Why Aren’t My CTA Buttons Converting Visitors into Leads?

On your company website, nothing’s more important than your call-to-action (CTA) buttons.

After all, they’re the elements which compel and convince users to click it and do what comes next.

Many business owners who come to WEB ROI think crafting an enticing CTA button is easy: Get a round, rectangular shape, add some colour and slap some text like:

  • Sign Up Now
  • Download
  • Submit
  • Buy Now

Like anything when it comes do digital marketing, developing effective CTA buttons is both an art and a science.

And if your CTA buttons aren’t doing the job, it’s probably due to one of these factors.

They’re hard to find

It doesn’t matter what your CTA button says; if people can’t find it, it’s not going to get clicked. Period.

That means your CTA is:

  • Too small
  • A text hyperlink which gets completely read over
  • Designed so that it doesn’t look like a button

In addition to a CTA button, there are other things on your website competing for attention, such as:

  • Images
  • Navigation menu
  • Content

There’s a possibility it can get lost or missed.

Look at it this way: If your CTA button is the most important element of your website (and it is), it should be the pretty obvious where it is and what it says.

Too many CTAs to choose from

Purchase now.

Get your guide.

Contact us.

Request a quote.

Learn more.

When you place too many CTA options on your website, visitors won’t know what to do or where to go.

So they won’t do anything.

The fewer options you give people, the more chance there is of them doing what you want. That’s because the risk of “making a mistake” or “clicking the wrong button” is lessened.

In fact, there was a famous study which proves this theory.

  • A supermarket set up a table with 24 flavours of jam to choose from. Only 3% of people who saw the 24 jars actually bought one.


  • Same supermarket, same test. Instead of 24 jars, only 6 were presented. Purchase rates skyrocketed to 30%.

The moral of the story? Be crystal clear on what you want visitors to do next and don’t confuse them.


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They’re in the wrong place

Call-to-action buttons should be easy to find and in logical places.

If people who visit your website need to hunt for your CTA button, they’ll give up and leave.

Take a look at your current website. Is the CTA button:

  • At the conclusion of the content?
  • Above the fold (including the top main navigation area?)
  • On the right-hand side of the page?

Since people read from left to right, giving your CTA buttons a right-side placement makes sense.

They read the content, get to the end, decide they like it and choose to learn more about the company.

You know the old saying “if it ain’t broke, don’t fix it?”

When it comes to where CTA buttons should go, don’t get fancy or creative.

Stick ‘em where people expect to see them.

The button text is boring

Ideal CTA button text should be exciting, action-oriented and make a promise.

Not sure what that is? Try this experiment using one of the most boring CTA words ever: Submit.

  • Imagine you’re meeting with a prospective customer – in person – who wants you to email a product catalogue.


  • After they write their email address down, you say the word “Submit” to them.

That sounds pretty lame, doesn’t it?

You’d never say “submit” in that context. And people don’t like to “submit” to anything, anyway.

So why use it on your website?

Instead, start your CTA buttons with an action word and make it clear what will happen when someone clicks it:

  • Get your product catalogue now
  • Download your free product catalogue
  • Receive a free quote in just 30 seconds

There should be no mystery when it comes to the button text. Clear. Direct. Action-packed. Urgent.

The colours aren’t great

Remember earlier in this blog, we said that CTA buttons need to stand out from everything else?

The best way to do that is to have strong contrast against the rest of your website.

Historically speaking, orange and blue buttons tend to do well. But if your website is predominately blue, then you don’t want a blue button.

Your CTA button should pop and stand-out, regardless of what background colour your website is.

They’re not made for mobile

More people now search, surf – and yes, purchase products and services – on their smartphones or tablets vs. traditional desktop computers.

Therefore, your CTA buttons must be optimized for mobile devices. There’s no way around it.

A button that’s not made for mobile is just awful because it’s:

  • Too hard to click (remember, fingers are bigger than computer mouse cursors)
  • Buried under the navigation (or something else)
  • Cut off

That’s bad.

This is even worse: Not only will people hate it, but Google will too.

A key component of search engine optimization (SEO) is how well websites work on mobile phones.

If it’s a good experience, your site will enjoy a high ranking (making it easier for people to find it).

If it’s not good, Google will penalize your site by putting it on page 2 (and how often do you go there?) or telling users not to bother clicking it because it’s not made for mobile.

A good CTA button works on any device.

AB TestingYou aren’t testing them

You think your CTA buttons are getting the job done. But how do you know for sure?

Easy. Put them to the test.

Each month, you can change a bunch of things on your CTA button and see how it performs.

Would your button do better if it had?

  • Different text
  • New colours
  • A different shape
  • New placement on your site

By testing your CTA buttons regularly, you’ll know how people want to see and interact with it.

And the more appealing it is, the more conversions you end up with.

Discover what WEB ROI can do for you

The WEB ROI process is all about knowing your target audience and crafting a website (buttons included) which best speaks to them.

To learn more, you can: