Want more leads and sales from your B2B website? Your Call-to-Action (CTA) buttons are critical. Well-optimized CTAs can significantly boost your conversion rates - sometimes by over 202%.
Here’s a quick summary of what works:
- Use Action Words: Start with verbs like “Get,” “Start,” or “Download” to drive engagement.
- Design Strategically: Bold colors, large sizes, and clear placement make buttons stand out.
- Reduce Clutter: Keep the area around your button clean and distraction-free.
- Add Social Proof: Place testimonials or stats near CTAs to build trust.
- Personalize the Message: Tailor your CTA text to your audience’s specific needs.
- Test Regularly: A/B test button design, copy, and placement to find what works best.
- Keep It Simple: Short, clear CTAs like “Start Free Trial” outperform vague ones.
- Make It Easy to Scan: Use whitespace, readable fonts, and contrasting colors.
- Use Emotional Triggers: Create urgency or appeal to exclusivity (e.g., “Limited Time Offer”).
- Optimize for Mobile: Ensure buttons are tap-friendly and visible on smaller screens.
Why it matters: A strong CTA button combines clear messaging, smart design, and continuous testing to guide your audience toward action. These tips can help push your B2B landing page conversions closer to the 10% benchmark.
Ready to dive deeper? Let’s break down each tip with actionable strategies you can implement today.
The Anatomy Of A High Converting Landing Page
1. Use Action Words
B2B buyers are more likely to respond to CTAs that use clear, action-driven language tailored to their needs. Research from ContentVerve shows that using action words with first-person phrasing can boost click-through rates by up to 90%.
Action words work best when they drive engagement and emphasize benefits. Here's a breakdown of effective categories and examples:
| Action Word Category | Examples | Why It Works |
|---|---|---|
| Value-Driven | "Get Your Free Guide" | Highlights immediate benefit |
| Time-Sensitive | "Start Today" | Creates urgency |
| Solution-Focused | "Solve Your Challenge" | Tackles pain points directly |
| Commitment-Level | "Try Risk-Free" | Lowers hesitation |
Positioning matters. Start with the action to grab attention. For instance, "Download Your Whitepaper" outperforms "Your Whitepaper Download" because it leads with the desired action.
For B2B audiences, using industry-specific language can make your CTA even more effective. For example, IT decision-makers will respond better to "Deploy Solution" than to "Get Started."
Finally, make sure buttons clearly communicate the outcome of the action. Combining action words with personalization - something HubSpot has shown to improve results - can make your CTAs even stronger. Once the wording is nailed down, focus on designing a visually striking button to seal the deal.
2. Design the Button Well
The design of your CTA button plays a big role in landing page conversions, with effective buttons boosting the average conversion rate to 5.89% [3]. Make sure the button is noticeable but doesn’t throw off the overall page layout.
Use bold, high-contrast colors that match your brand to make the button stand out. Combine this with action-oriented text to encourage clicks.
Here’s a breakdown of how design choices can influence button performance:
| Design Element | Best Practice | Impact on Conversions |
|---|---|---|
| Size | Large enough for easy use on mobile | Enhances clickability on all devices |
| Color | High contrast with the page background | Improves visibility by up to 20% |
| Placement | Above the fold or in key areas | Ensures users see it easily |
Place your CTA buttons above the fold and at important points on longer pages to maximize visibility. Positioning them strategically ensures they align with how users naturally navigate and read the page.
Finally, keep the area around the CTA button free from unnecessary distractions. This helps focus attention where it matters most.
3. Reduce Clutter
Keeping the area around your CTA button clean and organized is key to improving B2B conversions. A cluttered landing page splits your visitors' attention, making it less likely they'll take the action you want.
Research backs this up. Unbounce found that removing distractions near CTA buttons resulted in a 25% increase in conversions for B2B software companies. A simple, focused design can make a big difference.
Here’s a breakdown of elements to consider when decluttering:
| Element | Impact on CTA Performance | Optimization Strategy |
|---|---|---|
| White Space | Boosts button visibility | Add padding around the CTA button |
| Form Fields | Affects completion rates | Limit to only essential input fields |
| Navigation Menu | Diverts attention from the CTA | Minimize or remove on landing pages |
| Visual Elements | Alters attention flow | Remove unnecessary images or graphics |
White space is especially effective. It naturally draws attention to your CTA by giving it room to stand out. Think of it as creating a spotlight that guides visitors’ eyes directly to the action you want them to take.
To keep the area around your CTA button distraction-free:
- Eliminate competing links that could pull attention away.
- Stick to concise text to keep the message clear and to the point.
- Use visual hierarchy to make the button the most noticeable element.
- Add space around the button to make it pop.
4. Add Social Proof
Including social proof near your CTA button can build trust and boost conversions for B2B businesses. Research from BrightLocal shows that 85% of customers trust online reviews as much as personal recommendations [1]. Unbounce offers a compelling example: when they added customer testimonials near their CTA buttons, conversions jumped by 102%.
Here are some effective types of social proof and where to place them:
| Social Proof Type | Best Placement | Impact on Conversions |
|---|---|---|
| Client Testimonials | Directly above CTA | High - establishes trust fast |
| Usage Statistics | Below or beside CTA | Medium - highlights popularity |
| Industry Awards | Near CTA, right side | Medium - adds credibility |
| Case Studies | Above CTA with metrics | High - shows proven results |
Pairing social proof with strong action words and a simple design can make your CTA even more effective.
Tips for Using Social Proof
- Highlight specific metrics or testimonials that relate to your CTA's offer.
- Keep it updated to stay relevant and credible.
- Use genuine testimonials and real data to maintain trust.
Avoid cluttering the CTA area with too much information or outdated examples. Focus on a clean design that supports, rather than distracts from, your main call-to-action.
For B2B audiences, tailor your social proof to the industry. For instance, when targeting IT professionals, include testimonials from respected tech leaders or stats about successful implementation rates in similar companies.
Once you've built trust with social proof, ensure your CTA directly addresses your audience's needs and goals.
5. Tailor the Message
Customizing your CTA button text to align with specific B2B audience segments can significantly improve conversion rates. In fact, research highlights that personalized CTAs perform 202% better than generic ones [2]. After building trust using social proof, crafting CTA messages that directly address your audience's unique needs ensures they connect on a deeper level.
Here’s how tailored CTAs can make a difference across various B2B industries:
| Industry Segment | Generic CTA | Tailored CTA |
|---|---|---|
| Finance | "Get Started" | "Plan Your Finances" |
| Marketing | "Learn More" | "Grow Your Following" |
| Technology | "Download Now" | "Access Your Solution" |
| Enterprise | "Contact Us" | "Schedule Executive Demo" |
Why does this work? Personalized CTAs speak directly to the audience's needs and expectations. Instead of relying on vague or overused phrases, focus on creating messages that highlight the specific value your solution offers to each segment.
Tips for crafting personalized CTAs:
- Use first-person language that feels direct and engaging (e.g., "Start My Free Trial").
- Match the CTA to the visitor’s stage in the buying journey.
- Incorporate industry-specific language that your audience uses regularly.
Analytics can help you dig into visitor behavior, offering insights to make your CTAs even more relevant. By understanding how different audience segments interact with your site, you can create CTAs that resonate on a personal level.
When done right, tailored CTAs not only clarify your offering but also reinforce your value with relevant industry terms. Combined with strong social proof, they become a highly effective tool for driving conversions. And don’t forget - regular testing is key to ensuring your CTA strategy continues to deliver results.
6. Test Regularly
Running A/B tests regularly helps uncover which CTA variations actually work best for driving B2B conversions. Instead of relying on guesses, testing lets you base decisions on real user behavior. This ensures your CTAs not only catch the eye but also connect with your audience, delivering measurable outcomes.
When testing CTAs, focus on these core elements:
| Element | What to Test | Why It Matters |
|---|---|---|
| Design | Color, size, shape | Ensures visual appeal and noticeability |
| Copy | Text length, tone, action words | Improves clarity and creates urgency |
| Placement | Above fold, within content, sidebar | Impacts visibility and relevance |
Tools like Unbounce, Google Optimize, and VWO make it easy to track how users interact with your CTAs and measure their performance. Even small tweaks - like changing button colors or wording - can lead to noticeable improvements in click-through rates [1].
For accurate results, follow these best practices:
- Test one variable at a time to pinpoint what works.
- Run tests long enough to gather enough data for reliable insights.
- Use a large enough sample size to ensure the results are meaningful.
Keep in mind, testing isn’t a one-and-done deal. Audience preferences can shift over time, so continuous testing and adjustments are key to staying effective. Once you identify what works, aim for simplicity to keep your CTAs engaging and clear.
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7. Keep it Simple
When it comes to B2B CTA buttons, simplicity wins. Overcomplicated language can confuse users and hurt conversions, while clear, action-driven text grabs attention and encourages clicks by immediately showing value.
Here’s how different types of CTAs perform:
| CTA Style | Example | Impact on Conversions |
|---|---|---|
| Simple & Direct | "Start Free Trial" | Boosts engagement with clear intent |
| First-Person | "Get My Demo" | Builds a personal connection, feels direct |
| Generic | "Submit" | Lacks clarity, results in lower engagement |
Think of your CTA as a "call to value" - it should clearly state what the user gains by clicking.
For effective, straightforward CTAs:
- Use action verbs that guide the next step (e.g., "Start", "Get", "Schedule").
- Limit button text to five words or fewer.
- Highlight immediate benefits to the user.
“Your CTA should be persuasive, concise, and strategically placed across the page.”
Design matters too. A simple, visually appealing button reinforces the message without distracting from it. For example, "Schedule Demo" consistently outperforms longer phrases like "Request a Comprehensive Solution Demonstration." Why? It’s easier to process and maintains a professional tone while reducing effort for the user.
8. Make it Easy to Scan
In busy B2B settings, making CTAs easy to scan is key to grabbing attention and encouraging action. Decision-makers often juggle multiple options at once, so quick visual scanning is critical for an effective CTA.
Research from Unbounce highlights that using contrasting colors can increase conversion rates by up to 21%, making buttons stand out instantly on the page [2].
How Visual Elements Influence CTA Performance
| Visual Element | Implementation | Impact on Scanning |
|---|---|---|
| Whitespace | At least 20px padding | Reduces clutter and focuses attention |
| Font Size | 14px+ for desktop, 12px+ for mobile | Ensures readability across all devices |
| Color Contrast | Use complementary colors that stand out but align with your brand, ensuring accessibility | Boosts visibility by 27% |
Font choice also matters. Clean sans-serif fonts like Arial, Helvetica, or Open Sans are easy to read while maintaining a professional tone [1]. The key is to naturally guide the viewer's eye to your CTA.
"Your CTA button should follow the natural visual hierarchy our brains use to process online content."
Unbounce research stresses the importance of leveraging this natural hierarchy to improve engagement and conversions [2].
Tips to Make Your CTA Stand Out
- Position buttons strategically: Place them where users are likely to look, such as above the fold or after key benefits.
- Use contrasting colors: Ensure they align with your brand but still pop against the background.
- Maintain consistent styles: This makes buttons easy to recognize across your site.
Strategic placement paired with clear visual design creates a seamless experience. For example, positioning the CTA where it naturally follows your value proposition, surrounded by whitespace, helps it stand out and feel inviting.
Once your CTA is visually easy to spot, the next focus is making it emotionally engaging to inspire action.
9. Use Emotional Triggers
Emotional triggers can make your CTAs more persuasive by tapping into psychological drivers. While clarity and simplicity are essential, adding emotional elements can significantly boost their impact.
Emotional Triggers for B2B CTAs
| Trigger Type | Example Copy | Psychological Effect |
|---|---|---|
| Urgency/Scarcity | "Limited Time Offer" | Sparks pressure and fear of missing out |
| Exclusivity | "Join Elite Business Network" | Appeals to status and the desire to belong |
| Value-Based | "Start Saving Today" | Highlights immediate rewards |
These triggers work because they connect with decision-makers on both logical and emotional levels. Even in B2B, where decisions are often thought to be purely rational, studies show that emotions influence choices more than we assume.
"Consider your CTA as a call to value. Explain how clicking the button will change your visitor's world." - Unbounce [2]
How to Use Emotional Triggers Effectively
To make the most of emotional triggers:
- Be specific and benefit-driven: Replace vague phrases like "Learn More" with something like "Boost Your ROI by 50%."
- Create real urgency: Highlight authentic, time-sensitive opportunities.
- Focus on emotional results: Show how taking action will lead to feelings like confidence, relief, or success.
Data from Smart Traffic shows that pairing emotional triggers with strategic CTA placement can significantly improve conversions. For B2B audiences, emphasizing professional growth, competitive edge, and efficiency resonates strongly [2].
Finally, make sure your emotionally charged CTAs perform well across all devices to reach your audience wherever they are.
10. Optimize for Mobile
Studies indicate that mobile-friendly CTAs can increase conversions by up to 28% [2]. This is especially important for reaching B2B decision-makers who often browse content on their mobile devices.
Size and Visibility
To make CTAs effective on mobile, they need to be easy to tap and highly visible. Apple's design guidelines suggest a minimum tap target size of 44x44 pixels for smooth interaction.
| Mobile CTA Element | Recommended Specification | Why It Matters |
|---|---|---|
| Button Size | At least 44x44px | Prevents accidental taps |
| Padding | 10-15px around the button | Avoids unintended clicks |
| Text Size | Minimum 16px | Keeps text easy to read |
Strategic Placement
Where you place CTAs on mobile can make or break their effectiveness. The best spots include:
- Above the fold: Ensures users see them right away.
- After key value points: Reinforces the message before asking for action.
- Near relevant content: Aligns the CTA with the most engaging sections.
Mobile-First Implementation
To optimize CTAs for mobile users, focus on:
- Fast loading times, even on slower mobile networks.
- Buttons that respond quickly to taps.
- Text that remains clear and legible, even when zoomed.
- Ensuring touch targets are easy to access.
A responsive design paired with regular testing across different devices is key. Tools like Google's Mobile-Friendly Test can help pinpoint and fix any issues that might hurt conversions.
Expert Help
While the tips above can be applied on your own, having expert guidance ensures they're executed precisely and aligned with your business objectives. Professionals bring advanced testing methods and analytics to the table, helping you get the most out of your CTAs.
Data-Driven Optimization
Specialists rely on tools like A/B testing, conversion tracking, and behavior analysis to measure and refine your CTAs for better results.
Strategic Implementation
Falcon Corporate Systems offers B2B-focused CTA services designed to boost conversion rates. Here's a breakdown of their approach:
| Area of Focus | Key Advantages | Core Activities |
|---|---|---|
| Strategy Consulting | Informed decision-making | Analyzing audience behavior |
| Workflow Optimization | Smoother conversion paths | Mapping user journeys |
| AI-Driven Testing | Automated performance insights | Ongoing improvements |
| Infrastructure Development | Scalable landing pages | Technical fine-tuning |
Expert Insights
Specialists also address subtle yet impactful factors that influence CTA success, such as:
- Button placement informed by eye-tracking research
- Color choices tailored to specific B2B audiences
- Messaging strategies that resonate with key decision-makers
Conclusion
Improving CTAs can lead to conversion rates of 10% or more. Using first-person language can increase click-through rates by 90%. Pairing this with thoughtful design results in CTAs that perform well.
Testing is key to keeping CTAs aligned with user preferences. It helps pinpoint what works best - whether it's the wording, visuals, or layout.
With more B2B decision-makers using mobile devices, making CTAs mobile-friendly is a must. The best-performing CTAs combine clear messaging, smart design, and ongoing testing to work seamlessly across all platforms.
| Success Factor | Impact | Focus Area |
|---|---|---|
| Continuous Testing | Improves results | Fine-tuning design & copy |
| Personalization | Increases engagement | Tailored messaging |
| Mobile Optimization | Enhances usability | Multi-device compatibility |
| Design Clarity | Boosts visibility | Strategic placement |
FAQs
How to build a stronger CTA?
Crafting an effective CTA can make a huge difference in how well your B2B landing page performs. Let’s break down the key elements to make your CTA stand out:
Design and Visibility
Your CTA button should grab attention without clashing with the rest of your page. Use bold, contrasting colors that align with your brand while ensuring the button size is noticeable but not overpowering.
Language and Messaging
The words you choose for your CTA matter. Focus on action-driven language that highlights the benefit to the user. As Ross Simmonds from Unbounce puts it:
"Consider your CTA as a call to value. Explain how clicking the button will change your visitor's world." [2]
Social Proof Integration
Add elements that build trust near your CTA, such as testimonials or user stats. Dynamic tools like rotating customer reviews or live usage numbers can keep this section engaging and relevant.
| Element | Best Practice | Impact |
|---|---|---|
| Button Text | Use action words in first-person | Can boost clicks by up to 90% [1] |
| Visual Design | Bold colors and strategic placement | Increases visibility and engagement |
| Mobile Optimization | Ensure responsive, touch-friendly design | Improves experience on all devices |
Testing and Optimization
A/B testing is key to finding the best-performing CTA design and placement. For more complex B2B needs, companies like Falcon Corporate Systems use AI and data-driven strategies to fine-tune CTAs, ensuring they resonate with your audience and meet business goals.