How to Create a Killer CTA Button [Part 2 of 2]:


In the first part of this series, we looked at 4 ways to create call to action buttons that convert like crazy.

Now that you know how to create a CTA that grabs attention with its appearance, let’s get into CTA placement and text.

You’ll learn how to pick the best possible spot for your call to action button and how to craft persuasive CTA text that encourages more conversions.

Let’s get right into it:

Tip #1: Pick the best spot for your CTA

Wondering about the perfect place to put your CTA button? Think about your visits to websites in the past.

Ever rooted around a site trying to figure out how to complete a certain action?

Ever just started browsing through a site and been interrupted by an obnoxious pop-up CTA asking you to buy or do something right away?

If you have, you’ll realize the importance of correctly placing your CTA button.

You’ve got to strike the right balance between a call to action that’s so hidden away it might as well be invisible and one that shows up too soon, asking you to convert before you’ve even looked at the offer.

When it comes to CTA placement, there are two camps: Those who say your CTA should always be above the fold and those who opt for below the fold CTAs.

To clarify, above the fold CTAs are those placed on the portion of the web page that’s visible without scrolling.

Below the fold CTAs are placed further down and require visitors to scroll down to see them.

Benefits of placing your call to action above the fold:

-Because putting your CTA above the fold means it’s visible as soon as the page loads, visitors can’t miss it.

– Users spend about 57% of their on-page time viewing content above the fold.

That means your CTA will often get more attention when placed higher up on the page.

-When landing on a site, people tend to read horizontally first. Because of this, an above the fold CTA button has a good shot at getting seen, read, and clicked.

Sounds good, right? You’re probably thinking “above the fold” it is.

But WAIT. An above the fold CTA button may not be the best solution for every offer.

Although above the fold CTAs tend to maximize conversions, the best place to put your CTA really depends on your product/service’s complexity.

Simple offers, like a clothing item or a free software trial, are  pretty straight forward. Your visitor can quickly grasp what you’re offering and decide whether or not to buy/sign up almost instantly. In this case, having an above the fold CTA button makes the most sense.

You want your CTA to be right there under the offer.

You don’t want to bore or frustrate your potential customer with a long spiel about your offer when they’re already ready to buy or opt in.

This landing page from Crazy Egg is offering a free 30-day trial of their heat map tool. Since that’s a pretty simple decision for customers to make, they have a bold above the fold CTA button.

On the other hand, more complex offers, like complicated software, expensive machinery, or even a white paper download may need a below the fold CTA.

That’s because these offers require a greater investment of time or money.

Your visitors will need a lot more information before they’re convinced to buy or download these types of products.

If you hit them with an instant above the fold CTA button, this could scare them off as they’re looking for more details before they commit.

In this case, your best bet is to place your CTA below the fold, after a good amount of explanatory content.

Once you’ve put convincing content in place, like product details, customer testimonials, or an explainer video, you can then add a clear CTA button. With this tactic, you’ll avoid coming off as pushy and give your visitors room to understand how your offer can help them. (Note: This is especially useful if you’re selling B2B products or big ticket items.)

Try Two CTAs:

If your product/service is somewhere in the middle(too simple to require a lot of additional information but a bit more complex or expensive than average) or you juts think potential customers might need a bit of convincing, try having two CTA buttons.

For example, let’s say your offer is a monthly healthy eating subscription box.

A monthly subscription plan is a little more of a commitment than a one-off purchase.

It also may require more explanation before a potential customer opts to buy.

BUT it’s still simple enough for a certain percentage of  your visitors to quickly decide to buy without needing more details.

So what should you do — cater to those who just want to buy quickly by having an above the fold CTA or provide more details and then a below the fold CTA?

Why not do both?

Give each group what they need by first placing an above the fold CTA button right under your offer. Then add details and social proof like testimonials for those who need more convincing. Follow this with another below the fold CTA button.

Actionable Steps:

-Use above the fold CTA buttons for simple offers and below the fold CTAs for more complex offers requiring additional information.

-If your offer is somewhere in the middle, try using two CTAs (one above the fold and one below) to cater to each customer segment’s needs.

-Try a using a website heat map tool like Crazy Egg. This will show you where potential customers are spending the most time on your page. You can then use this information to place your CTAs where they’re most likely to be clicked.

-Not sure what will work best for your particular offer? Nothing beats A/B testing to help you figure out exactly where your call to action button should be to boost conversions.

Tip #2: Use Short, Clear, and Compelling Call to Action Text:

“Click here”, “Download”, “Continue” — these CTA phrases probably leave you cold, right? And that’s because they’re, well, generic.

To get potential customers to take the action you want them to, you’ll need to use targeted CTA copy.

But CTAs are one-shot deals. If you don’t grab visitors’ attention and turn them into customers by giving them a reason to click on your CTA, you’ll likely lose them forever.

In fact, up to 98% of visitors who leave your site will never come back.

That means you can’t afford to push them away with a weakly worded, generic call to action .

Nope, you’ve got to convince them to stay and click with benefits driven wording.

So how do you do that?

Easy. Write your CTA text with an emphasis on your visitors and what they’ll get out of clicking that button.

Every single CTA button you create should contain text or be placed beside text that explains the value and benefits your visitors will get by clicking.

So if you’re offering discounted personal training sessions, don’t just tell people to “Sign up”.

Instead, include a short line explaining the benefits beside or under your CTA button. Something like “Get 25% off on personal training” and then have a CTA button that says “Grab your discount now”, like this:

This does two very powerful things. First, it tells people that they’re getting something valuable out of acting. Instead of just “signing up” they’re getting a deal, they’re benefiting financially, they’re making a smart choice.

Second, it adds urgency by using the word “now”. This indicates to visitors that they need to act quickly or risk losing out on the offer.

Avoid using too many words or even words with too many syllables. The average person now has an 8 second attention span. If your message isn’t short and sweet, visitors will click away from your site in seconds.

That’s why you want your CTA to be instantly readable and easy to grasp. Short CTA copy works best because your potential customers can understand what you’re offering them and how it benefits them at a glance.

According to HubSpot, your call to action should be no longer than 5 words.

And be sure to use relevant action verbs, like:








Verbs like these tell your visitor exactly what action to take next. This eliminates confusion, and when coupled with a benefits driven CTA, boosts your conversion rate.

You’ll also want to include some power words in your CTA button text and adjacent copy. These are words and phrases that have been identified as particularly persuasive.

Some power words to try:  

-You(perhaps one the most powerful words, as it’s personal and targeted)

-Free(If your offer is a free download or trial, make sure to add the word “free” in your CTA text to pull in those clicks.)

-New(There’s a strong belief that newer things are better, so if your offer is new, let visitors know!)

-Results(Whether it’s improved marketing, a flat tummy, or a lower mortgage — your potential customers are all looking for results .)

-Easy(We all want simple solutions. If your offer is going to make your customers’ lives easier in some way, be sure to highlight that.)

-Now(This word adds a sense of urgency and can get your visitors to click faster.)

Actionable Steps:

-Keep your call to action text and any adjacent text brief and targeted.

-Make sure that every CTA button you create is directly linked to a clear benefit for your visitors.

-People are driven by results. Let your potential customers know what kinds of results they can expect with your offer.

-Where appropriate, personalize your CTA button with the power words “you” or “your”.

Tip #3: De-clutter Your Call to Action Button’s Surroundings

What’s around your CTA button matters just as much what’s in it. If you’ve got loads of information surrounding your CTA, it won’t stand out.

And the last thing you want is a CTA that’s easy to overlook.

While it’s important to give your potential customers all they information they need, make sure to keep the area closest to your CTA button clean.

If you have text, links, images, videos or other elements placed too closely to your CTA button, your visitors may be confused or distracted. They may then end up engaging with those other elements rather than paying attention to your call-to-action.

Even worse, they might suffer from information overload and leave your site altogether!

To avoid this, ensure that you have ample white space around your primary call to action.

This one small move can bring you major results. Open Mile’s conversion rate shot up by 232% just as a result of reducing clutter around their CTA.

Actionable Steps:   

-Keep any unnecessary content away from your primary CTA button. White space is your CTA’s best friend. Push less relevant content further down the page or get rid of it altogether, for a clean, easy-to-grasp CTA.

-But if you have a lot of benefits or details requiring explanation, by all means, include them. You definitely don’t want your visitors to walk away feeling uninformed or doubtful. Instead, consider different ways of delivering that information.

-Lists are a classic for landing pages, as they organize lots of information into clear, absorb-able “bites”.

-Explainer videos could help you get your point across without overwhelming your visitors with too much dense text.


Your call-to-action button is one of the most important tools your business has. A great CTA gets you more clicks, more opt-ins, and more customers.

A not-so-great one can make all your other marketing efforts ineffective and leave you with fewer sales.

No wonder creating CTA buttons that actually convert can often feel like a pretty intimidating process.

But the truth is, paying attention to a few simple elements can help you nail it every time.

When crafting your call to action buttons, focus on:



-Proper placement

-Benefits driven copy.

Look at your CTAs through the eyes of your potential customers.

If you were in their shoes, would the button stand out to you?

Would the text grab your attention by speaking to your pain points or goals?

If the answer is yes, you’ve got yourself a powerfully effective call to action.

And finally, don’t forget to tweak and test the results often.

Even if your call to action buttons are already converting, they can always do better.

So spend some time running A/B tests to really master the perfect CTA button formula for your specific business and audience.

Now it’s time to put these tips to work for you and start getting more clicks and sales!

Want even more sure-fire call to action boosting tips? Check out the first part of  this two-part CTA creation series.

Have you used any of these tactics to help boost your CTA buttons’ conversion rates? Let me know in the comments below!