Best Practices for Crafting Effective CTAs for Your Website

by | Apr 21, 2023 | 500 - 1000 words, Website Copy, Website Inclusions, Websites

Learn how to create CTAs that encourage website visitors to take action, increase conversions, and improve your business’s bottom line.

When working out content for your website, an important feature to include is a call-to-action. A call-to-action (CTA) is a powerful tool that helps guide website visitors towards taking the desired action, such as making a purchase, subscribing to a newsletter, or filling out a contact form. A well-crafted CTA can be the difference between a visitor staying on your website or leaving, so it’s important to get it right. So what features make for a CTA?

Clear and concise language

The language used in a CTA should be clear and concise, avoiding any ambiguity or confusion. Use action-oriented words that encourage visitors to take action, such as “buy,” “subscribe,” “register,” or “download.” Keep the message short and to the point as you are basically directing the person to the actions you want them to take.

Placement and design

The placement and design of a CTA can have a big impact on its effectiveness. Ideally, a CTA should be prominently displayed on the website, above the fold, and in a contrasting colour to the background. Another popular option for placement is at the bottom of the page; a combination of the two can be beneficial on pages with a lot of content. Make sure that the CTA stands out visually and is easy to find.

Urgency and scarcity

Creating a sense of urgency or scarcity can help motivate visitors to take action. Use language that communicates the need to act quickly, such as “limited time offer” or “only a few left in stock.” Adding a countdown timer or progress bar can also create a sense of urgency and encourage visitors to take action.

Benefit-focused language

The language used in a CTA should focus on the benefits that visitors will receive by taking action as most people don’t want to take action without getting something in return. Highlight how the action will benefit them, such as “Save 20% on your first purchase” or “Get exclusive access to our latest products.” This helps to create a sense of value and encourages visitors to take action.


A CTA should be relevant to the content on the page and the needs of the visitor. For example, if the page is about a specific product, the CTA should be related to that product, such as “Buy Now” or “Learn More.” Make sure that the CTA aligns with the visitor’s needs and interests. Remember, clear and concise.

Testing and optimization

It’s important to test and optimize your CTAs to ensure that they are as effective as possible. Try different messaging, colours, and placements to see what works best. Use A/B testing to compare different versions of the CTA and track the results. This will help you to continually improve the effectiveness of your CTAs over time.

In conclusion, a good call-to-action for a website should use clear and concise language, be prominently placed and designed, create a sense of urgency or scarcity, focus on the benefits to the visitor, be relevant to the content on the page, and be continually tested and optimized. By following these best practices, you can create effective CTAs that help guide visitors towards taking the desired action, and ultimately drive more conversions for your business.