Unlocking More Conversions: The Power of Calls to Action on Your Website

Why Aren’t Visitors Taking Action on Your Website?

You’ve launched your website, you’re putting out great content, but still, no one is signing up for your list, reaching out, or clicking the buy button. What gives? According to Torie Mathis, host of Torie’s YouTube Channel, there’s one simple, smart trick that many businesses miss: you have to tell your audience what to do.

It’s easy to assume people will buy or join your list if they’re interested, but the truth is, even the most engaged visitors need a nudge. People are busy, distracted, and overwhelmed with options. That’s why you must give clear, specific instructions and a tactical “call to action” (CTA) on every page, ad, and email.

What is a Call to Action (CTA)?

A call to action is a direct prompt that tells your audience what to do next. Whether it’s “Sign Up Now!”, “Download Your Free Guide,” or “Contact Us Today,” CTAs take the guesswork out of engagement for your visitors.

As Torie points out, every CTA is an opportunity; you’re not just asking someone to click a button; you’re opening the door to a relationship, a deeper connection, and eventually, a sale.

Ready to make your website work harder for your business? Here are the three types of CTAs Torie recommends for maximizing conversions:

1. Get Started Now

This is your primary, action-based CTA. It’s the “Buy Now,” “Book Today,” or “Schedule Your Free Consultation” button. No matter the page or platform, always give people a clear path to convert immediately.

And don’t overlook urgency time-based phrases like “Get Started Today” or “Limited Time Offer” tap into FOMO (fear of missing out), which can dramatically increase conversions.

2. Sign Up, Download, or Subscribe

Not all visitors are ready to buy. Many are in research mode or just curious. Make it effortless for them to stay connected with you. Offer an easy, low-commitment CTA like “Subscribe for Updates” or “Download Our Free Guide.”

This way, you nurture the relationship over time, so when they are ready, you’re top of mind. As Torie shares, missing out on these low-barrier CTAs is a huge lost opportunity. Don’t let potential superfans slip away because you didn’t provide a way to keep in touch.

3. Contact Us

You’d be shocked at how many businesses force their customers to hunt for a contact button. Don’t hide! Make it super simple with CTAs like “Have Questions? Contact Us!” on every main page, NOT just the contact page.

Customize this to your workflow. Prefer email? Use a form. Don’t take calls? That’s okay, just be upfront about the best way to get in touch, and consider an autoresponder to assure customers you’ll reply soon.

How to Craft Compelling CTAs

• Keep it short & action-focused: Start with a verb like Buy, Download, Sign Up.
• Add urgency: Words like now, today, or limited time work wonders.
• Be clear about what’s next: Make the benefit obvious (“Download the Guide Now”).
• Make it visible: Use contrasting colors and repeat CTAs throughout long pages.
• Monitor & test: Track how your calls to action perform, and tweak as needed.

Some versatile CTA verbs to try: Buy, Shop, Order, Reserve, Subscribe, Donate, Support, Learn More, Join, Claim, Find Out, Start, Swipe Up.

Pair these with a clear explanation or benefit, and you’ll make your website irresistible to customers.

Never Miss a Conversion Opportunity Again

Are you missing out on customers by not guiding them with clear calls to action? Review your website, email, and social profiles right now. Add, clarify, and test CTAs because this simple change can make a massive difference.

But Clear Calls to Action are just one piece of the puzzle when it comes to building a smart marketing strategy. Do you know how your marketing stacks up?

Find out by taking the SMART Marketing quiz. Get customized results, focused recommendations, and unleash your business’s potential. It’s like having a marketing coach right by your side!

And remember, you don’t need crazy tech skills, buckets of cash, or a dedicated staff to market your business, you don’t even need a lot of time.

What you need is to be smart, and clear calls to action are smart for your business.

If you're ready to grow your business with smart marketing you can:

1. Sign up for weekly FREE Business Bytes with CEO, Torie Mathis

2. Get a SMART Funnel and begin to automate your marketing

3. Learn Digital Marketing with a Smart Marketing Course

ABOUT THE AUTHOR: TORIE MATHIS

Torie Mathis helps entrepreneurs grow their business with Smart Marketing.  She is a best-selling author, Army veteran, international speaker + trainer, and the CEO + Creative Director at Lake Shark Media. She also teaches entrepreneurs how to get smart with digital marketing at toriemathis.com