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Call to action

How to Create High-Converting Call to Action for Your Website

Call to action (CTAs) are the clickable buttons or links that prompt visitors to take your desired actions like signing up, purchasing a product, or contacting sales.

Implementing compelling CTAs is crucial for generating leads and increasing website conversions. However, many businesses fail to optimize their CTAs, missing out on conversions.

Follow these 10 best practices for creating high-converting calls-to-action:

1. Strategically Place CTAs Above the Fold

CTAs placed “above the fold” (visible without scrolling) on landing pages have up to 200% higher click-through rates according to HubSpot. Site visitors need to immediately see what action to take.

Other strategic CTA placement tips:

  • Near the top of sidebars or content sections
  • At natural decision points like product pages or shopping carts
  • On empty spaces not occupied by other elements

2. Use High Contrast Colors and Buttons

CTAs should visually stand out from surrounding text and background colors. Contrast draws attention to the CTA. Apply contrast through:

  • Vibrant CTA button colors like green, orange, red.
  • Borders that distinguish the button or link text.
  • Large, bolded text styles.

3. Keep CTAs Clear and Concise

    Written using action-driven language and kept concise, CTAs see higher click-throughs. Phrases like “Sign Up Now” or “Start Free Trial” perform better than vague options like “Submit” or “Continue”.

    1. Align CTAs to Visitor Intent

    Target CTAs based on the visitor’s context and where they are in the conversion funnel. For example:

    • Blog – “Download our Content Guide”
    • Pricing Page – “Start Your Free Trial”
    • Product Page – “Buy Now”
    • Cart Page – “Checkout Now”

    5. Limit to One CTA per Page

    Multiple competing calls-to-action cause confusion. Guide visitors with a singular clear direction focused on one conversion outcome per page.

    1. Make CTAs Scannable

    Format CTAs for easy scanning by keeping the copy short, establishing white space, and using bullet points for multi-step offers.

    1. Use Action-Driven Button Text

    Verb-focused button text like “Subscribe”, “Join”, or “Get Started” perform better than passive phrases like “Tell Me More”.

    1. Make CTAs Appear Clickable

    Design CTAs to look like buttons using elements like borders, color, shading effects, hover states. Links styled as normal text blend in.

    1. Use Social Proof Where Possible

    Include credibility indicators like “As seen in…” logos or customer testimonials near CTAs to boost trust.

    1. Continuously Test and Optimize CTAs

    Use A/B testing to determine the best CTA placements, designs, and text/behavior triggers per page. Iteratively improve CTA performance.

    Implementing compelling, high-converting calls-to-action takes testing and optimization but ultimately guides website visitors to convert. Let’s discuss how to create CTAs tailored to your business goals!

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