Most websites should have a call to action (CTA), a response you want users to complete. But how do you entice users to act? How do you create an effective call to action?

Where should I put a CTA on the page?

Calls to action statistically do best ‘above the fold’ – that’s the space where your web page is viewable to the user without them having to scroll down. According to heat-map analysis anything ‘below the fold’ will only be viewed by 50% of people who visit your page.

Doubling impressions on your CTAs can significantly increase your lead count. However, this does not mean you should only feature your CTAs at the top of your page. Sometimes performance is best with the CTA at the bottom; sometimes it’s best that a CTA is constantly visible to readers, even when scrolling.

The best advice is to place your CTA just below (or to the side of) the amount of content required to make the value of the offer clear.

People CTAs

How should a CTA read?

Often, marketers will put more focus on being clever than clear. Instead, be explicit and specific about your offer in the CTA. For example, if you’re giving away a free guide, say: ‘Download our free guide to [insert topic here]’.

If you’re hosting a free webinar, a useful CTA could read: ‘Register for our free webinar on [insert topic here]’. You should accurately and concisely convey the content of the webinar in a compelling way.

CTAs shouldn’t be ‘one size fits all’. If your company offers various products or services, you may want to consider creating a different deal for each of them.

This is much more effective than simply ‘Download now’, for example, or ‘Download a free article’ – these simply aren’t specific enough to tempt readers into action.

How should a CTA look and behave?

It’s essential that as many people as possible see your call to action. To ensure this happens, use contrasting colours to make the CTA stand out, and design it to show that it’s obviously a clickable button.

This tip might seem trivial, but it’s amazing how often businesses miss this opportunity. Calls to action are designed to direct visitors to a dedicated landing page where they’ll receive a specific offer.

So if your CTA takes visitors to your general homepage, you’re missing a trick. Even if your CTA refers broadly to your brand or product (and perhaps not a direct offer, such as a download), make sure you still send visitors to a targeted landing page that’s relevant to what they’re looking for, and requires them to take action.

Want to learn more? Check out the full guide here:
‘The 30 greatest lead generation tips and ideas’

In short, if you have the opportunity to use a CTA, send visitors to a page that’s more likely to convert them into a lead.

CTAs shouldn’t be ‘one size fits all’. If your company offers various products or services, you may want to consider creating a different deal for each of them. This means you can link CTAs to landing pages that are tailored to each offer.

Person CTAs

Any other considerations?

Once a visitor has completed a form on your website (and so converted as a lead), don’t stop there. There are further steps you can take to help convert prospects into loyal customers.

When designing a ‘thank you’ page – the page a visitor arrives on after completing a form – use this space as an opportunity to promote more offers and content.

For example, if a visitor downloads a guide on email marketing, why not offer them another offer for an email RFP for a chance to try a demo of your product or service.

If you’re interested in learning more on how to build a successful lead generation engine, download our full guide with 30 great techniques you can use to successfully increase leads and, ultimately, revenue, here: The 30 greatest lead generation tips and ideas. Or alternatively, contact Joe Johnston on 0117 9270100 or