Your website might get decent traffic and your LinkedIn posts some likes – that’s great! But are those viewers taking the next step to connect with you?
If you’re not intentionally guiding them, they might just consume your content and move on. Enter the Call to Action (CTA): the prompt that tells your audience what to do next.
Think of CTAs as the bridge between interest and action:
On your website, every key page should have a clear CTA. Example: on a service page about commercial leases, you might have a button “Contact us for a free lease review” at the end.
On your homepage, maybe “Schedule a Consultation” is front and center. Make it obvious what step an interested visitor should take.
In blog posts or articles, include a CTA when it fits naturally. If someone just read your post on “5 Estate Planning Mistakes to Avoid,” a great CTA could be “Download our Estate Planning Checklist” or “Get in touch for a free will review.”
Even a simple line like “Have questions? Contact us to chat.” can prompt action.
On social media, use softer CTAs since people are in browse mode. For example, a LinkedIn post could end with a question to encourage comments, or “Read more on our blog (link in comments)” to invite a click. The idea is to invite engagement or a next step, rather than a hard sell.
A few CTA best practices:
Be clear and specific: Use action words (“Call,” “Download,” “Join”) and let people know exactly what they’ll get. (“Download our free guide” is better than a vague “Learn more.”)
Don’t overload pages: One primary CTA per page/post is usually enough. Too many buttons or requests can overwhelm – and then people do nothing.
Make it easy: When someone clicks, the next step should be simple. If your CTA is “Contact us,” that click should take them right to a short contact form or email link – not a generic homepage or a lengthy signup.
Remember, the goal of a CTA is to convert a passive reader into an engaged potential client. It’s not pushy; it’s helpful – you’re guiding someone who is already interested to the next step.
Action Step: Do a quick audit of your website and recent posts. Does each page or article have a clear call to action? If not, add one where it makes sense. Even a small tweak – like adding a “Get in Touch” button on a popular page – can lead to more inquiries.