Finding new customers and your “call-to-action”

The call-to-action, also known as CTA, is one of the most important parts of your website. If used incorrectly, finding customers can feel like drawing blood from a stone. But when mastered, it can greatly contribute to your business success. This short article will teach you about CTAs and show you how to use them effectively.

So what is a call-to-action?

There are two parts to a call-to-action. The first is the call – this is the prompt we give to customers to purchase our product or services. The second is the action – this is the task that the prospective customer must take to become a paying customer.

A really blatant example of this is that cheesy line you have heard at the end of every late night infomercial, “Call now to receive your six-pac-uber-chest-matic3000 !!!”. The ad is telling you that if you want to purchase, the action you must take is to ring. Your industry might not require something as cheesy as this, but you do need a CTA.

The “action”

Here’s a question you must consider: What is the action you want customers to take? It will differ from business model to business model but here are a bunch of different examples:

  • Purchase online
  • Purchase over the phone
  • Book an appointment over the phone
  • Book an appointment using an online booking system
  • Request an appointment via email and the business will contact you to confirm
  • Request a quote and the business will contact you to quote
  • …there are many more…

When choosing an action, it’s important to consider what is feasible for your business model and also what is a good experience for your customers.

Let’s look at a hypothetical example. Billy starts up a brand new physio clinic. He knows that customers expect a simple and quick booking process otherwise they will go elsewhere. At this stage he can’t afford to hire a receptionist, so he can’t provide phone bookings. Therefore, the online booking system is the best method for his business model and his customers.

The “call”

Now you know what you want your customer to do, it’s important to ask them! Opportunity is fleeting so here are a few tips to help you get the best results.


Provide your CTAs to customers when they are ready to buy. Some people are ready to buy straight away but others need more convincing. Therefore, we recommend providing a few CTAs. Make one immediately available for people when they hit your website; and make another available for people lower down on the website for people who need to read more.


Make sure to include some form of CTA at each time you have contact with potential customers. Here are some places you can consider including a CTA:

  • Your website header and/or banner
  • The bottom of your website pages and blog posts
  • At the end of your social media posts
  • In your marketing material (pamphlets, business cards etc)
  • In your email signature
  • In your social media descriptions
  • In your webpage descriptions.


Make your CTA stand out! Use colour, font size, font weight, positioning and more to make your CTA easily accessible.


Make sure the words you use in your CTAs are effective. They should be evocative, clear and action-orientated. Here’s a hypothetical example:

Anthea wants to include a button on her fashion website that allows people to sign up. Instead of saying merely “Register,” she could say “Want to say goodbye to your drab wardrobe? Join now and receive your free shoe voucher”.

Summing Up

Now you should have a good appreciation for call-to-actions and their importance for your business. Follow the tips above to get the most out of your CTAs and your business will benefit.

PS – Now I know what you are thinking. What is the CTA on my article going to be like? You get an A+ for being a good student. Read on…

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