Emily had always been passionate about design. When she launched her online personalised stationery store, she was excited to share her creations with the world. Her products were unique, and she offered custom designs for everything from wedding invitations to business cards. But after months of hard work, her sales were far from where she had hoped.
It wasn’t the designs that were the problem. Her customers loved the products and left glowing reviews. The issue seemed to lie in how she was presenting her products on her website. After reviewing her site, Emily noticed something missing—there was no real call to action. While her products were displayed beautifully, her website wasn’t encouraging visitors to take action.
The Importance of a Call-to-Action (CTA)
A call-to-action (CTA) is one of the most important elements on any business website. It’s the key phrase or button that encourages potential customers to take the next step, whether that’s making a purchase, signing up for a newsletter, or contacting the business for more information.
Emily realised that her website wasn’t guiding visitors towards a clear goal. Her product pages didn’t prompt people to take the next step, and there was no sense of urgency or direction. Visitors were browsing her store, but they weren’t being nudged to place an order.
Determined to turn things around, Emily decided to focus on crafting CTAs that would drive sales.
Crafting the Perfect CTA
Emily’s first step was to rethink the language of her CTAs. She knew that to encourage action, her words needed to be clear, persuasive, and aligned with her brand. Here’s how she transformed her CTAs:
Be Clear and Direct: Emily realised that vague CTAs like "Learn More" weren’t giving visitors enough direction. Instead, she opted for clear, specific language like "Order Your Custom Stationery Today" or "Create Your Personalised Invitations Now." These phrases told visitors exactly what they needed to do next.
Create a Sense of Urgency: Emily added urgency to her CTAs by including phrases like "Limited Time Offer" and "Get 10% Off When You Order Today." This motivated visitors to act quickly, knowing they could miss out on a special deal if they waited.
Highlight the Benefit: Instead of simply saying "Buy Now," Emily crafted CTAs that highlighted the benefit to the customer. For example, she used "Start Designing Your Dream Invitations" and "Create Stunning Business Cards in Minutes." These CTAs focused on what the customer would gain by taking action.
The Power of Personalisation
Emily’s stationery store thrived on personalisation, so she decided to bring that into her CTAs as well. Instead of generic buttons like "Add to Cart," she used phrases that matched the unique experience she offered. "Personalise Your Order" and "Make It Yours" resonated with her audience, reminding them that they were creating something special.
Her personalised CTAs not only reflected her brand but also made her customers feel more connected to the process, encouraging them to take that final step towards purchase.
Testing and Tweaking
Once Emily had updated her CTAs, she didn’t stop there. She knew that crafting the perfect CTA required testing and refinement. She tried different variations of her CTAs across her website, paying close attention to which ones performed best.
For example, on her homepage, she tested "Browse Our Custom Designs" against "Shop Personalised Stationery Now." After a few weeks, she saw that the second option generated more clicks and sales. By continually tweaking her CTAs, Emily was able to optimise her website for better conversions.
Why Your CTA Matters
Emily’s experience taught her that a powerful CTA is more than just a button on a page—it’s a crucial part of guiding your customer through the buying process. Here’s why having a strong CTA matters:
It drives action: Without a clear CTA, customers are left unsure about what to do next. A well-crafted CTA gives them direction and nudges them to make a decision.
It creates urgency: Adding urgency to your CTA can encourage customers to act quickly, especially if they know they could miss out on a deal or opportunity.
It builds confidence: A good CTA reinforces the value of your product or service, making customers feel confident in their decision to proceed.
How You Can Create a CTA That Drives Sales
If you’re looking to improve your CTAs and drive more sales, here are a few key tips:
Use action-oriented language: Your CTA should be clear and direct. Tell your visitors exactly what you want them to do, whether it’s “Buy Now,” “Get Started,” or “Contact Us Today.”
Make it personal: If your business offers personalised products or services, reflect that in your CTA. Use language that makes the customer feel like they’re getting something unique.
Highlight the benefit: Focus on what your customers will gain by taking action. Whether it’s a special offer or a personalised product, make sure they know the value of clicking that button.
Test and refine: Don’t be afraid to experiment with different CTAs. Test different phrases, colours, and placements to see what resonates best with your audience.
What Happened Next?
After updating the CTAs on her website, Emily saw a significant increase in sales. Visitors were not only spending more time on her site but also taking action. Her new CTAs created a sense of excitement and urgency, and customers felt confident about placing their orders.
What Emily learned was that a well-crafted CTA could make all the difference in turning browsers into buyers. It wasn’t about changing everything on her site—it was about guiding her visitors towards a clear, compelling action.
Ready to Improve Your CTAs?
If you’re struggling to drive sales or engagement, it might be time to rethink your CTAs. A few simple tweaks can lead to big improvements in how your customers interact with your website.
Need help crafting the perfect CTA for your business? Contact Mark A Preston, Customer Growth Coach & Speaker, to learn how his coaching and training can help you optimise your website and drive more sales.
