The Importance of Call To Actions for Websites

Feb 23, 2021 - By Skirmantas Venckus

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Call To Action (CTA) is much like an online trivia board game that connects your company to its website visitors.

What is Call To Action?

Call To Action (CTA) is an interactive concept for your company’s website, much like an online game. Visitors click various buttons with text on your site and get something for their effort

Usually positioned somewhere within the content of a website, blog, or email, a call to action provokes an immediate response from the reader. The button or text link appears too good to resist inciting visitors’ curiosity. 

The CTA might lead to a contact form, a video demo, a special deal, a company blog, a PDF download, or something else. 

CTAs are emotional-triggers. Phrases like a limited time offer or don’t miss out are prime examples. 

Call to action should be a central component of your company’s marketing program. If you haven’t already taken the steps to include a call to action marketing strategy, why wait? It’s a great conversion scheme, expands your product and/or service recognition, and increases revenue if done correctly.

No matter if you have an in-house marketing team or an outsourced one, they must constantly monitor and optimize your website CTAs. This is the backbone of a successful inbound marketing strategy.

Why CTAs Are Important

There are two key reasons why CTAs are important:

  • They are a useful inbound strategy. They prompt visitors, leads, and customers to content resulting in high conversion rates. Which is good for business.
  • They increase your click-through rate (CTR) by identifying the number of and which links users click. Furthermore, they reveal what is and isn’t working when it comes to your customer conversion efforts.

Visitors should browse your site eager to see where the next click will lead. If they hurriedly view your home page and click the “X” in the upper right corner, you’ve probably lost them for good.

What’s more, CTAs are crucial for SEO. A high click-through rate gives your site props in search engines. Include at least one link encouraging readers in order to convert them into quantifiable leads. Leads that could convert into customers.

Commerce, conversions, and earnings have no margin without the power of the call to action. The CTA is fundamental to your company’s success, without question.

Creating CTAs

As an outstanding marketing and conversion professional, make sure to use your instinctive powers and judgment to steer the creation of your CTA. The goal is for your CTA to do what you intend it to do – convert visitors into customers. 

There are three key elements of a CTA:

CTA Position

Multiple CTAs on one page, all pages, or strategically placed at a particular point on a page. They all work.

CTA Appearance

Your CTA must stand out but also harmonize with your overall web page design. Utilizing a variety of colors has been proven to increase conversion rates.

CTA Text and Copy

Let the words of your CTA do the talking. Make sure the text is precise but catchy. Active verbs like order, buy, subscribe and others are best. Don’t create a lazy CTA. Create one that makes visitors want to do something. For example instead of using “download here” how about “get your free copy.” 

CTA text can be longer than one or two words. Entire sentences are quite effective as well. For example, “hurry, get your free spaghetti topping while supplies last.” A straightforward well-designed call to action links should place the focus on what’s essential and eradicate hindrances.

Another thing. When creating a call to action, take into account that most visitors are simply searching for information. In fact, nearly 80 percent of a site’s traffic comes from information searches. Once they land on your home page, it’s important that your CTA prompts action.

Keep in mind that CTAs can work anywhere on your site. And why not? Engaging visitors is a fantastic means of mobilizing more conversions than bounces. Think about it this way; regardless of your marketing and advertising goals, you won’t get very far without compelling CTAs.

CTAs Can Boost Your Site’s Conversion Rates

CTAs improve website conversion rates, according to recent stats, especially when placed in strategic positions on web pages.

  • Sidebars generate up to 1.5% more in conversation rates.
  • At the end of a post up a 1.5% increase.
  • Pop-ups boost conversation rates up to 8%.
  • Sliders and bars improve conversation rates up to 5%.
  • Welcome gates – full-screen CTAs that pop-up before readers view web page content – increase conversion rates 10% to 25%.
  • A feature box – a full-width email opt-in box – generates 3% to 9% more in conversion rates.
  • The navbar or navigation bar includes links to other pages of your website. The increase in conversion rates varies. 
  • Landing page conversion rates can increase conversion rates by 80%.

Other ways CTAs benefits business and user experience include:

  • Increases revenue by 83 percent 
  • Website and product enrollment surges by 35 percent 
  • Smoother navigation to help visitors find company services and products
  • Creates a bond between your business, visitors, and their needs
  • Guides customers to their needs quicker
  • Increases website serviceability  

As you create your CTA, ask yourself, “is it beneficial to the reader and would you click on it if you were a visitor to your site?”.

The Most Popular CTA Categories to Boost Your Online Consumer Base

Most internet users are probably familiar with action phrases urging them to do something. Websites from every genre – whether selling swimming pools or an invite to a dog grooming event – are taking advantage of what CTAs can do.   

Businesses use terms like ‘start your free trial here’ or ‘subscribe now’ because they are effective. These types of CTAs are brief, uncomplicated, and readers are clear about what happens after they click. See how your business fits in with the following CTA categories.


A CTA category that gives visitors a heads-up about exclusive events or promotions.

Also read: How to Win at Event Marketing (Step-by-step)

Online Forms

A great way to convert visitors into potential customers.

Also read: How to Create a Popup Form for a Website Without Knowledge

Read More

A ‘read more’ button invites visitors to continue reading about the information that piqued their interest. It gets them more acquainted with your site and your business.


This CTA type offers additional opportunities and motivates visitors to buy or sign-up to save their selections.

Product and/or Service

Probably the most popular, visitors are led to the products and/or services page on your website.


A call to action to share your website’s content across various social media platforms.

Final Sale

A hard-hitting phrase to urge visitors to buy or at least take a look at what your company is offering. It should entice visitors to close a business transaction without coming across as aggressive. 

The above CTAs are the most common. However, you can create your own unique action phrase or button. Just make sure that it’s in-line with the objectives of your business and the aesthetics of your website. 

In addition, test the effectiveness of your call to action design. By doing so, you are giving your business ample opportunity to yield fresh, qualified leads with less chance of mistakes.

Final Words: Remember the CTA importance for your conversions

Without a doubt, CTA is the best and most creative means of increasing your conversion rates and generating more leads for your company. 

Well researched, strategic calls to action (CTAs) can help you increase conversions and gain more customers. 

Furthermore, by utilizing the benefits that the call to action offers, you will save large amounts of funds or time and achieve optimal results.

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