Call-to-Action (CTA) How Can it Help You Grow Your Business?

by Steven Tulman and Joseph Chklovski

ICM Consulting and Media Corp.

Feb. 13, 2014

A critical step you need to take in order to improve your conversion rate is to create an effective call-to-action (CTA). When engaging with consumers online, a landing page is no different than an elevator pitch. And to retain interest, your message should be clear, concise and to the point.

CTAs appear throughout a website in the form of banners, buttons, graphics or text prompting consumers to connect with your message. It is the most important element of any lead-generation activity as it works by leading users down a conversion funnel. CTAs can take many forms outside of the common button and text execution, such as QR codes, contact forms or links. By incorporating CTAs in your emails, landing pages, microsites, videos or other devices you can prompt a user to act on your offer with a sense of urgency.


Inserting a CTA at the end of any context, be it a banner or a web page, could result in interest turning into a lead. Another benefit of a well-written CTA is that it can eliminate the need for excessive copy and create space for consumers to navigate deeper into your website for more information. The straightforward approach to CTAs can help give users an idea of what they can expect once they click on it. And often times that may be all you need to drive conversions.  

Think of a CTA as a follow-through. If you had spent time on selling your product, you need to provide an instant way for your target to interact with it too. Failing to do so effectively would result in loss of a sales opportunity. In some cases, companies choose to include multiple CTAs in every web page to secure all bases.



Following the hierarchy of messaging, CTAs should be organized accordingly. It’s not always necessary to urge the consumer to buy your product up front when you may want them to engage with a trial version first. Additionally, linking useful content to CTAs gives you the opportunity to display your message in short bursts, which helps your consumer understand your offer better and bridge the conversion process.

One common way to lead your consumer through the offer is by creating a Learn More button. This helps to create interest and eliminate any intimidating factors of being sold a product up front. This also benefits your consumer as it helps to educate and familiarize your business with the right target.




That being said, it’s important to know the way your consumer feels about the product being sold. If the product you are selling requires urgency (like taxes, insurance or repair services) the copy on your CTA should prompt your viewer to take action immediately.

On the other hand, if your consumer is indecisive, or that you may have a variety of products for them to choose from, create a CTA which will invite your target in. This helps to provide assistance in making that final decision.

No matter what context the CTA is placed in, it’s also important to note that your CTA should work with or without copy around to explain its purpose. It should be the answer to a question, the end of a sentence or a standalone callout.



In the context of web, testing the environment to create the most effective CTA is an essential step towards generating leads. This is done through split testing; a process in which multiple CTAs are published and, based on the click-through ratio, cut down to a single option to maximize the outcome of interest. Split testing implies two versions with slight variations in text or design, which might impact a user’s behaviour differently. Once chosen, the effective CTA should begin to optimize your offer and boost conversion rates.

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