What Is A Call To Action On A Website & Why Is It Important?

by | Oct 24, 2023 | Website Design | 0 comments

A “call to action” (CTA) is an element on a web page that encourages visitors to take the desired action, such as subscribing to a newsletter, requesting a quote, or making an online purchase.

The best CTAs are attention-grabbing and relevant to the interests of the website’s visitors.

They should also be easy to understand and use persuasive language to encourage people to take the desired action.

We have some helpful tips for you if you are sure how to create a compelling CTA for your website.

Encourages A Website Visitor To Take Action

For small businesses, calls to action are essential for success.

By strategically placing a call to action on your website or marketing materials, you can help guide visitors and encourage them to take action.

This can range from signing up for a newsletter, completing a quote contact form or buying a product on your website, all of which can drive more business by putting products & services directly in front of customers.

As a result, small businesses can turn website visitors into long-term customers with the right approach and powerful calls to action.

Conveys A Sense Of Urgency

Creating web designs incorporating solid calls to action (CTAs) is essential for driving web visitors to take the desired action.

Studies have shown that the best CTAs are specific and use powerful verbs that evoke a sense of urgency, such as “buy now” or “learn more”.

Developing web designs with effective CTAs can be especially beneficial for businesses that rely on web traffic to increase conversion rates and generate leads.

In addition, they are an essential tool for any organisation dedicated to improving its web presence.

Visible And Above The Fold

An essential element many web designers miss when it comes to web design is having a clear and visible CTA (Call to Action) above the fold.

By “above the fold”, we mean that the visitor does not have to scroll down on the web page—they should see it as soon as they open your website.

A lot of websites might do this for their desktop website but neglect the mobile design.

The business owner could make the mistake of not making their CTA visible on their mobile version.

Mobile searches continue to grow, so small and local business websites must be optimised for mobile use.

Its visibility and prominent position guarantee that your visitors won’t miss out on taking action and engaging with your content.

However, ensure it is not overwhelming and doesn’t distract from easy navigation!

Structure your web page correctly and put a great call to action in place; you will then be able to maximise engagement and sign-ups on your site, as users are more likely to stay around when all elements are easily accessible without having them search for them.

Your Call To Action Stands Out

What Is A Call To Action

When creating your call-to-action (CTA) button, it is essential to make sure it stands out from the rest of the page.

One of the best ways to achieve this is by utilising different colours and contrasts.

A CTA should have colours distinctly different from those found elsewhere in your design.

This will allow website visitors to spot it, carry out the desired action easily when choosing colours, and select shades that complement each other to create a visually appealing aesthetic.

Utilising contrasting colours can take your CTA from ordinary and mediocre to extraordinary and attention-grabbing!

Try this colour palette tool HERE.

Test Different Versions Of Your Call To Action (CTA)

When creating a successful marketing campaign, your call-to-action (CTA) plays an important role.

A great CTA can entice readers to take the next step and click or purchase something.

Testing different versions of your CTA is a powerful tool that can help get you better results.

You can test variations such as the CTA’s size, colour scheme, placement or message.

You can identify which CTA works best for getting your desired outcome by analysing different versions with an eye on the engagement rate.

Taking the time to ensure your CTA is working properly lastingly benefits your efforts in the long run and will deliver greater returns for your investment!

A slight increase in website conversions can have a huge upside for your business.

Even a 2-3% increase in conversions can lead to more customers and significantly more revenue.

Brands experience a 42% increase in conversions when there are personalised CTAs.


A well-designed and compelling call to action can be the difference between a website visitor’s desired actions, such as subscribing to a newsletter, downloading a white paper, or simply moving on.

Keep your CTAs specific and use strong verbs that convey urgency.

Make sure your CTA is visible and above the fold. Use contrasting colours to make it stand out from the rest of the page.

And finally, don’t forget to test different versions of your CTA to see which one performs best.

Interested in learning more about how Sloane Web Services can help improve your website design?

Click here for a web design quote.