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Landing Page Best Practice – Part 2: Clickable Calls-to-Action

In this mini-series, we will review the best practices for three landing page components: the copy, call-to-action, and the creative design. Part two is dedicated to the call-to-action.

We’ve discussed the importance of how solid copy can drive traffic to your landing page, but what about meeting your conversion goals? This is where the call-to-action (CTA) comes in – a small but mighty button that can make or break a conversion vs. a bounce.

Size, shape, color  

When it comes to the CTA and its placement, there are several simple details that can make a huge impact. First, is the size of your button.

CTA buttons can come in all different shapes and sizes; however, the key is to make it large enough to see and click, but not so large it turns people away. Keep in mind that the size your CTA button should be optimized for both mobile and desktop.

The shape of your button can also play a role in whether or not it looks clickable. There are many options to consider — from rectangles to ovals. Whatever shape you choose, be sure it looks appealing and adds value to your button’s relationship to the offer.

Then there’s color. In order for your CTA button to stand out among other elements on your landing page, it’s helpful to use a contrasting color. This will help draw viewers’ eyes toward your CTA and add to the likelihood of it being clicked.


The few words that go inside of your CTA button require the most strategy out of all the copy that is written on your landing page. This is because these words need to be brief while still being personalized and specific.

The copy on your CTA button should obviously be condensed considering the space you have to work with, however this doesn’t mean you should avoid being specific and say vague things like “click here!”.

Customer experience expert Gerry McGovern once said, “Getting the words right in your links will have a greater impact on customer experience than any other initiative you will undertake.”

Viewers want to know exactly what they will be getting when they click on your CTA. So, state as clearly as possible whatever your offer may be i.e., free trial, white paper, or downloading an eBook.  Showing a picture of an icon can help give it a tangible presence.

You can also personalize your CTA button by using pronouns and action verbs — for example, “Download your eBook!”

Suggesting the value of your offer can also be helpful — for example, “Download your free eBook!”

Some marketers even place a sense of urgency by adding “Download your free eBook today!”. By making your offer limited, timely, transactional, or education can encourage prospects to respond on the spot.


After all the hard work you’ve put into carefully choosing an enticing offer and designing your CTA button, it’s time to find locations that best suit it.

Due to the importance of this button, you clearly want to give it as much attention as possible, however, it can easily be over used and turn prospects off.

While there’s no magic number as to how many times you place your CTA button, our designers at Verdi find that placing it within view of first opening the page and within each section works best. This rule of thumb allows your prospects several opportunities to click without being overwhelmed.

In the end, test the location of your CTA button and place it wherever you receive the highest conversions. Like with any communication piece, analysis and testing can help you better understand your audience and increase the response in future projects.

See through the eyes of your prospect

Overall, your CTA button is extremely important and provides your prospects with an opportunity to become a customer.

Before finalizing your landing page, ask yourself — would you click on your CTA button based on the size, shape, color, location, and copy?

If the answer is no, your landing page will be ineffective. However, if the answer is yes — you’ll not only receive a successful campaign, but the secret to where you should place your future CTA buttons

Need help designing a landing page that will deliver a lift in response? Call us today at (585) 381-4276, or visit to learn more about our agency.