Is Your Call-to-action clear or is it vague?

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Tip#7: A Clear and Present CTA

Also, clarity trumps persuasion.

CTAs placed above the fold? Check.

CTAs clear? ...Unsure?

When crafting your CTA, it is best to keep it simple and keep it clear.  Often times, marketers will put more focus on being clever than clear.

Be crystal clear about what offer is in your CTA.

And be specific.

Consider the example below, notice that the CTA is to promote a free ebook. There is little copy in the banner ad and a button that indicates it is clickable. Given the ad size restraints, this banner ad is clear and specific as to what a user will receive.



If you’re giving away a free guide, say “Download our FREE guide to X.”

If you’re hosting a free webinar, say “Register for our FREE webinar on X.” X should clearly convey a compelling benefit of receiving the offer.

This is much more effective than “Download Now” or “Get a Free Article.” These simply aren’t specific enough.  So when creating your next CTA, be clear and be specific!


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Topics: Online Marketing, lead generation, CTAs

Luke Middendorf

I help our clients develop and implement effective digital marketing strategies. I spend a significant amount of time learning about their products, services, and target markets so that we can create a plan that delivers a real return on investment.

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