How to Write a Call To Action That Converts Leads

The Call To Action (CTA) is a small design element on a website that is arguably the most important. The goal of any website is to get the visitor to click on the CTA for conversion.

Believe it or not, there are small mistakes that can be made with your CTA strategy to hurt your chances of increasing conversions. Luckily, this can be avoided by taking the right steps to ensure your CTA will work.

Remember: The objective of your CTA should be to create a sense of urgency.

Here’s how you can do that.

1. Offer a free trial

There are some CTAs that visitors just can’t help but click on, and a free trial is one of them. Remember that people want an easy path to follow to the product or service, and you can do that for them by removing as many obstacles as possible.

Free trials are well, free so there’s that. As well, this gives interested visitors a no-strings-attached option to see if they like what you have on offer. You take away the uncertainty of “what if I buy it and don’t like it” and also foster confidence/trust in your product.

What you want to focus on here is keeping the leads after the free trial. Do this by testing out different trial durations to see what gets the best response.

2. Offer a benefit with your CTA

One way to entice visitors is to offer some sort of benefit by clicking on the CTA. For example, if you’re selling some type of service or consulting, offer a free instant quote, free video course, or a free eBook when they opt-in.

With this type of CTA, pay special attention to the color and placement of the button (yes, it can make a difference!). Substantial testing is needed to decipher this because every business is different and there isn’t a one-size-fits-all solution.

Generally, the bottom of the page is best, using a color that contrasts with the background of the website. Test a few different colored buttons placed on the right, left, and center of the bottom of the landing page to start.

3. Offer a solution to the main problem

It’s inevitable- customers will have complaints in every industry, but you can use this to your advantage and entice them by dangling the solution in front of their eyes with a well-written CTA.

The key here is to identify the problem, agitate the problem, solve the problem.

In a nutshell, you want to pinpoint what your target audience struggles with and then leverage that issue to get them to click.

For example, fast and reliable customer service can be hard to come by, so you can leverage this to show that your business is reliable, and this is why. Your CTA can say something simple like: 

“Customer Service That Doesn’t Make You Wait.”


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