A well-designed website is more than just a visually appealing online presence; it’s a tool to drive conversions and achieve specific business goals. One of the most critical elements of a successful website is the inclusion of clear and compelling calls to action (CTAs). In this comprehensive guide, we’ll explore the importance of CTAs, discuss how to create effective CTAs that encourage desired actions, and provide tips on crafting copy that leads users to take those actions.

The Importance of CTAs in Website Building

CTAs are prompts that encourage users to take a specific action, such as purchasing a product, signing up for a newsletter, or contacting your company. By including clear and strategically placed CTAs on your website, you can guide users towards the actions that best support your business objectives.

A well-crafted CTA can:

Drive conversions: Whether your goal is to increase sales, generate leads, or grow your email list, a compelling CTA can encourage users to take the desired action.
Enhance user experience: A clear and intuitive CTA helps users navigate your website and quickly find the information they need or complete the tasks they came to accomplish.
Improve website performance metrics: Effective CTAs can contribute to lower bounce rates and higher engagement, as users are more likely to stay on your site and interact with your content when they’re presented with a clear path to follow.

Designing Effective CTAs

An effective CTA should be visually appealing, prominently placed, and easy to understand. Here are some tips for creating CTAs that stand out and encourage users to take action:

Use contrasting colours: Choose a CTA colour that stands out from the rest of your website’s design. This will help draw users’ attention to the action you want them to take.
Opt for bold fonts: Select a font that is easy to read and stands out from the surrounding text. This will make your CTA more noticeable and accessible.
Create eye-catching buttons: If your CTA is a button, make it visually appealing and easy to interact with. Consider using rounded corners, subtle shadows, and hover effects to make the button more engaging.
Limit the number of CTAs: While it’s essential to include CTAs throughout your website, avoid overwhelming users with too many options. Focus on the most crucial actions you want users to take and prioritise those CTAs.
Test different CTA variations: Experiment with different designs, placements, and copy to determine which CTAs perform best for your audience. Use A/B testing tools to compare different versions and make data-driven decisions to optimise your CTAs.

Crafting Compelling Copy That Leads to CTAs

The copy on your website plays a crucial role in guiding users towards your CTAs and convincing them to take action. To create copy that effectively supports your CTAs, consider the following tips:

Clearly communicate the benefits: Explain the advantages of taking the desired action in a clear and concise manner. Focus on the value your product, service, or offering provides and how it addresses users’ needs or pain points.
Use action-oriented language: Write in an active voice and use verbs that encourage users to take action, such as “buy,” “subscribe,” “download,” or “contact.”
Keep it simple and concise: Users are more likely to engage with a CTA if they can quickly understand what it’s asking them to do. Be straightforward and avoid using jargon or overly complicated language.
Create a sense of urgency: Encourage users to take action sooner rather than later by incorporating time-sensitive language, such as “limited-time offer,” “act now,” or “don’t miss out.”
Personalise your copy: Use language that speaks directly to your target audience and makes them feel like your message is tailored to their needs and preferences. Personalised copy can help build a connection with users and increase the likelihood of them taking action.

Examples of Popular and Effective CTAs

To inspire your own CTA design and copy, here are some tried and tested examples of popular and successful CTAs:

“Shop Now”: This CTA is often used on e-commerce websites, encouraging users to browse and purchase products. It’s simple, direct, and clearly communicates the desired action.
“Sign Up for Our Newsletter”: This CTA encourages users to subscribe to an email list, offering them access to exclusive content, promotions, or updates. By emphasising the benefits of subscribing, you can entice users to share their contact information.
“Start Your Free Trial”: For businesses offering a service with a trial period, this CTA allows users to experience the service before committing to a paid plan. It lowers the barrier to entry and showcases the value of your offering.
“Schedule a Consultation”: For service-based businesses, this CTA invites users to book a consultation or appointment, providing an opportunity to establish a connection and discuss their needs in more detail.
“Download Our Guide”: This CTA is often used to promote a free resource, such as an e-book, whitepaper, or report, in exchange for users’ contact information. It provides value to users while generating leads for your business.

CTA Placement and Considerations

The placement of your CTAs is crucial in ensuring they are seen and acted upon by your website visitors. Here are some considerations for effective CTA placement:

Above the fold: Placing a CTA above the fold (the portion of the website visible without scrolling) ensures that users see it as soon as they land on your page. This can be particularly effective for promoting time-sensitive offers or primary actions you want users to take.
Within relevant content: Embed CTAs within blog posts, articles, or other content that relates to the desired action. This can help provide context and make the CTA more appealing to users who have engaged with your content.
At the end of content: Include a CTA at the conclusion of blog posts, articles, or other content pieces, as users who have read through the content are more likely to be interested in taking further action.
In the header or navigation menu: Incorporate CTAs into your website’s header or navigation menu to ensure they are visible on every page and readily accessible to users as they browse your site.


Including clear and compelling calls to action (CTAs) on your website is essential for guiding users towards desired actions and driving conversions. By designing visually appealing CTAs, crafting persuasive copy, and strategically placing CTAs throughout your site, you can create a user-friendly experience that supports your business objectives and helps you achieve your goals.

Remember, the key to successful CTAs is ongoing testing and optimisation. Continuously monitor the performance of your CTAs and refine your designs, copy, and placement to ensure they remain effective and aligned with your target audience’s needs and preferences. With a thoughtful approach to CTAs, your new website will be well-equipped to drive user engagement and deliver tangible results for your business.

FeedbackFans.com Managing Director - Chris Barnard

Chris Barnard has spent over 15 years delivering exceptional digital marketing performance for leading businesses in the UK, Europe and North America as an independent business consultant.

FeedbackFans provides a unique next-generation managed technology and marketing platform that delivers outstanding and outsized results for businesses in sectors such as finance, retail, leisure, and professional services.

With our unparalleled expertise in creating cutting-edge solutions and environments, we empower our clients and users to thrive in the digital age.

Chris Barnard is Managing Director of FeedbackFans