Struggling to Get Leads from Your Landing Pages? Here’s How to Fix Your Call-to-Actions

As a business leader, you’ve probably experienced the frustration of pouring time, money, and effort into creating a landing page, only for it to underperform. Maybe you’re getting traffic but not enough leads. Or maybe the leads you’re getting aren’t the right fit. If this sounds familiar, your call-to-action (CTA) could be the issue.

CTAs are the critical elements on your landing page that transform interest into action — and when they’re done right, they drive conversions. But when they’re unclear, off-message, or hard to find, your whole lead generation strategy can fall apart.

Let’s take a deep dive into how to optimise your CTAs and increase the number of quality leads you’re generating through your landing pages.

Be Crystal Clear About What Happens Next

When someone lands on your page, they’re immediately looking for direction. Whether they’re browsing casually or actively seeking a solution, they don’t want to be left guessing. Your CTA is the breadcrumb that guides them to the next step. If the action you want them to take is unclear or feels ambiguous, they’re likely to leave without converting.

Instead of using vague phrases like Get started or Sign up, make it crystal clear what the visitor can expect. If they’re booking a consultation, tell them. If they’re downloading something, say exactly what that is.

The more specific and actionable your CTA, the easier it will be for someone to decide to click. They know exactly what they’ll get when they take that next step — and that builds confidence.

Example:
Instead of: Find out more
Use: Download the full guide on increasing sales leads

Clear CTAs lead to higher conversions because there’s no ambiguity. Visitors don’t have to wonder what happens when they click the button, which reduces friction and encourages them to take action.

Reduce the Commitment

When you’re asking someone to take action, the perceived level of commitment can play a significant role in their decision to convert. People are naturally hesitant to give away their information or agree to something that feels like a big decision. Reducing the perceived risk associated with clicking on your CTA can help make the decision easier.

Reassure them with language that makes the action feel less intense. If they know it’s a small step, they’re more likely to take it. Softening the language and removing friction — like eliminating payment requirements or stating there’s no obligation — will increase your chances of conversion.

Think about how you can make the action feel less intimidating. Offering a “free” service or stating that there’s no obligation to commit are simple but effective ways to ease potential customers into the process.

Example:
Instead of: Schedule your consultation now
Use: Book a free, no-obligation consultation

By reducing perceived risk, you’re signalling that the action isn’t a major commitment, which leads to more people taking that first step.

Lead with the Value, Not the Task

No one wants to click on a CTA just for the sake of completing a task. People are motivated by what they stand to gain. Instead of focusing your CTA solely on the action — like Book a demo or Request a call — focus on the benefit the visitor will receive. What’s in it for them?

People want results, not tasks. They want to understand how your product or service will improve their situation or solve their problems. By shifting your CTA language to highlight the outcome, you’re showing your audience that their time will be well spent.

Remember, when visitors understand how taking action benefits them directly, they’re more likely to click through. It’s not about what you want them to do — it’s about what they want to achieve.

Example:
Instead of: Request a demo
Use: Discover how we increased client leads by 50% in 6 months

When the focus is on the value they’ll receive, rather than the task they have to complete, people feel more compelled to take that next step.

Make It Impossible to Miss

A well-placed CTA is far more likely to drive action than one that’s buried at the bottom of the page or lost among other distracting elements. Visitors need to know exactly where to look when they’re ready to convert. Your CTA should stand out visually and be placed in a prominent spot on the page.

Using strong visual cues, like contrasting colours and large buttons, ensures that the CTA isn’t overlooked. Also, don’t be afraid to repeat the CTA throughout your page. People may need to digest some information first before they’re ready to take action — and by keeping the CTA accessible as they scroll, you make it easy for them to act when they’re ready.

Your goal is to eliminate any chance of confusion or hesitation. The CTA needs to be prominent, easy to find, and visually appealing. Place it above the fold (the part of the page visitors see first), in the middle, and again at the bottom of the page.

Example:
A bright blue button on a white background will stand out more than a grey button that blends in with the page design.

Using these visual cues makes the CTA impossible to miss, which increases the chances of conversion by making the decision simpler.

Keep Testing

Landing page optimisation isn’t a one-and-done process. What works for one audience or campaign might not work for another. To continually improve your conversion rates, testing is key. A/B testing allows you to try different versions of your CTAs to see what resonates best with your audience.

Start by testing one element at a time — the CTA button copy, its colour, placement, and the overall offer. You don’t need to guess what’s going to work; with the right testing tools in place, you can track what’s effective and adjust accordingly.

Regular testing can lead to steady improvements in performance. And even small changes can make a significant difference. Over time, this data-driven approach will allow you to make more informed decisions about your CTAs and landing pages.

Example:
A client tested two CTAs:

• Download our brochure

• Get a free, custom pricing proposal

The second CTA resulted in 46% more clicks simply because it directly addressed the visitor’s desire for a personalised solution.

Regular testing and iteration are how you refine and optimise, ultimately increasing your conversion rates.

The Bigger Picture: Why This Matters for Your Lead Generation

Optimising your CTAs isn’t just a small adjustment; it’s a strategic move that can have a massive impact on the overall effectiveness of your lead generation strategy. Let’s take a closer look at why focusing on these elements can make such a significant difference to your business.

When you invest in improving your CTAs, you’re directly enhancing your conversion rates. Conversion rate is a key metric in digital marketing because it shows how effectively you’re turning visitors into actual leads. If you’re getting traffic to your site but failing to convert that traffic into leads, you’re missing out on a valuable opportunity to grow your business. By refining your CTAs, you increase the likelihood that your visitors will take action — whether that’s filling out a form, booking a consultation, downloading an asset, or any other goal you’ve set.

This becomes even more critical when you consider the potential financial impact. Let’s revisit the example mentioned earlier: if you’re currently getting 1,000 visitors a month and converting at 2%, that results in 20 leads. But by increasing your conversion rate to 5%, you’re not just getting a few extra leads — you’re getting 50 leads, or a 150% increase in lead generation, from the same amount of traffic. The financial benefits here are substantial, especially if each lead is worth a certain amount to your business.

Increased Revenue Opportunities

Increased leads don’t just mean more people in your pipeline; they represent tangible revenue opportunities. When you improve the efficiency of your lead generation, you’re essentially unlocking more chances to sell or nurture long-term relationships.

For instance, if your business generates £500 per lead, improving your conversion rate from 2% to 5% could potentially generate an additional £15,000 in revenue, assuming the value per lead stays constant. Now, imagine the compound effect of these improvements over time, especially when combined with ongoing testing and optimisation.

But it’s not just about more leads — it’s about better-quality leads. By carefully crafting your CTAs and focusing on aligning them with the intent of your audience, you ensure that the people who are converting are the right fit for your business. High-quality leads often lead to quicker, more efficient sales cycles, meaning you can close deals faster and with less effort. Plus, when your landing pages speak directly to the needs and pain points of your ideal customers, you’re more likely to build trust and establish stronger relationships early on.

Lower Acquisition Costs

Improving your conversion rate doesn’t just impact your top-line revenue; it can also significantly lower your customer acquisition costs (CAC). If you can get more leads from the same amount of traffic, you’re essentially spending less money to achieve the same (or better) results. This is a highly efficient way to scale your business.

For example, if you’re running paid campaigns, you might have a budget set aside to drive traffic to your landing pages. If your current landing page is only converting 2%, you’re essentially paying for a lot of visitors who aren’t engaging with your business in a meaningful way. But by optimising your CTAs and improving your conversion rate, you can get more out of that same traffic without increasing your ad spend. In some cases, you could achieve lower cost-per-lead (CPL) by simply refining the user experience and call-to-action on your landing pages.

Additionally, improving your CTA performance makes your marketing budget go further. When your landing page performs better, you can allocate resources to other areas of growth — such as enhancing your website design, investing in more targeted ads, or expanding your outreach efforts.

Data-Driven Insights and Continuous Improvement

Optimising CTAs is not a one-off task; it’s a continuous process. With every test, you gather data that helps you make smarter decisions about your digital marketing strategy. A/B testing, heatmaps, and other analytics tools can provide invaluable insights into how users behave on your page. The more you understand what works and what doesn’t, the better you can refine your messaging and overall marketing approach.

For example, if you test different variations of a CTA and notice that one version performs significantly better than another, that data tells you exactly what resonates with your audience. These insights go beyond just CTA optimisation — they provide a deeper understanding of your audience’s needs, pain points, and motivations.

When you continuously improve your CTAs, you’re also improving the overall experience of your customers. This builds trust and reinforces the value your business offers. People are more likely to engage with and convert on a page that is clear, focused, and intuitive — and that makes them more likely to return.

Strengthened Brand Perception

Believe it or not, the design and functionality of your landing pages — and specifically, your CTAs — can influence how your audience perceives your brand. A well-designed CTA shows professionalism and a strong commitment to delivering value to your customers. On the flip side, poorly designed or unclear CTAs can make you appear less trustworthy or disorganised.

By investing time in CTA optimisation, you’re signalling to your visitors that you care about their experience and that you’re serious about your business. This positive first impression can have a long-term impact on customer loyalty and trust. A clear, concise CTA aligns with a positive, user-friendly website experience, which ultimately leads to better brand perception in the eyes of your audience.

In Summary:

Optimising your CTAs is a simple but incredibly powerful way to boost your lead generation. By improving the clarity, visibility, and relevance of your CTAs, you’re not only increasing your conversion rates but also enhancing the overall efficiency of your marketing strategy. The result? More leads, higher revenue, lower acquisition costs, and a stronger brand.

Optimisation is a continuous process, and by regularly testing and refining your CTAs, you’re positioning your business to make the most out of every visit to your landing page. It’s all about making sure the experience is seamless and that your audience knows exactly what to do next — with no hesitation or confusion.

At the end of the day, your business isn’t just competing for clicks. You’re competing for trust, attention, and a piece of your customer’s mind. The better your CTAs are, the more likely they are to make the leap from visitor to lead, and from lead to loyal customer.