Think back to your most recent online transaction or program you just signed up for. You probably had to click a button or link to proceed, right? In digital marketing terminology, that button is called the Call To Action (CTA).
High converting CTA buttons are designed to guide users toward the next step with clarity and purpose. Whether it’s subscribing to a newsletter, downloading a resource, or completing a purchase, an effective CTA plays a critical role in turning visitors into leads.
CTAs are usually an image, icon, or line of text that prompt website users to take the logical next step, or action. This might be subscribing to a newsletter, downloading a PDF, completing a transaction, or simply navigating through webpages. CTAs play a critical role in your website navigation and functionality because they lead almost every effort from the user.
Why CTAs Are So Important
To achieve consistent results, businesses need to focus on creating high converting CTA buttons that clearly communicate value and next steps. Remember, the sole purpose of using CTAs is to get users to convert. In other words, get them to perform a desired action which moves them from being categorized as a prospect to an actual lead. In this example, prospects are users on your website, and leads are users that have actually engaged with your website, showing interest of some kind.
Consider the examples listed below. Each conversion tells you something about this user:
- Subscribing to a newsletter means this person wants to stay up to date with your company or organization.
- Downloading a PDF means they want to learn more about that topic.
- Completing a transaction is pretty straight-forward: New customer!
- Navigating through webpages means they’re looking for more info or exploring more of your offerings
Each one of these conversions gives you valuable insight into how you can improve your website’s Search Engine Optimization (SEO) to attract more of the kind of prospects that turn into leads. Therefore, the CTA that drives these conversions carries a lot of responsibility.
It has to work (make the user want to click).
Pro tip: CTAs don’t work alone. Learn more about other ways to ensure your website is converting users by reading our blog about content marketing for small business.
How to Use a CTA
Like all things in the digital marketing world, there is a strategy behind using CTAs. To sum it up, it’s important to remember less is more.
Humans don’t want to guess what they have to do next, they want you to tell them what to do. Your users need to know what to do next to get that download or subscription.
Credit: Giphy
(Hint: Now is not the time to get too creative with your copy. When the CTA is unclear or there are too many options, your users are more likely to opt out and find another website that will guide them better. Consider the following tips for using CTAs effectively.)
Your core service pages should focus on one CTA
Keep your internal pages to just one CTA. This CTA should drive users to make a purchase, or if you’re a service-based business, to contact you for more information. Some secondary CTAs could be used to direct users to a download related to that service or to join your email list, which are often first touch points for prospects. Just remember to keep the focus on the main point: selling.
Your homepage should focus on 2-3 CTAs
What makes a home page different? Think of it as your navigational dashboard. Your home page not only displays who you are as a company, but also what services you offer. There may be CTAs to see your work, learn more about you, and explore your services. This is expected and what your user will naturally be looking for, so it’s O.K. (even encouraged!) to keep multiple CTAs here.
Rule of thumb? One CTA per section, if possible. If you have more than one, find a way to make the one you prefer the user to take visually more appealing. (Think bright colors, bolded lettering, bigger text, etc.)
Keep CTAs Direct and Concise
As noted above, this is not the time to get wordy. A good CTA is just a couple words, and it tells the user exactly what to do. This is what makes an effective call to action—clarity, simplicity, and immediate understanding. For example, if you sell cat food, a great CTA to make a purchase might just be “Buy Now.” The user reads this instantly, and they know exactly where to click to make that purchase.
On the other hand, a CTA that says, “Give us your credit card information, and then we’ll charge it, and then in 5-7 business days, you will receive the indicated cat food,” kills the sale before they’ve finished reading.
Credit: Giphy
Use Buttons
Although not a hard and fast rule, high converting CTA buttons is one of the most effective ways to capture your user’s attention. Buttons stand out visually, ensuring they don’t have to dig around to find the next step. Remember, good CTAs drive action quickly. Think of them kind of like roadmaps on your website. While not all your CTAs will be buttons, incorporating them into your strategy is a must.
Diversify Your Call
We know we said to keep it easy, but screaming “Join Now” on every page of your website might be a bit too simple and repetitive. Your users are still humans, after all, not goldfish. Being too redundant might annoy them. Besides, it misses opportunities to vary your message for different audiences or A/B test (more on A/B testing later). Your user’s goals and challenges are all different. “Join Now” may work for some, but “Go Premium” may be just the thing to trigger others.
Use your buyer personas to identify target language to diversify your CTAs, making your website more intriguing to prospective leads.
Reviewing effective call to action examples can help you identify which messaging resonates best with different audiences.
Get Started with Our Effective Call to Action Examples That Convert
Not all CTAs perform the same, and small wording changes can significantly impact conversions. Improve your website and user experience with these GreenCup-approved CTAs:
- Act Now
- Add
- Buy Now
- Become A Member
- Begin Today
- Book
- Call Today
- Click Here
- Contact Us
- Continue
- Create An Account
- Claim Yours
- Discover
- Donate Today
- Enter
- Explore
- Follow Us
- Find Out More
- Get It Here
- Get % Off
- Get A Quote
- Get Exclusive Access
- Get More Info
- Get Results
- Get Started
- Give Today
- Give Us A Try
- Go Premium
- Grab This Deal
- Join Today
- Join Now
- Launch
- Learn More
- Limited Offer
- Let’s Start
- Order Now
- Pay Less Today
- Register Today
- Request A Invite
- Save Now
- Save Today
- Schedule
- See It In Action
- See Our Deals
- See Our Reviews
- Sign Up
- Shop Now
- Sign Up For Free
- Start Today
- Take A Look
- Try for Free
- View Deals
- View More
- View Demo
- View Features
- Visit Us
If you’re feeling overwhelmed by just how many CTAs are out there, start by picking just a few that align with your brand messaging. If you’re between two CTAs that drive the same action, now is a great time to use A/B testing! A/B testing tests two different variants of a similar action (the A and the B). For example, does “View Demo” (A) or “View Features” (B) convert more traffic? As your website evolves, continue to try other CTAs for the best results.
Contact Us for More Guidance
Do you need more help with improving your CTAs? At GreenCup Digital, we’re here to help. We work with your team to create a CTA strategy that works for your unique brand. Connect with us to get started
