," or "Start" can motivate your visitors to take action. They're like a call to arms, rallying your visitors to take the desired action and join your cause. Here's an example you can easily find on the UseBouncer website – using the "join" structure.
Creating a sense of urgency can push visitors to act quickly. CTAs like "Limited Time Offer" or "Sale Ends Soon" can create a fear of missing out. They're like a ticking clock, adding time pressure that can motivate visitors to act now rather than later. Even adding verbs like "faster" or "Instantly", like in this Airops documenting SQL queries page, might work wonders:
Personalized CTAs can make your visitors feel special. Try using "Your" in your CTAs, like "Start Your Free Trial." They're like a personal invitation, making the visitor feel like the offer is specifically for them.
Here’s an example from Hubspot that actually gives two CTAs to choose from – a straightforward “get started free” and “get a demo” for those who are still hesitant.
Numbers are concrete and eye-catching. "Join Our 1,000+ Subscribers" or "Save 50% Today" can be very effective. They're like a scoreboard, showing the visitor exactly what they stand to gain or how many others have already taken the desired action.
Social proof can build trust. "Join 5,000 Happy Customers" or "See Why 1,000 People Subscribe" can show visitors they're in good company. They're like a testimonial, showing the visitor that others have taken the desired action and been happy with the results.
Prodio mentions their satisfied clients on their above the fold part on the site.
Middleware, a leading Datadog alternative, has a dedicated landing page where they introduce their solution by calling out competitors.
They have carefully selected the main heading of their landing page, to make it more engaging with their readers. Apart from that, they directly emphasize getting started, which indicates there’s no sales cycle associated with it.
Free trials are a low-risk way for visitors to try your product. "Try Free for 30 Days" can be a powerful CTA. It's like a test drive, allowing visitors to experience your product or service firsthand before making a commitment.
Here’s an example of the Valueships statement on their website.
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Contrasting colors can make your CTA stand out. If your site is blue, try a red CTA button. It's like a beacon, drawing the visitor's eye and making your CTA hard to miss.
Simplicity is key. A clear, concise CTA is often the most effective. It's like a clear signpost, guiding the visitor without any confusion or ambiguity.
“Get Pricing” means “Get Pricing” on this software for call center comparison. There is nothing hidden behind it, no traps, and no CTAs that are not understandable.
First-person language can make your CTA more personal. "Start My Free Trial" can be more effective than "Start Your Free Trial." It's like a personal invitation, speaking directly to the visitor and making the action feel more personal.
Your Content Team, Use, Your onboarding process – the Surfer SEO example content refers to You, and You only.
A big CTA button can be hard to miss. Don't be afraid to go big. It's like a billboard, making your CTA stand out and making it easy for visitors to know where to click.
For his automated SEO reporting site, John Reinesch opted for a large CTA that takes A LOT of screen “time”.
A guarantee can alleviate any fears or doubts. "Money-Back Guarantee" can be a powerful CTA. It reassures your visitors that they can trust your product or service. It shows that you stand behind what you're offering and that you're confident enough to put your money where your mouth is.
Testimonials can be a powerful form of social proof. "See What Our Happy Customers Have to Say" can be a compelling CTA. It gives your visitors a chance to hear from others who have used your product or service and found it valuable. It's a way of saying, "Don't just take our word for it, listen to these satisfied customers."
Case studies and testimonials have a couple of sneak peeks on the Fooz Agency site.
Everyone loves getting something extra. "Sign Up and Get a Free Bonus" can be an enticing CTA. It adds value to your offer and can tip the scales for someone who's on the fence about signing up or making a purchase. It's like a little thank-you gift for taking the desired action.
Questions engage the mind. "Ready to Transform Your Business?" can be a thought-provoking CTA. It gets your visitors thinking about the benefits of your product or service. It's not just telling them what to do; it's getting them to consider the positive outcomes.
Here’s what Cumul embedded analytics CTA look like.
Images can speak louder than words. A CTA that includes an image, like "See Our Stunning Results," can be very effective. It gives your visitors a visual taste of what they can expect. It's not just telling them about the benefits; it's showing them.
Here’s how Vue Storefront encourages you to download their headless commerce ebook.
There are countless ways to craft effective CTAs. You could use humor, tell a story, or even use a little mystery to pique curiosity. The key is to know your audience and what will resonate with them. Test different approaches to see what works best for your specific audience.
Crafting compelling CTAs is both an art and a science. It requires a deep understanding of your audience, a dash of creativity, and a willingness to test and tweak. But when done right, a great CTA can be the difference between a visitor and a conversion. So, don't be afraid to think outside the box and try something new with your CTAs.
Now it's your turn. Take these ideas and run with them. Experiment with different approaches, test different wording and see what works best for your audience. Remember, the best CTA is the one that gets clicked. Get out there and start creating compelling CTAs that drive conversions.
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