The ultimate guide to drive leads for your business

Here’s something every business needs to accept. No matter how much effort you put into your sales funnel, you’re not going to be able to convert every visitor into a customer. At least not the first time.

That’s because nurturing a lead takes time. The majority of your visitors will need to be guided through the process. And that’s where your CTA comes in.

As the name suggests, a CTA or call-to-action is an image or line of text that prompts your visitors to take action; whether it’s filling up a form or buying a product. Think of it as a well-placed encouragement for your visitor to perform a desired action.

For your CTA to be really effective, it must have these four important components: hook, copy, design and placement.   

The hook

Ever left your email address in exchange for a free trial on a new software or bought something you didn’t really need because “Sale ends on Monday”? Of course you have.

Everyone loves a good deal, including the visitors to your site. That’s what the hook is. An enticing offer that your visitors simply can’t resist.

The reason a hook works so well – it’s the fear of missing out. Fear is an extremely effective motivator, especially when it comes in the form of an offer or opportunity that seems too good to be true and is only available for a limited time.

That said, your hook doesn’t have to be complicated or expensive. It can be as simple as a free trial of your product, a pdf with resources or even a free newsletter. The perfect example of a great hook? Netflix.


It’s hard to resist the lure of a free month-long membership and Netflix knows it. This attractive offer coupled with the option for users to cancel their subscription anytime has definitely boosted the number of signups.

The copy

If your hook is what baits your visitors, then your copy is the line to reel them in. It’s what convinces your visitors why your hook is so attractive they’d be missing out if they didn’t jump on it. From the title to the description, you have to sell the value of your hook while overcoming any reservations they might have about leaving their email address or making a purchase.

Every great piece of content starts with a catchy headline. That’s why it’s important that your headline is short, persuasive and captivating. The key is making your visitors curious enough to want to read on and click on your CTA.

Another important component of your CTA is the description. This is where you state the value of your offer and what’s in it for your visitors. Will it help them lose weight, boost sales or save costs? Take inspiration from your unique selling point (USP) and the benefits you can offer over your competitors. 

Take this example from Humboldt County. The title is warm, friendly and inclusive. The headline’s description invokes curiosity, wonder and the promise of an adventure of a lifetime. Add to that the unconventional bunny icon and whimsical “Follow the Magic” CTA and you’ve got a fun call-to-action path that visitors will be rushing to follow.

Humboldt County

The design

Now that your hook and copy are settled, you’ll want to make sure they really stand out. The way to do it is with an eye-catching design or vibrant images that really resonate with your audience. Don’t be afraid to make use of big, bold headers and fancy fonts.

Another tip is to use contrasting colours for your CTA buttons to make them stand out. If you’re using a dark theme for your design, consider using white or lighter colours for your button.

Here’s a great CTA design by Grey Goose Vodka. Notice the clean, simple look and the image of flying geese that ties in perfectly with the company’s brand. The use of the play button icon next to the CTA clearly tells visitors that they’ll be redirected to a video so they’ll know exactly what to expect.

Grey Goose Vodka

Here’s another CTA page that really stands out by Huemor. It’s quirky, fun and playful – all elements that are perfectly in line with the company’s brand identity. To top it off, the “Launch” CTA accompanied by the copy that says “Do Not Press” is a brilliant use of harmless reverse psychology to drive leads.


The placement

With your CTA done, the only thing left to do is placing it where it can’t be missed. After all, there’s no point having a catchy and beautiful CTA if no one sees it. The key is finding strategic locations within your webpage.

Here are some great places for CTAs:

  1. Above the fold
  2. Top-right corner
  3. Header
  4. Pop-ups
  5. End of blog posts
  6. Footer
  7. Bottom-right corner


That said, don’t flood your website with multiple CTAs. It can be extremely distracting and annoying and might drive potential visitors away.

To recap the points:

  • Create an attractive hook that visitors cannot resist
  • Write compelling copy that highlights what’s in it for your visitors
  • Keep your design clean, simple and attractive
  • Place your CTA where it is easily spotted and can’t be missed