Define both your direct call to action (the main thing you want people to do) and your transitional call to action (the low-risk first step for people not ready to buy). This is where clarity turns browsers into leads and leads into customers.
If you don't tell people what to do, they do nothing. Most websites are "museums of information"—interesting but no action. Every page needs a clear call to action. Unclear CTA = lost opportunity.
Generic CTAs get ignored. "Contact us" or "Learn more" are lazy. Great CTAs create urgency, promise value, and remove friction. "Schedule your free design consultation" beats "contact us" every time.
Your direct CTA becomes buttons throughout your site. Your transitional CTA becomes lead magnets, email opt-ins, and low-risk entry points. Every page needs both.
Fill out the GHL form. Don't let ChatGPT write CTAs—they'll be vanilla. I need language that actually compels action.
Yes, we'll workshop this. I'll push you to create CTAs that actually drive action instead of hoping people figure out what to do next.
Your basic site probably has weak CTAs scattered randomly. This process builds strategic CTAs that guide people from awareness to action with minimal friction.
I know what CTAs convert. But you need to tell me what action you want people to take and what free value you can offer to people not ready to buy yet.
What we're looking for: Your direct call to action. The main thing you want ready-to-buy customers to do. Schedule? Call? Quote request?
Why it matters: This becomes your primary CTA button language throughout the site. Clear action = clear results.
Contractor example: "Schedule your free design consultation" not "contact us" or "get started." Specific action, clear benefit, zero risk.
Accountant example: "Book your 30-minute discovery call" not "reach out" or "get in touch." Clear time commitment, clear next step.
What makes a strong direct CTA: Specific action verb, clear benefit, removes friction, creates slight urgency.
What we're looking for: Button copy that creates urgency and removes risk. Not "submit" or "contact." Something better.
Why it matters: Button copy is the last thing someone sees before they convert or bounce. Make it count.
Contractor examples:"See Your Free 3D Rendering""Schedule Your Free Consultation""Get Your Custom Quote""Start Your Transformation"
Accountant examples:"Get Your Free Tax Analysis""Calculate Your Savings""Book Your Discovery Call""See Your Financial Game Plan"
What NOT to say: Submit, send, contact us, learn more, get started (all too vague).
What we're looking for: Your transitional CTA. The lead magnet. The free thing you offer to people not ready to buy yet.
Why it matters: Only 3% of your traffic is ready to buy now. The other 97% needs nurturing. Lead magnets capture those people so you can build trust over time.
Contractor examples:"The 27-Point Bathroom Remodel Checklist - Everything you need to plan before you start""The Contractor Vetting Guide - 15 questions to ask before you hire anyone""The Hidden Costs of Remodeling - What contractors don't tell you about budgeting""The 5 Red Flags of Problem Contractors - Protect yourself before you sign"
Accountant examples:"The S-Corp Tax Savings Calculator - Find out how much you could save""The Business Owner's Tax Deduction Checklist - 47 deductions most businesses miss""The Guide to Outsourced Accounting - When to hire, what to expect, how much it costs""The Year-End Tax Planning Checklist - 12 moves to make before December 31"
What makes a strong lead magnet: Solves one specific problem, deliverable in 5-10 minutes, builds authority, creates next step.
What we're looking for: The urgency factor. What's the cost of waiting? What's the benefit of acting now?
Why it matters: Without urgency, people procrastinate forever. "I'll think about it" means never. Create reason to act now.
Contractor examples:"Material costs increase 8-12% annually—booking now locks in today's pricing""Spring is our busiest season—book now for February start and save 15%""Limited slots available for Q1 projects—schedule your consultation this week""The longer you wait, the worse that water damage gets—small problems become big expenses"
Accountant examples:"Tax planning only works if we act before December 31—waiting until March means missed opportunities""The messy books problem compounds monthly—six months from now cleanup costs 3x more""We only take 5 new outsourced clients per quarter—current openings fill fast""Every month without financial clarity is another month of making decisions blind"
Types of urgency: Limited availability, seasonal timing, cost increases, problem worsening, opportunity closing.
Call to action clarity determines conversion rates. Direct CTA for ready-to-buy customers. Transitional CTA for everyone else. Both need clear value and minimal friction. Weak CTAs = lost revenue.
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