How to Write Calls to Action that Convert

April 21, 2015

Last time, I talked about the importance of using calls to action in your website design. If the goal for your website is to attract and convert new customers for your business (and I'm guessing it is), you've got to tell people what you want them to do, when they're on your site. You can't expect that they will take it upon themselves to sign-up for your newsletter, purchase your product, or email you for more information, so you must include a clear and consistent call to action on every page of your site.

Now, that's not to say that you can just write 'call us' at the bottom of every page and expect the phone to start ringing off the hook. There's an art to writing copy that grabs attention, keeps the reader interested, and then - BAM - hits them with a call to action. In today's post, I'll share a few tried and true tips for boosting your website's conversion rate by using effectively written and positioned calls to action in your copy.

Location is Everything

There's a reason that the calls to action with the highest conversion rates are located at the bottom of the page. If you include a call to action right off the top, you've done little to pique the reader's interest and they will be a lot less likely to follow your lead.

Instead, place a clear call to action at the bottom of the page, after you've given them some information on the product, service or whatever it is that the page is about, convinced them that they need it, and helped them decide that you are their best option 

It's only after you've effectively intrigued the reader that you can hit them with a call to action that will deliver the results you need. For starters, persuasive website copy should include the following:

  • Use a title that grabs attention
  • Tell the reader what it is that they have to gain from what you're offering
  • Highlight why it is that you're the best option - not your competitor
  • Use testimonials to build trust  
  • Mention your guarantees, special offers and/or warranties to sweeten the deal

Encouraging Site Visitors to Act - NOW

The language you use in your call to action will play a big part in determining whether or not your visitors actually feel compelled to do what you're telling them, or whether they exit your site, never to become your customer.

Weak or unclear calls to action hardly get any notice. Here are a few tips to keep your writing focused on that end goal, which is ultimately converting more of those site visitors:

  • Always keep the goal of your website in mind and tailor the language used in your call to action accordingly
  • Create a sense of urgency: the goal is to get the visitor to take action now, not two months from now, if and when they remember your business. Tell them exactly what it is that they could be missing out on if they don't call, email or purchase your product right now
  • Use verbs: may seem strange, but studies have shown calls to action that contain verbs get more results

Stay tuned for my next post, where I'll share some of the proven tactics our Grande Prairie web design team uses to convert more visitors through other facets of a rock solid website design. 

Ready to Get More Leads and Sales from your Website?

If you're ready to discover how compelling copy and effective calls to action can boost your website's conversion rate, call us: (780) 539-7258. We've got the knowledge and skills to turn your site into a lead-generating machine!

About Angie Saltman

I'm President and Visionary Lead at Saltmedia.  Hi! I’m a big ideas person with an extensive technical and creative background. Together with my fantastic team, we bring great ideas to life. Let’s put our heads together and create some success!

We love building great websites and creating effective marketing strategies. Let’s spice up your online presence today!
Proudly Métis owned

Office Address

#101, 10418 99 Ave
Grande Prairie, AB
T8V 0S3

Mailing Address

PO Box 23072 GP
AB, T8V 6X2

Saltmedia Inc operates on the traditional territory of Treaty 8 in what is now known as Grande Prairie. We value the First Nations, Métis, and Inuit who lived and cared for this land long before Canada was founded, and we recognize that it is a privilege to operate our business here.


Our Prince George site operates on the traditional territory of the Lheidli T’enneh.


We are grateful to the Elders and Knowledge Keepers who are with us today, and those who’ve gone before us.

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