Crafting the Perfect Call to Action for Conversions

September 28, 2021 / General Discussion

There are several generic call-to-action floating around such as ‘buy now’ or ‘sign up’ that will not deliver the result that you’re aiming for because your audience is too smart to be enticed by such directives. If you’re looking for guidance on writing the best call-to-actions that will attract your audience to invest in your products and services, you’re at the right place. The absence of a strong call-to-action might be the reason behind the landing and sales pages on your website having a low conversion rate. 

The majority of B2B marketing writers fail to employ proper CTAs which leads to uninterested customers and a high bounce rate. The main point of failure is that there are several digital marketers that are not using CTAs on their websites at all. When there is no directive presented to potential customers, they do not know the best way to engage your services and choose to move on.

It is not an entirely easy task to put together a CTA message that can improve your conversion rate. It is difficult to walk the line between being unreasonably persistent and creating the perfect scenario for urgent action. We have compiled a list of the things you need to keep in mind while devising your CTAs.

Ensure that they are compelling

Your copy is the most crucial aspect of your CTAs. It needs to have the right amount of persuasion as it is informing your visitors what action you want them to take. Keep in mind that your audience has a need they want to fulfill or a problem they need an answer to. You can form a bond with them by letting them know how they can benefit from taking the action you desire of them.

Visitors that are just scouting your website could be propelled to sign up for a newsletter to inform them of important content or just brand-new information. However, people who are on the verge of investing in your products and services could be urged to go for it with a bold, in-your-face CTA that doesn’t beat around the bush.  

Using images for CTAs- yay or nay?

The industry informs the CTA that works best. For example, fashion websites will benefit from CTAs that are in the form of images. Images provide customers with a bit of a preview of the products or services you provide, which will compel them to click in order to check out what you have to offer on the rest of your page. You could also include zoom effects that could highlight and let your audience know that it is an action button. 

The images that you select must be done by putting in a lot of thought and be strategically placed. If you spread them around like confetti, they will lose their impact and be mistaken for ordinary images. It is found that CTA images have lower conversion rates than CTA buttons. Hence, to make the desired impact, your image must be extremely relevant to the products and services you are offering on your website.

Know thy customers

Ensure that you have the right idea of what your customers need and might want. The success of your business is dependent on the services of value they provide. While the phrase the customer is always right holds some credit, they might not always know the products and services that are out there and the best way to satisfy their needs. This is when you come in. You get to explain in your blogs and content the best way your products and services are compatible with their needs and want, followed by a call to action to seal the deal.

Knowing your target audience will also help you understand the format of your webpage and the CTA you should use for best results. For example, if you are selling products to an older audience, you will use a CTA that is simple and straightforward, which can help them buy your product easily. The younger generation, on the other hand, can be attracted to catchphrases that are more in trend.

Best way to communicate with your visitors

Your CTA must be attractive enough to hold your customer’s attention and get them to engage with your page as long as possible. A minimum bounce rate is the ultimate aim. In order to do this, it is crucial that your customers feel like they are in the driving seat while navigating through the process. You can address your customer directly, or understand the situation from their perspective.

So you can use simple, straightforward language such as ‘download my eBook’. You can put to use words that are action-oriented such as ‘request’ or ‘download’. You can also spike up the urgency with words like ‘from now until’ or ‘immediately’. By including such words in your call-to-action, you give control of the situation to the customer and motivate them to convert.


Badly put-together CTAs have a detrimental effect on your efforts to produce leads as well as to increase revenue, which can hurt your business. If you are looking for ways to write the most effective CTA phrases, be straightforward about your action phrases so that it helps create a certain amount of urgency to encourage your user to do what you need them to.

In case your selling point is an exciting offer, you should highlight this in your call to action. You might not realize the importance of a call to action until you begin to see its impact in objectively collected data. If you have a web hosting service, such as managed web hosting, you can get their help as well. Getting to know what your audience wants and tailoring the call-to-action phrases accordingly can help the conversion rates, as well as, boost your revenue, thus making your business bloom.

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