CTA buttons, or call to action buttons, are one of the most crucial things to get right in relation to lead generation. If you want your landing page to convert, you’re going to need a reliable CTA button to motivate visitors to give you their details.

But exactly what is a CTA button and what are some best practices when it comes to selecting and making them? We’ve come up with 7 ideas to help you transform potential customers into leads.

What is a Call to Action?

A call to action, or CTA, is a button or link that you put on your site to drive possible customers into leads. This button links to a landing page where the customer will complete a form. A CTA works as a connection between the normal material that the customer is interested in and a landing page with a more important offer on it that motivates the prospect to complete the form.

The CTA button needs to use phrasing to attract the attention of the prospective customer – contrary to popular belief, ‘Submit’ or ‘Next’ are not fantastic terms to use on a button. They need to lure the client in, making them feel like they are losing out on something if they don’t fill out your form. Some popular examples include:

  • Start your free trial
  • Download now
  • Get free advice

So what else do you have to do to make your CTA buttons convert potential customers into leads? Have a look at our guide.

1. Keep it short

Do not make your CTA button needlessly long. The very best CTA buttons are a few words long, however they should never be any more than 5 words long.

2. Make it engaging

The wording of the button is essential. Make sure that the button stands out on the page – this can be done using colour – and the copy forces your consumers to click your offer and fill out your form.

3. Make it action-orientated

CTA buttons are most reliable when they begin with a verb. ‘Get’, ‘Download’ or ‘Register’ are proven to work well.
CTA buttons

4. Ensure it’s easy to spot

The very best CTA buttons are placed in a logical spot. For example, at the bottom of a form or at the end of some copy. It must stream nicely from the webpage text to the CTA button.

5. Contrast it from the rest of the page

You need to draw your prospects’ eyes to the CTA button, so pick a contrasting colour from the palette of the web page to make it stand apart. Make sure it still compliments the general design of the page, however, otherwise it will look messy and unprofessional.

6. Make it large

There is a fine line between making your button stand out and making it too big. CTA buttons must be big enough that your prospects can see it from far away, but not so huge that it detracts their attention from the content on the page.

7. Ensure it’s clear

Your CTA button needs to be clear and simple to understand. Make sure that your possible customers understand precisely what they will get if they click your button.

CTA buttons are important in transforming potential customers into leads. If you need some help increasing your lead volume, get in touch with us to arrange a free consultation to discuss how we can help.