Crafting an Effective Call-to-action Button


Being intentional when crafting a call-to-action button can have a considerable impact on effectiveness and engagement from prospective customers. We’ve outlined a few suggestions that, though they make take some time to develop, are well worth the investment.

No Obligation Copy

Your call-to-action should never aim to pressure prospects to act, it should inspire them to want to learn more about your offerings. By offering them free access to a case study, template, or white paper that drives value, your business is effectively building trust with a prospect. Some suggestions for no obligation copy that is clear include “Learn More,” “Download Free Template” and “Subscribe Today.” Each of these simple and concise suggestions aim to effectively direct audience action in a way that’s clear.

Great Design

Design matters when creating you call-to-action so don’t let it become an after thought. Your call-to-action should be the appropriate size. Not too small that a first time visitor is unlikely to see it but also large that it’s glaringly noticeable when scrolling through a page.


The truth is, most website visitors are unlikely to scroll through every landing page on your website. Be aware of that when determining appropriate placement for your call-to-action. Placing it “above the fold” assumes that a website visitor may not scroll past the top half of the page.

Remember that your call-to-action doesn’t have to be static. With so many variables that can impact engagement, you run some tests to collect information on what types of content your audience engages what and the call-to-action most likely to appeal to your prospective client. Some simple testing of two varitiations can provide you data-backed insights you can leverage when developing your next call-to-action. When crafted appropriately, your CTA buttons can help generate leads, fuel sales and boost the bottom line for your business.