Relation to the entire design Your CTA should be clear and bold, but it also needs to fit in with the rest of the screen. Keep in mind that your call to action should be the thing you most want people to do after visiting your page—think of it as the entry point to your sales funnel. That’s not to say the CTA should steal all the attention away from the screen; rather, the other elements should build up and flow organically into the CTA. This is best explained by Neil Patel, who found that placing the CTAs above the fold decreased their click rate by 17%. His reasoning is that your site content needs to build up to the CTA, especially with value proposition (explained below). Think about how ineffective a salesperson is when they start by asking you to buy before explaining why. In terms of getting attention, it’s best to provide ample negative space around CTAs. Negative space is a quick trick to getting elements noticed. the more emptiness around a call to action button, the more significant it seems. Another strategy is to mute other options and buttons. Having too many attention-grabbing buttons waters down the effects of each individual one. Because your CTA is the most important, you want to special leads design other buttons to be less flashy. You could turn them into ghost buttons (transparent buttons), or give them a lower-contrast color scheme. Screenshot from T.C. Pharmaceuticals Red Bull’s parent company T.C. Pharmaceuticals uses CTA techniques well. Their use of colors for the Find Out More option and choosing to “ghost” “View products” shows they want visitors to click on the former over the latter.\Wording Your visuals and presentation can only do so much. At the end of the day, what converts isn’t a cool-looking button, but the sentiment behind it. That’s why the wording in and around your button is one of your greatest assets in earning clickthroughs. Namely, you want to express your value proposition clearly. In simple terms, this means you have to give the visitor a reason to click the CTA. If they click, will they receive a free download? If they sign up for the newsletter, will they receive a special discount? These are the incentives that are worth mentioning in the text in and around your CTA button. Another helpful tactic is to address objections openly. Take the frequent example of email addresses and spam; probably the biggest objection to people giving out their emails is they don’t want random companies spamming them. You can improve conversions with a quick disclaimer saying exactly what you’ll email them and some reassurance that you won’t share their email with third parties.