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 guides the user to take the desired action: to 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-minute consultation”
Concreteness: “Download brief template (PDF)”
Removal of risk: “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 implementation
Choose one main objective. One main CTA per page (form, booking, purchase).
Benefit in the headline. Tell what the user gets, not what the button does.
Placement. Visible right away in the header, repeated throughout the page, fixed on mobile.
Visual appeal. Contrasting color, adequate size, clear empty space around.
Removing friction. Keep the form short, also offer a call/chat option.
Social proof. Logos, ratings, 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 which to choose.
“Read more” – does not convey benefit, wasting a click.
Hidden on mobile – CTA falls below fold, no sticky version.
Vague promise – the visitor fears a time-consuming process.
Slow page / difficult form – a good CTA will not save a bad experience.
FAQ
What is a good CTA text?
Benefit + next step: “Book a demo,” “Request an audit,” “Download a template.” Avoid vague phrases.
How many CTAs on a page?
One main CTA. Supporting functions (call, chat) can exist, but they should not 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 attention value are important. However, text and benefit are often more decisive than color.
What should I test first?
Text and placement. Often just benefit-highlighting text and hero placement increase clicks.
CTA
Do you want a working CTA for this page?
Order a 30-minute CTA consultation – we will write the button texts, placements, and measurements in advance.
