Familiarize yourself with these 20 critical CTA do's and don'ts so you can create marketing calls-to-action that get visitors clicking.

1. Critical
Do’s & Don’ts
for Clickable Calls-to-Action.

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101 Examples of Effective
Calls-to-Action
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3. #1
DON’T use the word “Submit”
on your form buttons.
SUBMIT

4. #1
DO use valuable and
actionable copy.
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5. #2
DON’T hide your calls-to-action
where no one can see them.

6. #2
DO place your CTAs
above the fold and within
the visitor’s “eye path.”

7. #3
DON’T use the same or
similar colors in your
CTAs as the page’s
background color.

8. #3
DO use bold, contrasting
colors.

9. #4
DON’T use teeny, tiny CTAs
that no one will notice.
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10. #4
DO make them big and bold
so they stand out.
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11. #5
DON’T make CTAs look flat.
Hey, am I a button?

12. #5
DO make them look
“clickable” and button-like by
adding bevels, shadows, and
hover effects.

13. #6
DON’T use a CTA in the
wrong place at the wrong
time.

14. #6
DO use CTAs that align with
the buyer’s interests and
needs.
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15. #7
DON’T be too
wordy.

16. #7
DO make sure CTAs are clear,
simple, and uncluttered.

17. #8
DON’T use vague, cliché, or
passive language.

18. #8
DO use compelling and
actionable copy that conveys
the value being offered.
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19. #9
DON’T oversell and under-
deliver.
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20. #9
DO set the right
expectations
about what
visitors will
receive.

21. #10
DON’T link your CTAs to your
homepage.

22. #10
DO direct each CTA to its own
dedicated landing page that
restates the offer and copy
from the CTA.

23. #11
DON’T use too many CTAs
on one page.

24. #11
DO use only one primary and
one secondary CTA.

25. #12
DON’T forget to
build trust
through design
and copy.

26. #12
DO use data or
testimonials to
validate your
proposition.

27. #13
DON’T miss opportunities to
promote your CTAs.

28. #13
DO use CTAs in everything you
do – email, blogging, social
media, and thank-you pages.
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29. #14
DON’T use the same CTAs
for too long.
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30. #14
DO experiment with and A/B
test your CTAs to know what
design, copy, and placement
works best.
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31. #15
DON’T forgot to search engine
optimize your CTAs.

32. #15
DO add keyword-rich ALT tags
so your CTA adds search value
to the page.
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33. #16
DON’T use Flash or
complicated animations.

34. #16
DO use CTAs
that are mobile-
optimized so
any device can
see them.

35. #17
DON’T use branding as the
only objective of your CTA.

36. #17
DO offer something of value.

37. #18
DON’T use the same CTA for
everyone.
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38. #18
DO use personalization and
dynamic content – because
everyone is different.
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39. #19
DON’T cram CTAs into little
spaces.

40. #19
DO give them
room to breathe
CONTENT CTA
by utilizing
white space.
CONTENT

41. #20
DON’T obsess over a pixel-
perfect design.
Great design, but
what is this for?

42. #20
DO master the copy – that’s
what really gets visitors to take
action.

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