7 CTA Best Practices in 2024

Mastering the art of Call-to-Actions (CTAs) can be the secret to moving the needle on your engagement rates. A CTA is a clear message that tells your audience what to do next. It’s that button, link, or phrase that encourages people to take a specific action, like “Buy Now,” “Sign Up,” or “Learn More.” In this article, we’ve included the 7 CTA best practices in 2024.

CTAs are crucial because they guide your audience along their journey. They drive a passive reader to engage with your content or take the desired action. From making a purchase, signing up for a newsletter, to downloading a resource, it gives them a clear next step. Essentially, CTAs help you nudge your audience towards the outcomes you want. They have the ability to boost conversions and drive business growth.

According to Small Business Trends, 70% of websites for B2B small businesses do not have a CTA on there. This means that prospects that get to their site do not have a clear journey on the site to encourage them to learn more about their brand and product. It’s a huge, missed opportunity.

By implementing best practices in CTA creation, marketers can transform passive browsers into active participants. They help grow deeper connections with your audience. Continue reading to learn 7 CTA best practices in 2024 for your business.

7 CTA Best Practices

  1. Take Action: Start with A Verb
  2. The Impact of Colors
  3. Button Shapes Matter: Include an Arrow
  4. Be Brief
  5. Use Them In Your Blogs
  6. CTAs in Your Email
  7. A/B Test Your CTAs

1.      Take Action: Start With a Verb

Call to action buttons should start with action-oriented text. You are giving the reader the next step to take. By starting with a verb, our action words should go along with specific text relating to your offer like:

  • Download the Whitepaper
  • Reserve Your Seat
  • Attend the Webinar

2.      The Impact of Colors

Color has a huge impact on the reader. The button color that you choose can make the reader much more likely to want to click it. There is a lot of psychology behind colors that plays into the reader’s subconscious.

Blue illustrates trustworthiness, loyalty, and reliability. Red buttons have a sense of urgency and energy. These tend to really stand out on pages. Green traditionally represents wealth and money. This color is also associated with balance and nature.

Best practices with button color choice:

  • Make it pop! The color of the CTA Button should pop on the page. Choose a color that will stand out and have high contrast to maximize visibility.
  • Stay on brand with your colors.
  • Be Consistent
Use contrasting colors in CTA buttons to make them stand out on the page.

3. Button Shapes Matter: Include an Arrow

A Call-to-Action (CTA) is a button – it should look like one! Adding an arrow to your CTA will help to clearly distinguish it as a button that is there to be clicked on. In multiple studies, adding a directional cue like an arrow significantly increase the number of conversions.

Freshworks did a case study with Helzberg Diamonds on CTA buttons. They saw a 26% increase in clicks with CTA buttons that had an arrow at the end of the button.

Using an arrow conveys a sense of moving forward. It shows the reader how to progress to the next step. It can give people a sense of satisfaction as well as encourage them to commit to the task in the same way that checking a box does.

4. Be Brief

Today’s readers are busy and distracted, with many things competing for their attention. Be brief. Use simple statements that users can read and understand in a split-second.

The text in CTA buttons should be quick to read: ideally, they’ll be between 2-4 words. These are phrases that are easy to digest. They tell the reader exactly the next step to take that sound easy and approachable.

5. Use Them in Your Blog

Many blogs don’t include CTAs. However, HubSpot reported a 121% increase in conversion when brands embedded CTA buttons into their blogs over banner ads.

If they have landed on your blog and are reading, you have their attention. Including those buttons in blogs is a great opportunity to guide the reader on a customer journey. Are you talking about a certain product that has a white paper? The CTA button is “Download the White Paper.” Are you hoping that the reader asks for pricing? The CTA button is “Request a Quote.” Are you talking about your company culture? The CTA is “Apply Now” or “Join Our Team.” If you are writing a series of blogs, the CTA is “Next Article: ___.”

With CTA buttons in blogs, they can also be in different shapes that match the look and feel of your brand, and be slightly larger than a traditional CTA button. It also is a nice way to catch someone’s eye as they scan your material. You want them to take the next step to learn more about your company or offering.

6. CTAs in Your Email

Including CTAs in your email does two things: it offers the reader a next step, and it helps you measure the actions that they take.

What types of CTA buttons are best in an email? Social sharing is a great way to get more eyes on your brand where consumers spend time. These CTAs encourage users to share something of yours with their followers on social media.

Follow Lake House Digital on LinkedIn at https://www.linkedin.com/company/lake-house-digital

It can also be an invitation to follow you on a social media platform. At Lake House Digital, we have subscribers who receive our emails, and some who follow us on social media. Social media is a more frequent way to get messaging in front of our audience, so including social follow buttons is something we frequently include.

In emails, many times CTA buttons can drive traffic to your site. Companies may offer a brief intro of an article or a description of a white paper. The CTA button in the email allows them to read the entire article, or to download the blog. It takes them to your website to complete that action.

A key measurement that marketers analyze in emails is the CTR, or click-through-rate. It measures how many readers click on a button compared to the total amount of people who open your email. This is an indicator of what type of content resonates with your reader. What is peaking their interest to where they would continue reading on your website, or to share the content on social media?

7. A/B Test Your CTAs

Testing out different CTAs is the best way to see what resonates the most with your audience. An A/B test is when you take one element of your marketing and have two versions running simultaneously. You change only one item in the test to know the exact results without blurring in other factors.

Possible A/B Tests for CTA Buttons:

  • The text itself. (Learn More vs Download the White Paper)
  • The color of the CTA button
  • The shape of the CTA button
  • Using or not using an arrow with the button
  • Button placement: where you have it on the page

Example CTA Button

The following gives you an example of a CTA button with industry best practices:

Example CTA Button


Mastering the art of crafting compelling Call-to-Action (CTA) buttons is key to driving user engagement and conversions. By using best practices, marketers can effectively guide their audience towards desired actions. Employ action-oriented words, select contrasting colors, strategically position buttons, and be to-the-point in your messaging. It’s crucial to continuously test and refine CTAs to align with evolving user preferences and industry trends.

Ultimately, by prioritizing user experience and implementing strategic CTA techniques, marketers can unlock the full potential of their campaigns to get more conversions. By enhancing your user experiences and implementing strategic CTA techniques, marketers can optimize their campaigns and realize significant gains in conversions and business objectives.

Would you like help with CTAs on your website, social media, and emails? Our team at Lake House Digital would love to talk with you. Contact us here.

About Lake House Digital

Lake House Digital is based in Cary, NC near the Research Triangle Park (RTP). We provide measurable, actionable results in digital marketing efforts for our clients. We thrive in staying educated with the most current trends and algorithms in the digital world, while staying true to best practices in marketing. In the industry, we are set apart in that our employees hold industry certifications across topics and platforms. Lake House Digital has worked with B2B and B2C clients in life sciences, technology, manufacturing, healthcare, commercial real estate, hospitality, higher education, and nonprofits. We bring experience with a growth mindset to achieve the very best results: measurable, actionable results and growth for every client.  www.thelakehousedigital.com