Business,
Marketing,
Content Marketing,
Digital Marketing
Stop losing clients! Make your call to action work for you
By Elena Herweyer | Mar 19 2025
Ever wonder why your website visitors are leaving without doing what you want them to?
It’s something a lot of businesses struggle with, wondering how to get more clients from the website. Maybe the page is slow to load, the navigation is a bit confusing, or the content just isn’t hitting the mark. Whatever the reason, figuring out why people aren’t converting can help you make the changes needed to keep them engaged and get them to take action.
Let’s dive into one of the most common reasons and how you can fix them!
Boring, unclear, or forgettable calls to action are costing you conversions.
Your Call to Action (CTA) is the final nudge that turns visitors into clients. If it’s weak, unclear, or boring, you’re basically letting potential sales slip through your fingers. But don’t worry—we’ve got you covered.
Let’s break down what makes a CTA irresistible (plus some high-converting examples you can use immediately!).
Let’s break down what makes a CTA irresistible (plus some high-converting examples you can use immediately!).
What makes a CTA work?
A CTA is more than just a button—it’s your direct invitation for users to take the next step, whether that’s making a purchase, signing up for your email list, book a consultation, or downloading an e-book. It can take different forms, like:
- Buttons
- Links
- Popups
CTAs can be direct (“Buy Now”) or soft (“Learn More”), depending on where your customer is in their buying journey.
Think of it like dating—you don’t propose on the first date! Ease them in with softer CTAs early on and go for the commitment when you provide enough information about your offer's benefits so they’re ready to get in touch with you or buy from you.
Think of it like dating—you don’t propose on the first date! Ease them in with softer CTAs early on and go for the commitment when you provide enough information about your offer's benefits so they’re ready to get in touch with you or buy from you.
4 ways to make your CTA impossible to ignore
1. Use power words that demand action
Your CTA needs to tell people what to do. No beating around the bush—use strong action verbs that drive momentum:
Your CTA needs to tell people what to do. No beating around the bush—use strong action verbs that drive momentum:
- Buy
- Download
- Reserve
- Save
- Subscribe
- Claim
Compare “Click Here” to “Get Your Exclusive Discount”—which one makes you want to act right now?
Exactly.
2. Show the Why—what’s in it for them?
People don’t click buttons just for the sake of it—they need a compelling reason. Your CTA should make it crystal clear what’s in it for them!
Exactly.
2. Show the Why—what’s in it for them?
People don’t click buttons just for the sake of it—they need a compelling reason. Your CTA should make it crystal clear what’s in it for them!
- “Save 40% Today” (who doesn’t love saving money?)
- “Get Your Free Guide” (free = instant appeal)
- “Lose Weight Without Giving Up Dessert” (solving a problem and making life easier)
If your CTA just says “Sign Up,” it’s missing the key piece: Why should they?
3. Make them feel something
People don’t make decisions based on logic alone—emotions play a huge role. A killer CTA taps into curiosity, excitement, or urgency. Here’s how:
3. Make them feel something
People don’t make decisions based on logic alone—emotions play a huge role. A killer CTA taps into curiosity, excitement, or urgency. Here’s how:
- Make it personal: “You Deserve This Exclusive Deal” (Boosts self-worth)
- Paint a picture: “Say Goodbye to Acne for Good” (Solves a real pain point)
- Use the fear of missing out: “Claim Your Spot Before It’s Gone” (nobody likes missing out!).
When your CTA makes people feel something, they’re way more likely to act.
4. Match the CTA to where they are in the buyer’s journey
Not everyone is ready to buy on their first visit. Instead of shouting “BUY NOW” at every turn, match your CTA to where they are in the journey.
4. Match the CTA to where they are in the buyer’s journey
Not everyone is ready to buy on their first visit. Instead of shouting “BUY NOW” at every turn, match your CTA to where they are in the journey.
- Top of the funnel (awareness) → “Discover How We Can Help”
- (a gentle introduction)
- Middle of the funnel (consideration) → “Start Your Free Trial”
- (low commitment, high value)
- Bottom of the funnel (decision) → “Get 20% Off – Buy Now”
- (drives urgency and action)
Keep it simple (seriously!)
One final tip: Don’t overcomplicate it.
Ever seen a website with five different CTAs screaming at you at once?
It’s overwhelming.
Pick one primary action and make it crystal clear what you want them to do.
No guessing, no confusion—just action.
One final tip: Don’t overcomplicate it.
Ever seen a website with five different CTAs screaming at you at once?
It’s overwhelming.
Pick one primary action and make it crystal clear what you want them to do.
No guessing, no confusion—just action.
Final takeaway
A strong CTA can mean the difference between a visitor bouncing and a customer clicking “buy.” Use clear, action-driven language, highlight the benefits, and create a sense of urgency—then watch your conversions climb.
Now, go tweak your CTAs and turn those passive visitors into action-takers!
Now, go tweak your CTAs and turn those passive visitors into action-takers!
