Are visitors unsure of what to do next on your website? Effective Call-to-Action (CTA) optimization is crucial for guiding users toward your best offers, turning passive browsers into paying customers.
Let’s explore how to craft primary and secondary CTAs that engage your audience at every stage of their journey.
1. Define Your Primary Offer
Your primary offer is the core solution your business provides—the service or product that solves your customers’ biggest problem. It’s what you want most of your ideal clients to say “yes” to.
When visitors land on your site, they should instantly understand:
- What do you offer to solve their problem
- Why choosing you is better than other options
- How to get started
Ask Yourself:
- What is the most valuable solution you provide?
- Which product or service brings the highest return for your business?
- Is it immediately clear on your website what action visitors should take?
Pro Tip:
Place your primary CTA prominently on your homepage, service pages, and landing pages. Use bold buttons and concise, compelling messaging.
2. Offer a Secondary CTA for Hesitant Visitors
Not all visitors are ready to commit right away. Some may need more time to learn about your business, while others might be interested but not quite ready to buy.
A secondary CTA provides a lower-commitment option that keeps potential customers engaged until they’re ready for your primary offer.
Great Secondary CTA Ideas:
- A free resource (e.g., checklist, guide, or cheat sheet)
- A discovery call to explore solutions
- A trial version or mini-product
Where to Place Your Secondary CTA:
- Above the footer (for visitors who scrolled but haven’t converted)
- In the sidebar for easy access
- Inside blog content to capture engaged readers
Your secondary CTA should feel effortless—like a gentle nudge saying, “No rush, but how about this instead?”
3. Ensure Your Website is CTA-Friendly
Your website should seamlessly guide visitors toward taking action.
CTA Optimization Checklist:
- Clarity – Is your primary offer immediately recognizable?
- Consistency – Are CTAs placed across key pages (homepage, blog, contact page)?
- Ease of Use – Are buttons easy to find and click on?
4. Nurture Leads with a Clear Conversion Path
Think of your primary and secondary CTAs as a conversion funnel:
- The secondary CTA draws visitors in with a low-friction offer.
- Over time, they build trust with your brand.
- When ready, they convert to your primary offer.
It’s just like handing out samples at a store—give them a taste, and they’ll come back for more.
Pro Tips:
- Use follow-up emails to nurture leads from your secondary CTA.
- Provide value in digestible steps to build credibility.
5. Easy Steps to Optimize Your CTAs (No Tech Jargon!)
- Be clear and direct – Use action-oriented phrases like “Book a Call,” “Get Started,” or “Download Now.”
- Place it where they’ll see it – Above the fold, in the sidebar, and throughout your site.
- Make it pop – Use high-contrast colors and bold buttons that stand out.
- Add trust signals – Testimonials, badges, and social proof can increase conversions.
- Test and tweak – A/B test button colors, text, and placements to find what works best.
6. Why a Website Audit is Key to CTA Optimization
Not sure if your CTAs are working? A website audit can provide valuable insights into your CTA placement, messaging, and overall site flow.
Think of it as a tune-up for your website—ensuring everything is running smoothly and converting efficiently.
Get Expert Help with CTA Optimization
Your CTAs are your silent sales team—make sure they work for you, not against you. Focus on a strong primary offer for ready buyers and a secondary offer for those still on the fence.
Want better conversions? Email us at support@meshassembly.com to refine your CTAs.
Need a full website audit? We’ll analyze your CTAs and give you tailored recommendations to boost conversions.
Let’s transform your website into the conversion machine it was meant to be!