Call-to-Action Best Practices: 10 Tips for Effective CTAs

Posted on: December 18th, 2017

best practices

What’s a call to action?

Your service is great, your website looks fantastic, and you’re attracting visitors from all corners of the Internet; however, you’re probably wondering if more of those visitors could be converted into actual customers.

You must closely examine one of the most important features of your website: the Call to Action.

A call to action (CTA) is a cue that is placed on a website or in an email that encourages readers and visitors to click on to allow something to happen, such as downloading an e-book, view a webinar, sign-up for a newsletter, etc. CTAs can appear as many different forms. Buttons, images, text links or forms are the most common examples.

If you’re an owner of a limousine company, your main goal for a CTA is to obtain a visitor’s personal information. The CTA must convince a visitor that it is in their best interest to hand over their personal information in exchange for something they will find valuable.

The Importance of the CTA

For most buyers, doing their research before speaking to a sales associate is the preferred method. Therefore, it is important that you’ve captured a lead’s details so that you can deliver relevant marketing or sales content to them and the lead-nurturing process can begin before a salesperson calls. If your CTAs are ineffective, they will not capture a prospect’s contact information and the other processes may not ever begin at all.

10 Tips for Creating Effective CTAs

Being that CTAs are very important, we’ve compiled ten great tips to help you make effective CTAs:

  1. Make sure the CTA is easily seen

The CTA must stand out from the rest of the content. If not, the reader may miss it altogether. Some ways to make your CTAs more visible is through contrasting colors, larger text, eye-catching images, unusual shapes and large amounts of surrounding white space. Research has uncovered that green and orange CTA buttons appear to be the most effective; however, the button color must fit in with the overall design of the page it is on. An orange button on an orange background doesn’t make much sense!

  1. Incorporate language that is action-oriented

An effective CTA begins with a verb that encourages a reader to do something specific. For example: “Download” “Reserve,” “Start” “Try,” “Get,” “Join,” etc. Including words that have a sense of urgency and motivate visitors to click a link are especially valuable. For example: “Limited time only,” “Today” “Now,” etc.

  1. Keep it short

Use small statements that are between two and five words. A CTA more than ten words probably won’t be very effective.

  1. Make your CTA benefit-oriented

Make sure that each CTA shows value to each of your site’s visitors. Never include run-of-the-mill CTAs, like “Contact Us” or “Click Here.” A better strategy would be to appeal to a visitor’s need for something worthwhile or valuable, so consider using CTAs like “Download the e-book now!” or “Get your free quote immediately.” Obviously, the CTA should offer the visitor something they would find useful.

  1. Let the CTA show them the right path

Your visitors are on your site to achieve something, so use that to your advantage. Why would a visitor be there if they weren’t interested in something? Design a CTA that is very relevant to the content that first attracted the visitor, preferably with the promise of additional relevant content. The best CTA are usually ones that continue to inform the reader.

  1. Make it easy to submit

You will lose a large percentage of your leads if there are too many steps between the first click and the end of the process. Therefore, you need to keep forms as brief as possible. Research has shown that fewer submissions received when there are more fields in a form. You can use a third-party sign-up form, such as Google, Facebook, LinkedIn, etc. if they are relevant. These forms allow users to submit their details without the need for typing and using only a few clicks.

  1. Give the CTA two options

A person will feel more in control of the process if they are given a choice, and more likely to move forward in the process. A “second” option can give them a message that provides strong support for choosing the “first” option. An example of this strategy is to present two CTA buttons: “Yes, I want the e-book” and “No, I don’t want free tips.” Like always, simple is always the best approach.

  1. Support your CTA with convincing messages

Prospects that are hesitating may be swayed to give their details when they are presented with evidence supporting the CTA. Some great examples are customer testimonials; guarantees using words like “no-risk,” “money-back guarantee” and privacy assurances.

  1. Use positive imagery

Research has shown that an increase in CTA click rates occurs when people are presented with photos of positive emotions, such as smiling, having fun, laughing, etc.

  1. Always be testing!

If after you’ve implemented all of the nine tips above and think you’ve got the greatest CTA there’s ever been, you still need to test it. Use A/B and multivariate testing to see how small changes in your CTA affect rates of conversion. Try various messages, offers, design, placements, etc until you have optimized it fully. You’d be surprised at how small changes can dramatically affect conversion rates.

Great CTAs are crucial if you want to turn visitors to your website into qualified leads that can be contacted by your team immediately, or at least filed for future use. For a lot of websites, CTAs are probably the most valuable part of the website! Ineffective CTAs can even prevent leads from being generated from a website.


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