How To Turn Clicks Into Customers With Website Call-To-Actions

Image of Kelli Frieler
Kelli Frieler
A hand clicking on a call-to-action on a website via a mobile device

Every day, hundreds of people may visit your website, but the truth is most will leave without taking any action. That means only a fraction of your traffic is converting into leads and customers.

One of the most effective ways to boost conversions is through call-to-actions (CTAs). Optimized CTAs can be the difference between a website visitor and a loyal customer.

Let’s explore what makes a compelling CTA and strategies for harnessing their power on your website!

What Is A Call-To-Action On A Website?

A call-to-action (CTA) is any element on a website that prompts the visitor to take a desired action, including buttons, links, images, pop-ups, and more. The goal is to drive an action beyond simply consuming content, like clicking a link, downloading a content offer, signing up for a free trial, or making a purchase. Well-designed CTAs help communicate what the visitor should do next.

Call-To-Action Examples

So, what is considered a call to action? Are banner ads on the side of your website CTAs? What about links in your blogs that say "Learn More" in bold?

In a general sense of the term, the answer is yes. Many ads you see are CTAs because they include actionable text instructing the viewer to click through.

A CTA on a website should be a button or banner that stands out on the page and offers an action to be taken. Here's an example from our website:

call to action example from Leighton Engage website

Best Practices For Creating Effective CTAs

Use the following best practices when designing CTAs on your website to maximize their impact.

Graphic showing website call-to-action best practices

How To Optimize CTAs To Boost Conversions

Once your CTAs are in place, it's crucial to continuously test and optimize them to maximize their effectiveness. A/B testing and analyzing CTA performance are two essential strategies in this process.


A/B testing involves creating different CTAs and comparing them against each other. You can identify which design, text, or placement is most effective by presenting different variations to your audience and measuring the performance. This iterative approach allows you to make data-driven decisions and improve your CTAs.


By constantly refining your CTAs, you can increase conversions and drive more customers to your business. Regularly analyze their performance and monitor click-through rates, conversion rates, and other relevant metrics using analytics tools. If a CTA is underperforming, make adjustments based on the insights gathered from your analysis, including altering the design, adjusting the text, or trying a new placement. 

Start Harnessing The Power Of CTAs On Your Website

Call-to-actions are one of the most essential elements for turning passive website visitors into active leads and loyal customers. By following CTA best practices, continually optimizing them using analytics and testing, and aligning them to your audience, you can maximize conversion rates and unlock the revenue potential of your website traffic.

Need help building actionable CTAs on your website? We’ve got you covered! Contact Leighton Engage today. 



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