Inspiring Customers with Effective Calls-to-action

Oct 28, 2016 |

call-to-action, conversion

Primal Tribe wants to  share what we have learned about the  importance of a well-designed call-to-action and how to create CTAs that will inspire visitors to click.


A call-to-action is a short instruction to your online visitors that is intended to encourage them to take a particular action such as downloading content (a blog, video), further research a product, or buy a product. There are some factors to consider when creating calls-to-action to make them more impactful and your visitors more likely to click and convert.

Provide value on the other end: If you offer content or contact from your business through a call-to-action, you must deliver and provide the promised content or contact on the other side of the call-to-action. Failure to do so reduces trust with your prospects and customers.

Be selective with language:

Use first person pronouns and urgent language: Using "me" and "my" instead of "you" and "your" makes it feel more personal to the visitor.

Relevant examples: "download my trial," "show me my newsletter," "give me my results"

Use words such as now, free, today to promote a sense of urgency.

Relevant examples: "download newsletter now," "sign up for a free consultation," "reserve your appointment today"


Remember that design matters: When creating a call-to-action button, you need to test a variety of sizes, colours and experiment with the location of your buttons. You need to find the sweet spot that encourages people to click and convert. You also should only change one aspect at a time so you can track which factor has caused the increase or decrease in traffic.

Use a contrasting colour: Don't let the call-to-action button blend in with the content or design. Make it stand out with a warm accent colour such as red, orange or yellow if you have a neutral website with a lot of white or grey.


Be direct when there is one per page: Don't confuse your prospects by including more than one call-to-action button on a page. You must decide on the ultimate purpose of the page and what action you want your visitor to take and have one concise button to encourage them to take that desired action and convert be it to join a newsletter, download a trial or paper, buy a product

Don't include it upfront: Many people will tell you that a call-to-action page that pops up as soon as you click on a site is way too high pressure. Your visitors will probably think "I haven't even looked at your site, and I don;t know if your products or services are right for me, and you are asking me for my e-mail!" It feels pushy, and you are not providing your prospects the choice to convert.

Convert visitors into customers with effective calls-to-action and Conversion Rate Optimization.

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