Website Call-to-Actions: Turning Visitors into Customers4 min read

Jef van de Graaf
Jef van de Graaf™
June 11, 2024

When it comes to qualifying leads and sales for your business, your website call-to-actions (CTA) can be considered the “final hurdle” or “rite of passage” to seeing these results.

Without a high-quality CTA, your business runs the risk of experiencing little to no inquiries at all, making it one of the most beneficial steps in your marketing pipeline.

Effective CTA Strategies For
Turning Visitors into Customers

1. Use Risk-Aversive Language

Using risk-averse language in CTAs, such as “Risk-Free” and “Sign Up Free,” helps alleviate potential concerns and objections that users may have. This approach reduces the perceived risk of taking action, making users more comfortable and likely to convert.

Here’s a site I built for a roofing company in Ontario. We used a simple “Free Assessment” in the Header. It’s really that easy!

Why It Works: Risk-averse language addresses the fear of commitment or financial risk that can prevent users from clicking a CTA. By assuring them that there is no immediate cost or risk involved, you lower the barrier to entry and make the action seem safer and more appealing.

This strategy leverages the psychology of loss aversion, where people prefer to avoid losses rather than acquire equivalent gains (Psychology Today). This makes them more inclined to take actions that are perceived as safe or free of risk.

2. Personalized CTAs

Personalized CTAs convert 202% more visitors compared to generic or vague CTAs (HubSpot). This is because personalized messages resonate more with your reader, making them feel that the content is specifically tailored to their needs.

Example: If a someone is reading a blog post about website design, a personalized CTA could be:

Why It Works: Personalized CTAs speak directly to the user’s interests and needs, making them more likely to take action. They also help in moving potential customers through the sales funnel efficiently and quickly.

3. Button-Based CTAs

CTAs shaped like buttons saw a 45% increase in clicks (Copyblogger). Buttons are visually distinct and clearly indicate that they are clickable, which can significantly boost engagement.

Example: A brightly colored button with a clear message:

Get Started Now ➡

(Don’t click that button,
it leads to my home page 😅)

Why It Works: Buttons stand out on the page and draw the user’s attention. They can be customized with colors and styles that match your brand, making them an integral part of your website design. Additionally, including an arrow icon at the end of the button can further increase clicks by 26%. *

*To be honest, I couldn’t find the real source to that Call-to-Action Stat. I found it on a listicle article from Freshbooks that led to an outdated infographic from 2012. If you have a better CTA stat or know the true source, email me.

3. Embedded CTAs in Content

CTAs embedded as anchor text in your blog posts can increase conversion rates by 121% compared to banner ads (HubSpot). These CTAs are integrated seamlessly into your content, making them feel like a natural part of the reading experience.

Example: Within a blog post about improving website performance:

Why It Works: Embedded CTAs are less intrusive than banners and flow naturally within the content, leading to higher engagement rates. They leverage the reader’s interest in the topic, providing a relevant next step.

5. Positive Affirmations

The words used in your CTA buttons can significantly impact their effectiveness. Using positive, affirmative language like “YES! Send Me My Free Guide” leverages the psychology of agreeableness, where users are more likely to respond positively to affirmations and enthusiastic prompts (Keep It Usable). This approach taps into the user’s desire to agree and take affirmative action.


  • A button that says, “YES! Ship Me The Books!”
Such a cool site by Russell Brunson, There’s a lot you can learn from his tactics and success at ClickFunnels.

Happy with Your Call-to-Actions?

Effective CTAs are a crucial component of your website’s conversion strategy. By personalizing your CTAs, using button-based designs, and embedding them within your content, you can significantly increase your conversion rates and turn more visitors into customers.

However, it’s important to note that sometimes, standard CTAs do the trick. There’s no need to reinvent the wheel every time. Testing different types of CTAs can help you understand what works best for your audience. But not everyone has the time to do this effectively.

And that’s where I come in. I build, operate, and manage websites, ensuring your CTAs are optimized for maximum conversions. Contact me today and let’s get started on a new or rebuilt website for your business!

Jef van de Graaf

Jef van de Graaf™

Creative Director at Build An Online Business

Jef van de Graaf™ is your go-to expert for turning small business websites into lead-generating machines. Starting his journey as a freelance B2B copywriter in 2017, Jef has mastered the art of crafting compelling website content that drives clicks and conversions.

Hey, got time for another?

Interested in working together?

Build An Online Business
Build An Online Business

Fill the form for website pricing, estimates & inquiries: