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Why Call to Actions (CTAs) Are All Important

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When a visitor arrives at your site, they have no idea what you want them to do.

You have to tell them what you want from them. Otherwise you risk them leaving without striking up a relationship. And if that happens, you’ve just lost the opportunity to nurture them until they are ready to buy.

Your website (like every part of your sales funnel), needs to be well thought-out. Each element is a tool that can be used to move your prospects closer to a sale.

Therefore you should assign each page a desired outcome. You need to let visitors know what you expect them to do.

Too many people write in a passive voice instead of an active voice. They start sentences with “If you are interested in…” or
other ‘soft’ language. They are afraid of scaring customers away with direct speech and, as a result, leave a so message.

If that is you – stop it! You have people on your site, and they have come for what you have to offer. Tell them what you have for them. Assume they are interested – otherwise, they wouldn’t be there.

To understand the importance of call to actions (CTAs), take a look at the two examples below of websites offering accounting


Q) Which do you think gets more leads?

Site 1 – LedgerSMB


Site 2 – FreshBooks



The answer is obvious. A site with the clear call to action will always generate more leads than a site that makes it difficult for a visitor to know what to do next.


What to do next

Take the time to define the user-behaviour goal of each web page on your site.

Some possible user-behaviour goals include:

  • Clicking through to another page (i.e. from the home page to the products page)
  • Making a call to sales
  • Requesting an information pack
  • Purchasing a product

Once you have set the goal of each page, everything on the page (copy and design) needs to be geared towards persuading the user to take that action.

You have to look at each element on the page, and ask yourself – ‘is this making visitors more likely to take my goal action?’ If not, it needs to go.

If your goal is to generate leads for your business, then it’s best practice to dedicate a single page to the job. That’s where a lead capture page comes in.

The reason that lead capture pages are so effective at generating leads is that they strip away all the unessential elements.
There are no links that click off the page, so there’s no-where for a visitor to go. The visitor is left with only two choices: complete your desired action, or leave.

Here’s an example of a simple but effective lead capture page offering a free report in exchange for visitor’s contact details:




Notice how there’s nothing on this page to distract the user from filling out the form. All navigation and links are removed from lead capture pages – leaving just compelling copy featuring an offer that resonates with the prospect.

Once the form is filled out on a lead capture page, the technology takes care of the notification and delivery.

The system registers the new lead and notifies the website owner instantly. And the prospect gets a confimation email, then is automatically emailed a copy of their free report.

Can you see how this system, coupled with a compelling premium content offer, could help you generate more leads on your website?

Bottom line: if you don’t have clear and prominent CTAs on every page of your site, you’re missing out on leads.

The blog covers three of my favourite topics - psychology, design and copy. All the ingredients you need to create high converting webpages, sales, marketing and advertising collateral.