Calls to Action (CTAs) are the forms and links on your site, blogs, emails, eBooks, and landing pages where you ask leads to go for more information. Think about all the times you’ve signed up for stuff online. All of these “sign ups” are the result of an effective call-to-action.

A Call to Action For Asset Managers

So what are calls to action? CTAs are the forms and links on your site, blogs, emails, eBooks, and landing pages where you ask leads to go for more information. Effective calls to action come in many shapes and sizes.

The goal of your call-to-action is to attract the attention of website visitors, and one way to convey your offer’s importance is by making sure prospects see your calling card – the button – and know what to next..

Be Big

You want your button to be large enough to stand out without overwhelming the design.

Be Clickable

Most buttons you can click online look like they can be clicked. This is good! It’s one of your primary goals, to get clicked! Effective buttons have some sort of shading or contouring that makes them look friendly enough to click.

Be Action Oriented

What do you want your potential investor to do? Take action! That usually means downloading your new eBook, signing up for a webinar, or calling for a consultation. Sample action words:

“Request A Demo”


“Become a Member”

“Click Here”

“Download Now”

“Get the Book”

Be Brief

Brevity is key. You can encourage more clicks with clear, direct words in the copy above the button. Your CTA should contain enough information about the benefits and specifics of your offer. Remove words that don’t contribute to your core message.

Be Textual

While images help convey meaning and strengthen your message, prospects looking for information are often simply looking for clear text. So for an impactful call to action, it’s often the words, not the pictures, that matter most.

The A/B test

An A/B test is a simple way to test changes to your CTA to determine which ones will improve the number of clicks you get. You can make tons of changes on your call-to-action –color, copy, font, shape, placement — all which seem minor but could actually impact your prospects’ behavior. You can test the headlines, the body copy, the buttons, the whatever.

It’s best to make changes to one variable at a time – like to button, for example – so that you understand which element triggered the results you are seeing.

Landing Pages

A call to action does not work in isolation. Landing pages are where where your prospective new clients “land” when they respond to the CTA for your free eBook, white paper, demo, or request for phone consultation. Each offer should have its own landing page.

The Thank You Page

The thank you page is what your leads – your potential new customers – see after they fill out the form on your landing page. Here you can restate the value of the offer. You can also provide more value by adding a link to a blog, or to your site, or for a consultation call.

Are you ready to become great at building Calls to Action? Click here now for the eBook “How Calls to Action (CTAs) Lead to Leads For Asset Managers.”