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The Essential Guide to a Better Call-to-Action

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Don’t let your competitors leave you in the slow lane

In B2B marketing, a strong call-to-action (CTA) can mean the difference between a lost opportunity and a valuable lead. A CTA is an offer on a page that typically has a button or link. The offer encourages visitors to take a specific action, such as filling out a form, downloading a white paper, or scheduling a demo. But with so many CTAs out there, how can you make yours stand out and drive conversions?

CTA best practices

Before we dive into specific call-to-action phrases, let’s review some general best practices for creating effective CTAs:

Be clear and concise

Your CTA should be clear and concise, communicating exactly what visitors can expect when they click it. Use phrases like ‘Download our whitepaper,’ ‘Schedule a consultation,’ or ‘Request a demo’.

Be action-oriented

Your CTA should use action verbs encouraging visitors to act, such as ‘Buy now,’ ‘Download our guide,’ or ‘Subscribe to our newsletter.’

be specific

Your CTA should communicate what visitors will get when they click it. Use phrases like ‘Get instant access,’ ‘Join our community of XX subscribers,’ or ‘Start your free trial.’

Use contrasting colours

Your CTA should stand out visually from the rest of your website. Use a contrasting colour or bold font to draw attention to its placement.

Place your CTA strategically

Your CTA should be placed where visitors are most likely to see it, such as above the fold, at the start and end of a blog post, or be ‘sticky’ (always visible regardless of scrolling) at the top or bottom of the screen.

Use a single CTA

If you are trying to focus on converting your website visitors into leads, don’t confuse the visitor by having multiple CTAs on one page. Use just a single CTA and repeat it on the page if necessary. That way you can accurately measure the success of your content; visitors will either convert or they won’t.

Some of the most successful landing pages even have all navigation removed so the only action the visitor can perform is the form fill.

Focus on benefits

Your CTA should highlight the benefits of engaging with your brand. Use phrases like ‘Learn how to increase your revenue,’ ‘Get expert advice on XX,’ or ‘Discover how we can help your business grow.’

Use urgency

Your CTA should create a sense of urgency that motivates visitors to act. Use phrases like ‘Limited time offer,’ ‘Act now to secure your spot,’ or ‘Don’t miss out on this opportunity.’

For more tips on creating effective CTAs, check out our blog post on the 3 Golden Rules of Call-to-Action Placement.

Why CTA Matters in B2B Marketing

Let us take a moment to review why CTAs are critical in B2B marketing. A CTA is a button or link that encourages your website, and visitors, to take a specific action, such as filling out a form, downloading a whitepaper, or scheduling a demo. CTAs are crucial because they help you convert website visitors into leads and customers.

But with so many CTAs out there, it can be problematic to make yours stand out. That is where these B2B call-to-action phrases come in.

B2B CTA Phrases That Drive Conversions

Here are some powerful B2B call-to-action phrases that can help you drive conversions and boost your revenue:

Calculate your ROI

This CTA is fantastic for B2B businesses that offer services or solutions that require a more personalised approach. By asking someone to calculate their ROI, you are encouraging them to consider the potential benefits and outcomes of investing in a product or service and to determine whether it is worth their time and money. This is a clear call to action that helps to drive conversions and encourage users to take action.

Download our ‘XX’ guide

Offering a free guide or resource is a fantastic way to provide value to potential customers and encourage them to engage with your brand. Use a phrase such as ‘Download our ultimate guide to XX’ or ‘Get our free eBook on XX.’

Try it for free

If you offer a product or software solution, offering a free trial can be a powerful way to highlight its value and encourage visitors to make a purchase. ‘Try it for free’ can be a highly effective call to action because it aligns with the user’s search intent. When someone is searching for a product or service, they are typically in the research phase of the buying journey and are looking for information to help them make a decision. By offering a free trial, you are providing the user with exactly what they are looking for, which can help boost your search engine rankings and drive more traffic to your site.

Get XX% off

Offering a discount is a great way to incentivise potential customers to make a purchase or sign up for your services. Use a phrase like ‘Get 20% off your first order’ or ‘Sign up now and receive XX% off your subscription.’

For more inspiration on creating effective B2B CTAs, check out our blog post on Call-to-Action Phrases That Cut Through

Test Test Test your CTA

Testing different CTAs allows you to identify which ones resonate best with 
your target audience, resulting in higher conversion rates and increased 
lead generation.

Customer behaviour and preferences change over time so whilst your CTA may be working today, this may not be the case in 3 months. Regularly testing your CTA can ensure that you are maximising long-term conversion rates.

There are plentiful elements of a CTA that can be tested, we recommend testing one element at a time. The best way to test your CTAs is to review each of the elements and make sure you have a control group so you can see if the alternative version, is performing better or worse than the control CTA.
Elements to test are:

Text and Messaging

Focus on the wording, tone, and messaging used in the CTA as this can significantly impact its effectiveness.

Design and Format

The visual design and format of a CTA, including its size, colour, font, and placement, can impact its visibility and attractiveness to users.

Placement and Positioning of your CTA

You can test different placements, such as above the fold, below the fold, or within the content, to determine which placement drives the highest engagement and conversions.

CTA Type

Test the CTA type such as text links, buttons, banners, or pop-ups, to identify which performs best in their specific context and target audience.

A/B Testing

A/B testing is a fantastic way to test your CTAs. You create multiple variations of a CTA and test them against each other to identify the most effective version.


Crafting a compelling call-to-action is essential for driving conversions in B2B marketing. By using the right words and phrases, you can encourage your target audience to take the desired action and engage with your business. Remember to keep your CTA clear, concise, and relevant to your content. By following our golden rules of placement and avoiding overuse, you can make your CTAs stand out and drive results.

These tips and tools can increase your conversion rates and achieve your marketing goals. Don’t forget to utilise the valuable resources available to you, such as the content marketing services provided by our digital marketing team, to help you create effective calls-to-action that resonate with your audience.

Still not generating high-quality leads through your website? If you said yes, then get in touch!

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