How to Increase Website Conversions By Adjusting Your Call-to-Actions

By Madison Taylor
September 16, 2022
Left hand on laptop trackpad

The website user experience needs to be as seamless as possible, guiding users through the process to motivate them to take the desired action, such as placing an order or downloading a demo. Too often, a website call to action is an afterthought – something added that includes a link to contact information, and that’s all. A strong CTA should do more than provide this information. It should guide traffic on a website, showcase company knowledge, and help businesses achieve healthy page view and session rates.

Adjusting CTAs does not have to be difficult or time-consuming, but you do need to make them a priority. The following tips can help optimize a website to increase leads and conversions.

Website Conversion Rate

A website conversion rate is determined when a customer completes some action on the website, such as filling out a form, making a purchase, or accepting a free demo. The average conversion rate is between 2% and 5%. A conversion rate higher than 5% is the goal for many organizations, although some industries enjoy a much higher conversion rate and others a lower standard rate. A strong CTA helps companies exceed the average for their industry and increase their previous sales totals.

Optimizing Your Website CTA

A website CTA can contain many elements, including text, buttons, and simple page links. They all aim to get website visitors to take specific actions at the right time on the page. CTAs need compelling copy, strong design, and the right placement to get a high percentage of conversions. A strategic CTA will often create a sense of urgency within the website user to take action now, hence the name “call-to-action.”

Call To Action Buttons

CTA buttons are an important element of a strong CTA. They should be visually striking and be placed after the consumer has been pitched a product or service. Ideally, the call to action button will inspire the user to continue with their website journey. For instance, a “free demo” button should attract customer attention if the website makes the demo sound enticing; and advertising something for free is often a powerful incentive.

Increased Conversions

Increased conversions are frequently the result of clear CTAs. After the website visitor reads the CTA, they should understand how to take action and why it benefits them. A clear and persuasive CTA will almost always increase conversions when compared to a generic CTA. For instance, the common CTA “sign up for our newsletter” works to some degree. However, changing it to “click here for monthly goodies” is more persuasive because it tempts the user with value. Besides, everyone loves to get freebies, whether they are samples from brick-and-mortar stores or company websites.


The purpose of a CTA is to help complete the intended user journey. Every element on the website should carefully lead the user through a well-planned trip, including company information, product and service descriptions, and desired actions. The CTA helps guide the user and creates urgency to motivate the user to take concrete action instead of simply moving on to another site after browsing. Companies need to provide an intentional experience to users to retain their interest.

Stage Awareness

Building a strong CTA requires stage awareness from designers and marketers. They must ask themselves, “at what point should the user be asked to make a decision?” Asking too soon may scare off consumers, but if the CTA comes too late, website visitors may have already exited. Savvy marketing managers know when to include a call to action. They also know that more than one CTA is often appropriate. In broad terms, the entire website is an extended call to action.

Persona Marketing Managers

Developing buyer personas help businesses to sharpen their CTAs. These fictional profiles allow companies to create more personal appeals to their targeted consumer. A marketing manager persona should represent the segment of B2B buyers the website is targeting. Creating an accurate persona marketing manager allows companies to tailor their website to better appeal to the right buyers and, as a result, increase conversions.

Final Thoughts

CTAs are more important than companies may believe. Strong CTAs can increase conversions, but they do not have to be fancy — they just need to be compelling. Optimizing your website relies on honing your calls to action through motivating copy, intentionally designed CTA buttons, proper placement, and other user experience considerations.Remember, “click here now!” is a basic CTA that may work sometimes. A stronger appeal would be “increase conversions today!”