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Novus Insights

How to Create Effective Calls-to-Action (CTAs) on Your Website

by Ryan Humphrey on June 05 2023


Calls-to-action (CTAs) are an essential part of any website. They are the prompts that encourage visitors to take a specific action, such as making a purchase, signing up for a newsletter, or downloading a whitepaper. But creating effective CTAs can be a challenge, as you need to strike the right balance between being persuasive and not being pushy. In this blog post, we’ll discuss how to create effective CTAs on your website.

Be Clear and Specific

One of the most important aspects of an effective CTA is clarity. Visitors should know exactly what action they are taking and what they will get in return. Avoid using vague or generic language like “click here” or “learn more.” Instead, be specific about what the CTA is offering, such as “Download our free e-book” or “Sign up for our weekly newsletter.”

Use Action-Oriented Language

Another key aspect of an effective CTA is using action-oriented language that inspires visitors to take action. Use verbs that create a sense of urgency and encourage visitors to act quickly, such as “Buy now” or “Subscribe today.” This type of language is more persuasive and can help to increase conversion rates.

Make It Stand Out

CTAs should be easy to find and stand out on the page. Use a contrasting color, bold text, or a button to make the CTA visually prominent. Position the CTA in a prominent location, such as at the top of the page or above the fold. This will make it more likely that visitors will notice it and take action.

Offer Value

To make your CTA more effective, offer something of value in return for the visitor’s action. This could be a discount, free trial, or exclusive content. Visitors are more likely to take action if they feel that they are getting something in return.

Test and Optimize

Creating effective CTAs is an ongoing process that requires testing and optimization. Test different versions of your CTA to see which performs better. This could involve testing different colors, text, or placement. Use analytics to track conversion rates and make adjustments accordingly.


Creating effective CTAs is an essential part of website design. By being clear and specific, using action-oriented language, making the CTA stand out, offering value, and testing and optimizing, you can create CTAs that encourage visitors to take action and increase conversion rates. Remember to track the performance of your CTAs and make adjustments as necessary to ensure that they continue to be effective over time.


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