Calls to action (CTAs) are an incredibly important tool for executing a proper inbound marketing campaign. An effective CTA will entice someone to give you their information, converting a visitor into a lead.

Let’s take a quick look at 4 basic principles of creating a winning CTA for your website.

Principle 1: Offer something relevant and helpful

Providing value is at the core of the inbound marketing method.

In order to have an effective call to action you must offer the visitor something that will be useful to them. Your offer should be picked very carefully and should be specific to the content on the page where it is placed. This ensures that you are offering your help or guidance at the most appropriate time.

Be sure to offer something that is really of value for the visitor. Think of things that will inform, educate or simplify a visitor’s decision making process. If you can inject your wisdom and knowledge into the visitors thought process you will naturally breed trust and authority with the user.

That means that when it’s time to go to the expert for help, they will come to you.

Principle 2: Make it stand out

When it comes to CTAs, bigger is better.

Don’t be afraid to make your CTAs large and noticeable. Most users today tend to scan through sites rather than read the whole thing, so it is important to make sure that nobody breezes by your call to action. After all, that is how you convert visitors into leads! Full page width CTAs are definitely acceptable and in many cases, preferred.

Aside from building CTAs that are large and in charge, you can also draw attention to your CTAs with bright colors, large fonts or high contrast design. Now, don’t go over the top and ruin your sites design, simplicity or branding.

That said, you should use design elements to make your CTA pop off the page and grab attention, without being overbearing or garish.

Principle 3: Use the right messaging

When creating CTA messaging be direct and be confident. The number one question you need to answer for the visitor is “What’s in it for me?” Be sure to clearly and concisely communicate the value that you are offering. The visitor should know exactly what they are going to get and exactly how it is going to help them before they enter their information.

Make sure you are using actionable words in your copy. Asking someone to download an ebook, learn about an issue, or discover a new product is much more effective than simply asking someone to enter their information, or receive updates.

It’s hard to believe such CTAs ever worked.

Principle 4: Test & Improve

As with most things in the marketing world, you need to try out different setups and see what will be the most effective.

CTAs should be A/B tested to make sure you are putting forward the best option possible.

Google Analytics can be a powerful tool to help you test your CTAs. In Google Analytics you should create a goal for your CTA. This will allow you to track conversions on your analytics account to see which versions are being most effective.

Google even has a tool for A/B testing CTAs on your site. Check this entry on the Google Analytics blog for more information.


Calls to action are important! Make the most effective calls to action by adhering to these 4 principles. If you need some help, don’t hesitate to contact us!