Getting someone to visit your website is great, but getting them to act? That’s where the magic happens. Whether it’s buying a product, booking a consultation, signing up to a mailing list or filling out a contact form, every business website needs compelling calls-to-action (CTAs) to drive real results.
But not all CTAs are created equal. Some are persuasive and punchy. Others fall flat. In this post, we’re going to look at why CTAs matter, what makes a great one, and how you can apply them effectively across your website – with examples to inspire you.
What Is a Call-to-Action?
A call-to-action (CTA) is a prompt that encourages your website visitor to take a specific action. This could be something as simple as:
- “Get a quote”
- “Download your free guide”
- “Call us now”
- “Join the newsletter”
CTAs can be buttons, links, or even short pieces of text. The key is that they give the user a clear next step to take.
Think of them as digital signposts. Without them, people get lost. With them, they’re nudged in the right direction.
Why CTAs Are So Important
CTAs are one of the biggest drivers of conversion on any website. You might have the most beautifully designed site in the world, but if it lacks strong calls-to-action, you’re missing opportunities.
Here’s why CTAs are crucial:
- They guide the user journey – They stop people from bouncing around aimlessly and instead help them take the next logical step.
- They improve your conversion rate – Good CTAs are known to dramatically increase clicks, signups, sales and enquiries.
- They give your pages purpose – Every page on your site should have a clear goal, and the CTA helps fulfil it.
Whether you’re running an eCommerce store or offering a professional service, strong CTAs are how you turn browsers into buyers.
What Makes a CTA Effective?
There’s a bit of science and psychology behind a good call-to-action. Here are some of the principles that make a CTA more clickable:
1. Clarity over cleverness
Don’t make people guess. Phrases like “Learn more”, “Get started” or “Book a free call” work well because they’re clear. Avoid being too vague or quirky if it might confuse people.
2. Use action-oriented language
Start with a verb – Get, Download, Book, Call, Start. These words imply momentum and lead people to take action.
3. Create urgency (where relevant)
Phrases like “Limited spaces available”, “Offer ends soon”, or “Book today” can increase click-through rates by tapping into FOMO (fear of missing out).
4. Keep it short and punchy
Most CTAs work best when they’re no more than 3-5 words. If you need to explain further, use surrounding text or headings to support it.
5. Make it stand out visually
Use contrasting colours, bold fonts or button styling to draw the eye. Your CTA shouldn’t blend into the background.
6. Align the CTA with the content
Make sure the call-to-action matches the page’s purpose. A blog post should invite readers to read more or subscribe, not buy now.
Examples of High-Performing CTAs
Let’s look at some real-world examples to inspire your own CTAs:
- “Get Your Free Website Audit” – A powerful lead generation CTA for service-based businesses
- “Book a Free Design Consultation” – Ideal for encouraging contact from prospects
- “Start My Project” – A more personal twist on traditional contact buttons
- “Download the Guide” – Great for content marketing and lead capture
- “Claim Your Discount” – Strong for product promotions or limited offers
- “Show Me How It Works” – Useful for SaaS or demo-driven sites
- “I Want Better SEO” – A first-person CTA that taps into a specific pain point
Each one of these is direct, benefit-led and gives users a reason to click.
Where Should CTAs Go on a Website?
There’s no one-size-fits-all rule, but some proven spots to place CTAs include:
- Hero sections – Right at the top of your homepage
- After explaining benefits or features
- In the middle of long pages or blog posts
- Bottom of service pages
- Sticky headers or sidebars
- Pop-ups (used sparingly)
If you’re using WordPress, tools like ConvertBox or WPForms can help add smart CTAs and pop-ups without overwhelming visitors.
Mistakes to Avoid With CTAs
Even well-intentioned CTAs can fall flat if they make these mistakes:
- Too many options – Don’t bombard people with five different buttons on one page. Focus on one primary action.
- Weak wording – “Click here” or “Submit” are too bland and don’t convey any value.
- Poor placement – Hiding a CTA at the bottom of a page no one scrolls to won’t get results.
- Bad contrast – If your CTA blends in with the background, most people will miss it.
Avoid these and your CTAs will work harder for your business.
How We Use CTAs at Leeds Web Designer
On the homepage, you’ll notice we use a variety of CTAs like “Request a Quote” and “Let’s Talk About Your Project”. They’re strategically placed to catch attention and guide potential clients to our contact page.
We also include CTAs on each of our service pages, including web design, SEO and eCommerce builds, because each one targets a different type of visitor. And because they’re tailored to the service, they resonate more.
A/B Testing Your CTAs
If you want to take your call-to-action game even further, consider testing them. A/B testing means running two different versions of the same page with slight variations – such as different CTA wording, colour or placement – and seeing which performs better.
There are tools out there like Google Optimize (currently being sunset but similar tools exist like VWO) that let you do this easily. Even changing “Get a Quote” to “Get My Free Quote” could make a measurable difference.
CTA Copywriting Tips
If you’re writing your own CTAs, keep these writing pointers in mind:
- Speak directly to the reader – Use words like “you” or “my” for a more personal feel
- Use benefit-driven language – Show what they’ll get by clicking
- Keep the tone on-brand – A professional service might use “Arrange a Consultation” whereas a fun brand might use “Let’s Get Started!”
Final Thoughts
A great call-to-action is simple, powerful and purposeful. It speaks to your visitor’s needs, encourages them to take action, and ultimately helps you grow your business.
If your website isn’t converting as it should, chances are your CTAs could do with a refresh. You don’t need to reinvent the wheel – just follow the tips above and you’ll be ahead of most of your competitors.
Need Help With Website CTAs That Convert?
If you want a website that not only looks great but actually gets results, get in touch for a quote. I can help design and write CTAs that work hard for your business, whether you’re starting from scratch or want to improve your current site.
You can also check out our SEO services to help your website get seen in the first place.
Let’s build something that converts.
