When you think about what makes a great website, you probably picture eye-catching design, easy navigation, stunning images, and enticing headers. But there’s one key element you can’t overlook: the call to action, or CTA for short.

According to the Oxford English Dictionary, a call to action is “something that incites or provokes activity; a prompt or summons to act”.

A CTA encourages your reader and prospective clients to engage with your content, whether on your website, an advert, a newsletter sign-up, or a social media post.

CTAs can come in many forms, from eye-catching buttons on your website to clickable text links or even just persuasive phrases within your paragraphs.

You’ve seen the usual CTAs: “Buy now,” “Read more,” “Find out more,” “Get in touch,” and “Click here.”

These are fine and get the job done, but let’s be honest – we can do better! Keep reading to discover how to make your CTAs stand out on your website and beyond.

Let’s start with the basics

• Your CTA should motivate people to act immediately. Words like “Now,” “Instant” or “Don’t miss out” can significantly boost its impact. Ensure your CTA is direct and creates a sense of urgency.
• People want to understand what’s in it for them. That’s why it’s crucial to make your value proposition clear. For example, “Claim your free guide” is more enticing than simply saying “Download.” It emphasises the benefits and highlights that the guide is free and exclusive.
• Remember, real people will be reading these CTAs, not robots. So, it’s important to evoke emotions and create a meaningful connection. “Phrases like “Step into a better tomorrow” and “Reclaim your confidence” tap into those feelings effectively. Keep in mind that these CTAs might be longer because they require more context and explanation.

How to improve website CTAs

When it comes to websites, we often see CTAs like “View all” and “Find out more.” They’re safe, but a bit bland.

You can create a compelling CTA that drives conversions and avoids repetition by getting creative and thinking about what your visitors want to see and do next.

Let’s look at examples of how you can up your CTA game…

Meet the team

Instead of the standard “View all” when showcasing your team, try something like:

• “Meet our crew!”, for a friendly and casual tone of voice
• “Meet our experts”, to show off your team’s expertise
• “Get to know our team”, for a warm, inviting feel
• “Read their story”, to add a touch of intrigue.

About your firm

Ditch the “Find out more” when sharing your company’s story and go for:

• “Read our story”, to draw readers in
• “See what drives us” for an inspirational touch
• “Get the inside scoop” to make visitors feel like insiders.

Get in touch

Instead of the usual “Contact us,” try something more engaging, like:

• “Say hi” or “We’re all ears” to give a bubbly, welcoming feel
• “Start a conversation” to build a relationship from the get-go
• “Ask us anything” to show that no question is too big or small.

Free download

Instead of “Download now”, try something more tempting like:

• “Claim your free guide” encourages visitors to act quickly
• “Grab your copy” adds a sense of exclusivity and immediate reward
• “Download your free guide today” conveys immediacy
• “Get your hands on this” feels more engaging and personal.

Beyond your website

CTAs are everywhere once you start looking!

If you’re jazzing up the CTAs on your website, don’t forget to sprinkle that same magic across all your other communication channels too!

For instance, instead of the generic “Sign up” for your newsletter, try “Become an insider” or “Get the inside scoop.” Similarly, if you want to encourage people to join your Facebook page or group, “Join our community” is far more inviting than “Like our Facebook page.”

A few tips to keep in mind

While it’s great to be creative, don’t be different just for the sake of it, and don’t overcomplicate things. Sometimes, a simple “Read more” works perfectly, especially for a generic blog post CTA.

Also, make sure your CTAs match your brand’s tone of voice. If you’re a professional, more traditional financial advice firm, “Meet our crew” might not fit. Instead, “Meet our experts” could be a better match. Always do what feels right for your brand.

If writing CTAs isn’t your thing, don’t worry. At The Yardstick Agency, we’ve got a talented team ready to help you up your CTA game. Want to chat with the experts? Say hi by emailing us at hi@theyardstickagency.co.uk or calling 0115 8965 300.