CTA’s play a big role in conversion work, but most problems aren’t just about colors or button sizes (even though that can matter too).

Most of the time it’s about expectations, risk, and timing.

If the user doesn’t understand what happens next, or it feels too risky to click, conversion drops.

In this edition, I’ll walk through three principles that make CTA’s clearer and reduce friction, so the visitor actually takes action.

Disclaimer: These are good guidelines, but the most important thing is still testing. It can be hard to know what works best for your specific product, what makes your ICP take action, and what drives the highest conversion rate.

1) The user has to understand exactly what happens when they click
CTA’s like “Get Started”, “Learn More”, or “Book Demo” sound simple, but they often create uncertainty. The user doesn’t really know what they’re committing to.

Solution: Make the CTA specific and remove doubt about what the next step actually is.

Examples:

• “See how the product works”
• “Book a 15-minute demo”
• “Try the product in your browser”

When the user understands the consequence, the decision gets easier.

Often you can keep the button text simpler and then add a smaller line underneath, like “No credit card needed”. That helps remove the risk tied to, for example, trying your product for free.

2) Placement matters more than color
Most people obsess over button color, but forget that the CTA needs to show up in a logical moment. Users click after they’ve just read something that makes it worth clicking.

Solution: Place CTA’s right after the points that highlight the value the user gets.

Examples of strong placements:

• Right after a clear value proposition
• Under a relevant piece of social proof
• As the “wrap-up” after a use case description

And of course in your hero section. Make it easy for the user to take the action you want.

3) A secondary CTA makes the primary CTA stronger
When there’s only one CTA, it can feel too pushy or too committal, especially early on the page.

A secondary CTA gives the user an option with less “risk” attached, without losing them.

Examples:

Primary: “Book a demo”
Secondary: “See the product first”

Secondary CTA’s aren’t “less important”. They reduce friction and are often what moves the user forward — and hopefully gets them to click the primary CTA later.

A simple thing you can work on right now
Review your primary CTA.

If a user can end up thinking, “Wait… what actually happens when I click?”, then the text needs to change.

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