Why Your “Click Here” Button Is Costing You 70% of Your Customers

Don’t use generic “Click Here” buttons on your website.

Your call-to-action button is the bridge between interest and action—and most small businesses are burning that bridge with conversion-killing mistakes.

Research shows that 90% of website visitors only read headlines and CTA copy. That’s it. If 9 out of 10 people look directly at your CTA button, don’t mess it up.

Minor CTA optimizations create massive results.

621% conversion increases from simple WORD CHANGES. Words matter.

90% improvement from switching “your” to “my.” Let that one sink in…

304% better performance when you put the buttons in the right spots. Moving the button can make a huge difference.

The 5 CTA Commandments That Rule Conversions

1️⃣ Your Words Are Psychological Weapons

Generic CTAs are conversion cancer. Nielsen Norman Group research proves that vague buttons like “Get Started” actually increase abandonment.

The Power Word Arsenal:

• Action Verbs: Get, Claim, Unlock, Start, Discover
• Personal Triggers: “My” instead of “Your” (90% conversion boost)
• Value Words: Free, Save, Guaranteed, Exclusive, Limited
• Urgency Creators: Now, Today, Limited Time, Last Chance

Conversion Winners vs. Losers:

✅ “Get My Free Quote Now” ❌ “Submit Request”
✅ “Claim My 30% Discount” ❌ “Click Here”
✅ “Start My Free Trial Today” ❌ “Learn More”

2️⃣ Placement = Psychology in Action

Your button placement isn’t decoration—it’s strategic psychology.

Above-the-fold CTAs outperform below-the-fold by 304%. But context matters. If your service requires explanation, place CTAs after value-building content.

The Golden CTA Positions:

• Top right header (follows natural eye movement)
• Immediately above the fold on homepage
• After key benefit statements
• Multiple strategic repetitions throughout page

One service business saw a 19% increase in phone orders simply by moving their CTA above the fold and removing competing elements.

3️⃣ Design Consistency Builds Conversion Trust

Your CTA should be the Brad Pitt of buttons—impossible to ignore and consistently attractive.

Design Psychology Rules:

• One CTA color per site (no other button uses this color)
• High contrast against background (minimum 3:1 ratio)
• Consistent sizing throughout site (44x44px minimum)
• Landing page CTAs can be 20% larger for emphasis

Companies see 21% conversion increases from color optimization alone. Red consistently outperforms green, while orange creates “get-it-done” psychology.

4️⃣ Popups Crush Contact Pages

This might shock you, but popup forms convert 11.09% on average compared to 3-5% for contact pages.

Why popups win:

• Impossible to ignore (welcome gate psychology)
• Mobile performs 97% better than desktop (5.60% vs 2.86%)
• Reduces friction (no page reload required)
• Creates urgency (limited-time appearance)

Form Optimization Secrets:

• Multi-step forms: 86% higher conversion rates
• Removing one field: 25% completion boost
• Phone number fields: 37% abandonment rate (make them optional)

5️⃣ Service Businesses: Phone CTAs Are 10x More Powerful

Here’s the game-changer most service businesses miss: phone calls convert at 25-40% while contact forms struggle at 2-3%.

The Service Business CTA Strategy:

• Prominent click-to-call buttons for immediate contact
• Simple backup forms for lead capture
• Call tracking for proper attribution
• Separate measurement of phone vs. form conversions

B2B buyers prefer phone contact 58% vs 35% for forms. Your CTA strategy should reflect this reality. We (almost) always put the phone number under the main CTA button.

Your 30-Day CTA Transformation Plan

Week 1: Audit current CTAs and identify conversion killers Week 2: Implement high-impact copy changes using power words Week 3: Optimize placement and design consistency Week 4: A/B test variations and measure results

Remember: Small changes create massive results. PriceCharting achieved 620.9% conversion increases by changing one word in their CTA copy.

Your website is your 24/7 salesperson. Give it the right words to close deals.