Calls to Action - why are they just so important?

What is a call to action

It's something designed to get a website visitor to take action. Does your website home page attempt to get the visitor to do something, besides simply read and leave?

Place calls to action front & centre

We all know the stats – you have 8 seconds to capture your visitors interest. Did you also know that over 80% of visitors leave your site before they scroll down at all? So, you need to get your calls to action above the fold at the top of the website so they don't have to scroll down to see them. Make them clear, compelling and easily accessible.

There are many types of calls to action, these are a few:

  • view a product demo
  • request a consultation, estimate or quote
  • download a white paper, or
  • take advantage of a special offer
  • register for an webinar

Why Use Them?

The reason you need one is simple. After spending a lot of money and effort putting up a website and promoting it and getting visitors to it the last thing you want is for that visitor to leave without establishing some connection with him or her. There are billions of web pages out there, so will that visitor ever find your website again? Chances are unless you have given that visitor some means to remember your business by, probably not. You have to take a step, even a small one like a newsletter signup, to stay in contact with that visitor or they will leave your website and you will loose them.

Most businesses don’t expect visitors to buy something from their website on the first visit. Instead the goal is to establish a connection with the interested visitor, before you turn those visitors into customers. But having clear calls to action (CTAs) on your site with a tempting give-away will encourage your visitors to give you their email details in exchange for the freebie. By giving you their email address, visitors are giving you permission to communicate with them. From there you can begin to develop a relationship.

What makes a good call to action?

Well the good news is - there is no right or wrong way to do it!


You should always use A/B testing to see which variations of page layouts work best.

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