A call to action (CTA) is an instruction telling visitors what to do next. Copyblogger has excellent guides on writing CTAs. A call to action is, or CTA, is a button or text that tells visitors what you want them to do next: buy, sign up, contact, read more. Every page should have at least one clear call to action, and some should have more. Yet many sites have weak or unclear calls to action, leaving visitors uncertain what to do next. When visitors do not know what step to take, they leave. An effective call to action is clear, visible, compelling, and placed where visitors are ready to act. Understanding how to design them increases conversions. This guide covers the principles.
What makes a call to action clear
The text should clearly say what happens when someone clicks. “Buy now” is clear; “click here” is vague. “Download the guide” is clear; “submit” is vague. “Schedule a free consultation” is clear; “contact us” is unclear (is it support, sales, or information?). The label should match the action; if clicking leads to a form, say “get a quote,” not just “contact.” Clarity removes friction and increases clicks.
Visual design of CTAs
Buttons should be visually distinct from surrounding text; they should stand out. Color helps; a bright button on a neutral background draws attention. Size helps; a button takes up enough space to be easily clickable on mobile. White space around the button keeps it from competing with other elements. On mobile, buttons must be large enough to tap easily, at least 40-50 pixels tall. Avoid tiny buttons that are hard to hit. A poorly designed button gets fewer clicks even if the text is good.
Button placement matters
Place your main call to action above the fold, where visitors see it without scrolling. For longer pages, repeat it periodically; visitors who scroll might be ready to act at different points. Place it near relevant content; on a product page, place “buy” near the product description. On a pricing page, place it prominently next to the price. Do not hide it at the bottom of the page; place it where visitors are likely to be ready to act.
The power of specific language
Generic language like “submit” or “continue” performs worse than specific language like “start your free trial” or “claim your offer.” Specific language tells visitors what will happen and what they get. It removes doubt and increases confidence. A/B test different phrases to find what works for your audience.
Multiple CTAs for different visitors
Not everyone is ready to buy. Some visitors want more information first. Some want to talk to a human. Create multiple CTAs for different stages: “learn more” for people exploring, “request a demo” for people considering, “buy now” for people ready. This lets different visitors take the action that fits their stage.
Matching the CTA to the page goal
Different pages have different goals. A landing page’s goal is usually signup or contact. A blog post goal is usually to keep reading or subscribe. A product page goal is to buy. The call to action should match the page goal. A blog post does not need a “buy now” button; it needs something that moves readers deeper into your funnel.
Where to place your call to action
Placement shapes how well a call to action performs. A call to action should appear where interest peaks, often after you have explained the benefit. On long pages, repeat the call to action so visitors do not have to scroll back up. On short pages, one well-placed call to action near the top usually works best.
Testing your call to action
Small wording changes can swing results, so test your call to action. Try different verbs, change the color, or adjust the surrounding text, then measure which version earns more clicks. A call to action that says what the visitor gets tends to beat a generic one like submit.
Frequently asked questions
How many CTAs should a page have?
One primary goal is clearest, but multiple secondary CTAs for different actions are okay. Do not overwhelm; three CTAs maximum.
Should the CTA change colors on hover?
Yes. Visual feedback (color change, slightly different appearance) shows that something is interactive and encourages clicks.
What if I have limited space?
Use brief text and a clear button. “Get started” is short and clear. Even in tight space, make the button obvious.
Should I use emoji in CTAs?
Sparingly. A small arrow or icon can draw attention, but too much feels unprofessional.
Increase conversions with strong CTAs
Effective calls to action guide visitors to the next step and increase conversions. Our design team creates calls to action that are clear, compelling, and positioned to convert. Contact us for a free conversation.