How to transform Visitors into Customers using 3 Effective CTA Phrases

UPDATE: This is an updated version. I have decided after much thought, reading and testing that it was time to update this blog with some updated thoughts on creating an effective CTA phrase. If you are interested in seeing this in a little more in-depth, check out my 5 Essentials guide.

It can be frustrating when you see high bounce rates on your website despite attracting visitors with an enticing headline. When people leave your site without taking any action, this results in low conversions and missed opportunities. The an error that you may have unknowingly committed is a lack of a strong Call to Action (CTA).

An Effective CTA, but what is a CTA anyways?

What is a CTA?  We will define it as an element that prompts your visitors to take a desired action upon landing on your page. When a user arrives at your page you want them to do something. Whether it’s signing up for a newsletter, making a purchase, or scheduling a meeting, you must provide clear guidance to your visitor.

It’s also important to note that an effective CTA goes beyond being a mere phrase; it should call them to action, hence the name. While it’s tempting to get creative with your CTA, it’s best to keep it familiar and intuitive for your visitors, and remember to make it active.  Do not be passive. Just like following signs on a journey, your CTA should guide users in the right direction. Make it unmistakably clear that your CTA is, indeed, a button that needs to be pressed.

The significance of a compelling CTA cannot be overstated. In this article, I will provide you with three impactful CTA phrases that can transform your website visitors into loyal customers. Let’s dive in and discover the power of a well-crafted CTA to boost engagement and drive conversions on your site.

1. ‘Schedule/Book/Call [Now]’

Probably one of, if not the most effective CTA, is to invite the user to do business with you now. For a service-based business, like a gym or consulting business, this CTA works great. Typically, this will be a first step in finding out if you and the client are a good match. For ‘Schedule a Call’, or ‘Book Appointment’ you are in a sense going on a date with your customer to see if they are a good fit.

Most likely, if they Know, Like and Trust you, they are more apt to schedule/call/book an appointment with you. This is a great way to further solidify their trust in you to start working together, and for you to get more information about your potential client.

Implementing this type of CTA not only encourages immediate action but also streamlines the process of initiating a business relationship. It eliminates some hesitation by providing a clear next step for potential clients. By utilizing this CTA, you can effectively guide visitors towards becoming actual clients. This also enhances your conversion rates and fosters meaningful connections with your target audience.

Here Apple gives a taste (see what I did there?) of a feature of their new product which piques curiosity and underneath includes a ‘Learn More’ link

2. ‘Buy Now’

This CTA is a powerful prompt that directly encourages users to make a purchase or complete a transaction. This is a ‘do this right now’ call to action. This CTA is particularly effective if you offer products or services that can be directly bought online. When a user sees a ‘Buy Now’ button they know exactly what they are supposed to do. This can also create a sense of urgency in potential customers, especially if you are using a sale to go along with it, or offering free bonuses.

Typically ‘Buy Now’, is the final stage of the potential client’s buying journey. This is ideal for situations where customers have already gathered the necessary information and are ready to make a decision. If they Know, Like and Trust you, by the time they get here it is a no-brainer for them. When you strategically implement ‘Buy Now’, you create a seamless path from interest to purchase. Especially if you are clear in what you do and how you can help the client.

3. ‘Learn/Discover More’

This effective CTA phrase invites the viewer into a low-commitment way of checking out what you have to offer. Typically, this is called a Transitional CTA. This is a great way to lead your potential client down your sales funnel. This CTA should take the visitor to a section or page that explains what you are about and/or tells the features and benefits of your product.

This phrase typically works great in your header. You start with an informative line concerning your business/product that piques interest and curiosity in the viewer. Underneath this, a ‘Learn More’ button takes the visitor on a journey to another section, further explaining your business and hopefully ending with them becoming a customer.

Adding in words like ‘discover’ instead of the more common ‘find out’ lends a sense of curiosity to the viewer. You are not just saying in a casual way ‘hey find out what I can do for you’ but instead ‘discover how I can help your business explode’.

When potential clients see a bold claim like that their interest rises and you now have their full attention. Make sure you can back your claim up and in the next section or page show them some results! Then after give them some information for free and reel them in by giving them a clear action step to contact you.

You can then leverage the power of the ‘Learn More’ CTA by pairing it with one of the CTAs above. This creates a compelling narrative that captivates potential clients, nurtures their curiosity, and ultimately leads to turning visitors into clients.


An effective CTA is important for your website. It helps the customer know where they are to go and the action they are to take. One important aspect of a CTA is to make it real. Connect with your customer. Don’t just tell them what they are to do, but why they should do this particular action.

You must help the customer see the benefit you are providing them. If they don’t see that, they will not be attracted to your business.

As a bonus let me leave you with this. A great way to add a sense of urgency to your CTA is to add the word ‘now’ or ‘today’. This helps draw attention to the CTA by communicating that this action is important. They will benefit from your service by Learning More TODAY, by Booking NOW. Create interest, pique curiosity and communicate a sense of urgency.

Last Thoughts

While having an effective CTA is essential, it is also important to make it real. Connect with your customer and explain why your service or product stands out from the rest. Clients must be able to see the benefit you are providing them, or they will not be attracted to your business. A great way to add a sense of urgency to your CTA is to add the word ‘now’ or ‘today.’ By emphasizing quick action, you communicate that this is important.

In the end, an effective CTA must help the customer know where they are to go and what action they are supposed to take. You must also help the customer see the benefit you are providing them before asking them to buy. By following these tips, you can create CTAs that are both effective and authentic to your brand.