The concept is so simple yet so effective. It’s nothing more than a page element that spurs visitors to complete an objective. It might encourage them to subscribe to an email newsletter, or it might call for them to purchase a product or service. CTAs also come in many forms, as they can be presented as buttons, text or phrases, images, and much more.

When it comes to B2B lead generation, 86% of marketers prefer online registrations. Typically, these occur through a CTA on a website, a social media channel, an email message, or in person. Emphasizing the CTAs for your business helps you gather new leads and turn a percentage of those people into customers. They are instrumental in both B2C and B2B markets.

How to Utilize a Call to Action Effectively

There are many ways in which CTAs help you gain new fans. Here are some tips for using CTAs online and offline:

1. Solve a Pain Point

Everyone has a problem they need help solving, especially your customers. Once you know your target audience, discern what they need help with and why they came to your business. That is their “pain point,” and you must help them with it. After all, that’s why you created your product or service in the first place. We all have pain points in our lives as consumers, but only the right company can successfully solve them.

The pain point is what drives them to seek a solution, and your CTA should offer them a fix. To maximize impact, always keep a CTA concise. Try to present a resolution in as few words as possible, driving action above all else.


Look at the CTA for Muzzle, as it’s exceptional. It invites the user to download the app, and it clearly reveals what its purpose is and how it helps. It will keep embarrassing messages and notifications from appearing during a presentation. One can just imagine how unprofessional it would be for colleagues to see an inappropriate text arrive about drunken escapades during the night prior. This app stops that well before a compromising situation can happen.

By showing visual samples, Muzzle portrays exactly how their app works, further encouraging users to spring to action and download the platform before this incident happens to them.

[click_to_tweet tweet=”Show how your app works to further encourage users to take action.” quote=”Show how your app works to further encourage users to take action.”]

2. Cut Web Page Friction

Clutter on a desk or in a workspace can decrease productivity and create feelings of hostility within yourself and others. The same happens when a webpage is littered with clutter and clunky elements. I’m never pleased with having to navigate a confusing website, and most likely, neither are you.

You can make your CTAs convert more by eliminating landing page friction. “Friction,” in this case, refers to all the things that distract your user and keep them from getting to the action you’d like them to take. If an element on your page doesn’t explain a critical process, or it doesn’t point the user to the CTA, it needs to go. Too much filler is nothing more than a distraction and a bother.

To reduce lengthy text walls and content blocks, try swapping to visual aids and images. Use visuals to explain concepts and make a point. They are faster, take up a lot less room, and are universal. That means everyone can easily understand what they’re trying to portray — even if they speak a different language.

[click_to_tweet tweet=”Reduce lengthy text walls and content blocks, and swap them visual aids and images.” quote=”Reduce lengthy text walls and content blocks, and swap them visual aids and images.”]

3. Add Directional Cues

A CTA is essential, yes, but so are the elements surrounding it. Think of it as calling attention to the call to action. Even by adding something simple, like a guiding arrow, you may get more people to click on the link, thus converting them from site visitors to actionable leads.

There are many ways to employ directional cues, including using vibrant and catchy colors for the button, putting accents near the CTA or placing a directional signal in the surrounding margins.


Landbot does this swimmingly, thanks to an interactive and animated arrow that immediately directs visitors toward their unique button. The tactic captures the user’s attention, directs it toward the CTA — in this case, the button — and invites them to follow through to create their very own landing page bot.

[click_to_tweet tweet=”Directional cues is a simple trick to invite users to follow through and take action.” quote=”Directional cues is a simple trick to invite users to follow through and take action.”]

4. Create Offline CTAs

Although online CTAs are a valuable addition to any site or ad, offline CTAs are equally useful at generating leads and conversions. For a quick refresher, offline CTAs are engagements or interactions that happen outside an online environment or realistically away from a website. A prime example would be print ads or business cards that direct potential clients to visit your site.

To make it more clear, let’s use the example of a live event or conference. Consider how you can attract foot traffic to your mini store or event booth and use CTAs to draw in more eyes. As you would online, employ signs that call demand attention, with phrases such as “Check This Out,” “Get Your Free Item Now” or “Come in to Learn More.”

The same strategy works outside physical stores, as well. For instance, you can use a series of flags to grab the interest of motorists as they drive past.

5. Include CTAs in Your Videos

Conventional content, such as a guide or blog, isn’t the only place you should feature a CTA. CTAs should appear in any piece of content or communication channel that aims to draw in interest. Your brand’s YouTube videos should always include a pitch.

You should have a CTA within your videos — near the end tends to be best — but you can also present a CTA in the form of an actual video, as opposed to a button or text phrase. Video converts better than just about any other type of online marketing content. Around 87% of marketing professionals use video as part of their promotional efforts.


TransferWise offers a video link as their CTA on their landing page. A bright blue button reads “See what we’re all about” and includes a video player icon. When the user clicks on the button, an embedded YouTube video pops up and plays. There is an additional CTA at the end of the video that links back to their website, and more CTAs on the page to help people sign up.

6. Offer Something Worthwhile

What is your website’s unique value proposition (UVP), and how do you present this to site visitors? For example, if you offer a free quote or a guide relating to your product or service, you should describe the offer and include a CTA inviting people to sign up. Showcase what’s most valuable about your offer, or more particularly, what your clients and visitors will get out of the deal. Everyone loves free stuff, tangible or not, so what are you providing?

Moreover, your UVP needs to be something your competitors don’t offer, even if it’s nominal, like a discount for subscribing to your mailing list. This sets you apart from your competition, but it also establishes an early relationship, which is vital to building a loyal following.

[click_to_tweet tweet=”A compelling unique value proposition (UVP) will set you apart from your competition.” quote=”A compelling unique value proposition (UVP) will set you apart from your competition.”]

7. Create a Sharp Contrast

Your CTA button should always be presented in stark contrast to the rest of your page. It should never clash, mind you, just stand out. No one is proposing that you throw out visual design conventions and best practices. We’ve all made design mistakes before, and I’m no exception to that, but it’s best to avoid them when possible.

For example, use a bright pop of color and place the CTA in the middle of the white space. The goal is to grab the user’s attention. If you follow other elements of smart CTA creation — such as using action words, limiting the number of words and offering something worthwhile to the user — you will always generate a good clickthrough rate for your CTA.

8. Make It Big, Make It Better

When it comes to CTAs, especially buttons and visual aids, they should be as big as possible without ruining the design or the flow of the page. Bigger is always better. While you’re at it, enlist the help of a skilled copywriter to produce catchy text. They often have the vocabulary and creative power to develop something truly better than all the rest.

Always, Always Follow Up

No matter how robust your lead generation strategies, you must follow up with your contacts if you want your leads to become paying customers.

Don’t go in blind. Have a plan drawn up that allows you to act quickly whenever a new prospect appears. With a little planning and a revision of your CTAs, you will soon generate enough leads that your business will grow and thrive!

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