1) Give them a button to click

Seems obvious, huh? You’d be surprised.

Always have a button at the bottom of a page. Most conversations on your website are sales conversations. Don’t walk away in the middle. Make it easy for the reader to buy in with a small “yes.”

Readers come with different:

• Levels of familiarity with you
• Levels of familiarity with your solution
• Ways of perusing websites
• Ways of making decisions

Design a page that works for all those beautiful brains. You’ll often need more than one button.

2) Give them something they want

Make an offer they can’t refuse. 

We touched on this already, but let’s dive in.

No one’s on your website to do you a favor. They want to solve a problem, make their lives better, be the hero in their own story, be the hero at work…. kinda depends on what you do.

You can’t just stand back and talk about your services. You need to give them something they want. On every page! It’s a little weird to think about, but this is the way we encourage people to move forward.

Let’s say I’m selling a copywriting course. I wouldn’t use “Learn more about copywriting” as a call to action. Sounds like too much work. I’d say, “Get rid of AI writing ick” or “Turn your website into a sales machine.” Whatever came up in research as a desire for my leads. 

3) Imagine an invisible, “Oooh, I really want to….” in front

Let’s frame it as something they get. Not something they have to do.

Who says, “Ooh, I really want to learn more”? Not many people.

Download now ❌
Get my free planner 🙂

See more of Jessica’s work ❌
Discover my wedding photography vibe 🙂

Learn more ❌
Crush my goals for 2026 🙂

4) Consider “helper copy”

As you can see above, buttons don’t have to be super short. 4-5 words are fine.

But super duper long buttons don’t tend to perform that well, either.

Since we’re selling people on clicking a button, we might need more sales copy.

Near a button that says, “Book my discovery call,” you can reiterate what they get out of it and address objections.

Like so:

Let’s take 30 minutes to talk you through where you are now, your goals, and the best way to reach them. All calls are casual, low-pressure chats meant to help you move your business forward.

Book my free call

5) Make sure it looks like a clickable button 

Make it stand out. Don’t go wild with the design. 

Grey buttons online usually mean “this doesn’t work right now.” Get colorful.

There are times you should stand out. Sometimes, you want to do things the way everyone else does. 

Here, we want increase your reader’s feeling of safety. Make it look like they expect a button to look.

6) Use button copy that works with your headline

People scan. 

As you’re dialing in your button copy, scan down the page of your draft. Does the CTA make sense with the headlines and subheadings?

And don’t forget: the copy at the destination should match expectations with the button copy. Or else all your hard work is for nothing because those people will bounce harrrrd.