Craft CTAs that drive engagement and action across platforms.
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Understand the full growth engine in 45 minutes and spot the levers you can pull tomorrow.
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Join the 12-week B2B Growth Programme for marketers who want a compound, repeatable path to stronger pipeline without hiring more staff.
A call to action—CTA for short—is the short line of copy or button that tells a visitor exactly what to do next, such as “Book a demo”, “Download the pricing guide” or “Start 14-day trial”. It pairs a clear verb with a promised benefit and sits wherever you want the reader, viewer or listener to move forward: landing pages, paid-social ads, outbound emails, even invoice footers.
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Watch nine hours of focused lessons, duplicate the templates, and run your first 12-week cycle on your own schedule.
Get the course plus 12 live group calls. Get weekly feedback and accountability to implement compound growth.
Hire Ewoud as a fractional Head of Growth for one day a week. Your metrics lift while your team learns the system hands-on, then takes over a fully documented playbook at week twelve.
Without a CTA most people skim, nod and leave. A single, explicit prompt channels attention into the one action you value—filling a form, booking a call, or signing up—so the traffic you worked hard to attract does not evaporate.
Changing one button from “Submit” to “Get my free audit” can move conversion by 20–40 per cent. Copy tweaks and contrast colours are fast, cheap experiments that can outperform months of extra ad spend.
Because clicks are binary, CTAs form the perfect A/B test variable. Marketers see immediate data—click-through rate, click-to-lead rate—making optimisation cycles quick and evidence-based.
Lead with an action verb and name the value:
Weak: “Submit”
Strong: “Book my strategy call”
Quantify or clarify benefit: “Cut audit prep time 50 %” provokes more clicks than “Learn more”.
Reduce perceived risk: “Start free trial—no card needed” or “Takes 2 minutes”.
Buttons need to pop. Use a colour not seen elsewhere on the page, sufficient whitespace and a size readable on mobile.
Place the primary CTA above the fold, repeat after each major section, and end with a final nudge. Scrolling heat-maps usually show spikes at those breakpoints.
Match voice to channel formality: an enterprise LinkedIn InMail CTA may read “Discuss your data-retention risks”, while a Slack DM prompt could be “Fancy a 10-min call?”.
Run one variable at a time for seven days or 100 conversions, whichever comes first.
List every possible goal—white-paper, demo, call—and pick one. Multiple equal CTAs confuse both readers and conversion data.
Example for a marketing audit:
Choose a standout colour, add 24 px padding, set a mobile-first width, and leave breathing space around the button.
Launch two variants, monitor for statistical lift, keep the winner, write a new challenger. Continuous CTA testing is the cheapest CRO lever available.
A call to action is the smallest copy element with the biggest revenue impact. Make it clear, valuable, and visually distinct; test relentlessly; and let one focused button guide every visitor to the next step in your growth journey.
Master intent-tiered traffic that feeds the funnel at forecastable cost—no shady hacks, no spray-and-pray CPM spikes.
See topicShow simple ads to your ideal buyers so they discover you early.
Re-target past visitors with capped, tailored ads to lift conversions.
Master CPM, CPC, CPA for smarter ad spend.
Spark conversations via tailored email, call or LinkedIn with prospects who match your ICP.
Harness the power of Search Engine Advertising for fast, measurable growth.
Improve rankings and organic visibility with actionable SEO techniques.
Attract and convert leads with educational, value-driven inbound marketing.
Create high-quality content that drives traffic, builds authority, and converts.
Drive traffic and sales with partnerships through affiliate marketing.