How to a make a CTA unique to your business

“Subscribe!” “Get in touch.” “Free Quote.” “Call now!”

We encounter them daily--Calls to Action, or “CTAs” are often found on every page of a website these days. But is this real lead generation? How often do these imperative declarations get us to act? To buy? To hire?

Marketing expert, David Baker says often what is missing from a call to action is the mini steps in between an unknown place and a potential customer wanting to buy from you. “It’s not a binary thing—I buy, or I don’t buy.” But like any marketing campaign, the call to action is only a piece of the consumer’s journey.

How does your customer journey look and feel on your website? Here are some tips before you ask your audience to Sign up. Buy now. Download. Call.

1. Test your copy:

But before your potential consumer presses that CTA button, you need to do the following on the landing page: 1. Arrest attention, 2. Build a connection, 3. Build a problem, 4. Build interest, 5. Build suspense, 6. Transfer momentum.”

This is a good chance to put your content to the test. Does it do all of the above?

2. Test your CTA: Not sure if your CTA is bringing in leads?

Try A/B testing using Google Optimize. This process is one in which you “create two variants of a page, then test them to see which is most effective at achieving the desired reaction.”

In one Daily Egg example, they show that moving the CTA button from above to below the main page copy resulted in a 304% increase in conversions. Read more here.

3. Test the gaps in your forms. Baker says, people want to know more before they commit, but most people don’t want a call from a sales agent. “Progressive profiling (or the pre-filling of forms) is a wonderful invention, but every three months, I’d look at the gap between your intentions and your actual use of the data and then adjust accordingly,” he says.

This is a great date to plug into your calendar every three to four months to see how your online forms are performing.

4. Use a button:

Website experts, Daily Egg, swear by the button. Make sure your potential clients are not confused by where to click if they feel compelled to sign up after being sold on your service or product.


5. Embed your CTA: Another way to feature your CTA is within the text, similar to Hubspot:

“Looking for inspiration to help build better CTAs? Use our professionally designed CTA templates to generate more clicks, submissions, and leads from your content.”


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