6 Types of CTAs to try on Your Website

John Nicol

Calls to action, commonly known as CTAs, are a crucial tool in inbound marketing for capturing your website visitors' attention and boosting conversion rates. These are typically buttons or links on a webpage that stand out due to their distinct, colourful design, which naturally draws the eye.

Given that your website likely attracts a diverse audience—ranging from new visitors to returning customers—it can be challenging to address all their needs with the same content. By incorporating different types of CTAs on your landing pages, you can better target specific audience segments and drive higher engagement. Unfortunately, many CTAs are generic, uninspiring, and poorly positioned, leading to low interaction rates. Here are six types of CTAs you should consider to increase your website’s conversion rates:

1) “Read More” Button

The "Read More" button is one of the most common and effective CTAs, particularly on pages like your homepage. It helps reduce clutter by providing a brief introduction to content and inviting users to explore further if they’re interested. This type of CTA encourages visitors to dive deeper into topics without overwhelming them with information upfront.

On our website, we strategically use “Read More”-style CTAs to guide visitors to the specific content they’re interested in, enhancing their overall user experience.

2) Lead Generation CTAs

The ultimate goal of a CTA is to generate leads, making lead generation CTAs essential on high-traffic pages. Effective placement includes the bottom of blog posts, sidebars, or even as floating banners. To maximize click-through rates, ensure your CTAs are visually striking—consider factors like text, placement, size, and colour.

For instance, we place these CTAs prominently at the end of our blog posts, encouraging readers to take the next step in their journey with us.

3) Form Submission CTAs

Once visitors are on your website, your goal is to convert them into leads by having them fill out a form and submit their information. However, instead of using a generic "Submit" button, be specific about what the user will receive in return. This clarity can significantly improve conversion rates.

We use this type of CTA on our homepage with a banner inviting visitors to subscribe to our educational blog, clearly stating the benefits they’ll receive.

4) Social Sharing CTAs

Social sharing CTAs are a simple yet powerful tool for amplifying your content through word-of-mouth. These low-commitment CTAs encourage visitors to share your content with their social networks, extending your reach organically.

Consider incorporating social sharing buttons under the titles of blog posts, making it easy for readers to spread our content across their social media platforms.

5) Product or Service Delivery CTAs

When visitors land on your website, they’re often interested in learning more about your products or services. CTAs that guide them directly to these offerings make navigation easier and improve their overall experience.

On our homepage, we place these CTAs at the top, providing quick access to the different aspects of our business that visitors might want to explore.

6) Lead Nurturing CTAs

After converting a visitor into a lead, the next step is to nurture their interest in your product or service. A compelling offer—such as a demo, free trial, or quote—can help move them closer to making a purchase. A lead nurturing CTA promotes this offer and encourages further engagement.

In addition to our "Read More" CTAs, we offer a lead nurturing CTA that invites visitors to request a free assessment, allowing them to experience our services firsthand.