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Home Blog 3 Essential Tips on Crafting CTAs for Landing Pages

3 Essential Tips on Crafting CTAs for Landing Pages


It’s great when statistics show that the landing page you’ve created is generating traffic. However, you may be missing the point of your end result — getting visitors to actually convert.

To improve your conversion rates, you should be paying more attention to your Call to Action (CTA) buttons.

Your CTA is arguably the most important part of your landing page. An effective CTA can attract visitors, direct them to take your desired action, and ultimately give you the conversion rates that help drive your business.

On the other hand, if you’re using poorly written CTAs, it will do very little to help achieve your objectives. We’ve rounded up some essential tips to keep in mind so you don’t have to settle for generic blurbs that will do nothing to boost your landing page conversions. If you want to learn more about how you can craft effective CTAs, keep on reading.

1. Make It Visual

A lot of marketers try to maintain consistency by displaying brand colors on their CTA. This is effective to some degree. Applying brand colors on your landing page certainly helps streamline the visual experience. Effective CTAs however, should be able to capture visitors’ attention from the moment they arrive on your landing page. After all, your landing page is specifically built to help drive your conversions. Therefore, it’s a priority to direct their attention straight to it. Contrast your CTA with your brand’s overall color scheme.

Achieving this goal is simple—use a CTA button that will contrast with the landing page background so that it immediately stands out. Sharp color contrasts work to attract your visitor’s eye so that they pay attention to specific areas on your page. In addition, create a CTA that is larger than other elements on your page so that it gets noticed right away.

2. Use Action-Oriented Words

As much as you’d like to give a full, detailed overview of why your visitors should click on your CTA, the fact is, the majority of people online have a habit of just scanning or skimming through pages instead of reading the text carefully. This means they will likely prefer copy that is short, concise, and straight to the point.

Remember, your goal is to invoke a quick reaction. The best way to do that is by writing CTA copy using words that specifically tell visitors what you want them to do. For example, if you’re offering a free whitepaper that they can download by signing up on your website, don’t simply tell them to “Click here.” Tell them to “Download free whitepaper here.” If you’re offering access to exclusive information, attract their attention with “Send me info today.”

3. Establish a Sense of Rapport

Addressing visitors using pronouns such as “you” can help make your CTA more personal and trustworthy. This helps keep the friction to a minimum and helps boost conversions.

Your CTA should also immediately be able to answer the all-important question: “What’s in it for me?”

Be sure that you reinforce the benefits of your offer. If you want them to sign up for your newsletter, tell them what they will get out of it. If you want them to download a free ebook, what kind of benefits will they get from it. Be specific and point out the reasons how acting on your CTA can be beneficial to them.


Businesses that use landing pages are able to generate more conversions than those who don’t. It’s a matter of knowing how to optimize the different elements so that you maximize your opportunity to convert visitors. Apply these three simple tweaks when crafting your CTA and see the positive impact on your landing page results.

Jarosław Ściślak

Marketing Specialist

Jarosław Ściślak is a marketing expert with over 6 years of experience in content marketing, branding, and landing page creation.
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