In the past, buttons like “Learn More,” “Sign Up” and “Buy Now” were enough to get the job done. Today, audiences are wising up and those common calls to action just aren’t creating the impact they used to.
In fact, a weak call to action is one of the main reasons that a sales page or landing page fails to convert leads into customers. According to industry data, up to 70% of small businesses targeting B2B lack a clear call to action on their site. That is a massive missed opportunity.
You need to focus on creating a simple and effective call to action to boost your conversions and establish your business as an authority. Here is how to create a high-converting call to action that actually delivers results.
Sell the trial
Having a call to action that offers a free trial removes a barrier to purchase by allowing your audience to try before they buy.
This approach works particularly well for businesses offering services or digital products. It is important that you have systems in place to engage during the trial period to convert users into paid subscribers. This cannot be a set and forget system.
Offer a benefit
Write a benefit-oriented call to action and let the reader know exactly how clicking that button will help them. Focus on the value they gain rather than the action they are taking.
Size and Colour
Your button should be sized so that it is easy to find at a glance but not so large that it unbalances the page.
While there is no magic colour that guarantees a click, the colour you choose is vital. Colours have strong psychological and cultural associations, so consider the makeup of your target audience.
Complementary pairs can work well, but the colour must be considered in conjunction with the size. A massive, bright red button can often prove overwhelming.
Make your CTAs look clickable
A call to action is not just a design feature. It is a functional, interactive tool on your website or landing page.
With today’s audience, it is expected that a button looks touchable. If your design feels flat or indistinguishable from static text, your conversion rate will suffer.
Consider the contrast
When making your button stand out, consider two factors: button colour versus background colour and text colour versus button colour.
They must work together to create enough contrast to guide the eye immediately to the action you want the user to take.
Determine the right position
As a general guideline, many designers recommend placing the button above the fold, but there are great results from other positions such as the bottom right corner. Wherever you place your call to action, ensure it is surrounded by enough white space so it isn’t overcrowded and is easy to find.
Copywriting tips for call to action (CTA) buttons
- Speak directly to your audience: Use language that engages them.
- Create urgency: Use words such as “now” or “today” to create a sense of exclusivity.
- Start a conversation: For example, use “Let’s talk” for a call to action that leads to a contact page.
- Keep it short: Aim for between two and six words.
- Add a visual cue: Include an icon like a shopping cart to add a clue about where the button will take the reader.
Align your call to action (CTA) with your brand strategy
A great call to action is not just about the button. It is the final step of a broader brand journey. If your website is struggling to turn traffic into clients, it might not just be your buttons. It could be your overall positioning.
If your messaging isn’t resonating, explore our Brand Strategy services to see how we define who you are and what you stand for. If your visual brand identity is letting you down, our Brand Design services can ensure your site looks as professional as your service.
If you are ready to start the conversation, contact Liquid Creativity. As a branding agency Melbourne businesses have trusted for over 30 years, we help you align every touchpoint of your brand to drive long-term growth.
