Call-to-Actions and How to Make Them Effective

We all can name a website or two that doesn’t do much more than take up memory in cyberspace. It doesn’t engage visitors, and it doesn’t generate leads. It’s possible your current website isn’t rocking the web like it should either.

The majority of our clients at Rock Paper Simple need a website that’s designed to impress and drive results. One of the many ways we help our clients generate leads and create conversions is through effective call-to-actions on their website. Some websites don’t use call-to-actions, and if they do, they aren’t effective. All of our websites are designed with results in mind, which means more leads, conversions and sales for you. Would your business benefit from that? We thought so too!

What is a Call-to-Action?

A call-to-action is a line of text, usually placed in an image that prompts visitors to take action. The action you want the visitor to take could be anything – “Click here to schedule your 30-minute consultation now,” “Download our free e-book,” or “Get started today!”

Call-to-actions can also be placed in e-mails, at the end of a blog or a social media post.  Of course in the non-web world, call to actions are also used on just about any type of media advertisement including printed pieces, radio, TV and more.

Five Tips for Effective Call to Actions

Writing a call-to-action that compels your web visitor to action doesn’t have to be this long, overwhelming process. In fact, these five tips will simplify the process and allow your website to kick your business into overdrive.

1. Alignment/Relevancy

Have you ever clicked on a call-to-action only for it to lead to the wrong page? How does that affect business? If you’re depending on your website to bring you leads, a disconnect will have the visitor more likely to leave than become a lead.

The call-to-action must align with the page it lives on and where it redirects. We have a call-to-action at the bottom of our web design page encouraging visitors to schedule their 30-minute consultation. Since this page educates the visitor about our services, this call-to action fits the page by giving them the option to find out more about our web design services, ultimately creating a visitor into a lead. However, if that particular call-to-action lived on “The Simple Team” page, the visitor may feel that we are pushing our services too soon.

2. Clear and Compelling Message

Before a visitor clicks on a call-to-action, they have to be convinced they will get value out of doing so. One way to communicate value is through a clear and compelling message that creates a sense of urgency.

First, every call-to-action created needs to answer what you want the visitor to do and why. No one is going to click on a call-to-action that doesn’t communicate the benefits up front. When writing a call-to-action, plan for results that will not only accomplish your goal but also the visitors.

3. Use Them-Centric Copy

The majority of your website’s copy, including call-to-actions, should be solid, benefit-based content that speaks to your target demographic. It’s likely your customer is visiting your website to learn how a product will benefit them. Vague descriptions, fluffy words and industry jargon are too hard for visitors to understand and should be avoided.

Here at Rock Paper Simple, we practice what we teach. Using them-centric copy is one of our seven steps to building a marketing-focused website. Our webpage has call-to-actions and messaging that speak directly to our clients and their needs.

4. Visibility

Seems kind of obvious, but if your call-to-action isn’t visible, it’s pointless. Whether the call-to-action is placed above the fold or below, we found that as long as it’s near strong, supporting information, conversions will take place. Size and design are also important elements to consider. Visitors won’t notice your call-to-action if it falls flat and blends in with the page. By changing the button’s design to a complementary color (we call this an action color) and an appropriate size, it’s likely the visitor will notice and take action.

5. Keep It Simple

One of our company’s favorite phrases is “Keep It Simple.” Too often, we see businesses over-complicate their websites and marketing strategies to get a lead, when in reality, they end up pushing consumers away. Simplicity is what consumers want. Focus on delivering compelling content that concentrates on the user’s benefit and interests. Keep it simple, and they will engage.

Call-to-actions are one of the many ways Rock Paper Simple helps your website work for you and kick your business into overdrive. Would your business benefit from increased engagement? Click here to schedule your complimentary 30-minute consultation now!

How Company Culture Makes All the Difference

J. Williard Marriott, founder of the Marriot Corporation, once said, “Take good care of your employees and they’ll take good care of your customers, and the customers will come back.” Marriott achieved great success, but he would have never been able to do that without his colleagues and employees.

Marriott understood the importance of building a positive work environment. He took the time to learn about his employees’ workplace needs and found a way to meet them. From uniforms to equipment, nothing was too small to help make his employees’ job better. To take it one step further, Marriott made the effort to communicate with employees – showing interest in both their career and personal life. He truly did care. By practicing these two things, Marriott created a workplace environment and culture that his employees thrived in.

Company culture makes all the difference, and the workplace environment and culture you create sets the stage for how team members are treated and valued.

Now you may be thinking that your team should be grateful to have a job in this economy and not expect anything more than a paycheck. And maybe you’re right, they should be thankful (we all should be thankful for what we do have) but if your culture doesn’t empower your team and emphasize the value they add to your company, chances are they aren’t going to stick around. Or worse, they will stick around, but not have their heart in it.

Marriott worked hard. He was successful. And he found ways to encourage and motivate his employees to do the same, which meant treating them as he would want to be treated.

Here at Rock Paper Simple, we believe we should “empower talented people”. It’s on a plaque on the wall in my office. That is one of the most important jobs I have at Rock Paper Simple. If I’m not empowering my team to do their jobs better, I’m a poor leader and am not pulling my weight here.

At our office, we don’t use the word “employee” because we consider every person on our team a “team member,” a valuable contributor who has his or her own unique talents to bring to the table.

In the early days I would correct my Team Members often, “You guys aren’t employees… stop saying that. You are team members!”. And now I find it funny when I slip up during press interviews or financial conversations and my own team corrects me, “Joshua! It’s Team Members!”. I firmly believe they take great joy in correcting me on this, and truth be told, so do I… because it means that component of our company culture has really taken root.

Our meetings and brainstorming sessions are exciting and full of energy because everyone has something to contribute. We often schedule Rock Paper Simple “Hang Outs” where we take off early and enjoy fellowship with each other along with our clients and colleagues. We have a lot of fun at our office, but we also know how to get down to business and get the job done.

Speaking of our awesome team, meet the ‘Simple’ team here!


The company culture and workplace environment at Rock Paper Simple empowers each team member, and as a result, we give our clients only one level of service… awesome service!

I truly believe that what we’ve built is about more than just doing some marketing and making some money, that it’s about people… it’s about the clients, it’s about our team and it’s about the community.

Having a great company culture doesn’t always have to mean the cliché bean-bag chairs and humor-laced company statements, though. Every company is different and yours might take a more serious note than ours… but that’s not what is important. What IS important is that your team grabs hold of the vision, that they feel empowered by the culture in a way that allows them to serve each other, your customers and your community in a big way!

Take care of your people and they will take care of you. I am blessed to have an amazing team and we enjoy a wonderful company culture here at Rock Paper Simple!