How to Incorporate CTAs into Your Website

Written by neatly.io on 18th July 2019

A call-to-action (CTA) is a hallmark of inbound marketing. It can convert a website visitor into a subscriber, and eventually, a customer.

CTAs can take form in a button, link, or image designed to prompt an immediate response from your audience, specifically those interested in your web content and ready to pursue an offer of higher value.

Popular places for CTAs include the end of blog posts, on landing pages, or in a page footer. 

Whether you’re pushing for a sale or an email signup, these three principles will help you to create CTAs that convert:

  1. Create valuable content 
  2. Design an attractive CTA
  3. Avoid disrupting the user experience (UX)


1. Create Content That Audiences Will Value

People are willing to exchange their personal details for valuable information. A well-timed CTA on a useful infographic, for example, could prompt users to submit email address in exchange for that piece of content.

This UX design principle defines is the basis of the inbound marketing “exchange,” in which your company creates content that’s compelling enough to convince users to give up some personal information. 

This can be challenging because people are increasingly selective about how they spend time online and where they submit email addresses and other data.

According to Clutch, half of people will leave a website permanently if they think the content is irrelevant

People are protective of their email inbox, so create content that makes a strong first impression and provides immediate solutions.

To be valuable, your content must be:

  • Actionable 
  • Relevant
  • Specific
  • Clear 
  • Engaging
  • Authoritative
  • Data-driven

In this example below, the research company NeimanLab uses compelling language and a conversational tone to provide business tips to readers.

Source: NeimanLab

Rather than boring B2B jargon, the header promises a full scoop on cutting-edge techniques. The body copy then tells a story about the unique state of modern business while delivering the insights promised in the title. 

A well-known author and a relevant example of “smart news companies” make the article relevant and credible with the intended audience.

The best web content is simultaneously informative and engaging. Use web writing best practices to deliver a content experience that’s worth the exchange of personal information.

2. Make Your CTAs Visually Appealing

A CTA is a page element that must align with its surroundings. The most effective CTAs align with the user’s goals and integrate into their site experience. This means that CTAs in different site areas must differ in their copy and visual appearance.

That said, these are a few evergreen elements to include in your CTAs:

  • High-contrast color CTA button
  • Powerful, active verbs for CTA language 
  • Benefits 
  • Testimonials

For example, ConversionXL uses an interstitial – or pop-up – CTA to capture blog readers before they bounce away from the website.

The page design succeeds by calling attention to the word “Free” and the red CTA. The copy is benefit-driven and garners trust with a testimonial that addresses the user’s want for knowledge. 

An image of the CEO, Peep Laja, lends additional credibility and value to the subscription.

Some users, however, are deterred by exit-intent interstitials like this one. When designing your CTA, make sure any pop-ups you use are easy to close and don’t disrupt the user experience.

How you present a CTA depends on where you plan to place the CTA on a given page. In the example above, a full-page CTA accommodates  a testimonial, bullet points, and an image. These three elements, however, would make a sidebar or footer too crowded. 

If space is limited, a value proposition and a button can hook readers before they move on. For CTAs embedded into content like a blog post, hyperlink from the most meaningful part of the text to best drive conversions.

Design and place CTAs to be an intuitive extension of the entire content experience for best results

3. Avoid Disrupting the User Experience (UX)

Streamlined and worthwhile content experiences drive  conversions because people value the ability to consume online content with ease

Be strategic about where you place CTAs to allow for intuitive and sustained engagement

Anticipate how your audience will consume content and avoid distracting or annoying them before they gain sufficient value from your website.

Let people find the information and content they desire before asking them to convert. Otherwise, users may get frustrated and leave your website before arriving at content that would have led to a conversion.

CTAs promise future value in exchange for information or a purchase, but nobody wants to receive emails from an annoying brand. Your CTAs should be part of an enjoyable content experience that users want to visit again. Professional UX designers can help you identify the best ways to incorporate CTAs on your website. 


Keep Users in Mind When Incorporating CTAs into Your Website

People expect a worthwhile content experience before they are willing to submit their email address or make a purchase. 

Providing valuable content, designing attractive CTAs, and maintaining a high-quality UX can help your business drive conversions.

From the value proposition to the visual elements, use CTAs to entice people into more quality content.

Kelsey McKeon is a Marketing Analyst for Clutch, a platform that connects service providers and buyers of business services such as web design firms. She focuses primarily on web design and UX research.