What is the secret to an effective Call-to-Action and why should you take care of it on your website?

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What is the secret to an effective Call-to-Action and why should you take care of it on your website?

Call-to-Action (CTA) is an extremely important element of any website. Skillful use of it can prompt visitors to take certain actions. This, in turn, can help you achieve many of your marketing and business goals. In this article, we will share the secrets of an effective CTA and explain why you should take care of this element when designing your site.

What is Call-to-Action?

Call-to-Action, or call to action, is an element that encourages website visitors to take a specific action. On a website, it can be text, a banner, a graphic or a button. A CTA can be designed to prompt a user, for example, to add a product to a shopping cart, fill out a registration form, follow a link to download a file or sign up for a newsletter. Mostly it has the form of an imperative verb, but it can also be, for example, information about an ending promotion or the possibility of getting two products for the price of one.

6 secrets of an effective CTA

Competition in the world of online business is really huge these days. A well thought-out Call-to-Action can significantly help you attract new customers or achieve other goals. So how do you create a CTA that generates conversions? We have some secrets of an effective call-to-action for you!


The first secret of an effective CTA is comprehensibility. A call to action should be a clear message that is easy for the average recipient to understand. So avoid complicated phrases and use simple language. Try to specify precisely what action the user is supposed to take. The site visitor also needs to know exactly what will happen after clicking a button, for example.


Another key element of a good CTA is brevity. The shorter and more concise the CTA text is, the greater the chance that the user will understand what to do and quickly take action. Bet on clarity and limit yourself to relevant words. After all, a long call to action may not attract attention while browsing the site. You can bet on both a single word (e.g., “Order”) and a short sentence (“Check out more attractive promotions.”).


Uniqueness is another secret to an effective CTA. Try to go beyond formulaic phrases and create an original CTA that will stand out from the competition. Avoid platitudes and opt for a fresh approach. At the same time, remember to keep the message understandable and clear. The call to action should also fit the nature of the brand. For example, in the case of companies that use quite colloquial and modern language on a daily basis, you can boldly include unconventional words in the CTA. Slang, however, may not necessarily fit, for example, in a law firm or an elegant premium brand.



The language of benefits

Use benefit language to convince users to click the CTA. Emphasize what benefits they can get by performing a certain action. This could include time savings, access to exclusive offers or the opportunity to gain valuable information. Presenting the potential benefits to the user in a clear way (e.g., a banner with the words “Receive 10% discount on purchases” and a “Sign up for newsletter” button underneath) is much more effective than a dry message (e.g., “Sign up for newsletter”).

The right size and location

Size matters when it comes to CTA effectiveness. Make sure your call to action is large enough that it can’t be missed while browsing the site. At the same time, ensure that it doesn’t overwhelm other content on the page. A balance between visibility and aesthetics is key. Also, think through your choice of location for the CTA. Place them strategically on the page, where users naturally focus their attention. The most common locations are at the top of the page, in the middle of the content or at the end. For elaborate pages, you can also opt for two locations, for example.

Regular testing

Last, but not least, the secret to an effective CTA is regular testing. Run A/B tests to see which CTA variants generate the highest conversion rates. Test different colors, sizes, content and placements to optimize the effectiveness of your CTA. Regular testing is also important because user preferences can change.

Why should you take care of CTAs on your website?

An effective CTA can significantly impact the success of your website. By encouraging users to take a specific action, such as buying a product, subscribing to a newsletter or signing up for a course, you can increase conversions and achieve your business goals. A well-designed and placed CTA can increase user engagement, improve key performance indicators (KPIs) and convert website traffic into valuable actions for your business. Taking the time and attention to design an effective CTA on your website can prove to be one of your best investments.

Need help creating an effective CTA? Contact us and we will be happy to provide you with the necessary support!

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What is the secret to an effective Call-to-Action and why should you take care of it on your website?


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