3 min read

Make it Happen: Understanding Calls to Action (CTA)

Dan Bowen

Dan Bowen

Founder + CEO
Published: December 11, 2018
Last Updated: April 23, 2024
(Web Design/Web Development)
Make it Happen: Understanding Calls to Action (CTA)

Introduction: The Power of the CTA

Every successful digital marketing strategy leverages the power of Calls to Action (CTAs). Whether it’s a prompt to subscribe to a newsletter, download an eBook, or make a purchase, CTAs are the linchpin that convert casual browsers into active participants or customers. Positioned correctly and crafted with precision, a CTA not only directs user behavior but significantly enhances conversion rates.

Understanding CTAs

A Call to Action is a prompt on a website that tells the user to take some specified action. It's typically manifested as a button or link. The fundamental purpose of a CTA is to drive the visitor towards your business goal, which could range from increasing newsletter sign-ups to boosting sales. It's a straightforward yet powerful tool that can dictate the user journey on your site.

The Science Behind Effective CTAs

CTAs function as the tipping point between user engagement and user action. For example, a well-documented case in Forbes highlighted how a simple shift in CTA wording from third person ("Get your free template") to first person ("Get my free template") spiked conversions by an impressive 90%. This underscores the psychological impact of personalized, direct language in CTAs—making the action feel more immediate and personal to the user.

Strategic Placement of CTAs

The placement of a CTA can dramatically affect its effectiveness. Ideally, a CTA should be positioned in areas where users are most likely to have had enough engagement to be tempted to take action. For instance, a CTA at the end of an informative blog post might prompt a user to "Learn more" or "Get started." Such strategic placement capitalizes on the user’s peak interest and readiness to engage further.

Diversifying CTAs According to the Customer Journey

Understanding where your customer is in their journey can help tailor the most appropriate CTA. Post-purchase prompts such as “Explore related products” or “Join our loyalty program” can extend engagement beyond the sale. In contrast, early-stage visitors might respond better to CTAs like “Learn more” as part of an educational blog post or “Watch this demo” on a product page.

Designing CTAs for Higher Visibility and Engagement

Visual design is crucial for making your CTA stand out. Here are key considerations:


  • Color and Contrast: Use colors that stand out against the background but also fit within the overall website palette.
  • Size and Shape: Make sure the CTA button is large enough to notice but not so large that it detracts from the rest of the content.
  • Positioning: Place CTAs at logical points of engagement where they are most visible without interrupting the user experience.

Beyond the Click: What Happens After?

A CTA should promise a reward and deliver exactly that. If a CTA offers a free trial, the link should direct the user to a simple sign-up page where they can immediately begin their trial. Ensuring a seamless transition from CTA to the promised action reinforces trust and satisfaction.

Conclusion: Crafting the Ultimate CTA

Creating an effective CTA is about understanding your audience and making the action as easy and enticing as possible. At BOWEN, we specialize in web design CTAs that not only catch the eye but strategically align with your business goals. We regularly test and refine our CTAs to ensure they remain powerful tools for customer engagement and conversion. Let BOWEN help you transform these prompts into pivotal elements of your digital strategy.

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