You’ve probably heard the term “CTA” thrown around in marketing and web design circles. It stands for Call-to-Action, and it’s one of the most important – and often overlooked – elements of your website.
A call-to-action is exactly what it sounds like: it invites your visitor to take action. That action might be booking a call, downloading a free guide, making a purchase, signing up to your list, or simply getting in touch. The key is that it’s clear, purposeful, and easy to follow.
Why CTAs matter so much
Here’s the thing: people rarely do something unless they’re invited to. You can have the best website in the world, but if you don’t clearly guide your visitors on what to do next, many of them will leave without taking any action at all.
A great CTA increases conversions, leads, bookings – whatever your goal may be. It also improves user experience by making your website more intuitive and structured.
What makes a CTA “great”?
A good call-to-action is:
- Visible: It stands out on the page, both in colour and position.
- Clear: The wording is simple and direct. “Get a Quote” is much more effective than “Learn More”.
- Action-oriented: It starts with a verb and tells people what they’ll get. “Download the Guide”, “Book a Free Consult”, “Start your Trial”.
- Relevant: It aligns with where the visitor is in their journey – for example, a warm lead might be ready to “Schedule a Demo”, while someone just learning about you might prefer to “Download the Info Pack”.
Where to put your CTA
Ideally, every page on your website should have a call-to-action – not just the Home page. That includes:
- The top and bottom of your Home page
- Your About page
- Each of your Services pages
- Your blog posts (e.g. “Contact us if you have questions”)
It’s okay to repeat the same CTA throughout your site. In fact, repetition builds confidence. You want your visitors to be crystal clear on how to take the next step.
CTA wording tips
Here are some CTA examples that feel personal and purposeful:
- “Book a Free Discovery Call”
- “View our Packages”
- “Get Started Today”
- “Send us a Message”
- “Download your Free Checklist”
- “Let’s talk about your Project”
And a few phrases to avoid (because they’re vague or passive):
- “Click here”
- “Submit”
- “More info”
- “Contact” (without any context)
The more specific and benefit-driven your CTA is, the better.
Design matters too
Your call-to-action should stand out – don’t let it blend into the rest of the page. Use buttons (not just text links), a contrasting colour, and give it space to breathe.
If you’re using your brand colours, consider using it consistently for all your CTAs so they’re easily recognised. You can also test a complimentary highlight colour for certain promotions to draw attention.
Test and tweak
If you’re ever wondering why a page isn’t performing, start by looking at your call-to-action. Is it easy to spot? Does the wording create excitement or interest? Is it actually working?
Try testing a few variations:
- Different wording
- Different placement
- Different colours
Sometimes even small tweaks make a big difference.
If you’d like a second set of eyes on your website’s CTAs, I’m more than happy to offer feedback. It’s often one of the quickest wins when it comes to improving your site’s performance – and it’s something I love helping with.
