A CTA is a call to action. It tells the user the next step – book an appointment, request a quote, add to cart. A good CTA increases both the CTR and the conversion rate.
What is a CTA?
CTA (Call To Action) is a clear call to action that directs the user to take the desired action: book an appointment, submit a form, download a guide, or make a purchase. Without a good CTA, the visitor hesitates – and leaves.
In short: CTA = visible button/link + clear benefit + expected outcome.
How to build a good CTA (examples)
Benefit + next step: “Book a 20 min consultation”
Concreteness: “Download the brief template (PDF)”
Risk removal: “Ask for a price estimate – no commitment”
Conversion path: main CTA (hero) + repetitions at the end of sections + sticky CTA on mobile
7 steps to practice
Choose one main goal. One main CTA/page (form, booking, purchase).
Benefit in the headline. State what is received, not what the button does.
Placement. Visible right away in the hero, repetitions throughout the page, fixed on mobile.
Visuals. Contrast color, sufficient size, clear empty space around.
Reduce friction. Keep the form short, also offer a call/chat option.
Social proof. Logos, testimonials, or mini case KPI (e.g. “CPL €24”).
Testing. Text, color, size, location, icon. Test in 14-day cycles.
Common mistakes
Many CTAs of equal strength → the user doesn't know what to grab.
“Read more” – does not convey a benefit, wastes a click.
Hidden on mobile – CTA remains below the fold, no sticky option.
Vague promise – the visitor fears a time-consuming process.
Slow page / difficult form – a good CTA won't save a bad experience.
FAQ
What is good CTA text?
Benefit + next step: “Book a demo”, “Request an audit”, “Download a template”. Avoid vague wording.
How many CTAs on a page?
One main CTA. Support functions (call, chat) can exist, but they shouldn’t compete with the main CTA.
How is it measured?
GA4 event for the button, form submission as conversion, UTM paths from campaigns.
Does the CTA color really matter?
Contrast and visibility matter. But text and benefit usually decide more than color.
What should I test first?
Text and placement. Often just a benefit highlighting text and hero placement increase clicks.
CTA
Do you want an effective CTA for this page?
Order a 30 min CTA sparring session – we will write the button texts, placements, and measurements for you.
