News & Insights


Effective Call to Action Landing Page Examples

pwd staff OLIVER WOOD
Oliver Wood

|14th October 2016

Your AdWords campaigns are driving a decent amount of traffic to your site.

But conversions remain abysmally low. So then you make changes to your ads, test new headlines, and even increase your budgets. An analysis of conversion reports reveal similar figures though, leaving you uncertain about what to do next.

The culprit is likely the call to action (CTA) on your landing pages.

Consumers respond to different messages so you can see why it is absolutely critical to get these right. CTAs serve a very specific purpose: To get visitors to act on your offer.

Some examples include:

  • Buying your products
  • Filling out a lead form
  • Downloading a guide
  • Calling the business

An effective CTA can make all the difference in terms of converting visitors into customers. Here we look at how to write highly effective and engaging CTAs on your landing pages.

1. Make Your Call to Action Button Clearly Visible

Your call-to-action button is arguably the most element on the page. So it should be the first thing that visitors see when they click through. Use contrasting colours to make the button distinctive on the page and make it clearly visible.

Here is an example from the Dropbox Business page:


Visitors to the page are immediately presented with a short description of the product and a button underneath the copy. The contrasting colours help the button to stand out on the page.

2. Use Persuasive Verbs That Highlight a Benefit

“Click here” is bland and boring.

The best call to action buttons are those that include persuasive verbs and also highlight a benefit. These are the ones that drive conversions and resonate with potential prospects. Keep the copy as short and to the point to elicit an immediate response.

Here is a great example from Unbounce:


The copy is not only direct, it also highlights a benefit that visitors can relate to.

3. Include Specific Numbers in Your Copy

Using specific numbers in your landing page copy adds credibility and social proof to your business. If other customers are satisfied with their purchase, you might have a positive experience too.

Here is an example from AWeber:


Potential prospects are immediately presented with copy that asks them directly why over 100,000 marketers use AWeber. And below the headline is a call to action button inviting the visitor to find out and try a free trial. Experiment with different headlines to see which performs better.

4. Eliminate Any Risk Right From the Start

Consumers are naturally wary of making transactions online, especially with unfamiliar brands. So your copy should aim to eliminate any risk. If potential prospects know that they can try your products or services with little risk, then they are far more likely to give it a try.

Here is an example from Zoho:


By offering a free sign up, prospects can try the product without any strings attached. Other examples might include highlighting a satisfaction guarantee or sending free samples in exchange for some basic information.

5. Instill a Sense of Urgency

Another way elicit an immediate response is to leverage the principle of scarcity. This principle states that people tend to value things that are available in limited quantities. The fact that you can’t have something only makes you want it even more.

Instill a sense of urgency in your ads to get visitors to take action immediately. This might include offering sales promotion for a short period of time or displaying low stock quantities.

Here is an example from Springfree Trampoline:


On this landing page, visitors are encouraged to take action and make a purchase. A financing offer is only available for a limited time. In this case, potential prospects may be more compelled to act if they know that an offer will be gone shortly.

The copy and call to action buttons on your landing pages matter a great deal.

And they can mean the difference between a campaign with low conversion rates or one that continues to bring in sales. Just as you would split test different headlines and copy for your AdWords ad groups, the same applies for your landing pages. Experiment with different call to action buttons and track the results to determine any improvements in conversions.