See that flashy button on a website that’s tempting you to click? If you understand exactly what it wants you to do and you feel like doing it, that’s when you know a call-to-action (CTA) did its job.

The CTA is often a significant reason why only some websites convert. Rather than attracting customers, some CTAs end up confusing people and steering them away. And no brand wants that.

If you want your CTAs to drive real results, you should start by knowing what not to do.

What Is a Call-to-Action and Why Does It Matter?

A call-to-action is a prompt that guides visitors to take a specific next step. For example, you could use one to get people to sign up for a newsletter, book a call, or download a resource.

CTAs typically consist of short phrases like “Get Started,” “Download Now,” or “Schedule a Demo.” They are then paired with an attractive, clickable button or link.

An effective CTA is important, especially with online businesses, because it’s like a digital handshake that follows your pitch. This turns interest into action, so you have to remove any uncertainty and give them a clear path forward.

7 CTA Mistakes That Could Be Costing You Clicks

Your website looks great, and your messaging is on point. But if you don’t have a distinguishable CTA, then you’re still missing out. As the name implies, a CTA should call the customer to act on what you want them to do next.

Let’s break down the most common mistakes businesses make with their call-to-actions and how you can avoid them.

1. Vague or Generic CTAs

A CTA like “Click Here” or “Submit” doesn’t say much. It might leave users wondering what they’re getting into, which gives them pause and hesitation. And this is what leads to inaction. A vague CTA is a missed opportunity to reinforce your value and create confidence.

What to do instead: Be more specific. If you’re offering a free trial, try saying “Start My Free Trial” instead. Being clear tells people what they’re doing and what they’ll gain. This makes them far more likely to follow through.

2. Too Many CTAs on One Page

Too many CTAs on a single page can lead to decision fatigue. It’s like calling someone’s phone over and over. You’re asking them to make a variety of decisions in so little time, and that gets overwhelming quickly. This also shows that your priorities aren’t set straight.

What to do instead: Focus on one primary action per page. Good website design always makes the main CTA stand out in placement and design. Supporting CTAs can still exist, but there should be a visual hierarchy.

3. Poor CTA Placement

Don’t just place your CTA anywhere on your website. If it gets buried under too much content or is stuck in an odd corner, users may miss it entirely. While the golden rule is to place your main CTA above the fold, context still matters.

For example, a consultancy website increased conversions by 304% by moving its CTA button to the bottom of a long-form landing page. In their case, people needed more time to read and understand the offer first before making the commitment.

What to do instead: Test your CTA placement based on your content length and audience behaviour. Place it where it will naturally fit into the user’s journey.

4. Lack of Visual Contrast

Following website colour guidelines is necessary for branding and consistency. But, don’t make your CTA blend in too much. This makes the CTA easy to miss, especially when users are scanning the website quickly. It should grab attention without clashing with your design.

What to do instead: Use visual contrast while staying true to your brand’s style. Buttons in orange, blue, red, or green are among the most popular for CTA visibility.

5. Broken, Slow, and Clunky CTA Links

Few things kill momentum faster than clicking a button that leads to a 404 error, or worse, a page that takes forever to load. Broken or slow CTA links can frustrate users and cost you potential leads or sales.

What to do instead: Regularly test your CTAs across devices and browsers. Make sure all your links work. Pages should load right away, and buttons should respond properly on mobile. A frictionless experience makes it far more likely that people will convert.

6. Skipping A/B Testing

A strong CTA can still underperform if it’s not tailored to your audience. A/B testing involves comparing two versions of a CTA to see which performs better. This lets you play around with different wordings, colours, or placements. Without testing, you’re guessing at what works.

What to do instead: You can use tools like Google Optimize, Optimizely, or even built-in features on platforms like HubSpot or Mailchimp. A/B testing is one of the most effective ways to increase leads from your website. It lets data guide your design choices. To do this, test one element at a time (like the button text), and then track the results to see if you need to tweak it.

7. Asking Too Much, Too Soon

Your CTA might not be working because you’re asking people to fill out an overly detailed form or to buy before they’ve had time to understand your offer. This pressure often leads to abandonment.

What to do instead: Match your CTA to where the user is in the journey. For colder traffic, go with a softer ask like “Learn More” or “Download the Free Guide.” Save the bigger asks, like sales calls or demos, for when people are better informed and have become more invested.

Begin with B for Call-to-Actions That Convert

A well-crafted CTA can turn passive visitors into active customers. By avoiding common CTA mistakes, you give your website a much better shot at engaging, converting, and driving real outcomes.

We know how important it is to get this right the first time, and that’s where Begin with B comes in. As a leading web design and development agency based in Calgary, we help businesses build websites that not only look great but work hard behind the scenes.

Ready to boost your conversions? Contact us today and let’s make your CTAs count.