2 Most Common Mistakes When Making a Call to Action on your Homepage

A call to action (CTA) button is more than just a clickable element on your website homepage; it’s a powerful tool that guides your visitors towards taking specific actions that benefit your business. Whether it’s making a purchase, signing up for a newsletter, or scheduling a consultation, a well-crafted CTA can significantly impact your conversion rates. Yet, many websites fail to maximize the potential of their CTAs, often making two critical mistakes.

What is a call to action anyway? A call-to-action button is a concise, action-oriented prompt that encourages visitors to engage with your website. We have all seen them before, phrases like “Buy Now,” “Subscribe Today,” or “Learn More” are common examples. Its primary purpose is to direct user behavior and guide them towards a desired action, thereby converting mere visitors into active participants in your sales funnel. You know the button on every page, the one that is meant to focus your readers attention and get them to click on it. Unfortunately, most websites today do not utilize their CTA as effectively as they could be.

Common Mistakes When Using the Call to Action

The Call to Action Button is Only Seen Once on Your Homepage

A good website offers many opportunities for your customer to take an action step to giving you their business. As the viewer scrolls your page, they are gaining more information about your company. The longer they scroll the more interested they are. However, your call-to-action button is buried way back up at the top of your site. If your call to action button was repeated several times down the page, they are more likely to find it easily and click on it.

 One frequent mistake is having a CTA button with only a single appearance at the top of the homepage. While it is essential to have a prominent CTA at the top to capture initial interest, it’s equally crucial to reinforce it as visitors scroll down. Consider strategically placing CTAs at various intervals throughout your webpage where visitors are likely to be most engaged—after key selling points, customer testimonials, or detailed product descriptions. By doing so, you make it easier for potential customers to respond to your call-to-action without having to hunt for it, thus increasing the likelihood of conversion.

Your Call to Action is Too Passive

Passive language is not your friend on your site. Many people avoid strong call-to-action buttons because they are afraid of coming across as pushy. This is hurting your business and costing you customers. A strong call to action is necessary to get more people to turn from viewers to paying customers. Passive language can dilute the effectiveness of your CTAs.

Using vague or timid phrases like “Feel free to explore our products” or “Consider signing up for our newsletter” lacks the urgency needed to prompt immediate action. Instead, opt for clear, assertive language that compels visitors to act decisively. Phrases such as “Start your free trial today,” “Claim your discount now,” or “Contact us for a consultation” convey a sense of urgency and purpose, nudging potential customers towards making a commitment.

Why Businesses Need Effective Call to Action Buttons

The ultimate goal of any business website is to convert visitors into customers. A strategically placed and well-worded call to action button serves as a critical gateway in achieving this goal. It not only directs user behavior but also streamlines the path to conversion, reducing friction and increasing the likelihood of a positive outcome.

Real Life-Examples of a Good CTA

Consider the approach taken by Airbnb. Their homepage features a compelling CTA button with the text “Find a place to stay.” This simple yet direct prompt immediately informs visitors about the action they can take—searching for accommodations—aligning perfectly with their primary service offering.

Similarly, Amazon employs multiple CTAs throughout their product pages, such as “Add to Cart” and “Buy Now with 1-Click,” strategically placed near product descriptions and customer reviews. These CTAs capitalize on the customer’s growing interest and intent to purchase, facilitating a seamless shopping experience.

A well-executed call to action button is not just a button; it’s a pivotal element that can significantly impact your website’s performance. By avoiding common pitfalls and leveraging strategic placement and assertive language, businesses can transform their websites into powerful tools for converting visitors into loyal customers.

Contact us today to find out how you can maximize your site’s returns and develop a CTA that actually works!

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