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7 ways to craft compelling CTAs that convert

The Call-To-Action (CTA) is one of the most critical elements of your B2B website. It prompts visitors to take a desired action. This could be signing up for your newsletter, requesting a quote, downloading a whitepaper, or purchasing. So you want to make sure it delivers what it’s supposed to.

A compelling CTA converts website traffic into leads and customers.

Hand holding a red magaphone on a red background with lines coming out of megaphone to show speach for a CTA

Forget “Click Here” or “More Info”. You want to write killer CTAs that drive conversions. So here are some of my tips for creating engaging CTAs

1. Keep it direct and simple

Get straight to the point. Tell visitors clearly what you want them to do; don’t confuse them or dilute the message. The key is to be clear and specific by avoiding vague language and ambiguity. Make what you want the visitor to do crystal clear.

For example:

“Create Your Account.”

“Download our whitepaper”

“Start your free 7 day trial.”

Sign up today CTA written on a chalkboard

2. Create a sense of urgency

You want to encourage visitors to take immediate action by using active verbs that create a sense of urgency, like “Start your free trial.” Avoid passive language such as “Contact us” or “Click here.”

For example:

“Limited spaces, book now.”

“Free delivery ends soon.”

“Last chance to book a free survey.”

3. Focus on benefits 

Explain what will happen when the visitor clicks on the CTA. What will the benefit be to them? You want to add value by highlighting what they’ll get if they click on your CTA. This could be a free guide, saving money or boosting revenue.

For example:

“Boost efficiency: Download your guide.”

“Book your free safety assessment.”

“Streamline projects with our construction management solutions.”

CTA Arrow sign on a chalkboard with a person in it running to the words Next Steps

4. Tailor them the buyer’s journey

Align your CTA to the stage of the buyer’s journey. Someone just starting out and looking for information won’t act on a CTA prompting them to make a purchase. Similarly, someone ready to buy won’t be interested in learning more.

For example:


“Explore our resources for insights.”

“See our solutions in action.”

“Get your quote today.”

Call to action written on a chalkboard C is in red, T in yellow and A in green

5. Use contrasting colours

You want your CTAs to stand out on the page. If the visitor can’t see it, they won’t click. So, make your CTA pop out on the page by using colours that contrast with our overall site design.

According to colour psychology, red, orange and green draw the most attention.

All three are great for grabbing attention and pushing emotional buttons. Red is associated with passion, intensity and trust, while orange is associated with urgency and excitement. Green is more soothing; it represents safety and confidence, and of course, there’s also the eco-friendly connection.

6. Place them strategically

Put CTAs where people are most likely to see them and respond. Don’t bury them at the bottom of a page or among other CTAs.

Common places include at the top of the page, in sidebars, on empty spaces or at the end of compelling content.

For example:

A newsletter sign-up could come at the bottom of a blog post.


7. Test different versions

Try different phrases, colours and placements to understand which CTAs perform best. Use A/B testing to gain insights into the best type and location of your CTAs.

A final call to action for website CTAs


Powerful CTAs can be the key to turning visitors into leads and customers. The effectiveness of a CTA can vary based on your audience and industry, so it’s always a good idea to test and fine-tune your CTAs for the most significant impact.

Remember, you want to encourage visitors to act, so use compelling language and design.

Need help with your website copy, or content creation? I'm here to help. Get in touch, and let's have a chat.



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