Your website’s call to action (CTA) is like a digital handshake—it’s your chance to guide visitors toward the next step in their journey. Whether you want them to buy, sign up, or schedule a call, your CTA needs to be clear, compelling, and impossible to ignore. There are so many benefits to having a clear call to action on your website, and today we want to talk about five key CTA tips to optimize your website and drive more conversions.
1. Make It Visually Stand Out
Your CTA should be the most noticeable element on the page. It should jump out at the visitor and grab their attention quickly when they visit your page. If it blends in, it’s as good as invisible.
Things to consider:
-Use contrasting colors – A bright CTA button against a neutral background ensures it pops.
-Proper size – Too small and it gets overlooked, too big and it feels pushy. Find the balance.
-Whitespace is your friend – Give your CTA breathing room to draw the eye naturally.
-Consistent branding – Keep fonts and colors aligned with your brand while still making it stand out.
2. Use Action Oriented, Benefit Driven Language
A CTA isn’t just a button—it’s a mini sales pitch. Make it clear, concise and snappy!
Things to consider:
-Start with a strong verb – “Download,” “Get,” “Try,” or “Start” create a sense of urgency.
-Highlight the benefit – Instead of “Submit,” try “Get My Free Guide.”
-Keep it short – Aim for 2-5 words max. Clarity is key.
-Make it personal – “Claim Your Offer” feels more engaging than “Claim Offer.”
3. Place CTAs Strategically
Even the best CTA won’t work if it’s in the wrong spot. Make sure it is in a place where all the eyes that are on your website can clearly see it.
Things to consider:
-Above the fold – Ensure a CTA is visible without scrolling for immediate engagement.
-Throughout the page – Have multiple CTAs for longer content (but don’t overdo it!).
-Exit intent pop-ups – Catch visitors before they leave with a well timed offer.
-In blog posts – A soft CTA (like “Learn More” or “Get Started”) within content can drive clicks.
4. Create a Sense of Urgency
People procrastinate—help them take action now. Creating a sense of urgency can often cause people to want to take advantage of the deals your are currently offering. Never mislead or lie to your audience though, if you are not actually running a sale or discount, don't promote it as such in your CTA
Things to consider:
-Use time-sensitive language – “Limited Time Offer” or “Only X Spots Left” creates FOMO.
-Add countdown timers – Especially effective for promotions or registrations.
-Show stock remaining – Give a visitor a clean understanding of how quickly something may be selling
-Leverage social proof – “Join 5,000+ marketers using this tool” builds trust and urgency.
5. Test and Optimize Regularly
Even small tweaks to your CTA can lead to big conversion gains. Something as simple as font, color or the words you're using can drastically impact your CTA.
Things to consider:
-A/B test button colors – Sometimes a simple change can impact clicks.
-Experiment with wording – Try variations to see which resonates best.
-Analyze click through rates – Use heatmaps and analytics to track performance.
-Adapt based on audience behavior – What works on one page may not work on another.
Your CTA is one of the most powerful elements on your website, but it’s not a set it and forget it piece. It is an ever evolving and changing piece on your site, that needs to stay up to date with the analytics, trends and data. Test, tweak, and optimize it regularly to keep conversions flowing!
Need help optimizing your website’s CTAs? Let’s chat!