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A “Call To Action,” a.k.a. a CTA, is a specific image, element, or phrase on a webpage that guides a visitor to take a specific action.

The purpose of a good CTA is to catch the attention of potential leads and existing customers and guide them towards taking a specific action. Hence the term “call to action.”

If you think of a visitor who is visiting your website as someone who is taking a road trip, the calls to action on your website act as traffic signs along a highway. These signs are there to guide the user to the right onramps and exits that help them to reach their final destination.

Calls to action help the user find their way and navigate through your website, sales funnels, ordering process, etc. by telling them what to do. Most simply, good CTAs provide direction and drive conversions.

Typical calls to action are often recognized as webpage buttons with short quips stating something like “Buy Now,” “Join Now,” “Click Here!” and the like.

However, a good call to action should highlight the benefit that the user will gain by taking action.

A case study cited by Unbounce demonstrated that swapping out a single action verb, “Get information” vs. “Order information,” resulted in a conversion rate increase of an impressive 38.26%. The verb “get” helped users to see how they would benefit, whereas the verb “order” simply gave them a task to complete.

Words mean things, and being selective with your language and vocabulary can make or break the final desired outcome. Strong action verbs are essential to the overall picture.

While short, two-word CTAs can be useful, even sometimes important, they can also be rather nebulous and boring. A website full of only this kind of call to action will get old fast.

The most effective call to action phrases will be more interesting, personalized, and will speak directly to the user. Good CTAs use strong action verbs and give your visitors a reason to take the desired action.

Which would you find more attractive and likely to drive conversion? “Join here,” or something more creative and personal like, “Discover the tribe that has been waiting for you!” A “click here” button, or “Get my playbook if you want to be better at copywriting.” Which one is better at telling the user where they are going and why?

Hopefully, these examples will inspire you to evaluate your current CTAs and start optimizing.

Focus on:

  • Writing compelling, engaging copy
  • Prioritize the action verbs you use
  • And place your CTAs on your website strategically

Following these tips will help motivate your audience to take action.

Call SalesFish today and our high-touch, dedicated team will assist you in assessing your strategic sales goals, and the marketing and sales tactics best suited to your specific needs. And, yes, we will also advise you on the best A.I. tools that actually work and complement the real people in your business!


Stay tuned for more relevant content on creating world-class digital marketing strategies and B2B telemarketing sales strategies. We at SalesFish Brand Marketing & Sales thank you for joining us in our commitment to unwavering strategic planning, B2B brand marketing and B2B sales execution.

Call today and our “high-touch” dedicated team will assist you in assessing your strategic sales goals to tailor our marketing and sales tactics to your specific needs.

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  • B2B Direct Sales, Channel Sales and Marketing Strategies
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