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What are the best practices for using calls-to-action (CTAs) within a CMS to drive conversions?

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If you want to turn your website visitors into leads, customers, or subscribers, you need to use effective calls-to-action (CTAs) within your content management system (CMS). A CTA is a button, link, or text that prompts your audience to take a specific action, such as downloading a guide, signing up for a newsletter, or contacting you for a quote. But how do you create and manage CTAs within a CMS to drive conversions? Here are some best practices to follow.

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Christopher O'Connor, Esq., CIPP/US

I plan and write strategic B2B content | Go-to ghostwriter for legal-world superheroes | Attorney licensed in New York…
Devansh Parashar (Dev)

I spend 20+ hours a week researching how top websites do SEO. Follow me for SEO case studies every week and replicate…
Sadia Ahad

SEO Content Writer | Fueling Your Website's Growth with My Scroll-Stopping Content | LinkedIn Profile Optimizer |…

1 Choose the right CMS

Not all CMS platforms are equal when it comes to CTA creation and management. Some offer more flexibility, customization, and analytics than others. You want to choose a CMS that allows you to easily design, insert, and track your CTAs across your website. For example, some CMS platforms have built-in CTA tools that let you create and edit buttons, forms, and pop-ups without coding. Others have integrations with third-party CTA software or plugins that you can use to enhance your CTA functionality. Make sure you research and compare different CMS options before you decide which one suits your CTA needs.

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Christopher O'Connor, Esq., CIPP/US

I plan and write strategic B2B content | Go-to ghostwriter for legal-world superheroes | Attorney licensed in New York | Service. Sophistication. Success. | DM me or use my Picktime and let's talk
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CTAs should generally accomplish one of three objectives, or all three at once: 1. Lead the prospect to his or her next logical step in the buying journey 2. Add value to the information and education on the current page 3. Boost the authority of associated existing pages on the website, ie the destination of the CTA click.

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Sadia Ahad

SEO Content Writer | Fueling Your Website's Growth with My Scroll-Stopping Content | LinkedIn Profile Optimizer | Spicing Up LinkedIn with My Secrets, Stories, and Strategies
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There are a lot of CMS (Content management systems) available in the market. When we talk about CTA creation and management, each system has its own features. Some CMSs offer more flexibility and customization than others. Choose the right CMS, which has more options such as designing, inserting or tracking your CTA. Select the right one content management system, which fits for your CTA needs.

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Lazim Ali

SEO Content Writer - Haris&Co. | Football Coach at KFTC
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At our company, we use Wordpress and it works really well. With regards to the type of CTA to choose, you should opt for it according to your needs such as: -WhatsApp message -Call -Email -Lead Collection

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2 Align your CTAs with your goals and audience

Your CTAs should reflect your overall marketing goals and your target audience's needs and preferences. You need to have a clear idea of what action you want your visitors to take and why they should take it. You also need to know who your ideal customers are, what problems they have, what solutions they are looking for, and how they interact with your website. This will help you craft compelling and relevant CTAs that speak to your audience and motivate them to act. For example, if your goal is to generate more leads, you might use a CTA that offers a free consultation, a demo, or a trial. If your goal is to increase engagement, you might use a CTA that encourages your visitors to join a community, share their feedback, or participate in a quiz.

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Devansh Parashar (Dev)

I spend 20+ hours a week researching how top websites do SEO. Follow me for SEO case studies every week and replicate their growth ??
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CTAs should not only be in line with your objectives and target audience; you can even go one step further and use them to predict your audience's needs before they are even aware of them. For example, you can provide a fitness training plan to readers in an article about fitness equipment.

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3 Optimize your CTA design and copy

When designing and writing your CTAs, you want to make sure they stand out and catch attention. To optimize your CTA design and copy, use contrasting colors that match your brand and website theme, clear and concise language that tells visitors what to do and what to expect, action verbs and power words to create urgency and emotion, personalized and specific language to address your audience's pain points and benefits, different sizes and shapes for different types of CTAs like buttons, links, or banners, and whitespace and visual cues to draw attention to your CTAs while avoiding clutter.

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Nidhish Gokuldas

Data Analytics Manager @ BtoB Events Ltd | Marketing Analytics
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One way to improve conversions is to use a Call to Value in place of a CTA. For example, if your product /service is designed to increase the conversion rate of a website. Call to action -> Get in touch today! Call to Value -> Boost my conversion rate! Make sure to A/B test the CTA's if you're driving a large volume of traffic to these pages. Another feature I've seen is addressing a pain point right below the CTA. For example, Free Trial, No CC (Credit Card) required. I would suggest looking at Harry Dry's - Marketing Examples have some great articles on optimising CTA's into CTV's

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Lazim Ali

SEO Content Writer - Haris&Co. | Football Coach at KFTC
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CTA design is not just about the colour. I believe what type (button, form, etc) you are going with and ensuring it appears properly in the mobile view is vital because most web visitors are mobile users. With regards to the copy, you should be specifying what benefit the user is going to get if they take the action instead of cliche CTAs like "Contact Us" or "Get in Touch". For example, "Contact us for a FREE consultation", "Sign Up to Receive Marketing Tips Weekly"

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4 Test and measure your CTAs

To know if your CTAs are working, you must track and analyze clicks, conversions, and revenue. Experimenting with different variations is essential to find what works best for your website and audience. Use tools such as Google Analytics, Google Optimize, or CMS CTA analytics to monitor and optimize. Factors to test and measure include placement of your CTAs on web pages, number and frequency of CTAs, design and copy elements like color, shape, size, text, image, offer and value proposition of content or service, and alignment with content and audience. By following these best practices, CTAs within your CMS can drive conversions and help you reach marketing goals. Utilize CTAs wisely and effectively for connecting with visitors and turning them into loyal customers.

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Lazim Ali

SEO Content Writer - Haris&Co. | Football Coach at KFTC
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Here is a real-life example that underlines this point. So, a while back, we tried a lead-collecting form in the hero section of a client's website. Days passed by, and we couldn't drive much results. Then, we removed it and placed a button instead. This gave more focus on the copy. Guess what? It worked. We could drive many leads after tweaking this way. How could we understand the difference? We tested and tracked.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Lazim Ali

SEO Content Writer - Haris&Co. | Football Coach at KFTC
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CTAs drive action but placing too many CTAs can potentially damage the UX of the website because it can confuse the audience or annoy them, ultimately shooing them away. So, steer away from that.

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What are the best practices for using calls-to-action (CTAs) within a CMS to drive conversions?

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1 Choose the right CMS

2 Align your CTAs with your goals and audience

3 Optimize your CTA design and copy

4 Test and measure your CTAs

5 Here’s what else to consider

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