Are You One of the 70%?
In the world of websites, one small phrase often transforms a visit to a sale or other desirable transaction – the ‘call to action’.
Whether it’s a button that says ‘Buy Now’ or a line urging readers to ‘Subscribe for updates’ a strong call to action (CTA) can be the catalyst that transforms curiosity into conversion.
Over the years, this term has crept into the consciousness of many people and when we mention CTAs as part of a website project planning session, there is usually an understanding of what we mean. That said, it seems that the application of clear CTAs is still not universally adopted across the web, with 70% of small business websites (1) lacking this crucial element.
What is a Call to Action?
A call to action is any prompt that encourages a user to take a specific next step.
In marketing and web design, CTAs are typically short pieces of text, sometimes accompanied by buttons or visuals, that guide the audience toward an intended goal.
They appear across digital channels: on websites, social media posts, emails and ads. Common formats include buttons (‘Shop Now’), hyperlinks (‘Learn More’) or even persuasive closing lines in videos or blog posts.
In short, a call to action is the bridge between interest and action. Without it, even the best content risks leaving users unsure about what to do next.
Why Calls to Action Are So Important
A clear, well-placed CTA is one of the most effective tools for improving conversion rates and here is why…
They direct user behaviour.
People like clarity. When visitors know exactly what to do next, they’re more likely to do it.
They reinforce marketing goals.
CTAs align the visitor journey with your business objectives – whether it’s collecting leads, generating sales or boosting engagement.
They create urgency and motivation.
Time or quantity limited CTAs can trigger immediate responses which can help capture interest before it fades.
They’re measurable.
Using tracking code, CTAs allow us to test different wording, colours, and placements – turning data into insight about what drives real results.
Examples of Effective Calls to Action
So, what makes an effective call to action? Well that depends in part on your audience and the action, sometimes it’s obvious e.g. ‘Buy Now’ or ‘Add to Basket’ for a product purchase.
Sometimes, other considerations come into play:
- Encouragement through authority or trust e.g. ‘Join 10,000 readers getting weekly tips’ for a newsletter signup.
- Injecting a sense of urgency e.g. ‘Limited Offer – Start Your Free Trial’ for a software subscription.
- Maintain engagement e.g. ‘Read More Articles Like This’ on a new article.
- Provide an inducement e.g. ‘Request a Free Consultation’ for a service business.
- Tap into positive feelings such as agreement e.g. ‘Share this post if you agree’ on a social media post.
Remember that well-designed CTAs also rely on strategic placement and strong design clear contrast, readable fonts, and concise, action-oriented language.
Every Page Should have a Purpose
Having a call to action is desirable but a bit of thought can make it transformative in terms of visitor engagement. Businesses that craft thoughtful, persuasive CTAs generate action, not just visits.
Whether you’re running an online shop, posting a blog, or managing a corporate website, remember this rule:
Every page should have a purpose – and every purpose needs a call to action.
Our Call To Action…
Why not get in touch and lest us help you make the most of your Calls to Action!