website marketing wisdoms all about using call to action links and buttonsAttracting new prospects to your enterprise is obviously key to a successful business, but that is just the beginning of the process. To be successful over the long term, you need to be driving relevant customer interest so that all your clients are having a fruitful experience with your company.

For this reason, it’s important to develop strategies that will deliver the maximum benefits and satisfaction to everyone that visits your site. The focus here should not merely be on how great your return might be, but on how you can customize your website to reflect your unique products and services, showing that they meet clients’ specific needs better than anyone else’s. Here are some tips on using calls to action on your website. If you need professional help, with experts in internet marketing and search engine optimization Excelsior Internet Marketing can take your company website to the next level.

What is a Call to Action?

A call to action (CTA) is a link or button that you place on your website. It’s designed to drive prospective clients to become leads by completing a form on your landing page. A CTA provides a link between the basic content that has drawn your customer’s interest, and a page containing an offer of higher value that is pertinent enough to encourage your visitor to fill in a short form. You can use CTAs to attract leads with calls to action such as:

  • Contact us today for a free consultation.
  • Start your free trial here.
  • Download my free eBook now.
  • Make an appointment online.
  • Register here for this free webinar.
  • Click here to speak to our online sales rep.
  • Like what you see? Share with friends.

Best Practices For Your CTA

How can you create a CTA that meets established best standards? Here are the main qualities that make a great CTA.

  • Prominent visibility: The button should be eye-catching so that the visitor feels compelled to click the offer.
  • Succinctness: It shouldn’t run your visitor off with its wordiness. It should be concise; no more than five words.
  • Encouraging action: Your call to action should begin with a verb, such as ‘call’, ‘download’, or ‘register’.
  • Easy location: It should be located in an easy-to-find spot that flows naturally from the content before it, such as at the end of a paragraph describing your services.
  • Suitable size: The button should be easy enough to see from a distance without dominating the whole page.
  • Clarity: It should be simple and clear to understand so the visitor knows exactly what he or she is getting by clicking on it.

Including a Compelling Offer

As mentioned briefly above, including an offer is a great way to convert visitors to leads. You want your visitors to give you their contact information, and in order to do so, they will want something in return. So what kind of offer should you give them? First of all, think about your customers’ needs. Why have they come to your website in the first place? If they are checking out your products, then you might offer them a discount coupon for their first purchase. If they have come to find out more about the services you offer, you may want to give them a free downloadable eBook, or a free online consultation. These are good ways to establish trust with your potential customers by showing them your expertise and giving them something they want.

Think About The Level of Your Offer

Make sure the level of your offer is not too broad and not too high. For example, ‘request a quote,’ meets both of these criteria and will generate fewer clicks than a more specific, lower level offer. This is where it pays to think about the buyer’s journey and where your potential lead is on that journey. An initial visitor isn’t yet ready to commit to a quote, but would probably be interested in finding out more information. So let’s imagine your web page is promoting your tax law services, you could offer a free eBook explaining business tax law. That way you show your expertise and gain the visitor’s trust.

Using these ideas for CTAs you can convert visitors to customers quickly and easily. Bear in mind the different stages each potential customer goes through from visiting your website to purchasing your product or service, this will help you design the best calls to action for your business.


Chris Blackburn is a whiz when it comes to websites. Working closely on a wide range of e-commerce sites, Chris shares some wisdom with those either just starting out or looking at a redesign and website tweaks to better the bottom line.