Stop losing leads: how to write a call to action that actually converts
Your website looks the part. Your services are solid. You’ve got traffic coming in, but visitors aren’t turning into enquiries. If that sounds familiar, your copy may be missing something crucial: a clear, effective call to action (CTA).
Too many small businesses and freelancers put their heart and soul into their websites, only to forget to tell the reader what to do next.
Here’s why your CTA matters, and how to write one that actually works.
What Is a CTA, and Why Does It Matter?
A call to action is exactly what it sounds like: an instruction to your reader. It’s the nudge that turns curiosity into commitment. Whether you want someone to book a call, download a guide, or buy a product, a strong CTA guides them there.
Without one? They leave. Not because they’re not interested, but because you didn’t give them a reason to act now.
Common CTA Mistakes (That Might Be Costing You Clients)
1. No CTA at all
Some websites just … end. The copy stops, the scroll stops, and so does your potential client’s attention. If you’re not explicitly guiding your reader, you’re relying on them to figure out what to do next - and that’s risky.
2. Vague, low-energy language
“Click here.” “Learn more.” “Submit.” These don’t inspire action. They don’t tell the reader what they’re really getting, or why it matters.
3. Too many options
If your page ends with four different CTAs - “Contact us,” “Join the newsletter,” “Read more,” “Follow on Instagram” - you’re creating decision fatigue. The result? They choose none.
How to Write a CTA That Actually Converts
Here’s what strong CTAs do well, and how to create your own:
1. Be clear, not clever
Your reader doesn’t want a riddle. Tell them exactly what will happen when they click:
“Book a free call,” “Download your checklist,” “Get your custom quote.”
2. Use action verbs
Start with powerful, energetic words:
Get, Start, Download, Book, Claim, Discover, Try.
3. Focus on the benefit
It’s not just about what they’ll do, it’s also about what they’ll get.
Instead of: “Book a call”
Try: “Book your free 15-minute review - no pressure, just useful insight.”
4. Create urgency (without pressure)
A gentle nudge can help:
“Start today.” “Spots are limited.” “Intro price available this month.”
Just make sure it’s authentic, as empty urgency can feel manipulative.
5. Make it visible
Your CTA should stand out. Use a button, a bold link, or a block of contrasting text. Don’t bury it at the very end: consider placing it mid-page as well, especially on longer pages.
Bonus Tip: Match Your CTA to the Buyer’s Journey
Not everyone landing on your site is ready to commit. Think about softer CTAs for first-time visitors (e.g. “Read our free guide” or “Join our mailing list”), and stronger, more direct CTAs for service pages (e.g. “Book your free call” or “Let’s work together”).
A Quick Copy Challenge:
Take 10 minutes today to check your home page, services page, or portfolio:
Is there a clear CTA?
Is it specific, benefit-led, and visible?
Is it the only CTA, or are you trying to do too much at once?
If not, a small rewrite could make a big difference.
Need help crafting a CTA that feels right for your audience?
That’s where I come in. At LFP Editorial Studio, I work with businesses, creatives, and professionals to make their copy clearer, stronger, and more effective - so it does the work it’s meant to.
