Crafting Killer CTAs: How to Write Calls-to-Action That Actually Convert

A call-to-action (CTA) is the gateway between your content and your conversions. It’s that button or link urging the visitor to do something – sign up, buy now, download, you name it. Crafting a killer CTA means the difference between a passive visitor and an engaged lead or customer. But many CTAs fall flat due to bland wording, poor design, or unclear direction. In this guide, we’ll explore how to write calls-to-action that actually convert, drawing on proven best practices and examples.

Make Your CTA Stand Out (Visually and Contextually)

First, your CTA needs to grab attention. If people don’t notice it, they definitely won’t click it. Use contrasting colors for your CTA button so it pops off the page (e.g. a bright orange button on a blue background). Ensure there’s plenty of white space around it. Also, give it a prominent placement – typically near the top of your page and again at logical breakpoints in your content if it’s a long page. For example, on a landing page, you might have one CTA button immediately visible without scrolling, and another after explaining the benefits. Visually, the CTA should be one of the most eye-catching elements on the page.

Context matters too. A strong CTA doesn’t exist in a vacuum; it’s supported by a clear headline or surrounding copy that reinforces why the visitor should take that action. So before someone even reads “Buy Now” or “Download,” they should already be sold on the offer through your headline, product image, or brief description. Make sure everything around the CTA – headlines, bullet points, images – all point the visitor toward that action.

Be Clear and Specific with Your Wording

The golden rule of CTA copy: clarity trumps cleverness. Your button or link should leave no doubt about what will happen when it’s clicked. Phrases like “Submit” or “Continue” are weak because they’re vague; instead, use specific action-oriented text that describes the outcome. For example, if your CTA leads to a free trial signup, say “Start My Free Trial” rather than just “Submit”. If it’s a download, say “Get the Free Ebook” or “Download Now – It’s Free.” The user should be able to glance at the CTA and know exactly what they’ll get.

Being specific also means focusing on one action. Each page or email should have a primary CTA. Having multiple different CTAs can confuse people (e.g. “Download our guide” and “Book a demo” on the same page might split their attention). Data shows that sticking to one main CTA per page can drastically boost conversions. With a single, clear action, visitors aren’t distracted – they know the one thing you’re asking them to do. So decide what your highest priority action is, and design your page or message around that.

Use Action-Oriented, Value-Driven Language

Great CTAs use a strong action verb and a clear value proposition. Start with words that encourage action: “Get”, “Download”, “Start”, “Join”, “Create”, “Claim” – these spur the reader to do something. For example, “Get My Free Guide” starts with an action (“Get”) and personalizes it (“My”). Notice it also includes what they’re getting (a free guide). That’s value-driven language because it highlights the benefit to them. Compare that to a generic “Submit” button – not very enticing!

Also consider using first-person phrasing (“Start My Free Trial” instead of “Start Your Free Trial”). Some studies have found that first-person can perform better, possibly because it subconsciously reinforces the feeling of ownership. Similarly, including the outcome or benefit in the CTA can lift conversions – e.g. a button that says “Show Me How to Save Money” emphasizes what they gain by clicking.

Adding a little urgency or exclusivity can help, but use it appropriately. Phrases like “Join Now – Spots Limited” or “Get it Today” can nudge people to act sooner. Just ensure not to fabricate false urgency; if something truly is limited or expiring, it’s fine to mention, but if not, constant urgency can feel like a gimmick and breed distrust.

Design for Clickability and Ease

Even though this article is about writing CTAs, we’d be remiss not to mention the design factors – after all, the best copy won’t convert if the button is hard to find or looks untrustworthy. Make sure your CTA looks like a button (or a clearly clickable link). Use a shape, color, and hover effect that make it obvious it’s interactive. It often helps to make the button slightly larger than other elements – it should be the most prominent “action” element on the page or email.

For mobile users, ensure the button is big enough to tap easily and there’s cushioning around it so they don’t accidentally click something else. (General rule: a tappable area of about 44px by 44px minimum for fingers.) If your CTA is a link (like in text or a menu), consider turning it into a button if it’s critical, or at least underline it and choose a high-contrast color.

Also, remove any surrounding clutter. If your CTA is surrounded by other links or lots of text, it can get lost. Give it breathing room and, if possible, place it where the eye naturally goes (often centered, or aligned with the main content flow). Some emails or pages use arrows or graphics literally pointing to the CTA – that can be cheesy, but it certainly draws attention!

Lastly, think about adding a line of reassurance near the CTA if appropriate. For example, a common tactic is adding a note like “— it’s free” right on the button or just below it (“No credit card required”). This can reduce hesitation to click by preemptively easing a concern. Similarly, if relevant, a small lock icon and “Secure” note on a purchase CTA can signal that clicking it will be safe.

Match Your CTA to the User’s Journey

Context is key. A common mistake is using the same style of CTA no matter where a prospect is in your funnel. But the likelihood of conversion often depends on how well “primed” someone is. If they’re reading a top-of-funnel blog post, a gentle CTA like “Subscribe for Updates” or “Download our free guide” is a smoother ask than “Talk to Sales” right off the bat. On a product page or pricing page, however, “Start Free Trial” or “Buy Now” is totally appropriate.

Think of it like a conversation. If a visitor is just getting to know you, your CTA should invite them to learn more or begin a low-commitment relationship (content, newsletter, free resource). If they’re showing interest (e.g. browsing features), the CTA can invite a deeper engagement (a demo, a trial). By the time they’re a hot lead or repeat visitor, a direct “Request a Quote” or “Sign Up Now” might be exactly the right prompt.

In other words, align your CTA with the visitor’s intent and readiness. One size does not fit all. For instance, Unbounce’s team suggests not proposing marriage on the first date – likewise, don’t push “Buy now” to a cold audience at hello. Instead, maybe “See How It Works” or “Get a Free Sample”. As their engagement grows, CTAs can escalate accordingly. Always ask yourself what the next logical step is for the user. That way, your CTAs feel like a natural progression rather than an out-of-the-blue demand.

Test and Continuously Improve

The work isn’t done once you’ve written what you think is a great CTA. The smartest marketers A/B test their CTAs to find out what truly resonates. This is one of the easiest things to test – you can swap out a word or color and potentially see a big impact. No matter how confident you are in your CTA, let the data decide. As mentioned earlier, a simple test changing just a few words in a CTA led to a 104% increase in conversions for one company. If we never tested, we’d never know such a huge gain was possible with a minor tweak!

Try testing different phrasing (“Get My Free Quote” vs “Request a Quote”), different design (a larger button, a contrasting outline, etc.), or placement (maybe a sticky header CTA works better than one at the bottom). Be methodical – change one element at a time and measure. Over time, you’ll refine CTAs across your funnel that significantly boost your overall conversion rates.

Also, pay attention to patterns in what works. You might find that action-oriented language like “Get” consistently outperforms softer words like “Learn”. Or that emphasizing urgency (“today” or “now”) works in some spots but not others. Use these insights to craft better CTAs everywhere.

Finally, remember that the effectiveness of CTAs can evolve. What works this year might feel stale next year as audiences get used to certain tactics. That’s another reason to keep testing periodically. Continuous improvement is the name of the game.

In summary, crafting killer CTAs comes down to clarity, relevance, and enticing language, all presented in a noticeable, easy-to-click package. With well-written and well-designed CTAs, you’ll guide users through your funnel smoothly and see those conversion numbers climb. And when in doubt – test, test, test!

Email Marketing Funnel 101: Step-by-Step to Nurture Leads and Boost Sales

Email isn’t just a communication tool – it’s a conversion machine when used correctly. In fact, for every $1 spent on email marketing, the average return is about $36, making it one of the highest-ROI marketing channels. But high returns don’t happen by sending random blasts. You need an email marketing funnel: a strategic sequence of emails that nurture your leads from the initial contact (e.g. when they sign up on your site) all the way to the sale (and beyond). In this “101” guide, we’ll break down a step-by-step approach to building an effective email funnel that turns cold subscribers into warm customers.

Step 1: Capture Quality Leads with a Strong Opt-In

Every email funnel starts before the emails – it starts with how you get people onto your list. That means offering something valuable (a lead magnet or irresistible offer) and having a focused landing page or form where they opt in. Ensure your signup form clearly states the benefit of joining your list (“Get weekly marketing tips” or “Join 5,000+ others receiving our free investment newsletter”). Keep the form simple – name and email is usually enough at this stage. The goal is to maximize conversions here so you have a steady flow of leads entering your funnel.

When someone signs up, deliver what you promised immediately. If it’s a free ebook or coupon, your funnel’s first job is to give them that item (usually via an immediate email – more on that next). By attracting the right people with the right offer, you set the foundation for a successful nurture sequence. Remember, the quality of your list matters more than sheer quantity. It’s better to have 1,000 highly interested subscribers than 10,000 people who never really engage. So focus your lead capture on your target audience and make sure your lead magnet or offer aligns with what you ultimately want to sell.

Step 2: Send a Warm Welcome Email (Immediate Delivery)

The moment a new lead joins your list is critical. They’re most engaged right after sign-up, so don’t keep them waiting – send a welcome email instantly (or within a few minutes). This email serves multiple purposes: - Deliver the Goods: Provide the link or attachment to whatever you promised (e.g. “Download your free guide here” should be front and center). - Introduce Your Brand Personality: Thank them for joining. Let them know who you are, what you do, and what kind of emails they can expect in the future. Keep it friendly and on-brand (if your brand voice is casual, write casually; if it’s formal, stay professional). - Set Expectations: Tell them how often you’ll email or what’s coming. For example, “Over the next week, I’ll send you a few of my best tips to get you started.” This prepares them and reduces the chance your upcoming emails feel like unexpected spam. - Encourage Engagement: Consider a simple call-to-action in this first email, like asking them to whitelist your email or even reply with a question or their biggest challenge related to your topic. Getting a reply from them can improve email deliverability and makes the relationship feel more two-way.

The welcome email often has one of the highest open rates of any email in your funnel (people are looking for that thing they signed up for), so it’s your best shot to make a great first impression. Don’t waste it. By delivering value and a bit of delight right at the start, you set the tone for a positive ongoing relationship.

Step 3: Nurture with Valuable Content and Stories

With the welcome email done, now your funnel moves into the nurturing phase – typically a sequence of follow-up emails designed to educate, build trust, and subtly guide leads toward your product or service. Think of this like dating your lead: you want to provide value and show you understand their needs before you propose any “marriage” (the sale).

A few guidelines for your nurture emails: - Provide Value First: Each email should include something genuinely useful. It could be a tip, an insightful blog post or video link, a how-to guide, or an inspiring case study. Give them “quick wins” or aha moments related to your niche. This positions you as a helpful expert rather than just another vendor. - Use Storytelling: People remember stories, not facts and figures. Share relevant anecdotes – maybe how you or a client overcame a challenge (especially one your leads likely face), or the origin story of your product (if it’s relatable). Story-based emails keep readers engaged and emotionally invested. For example: “When I launched my first campaign, it flopped. I felt like giving up... (story of lesson learned)… and that insight is what I want to share with you today.” - Address Objections Over Time: As you lead toward a sale, think about what doubts or concerns a typical lead might have. Use one of your emails to proactively answer common questions or myths. Not in a heavy sales way, but naturally. For instance, “You might be thinking, ‘I’m not tech-savvy enough to automate this.’ I used to think that too… (explain how it’s actually simple with the right tool).” - Soft CTAs in Early Emails: While these nurture emails are mostly about content, it’s okay to include a gentle call-to-action. Early on, that might simply be “read this article on our blog for more” or “reply and let me know your thoughts on this”. As the sequence progresses, you can introduce CTAs related to your product – like inviting them to watch a demo video or attend a webinar that naturally leads to your solution. The tone should remain helpful, not pushy.

The nurture sequence might span a week, two weeks, or more – depending on your sales cycle and how much content you have. During this phase, you’re essentially training your leads to open your emails because they know there’s something worthwhile inside. By the time you get to a sales pitch, they aren’t surprised – you’ve earned the right to make an offer.

Step 4: Present Your Offer (The Conversion Point)

After providing plenty of value and establishing credibility, it’s time for the conversion email (or series of emails). This is where you directly present whatever action you want the lead to take that turns them into a customer. It could be: - Making a purchase: e.g. a product launch email or a special promo code. - Starting a free trial: if you’re a SaaS, an email highlighting the features and inviting them to try it free. - Booking a consultation/call: for services or high-ticket offers, an email that says “Let’s chat one-on-one about how we can help – schedule your free consultation.”

In your sales email(s), be clear, bold, and benefit-driven. Remind them of the problem you help solve or goal you help achieve (which by now you’ve been talking about in your content). Use a testimonial or two if you can to reinforce your claims (“See how Jane doubled her sales using our system…”). Address the main objection head-on (if price is a concern, emphasize ROI or guarantee; if time, emphasize ease-of-use or support).

Include a strong CTA (“Get Started Now,” “Claim My Discount,” etc.) – this isn’t the time for subtlety. However, keep the tone friendly and confident, not desperate. You’re extending an invitation to get even more value by becoming a customer.

Many effective funnels use a sequence of conversion-focused emails rather than a single shot. For instance: - Email 1: Introduce the offer (features and benefits, plus the ask). - Email 2: Overcome common objections or share a powerful case study for social proof. - Email 3: Inject urgency or scarcity if applicable (“Offer ends Friday” or “Only 3 spots left for the program”) and remind them to act.

Be sure to space these out appropriately (e.g., over a few days) and monitor engagement – if someone converts on Email 1, you might want to remove them from the remaining promotion emails to avoid annoyance.

Step 5: Continue the Relationship (Post-Conversion and Non-Converters)

A well-designed email funnel doesn’t just stop after the sale or final pitch. You should have a plan for continuing the conversation with both those who convert and those who don’t: - For new customers: Consider a separate onboarding or welcome sequence specifically for customers. This could include a thank-you email, resources on how to get the most out of their purchase, and an upsell/cross-sell down the line (after they’ve seen value). A customer who had a good experience can become a repeat buyer or a source of referrals, so keep nurturing them! For example, after someone buys a course, you might send a weekly “tip of the week” email to keep them engaged (and subtly expose them to other offerings or advanced courses). - For leads who didn’t buy: Don’t throw them away – their “no” might just be “not yet.” Continue to send value through a regular newsletter or updates. Perhaps they weren’t ready or budget wasn’t right; if you stay in their inbox with useful content, you’ll be top-of-mind when they are ready. You might create a special offer for inactive leads later, or invite them to a lower-commitment product as a downsell.

It’s also smart to set up a re-engagement campaign for leads who go cold. For instance, if someone hasn’t opened any emails for 3 months, you can send a “We miss you – was it something we said?” email with a feedback survey or a juicy piece of content to lure them back. Some will re-engage; others may be cleaned from your list eventually (an inactive list isn’t just unhelpful, it can hurt email deliverability).

Lastly, analyze and iterate. Look at each stage of your email funnel and see where drop-offs occur. Is your opt-in rate on the landing page lower than industry benchmarks? Tweak the offer or copy (or test different lead magnets, per the earlier article’s ideas). Are your open rates tanking after the second nurture email? Maybe your subject lines need work, or the content isn’t hitting the mark. Is the click rate on your sales email low? Perhaps the offer needs to be clearer or more enticing.

Use the data to refine your approach. An email funnel isn’t static; you can always improve it. The more you understand your audience – what they engage with, what they ignore – the more you can tailor your funnel to effectively turn those subscribers into happy customers.

By following these steps and continuously refining, you’ll build an email marketing funnel that not only boosts sales, but also delivers a great experience to your subscribers. Remember, an email list is a privilege – these people have invited you into a personal space (their inbox). Treat that trust with respect by consistently offering value, and you’ll see the payoff in long-term loyalty and revenue.

Landing Page Best Practices for 2025: How to Create Pages That Convert

Landing pages remain one of the most critical pieces of your digital marketing funnel – and their importance has only grown in 2025 as more business moves online. A landing page is a standalone page on your site created for a specific offer or campaign. Its main task is to attract people who are interested in your offer and convince them to take a single action.

High-converting landing pages don’t happen by chance. They follow time-tested best practices that balance design, psychology, and user intent. Here are the top landing page best practices you should follow (and adapt) for 2025 to boost your conversions and reduce cost-per-acquisition.

1. Stick to a Single Goal and CTA

The whole purpose of a landing page is to be laser-focused on a single goal. When there are too many options and choices to make, visitors will be less likely to take the desired action. So, you need to make sure your landing page message is clear and focused on one offer or conversion goal.

That means one primary call-to-action on your page. Sure, you might need multiple CTA buttons sometimes (like on long sales pages), but each one should direct users to the same next step. No mixed messages here. Our data shows that focusing on a single, clear action drastically improves conversion rates. Think of it like a good menu recommendation – instead of listing every dish, the best servers suggest exactly what you’ll love based on your tastes.

In practical terms, remove distractions on landing pages. Omit the standard website navigation menu, footer links, or any secondary offers. If something on the page doesn’t support the singular goal, consider removing it. By sticking to one main CTA per page, you reduce confusion and give people a clear next step.

Also, ensure each marketing campaign has its own dedicated landing page (don’t send ad traffic to a generic homepage). One study found that 4 out of 10 clicks in B2B campaigns lead to a company’s home page instead of a relevant landing page – and over half of B2B PPC ads do the same. Those businesses are likely missing out on conversions. For every unique offer or ad, create a tailored landing page that speaks directly to that audience and promise.

2. Keep the Design Distraction-Free

When designing your landing page, make sure there are no distractions that will cause users to leave. For example, including a navigation menu or lots of external links means visitors can easily click away without opting in to your offer. Remove any unnecessary outbound links (menus, footer links, sidebars) so the only obvious click is your CTA.

After removing all the unnecessary links, the only one left to click will be your CTA button. A distraction-free landing page will help you increase conversions and reduce your bounce rate. Essentially, you’re creating a focused environment where the visitor’s attention is guided to the value proposition and the action button.

Distraction-free doesn’t mean boring or sparse; it just means everything on the page serves a purpose. Use images and media wisely (more on that later), but avoid anything that doesn’t support the conversion. Every element should answer one of two questions for the visitor: “What is this about?” and “What should I do next?” If it doesn’t help with either understanding or action, consider cutting it.

One more thing: visual hierarchy matters. Use size, color, and placement to naturally draw the eye to your headline, key benefits, and CTA. White space is your friend – a clean layout with plenty of breathing room often outperforms a cluttered one, because it’s easier for visitors to digest your message quickly.

3. Craft a Compelling Headline and Value Proposition

Your headline is usually the first thing visitors read – it needs to grab attention and convey your core value proposition in a few words. A good headline is clear (no cute but confusing puns) and benefit-oriented. Think about the main outcome or problem you solve for the visitor and try to encapsulate that.

For example, instead of a vague headline like “Welcome to AcmeCorp,” a strong landing page headline would be “Increase Your Website Conversions by 50% – Without Buying More Traffic.” It’s specific, speaks to a desired outcome (more conversions), and hints at a solution (implied in the “without…” part). The visitor immediately knows what’s in it for them if they stick around.

Follow the main headline with a supporting subheadline or paragraph that adds a bit more detail or credibility. This is your chance to elaborate slightly: e.g. “Our easy-to-use CRO toolkit helps you turn more visitors into buyers. Used by 5,000+ businesses.” Here you’re stating what it is and adding social proof.

Make sure the content of your headline and page matches the ad or email that sent the visitor here (message match). If someone clicked an ad about “free email marketing tips,” the headline should mention something about email marketing tips or a newsletter – that immediate reinforcement tells them they’re in the right place. If your landing page is talking about something else, they’ll hit the back button (and you’ve lost the conversion).

Remember, clarity trumps cleverness. Don’t use buzzwords or internal jargon. Speak in the language of your customer and highlight the core benefit or unique selling point. If you nail the headline and value prop, you’ve hooked them to read the rest.

4. Make it Mobile-First (Responsive and Fast)

By 2025, it’s likely that a majority of your landing page visitors are on mobile devices. Yet, shockingly, only about 50% of landing pages are optimized for mobile viewing. If your page isn’t mobile-friendly, you’re literally turning away potential leads. Mobile optimization isn’t just about layout, it’s about the whole experience: text readability, button tap-ability, load speed, etc.

Responsive design is a must – your landing page should automatically adjust to fit different screen sizes. Test your page on a smartphone (and multiple devices if possible). Is the headline text large enough to read without zooming? Is the CTA button easy to tap with a thumb? Are form fields visible and keyboard-friendly (e.g. show numeric keyboard for phone number fields)? Fix any layout issues that require pinching or excessive scrolling.

Equally important is page speed on mobile. Mobile users are often on slower connections, and they’re even less patient with loading times. Every extra second of load time can cause conversion rates to drop – one well-known stat is that a 1-second delay in page load can result in a 7% reduction in conversions. Compress images, use efficient code, and consider using AMP (Accelerated Mobile Pages) or similar technologies for super-fast loading if appropriate.

Google’s algorithms also take mobile page experience into account (for both Ads Quality Score and organic ranking), so mobile optimization isn’t just for users, it affects your visibility and cost. In short: make mobile a priority, not an afterthought.

5. Highlight the Benefits with Clear, Skimmable Copy

When a visitor scans your landing page, they should immediately understand what you’re offering and why it’s valuable. Long blocks of text will overwhelm and turn off many people. Instead, use short paragraphs, bullet points, and bolding to make your copy easy to skim.

Focus on benefits over features. Features are the specifics of your product/service (e.g. “20 templates included” or “Advanced analytics dashboard”). Benefits are what those features do for the user (e.g. “Save hours of time with ready-made templates” or “Know exactly which marketing tactics are working”). Lead with benefits in your copy so the visitor thinks, “Ooh, I want that outcome.”

A good technique is to use a bullet list to summarize key benefits. For example: - Save Money: Cut software costs by consolidating 3 tools into 1. - Save Time: Automate posting so you regain 5+ hours a week. - Reduce Errors: Built-in checks catch mistakes before you publish.

Each bullet starts with a bold benefit (save money, save time, reduce errors) and then gives a little detail. This format is very reader-friendly.

Also, incorporate any social proof or trust elements directly into copy if you can. For instance, rather than a bland “Quality Project Management Software,” you might say “Trusted by over 1,000 teams to deliver projects on time.” It’s benefit + credibility in one statement.

Lastly, ensure your copy on a landing page is specific and relevant to the audience. If it’s B2B, maybe include metrics or results (e.g. “Improve conversion rates by an average of 27%”). If it’s B2C, tap into emotions or practical life improvements. Remember the snippet from the Moosend best practices: your landing page copy should reflect the stage of the buyer’s journey they’re in. A visitor coming from an awareness-stage blog needs more educational tone, whereas someone clicking an ad for a free trial is closer to decision and needs benefit-driven, action-oriented copy.

6. Use Engaging Visuals (But Keep Them Relevant)

A picture is worth a thousand words – if it’s the right picture. Images or videos on your landing page can help illustrate your offer, show the product in action, or set the mood. But irrelevant or cheesy stock photos can actually hurt conversions by either confusing people or making your page feel less genuine.

Choose visuals that enhance understanding or create desire. If you’re offering a physical product, include a high-quality image or a 360° view. If it’s software or an app, show a screenshot or short demo/gif of the interface so people can visualize using it. If it’s a service, perhaps use a photo of yourself/your team (to humanize it) or an image representing the outcome (e.g. a happy customer).

Videos can boost conversion if they quickly communicate value (like an explainer video). For example, a 2-minute video that demonstrates how easy your product is to use can do a lot of heavy lifting. Just be sure to put an obvious play button on it and mention in text what the video is (e.g. “▶ Watch: 2-Minute Demo”). And don’t have it auto-play with sound; that can annoy visitors.

One effective approach is to use hero images (the main image at top) that show the end benefit. For instance, if your product helps people get fit, a picture of a person looking fit and confident (your aspirational outcome) might connect better than a picture of your supplement bottle. Or, if you run an email marketing service, a hero image might show an overjoyed marketer looking at their analytics, implying success.

Make sure to optimize images for fast loading (saving them in the right format and size) – as noted, speed matters. And always check that your images look good on mobile (not cut off or tiny). A crisp, relevant visual can convey in a split second what might take several lines of text, so use that power wisely.

7. Build Credibility with Social Proof

As mentioned earlier, social proof is one of your secret weapons on a landing page. New visitors don’t yet trust you, so seeing evidence that others have had a good experience greatly increases their confidence. Social proof can take many forms: - Testimonials: A short quote from a happy customer, ideally including their name, photo, and perhaps their company (for B2B) or location (for B2C to show they’re a real person). Place a really compelling testimonial near your CTA if possible, to give that final reassurance to click. - Customer Logos: If you serve businesses, showing logos of recognizable clients (“Join brands like X, Y, and Z”) immediately tells visitors that credible companies trust you. - Ratings/Reviews: If you have a product with star ratings or third-party reviews (like on G2, Capterra, Yelp, etc.), mention the rating (“Rated 4.8/5 by 300+ users”) or include a badge from that site if allowed. - Numbers: Sometimes sheer numbers act as social proof. “Over 50,000 copies downloaded” or “Serving 20,000 subscribers” suggests that lots of others see value in your offer.

And of course, if an influencer or well-known expert has endorsed you, that’s gold – feature it prominently (“Recommended by ____, [Their Title]”).

Showing social proof is one of the easiest ways to skyrocket sales on your landing page. It addresses the fear of the unknown by showing, “Look, these folks took the leap and are glad they did.” For maximum effect, pair social proof with specifics: a testimonial that says “X product helped us increase sales by 30% in 3 months” is far more convincing than “We really like X product.”

Finally, trust badges or guarantees can also boost credibility. Money-back guarantee seals, “100% Secure Checkout” badges, or relevant certifications (like “Organic” for a food product, or “GDPR Compliant” for a software handling data) can alleviate specific worries that might block a conversion. They’re not exactly social proof, but they play a similar role in reducing perceived risk.

8. Speed and Simplicity (Optimize Loading and Forms)

We’ve touched on speed in the mobile section, but it’s worth reiterating: a fast-loading landing page is essential. In 2025, users have zero patience for slow pages. Use tools to minify code, compress images, and leverage CDNs (content delivery networks) so that your page loads in a snap. Not only does this prevent user drop-off, but Google’s Core Web Vitals (which include loading speed) can impact your ad Quality Score and organic rankings – a slow page might cost you more in ads or lower your SEO, so it literally can cost you money.

Check your landing page’s form experience too. If your goal is lead gen, the form is where the conversion happens, so it needs to be friction-free. Mark required fields clearly. If possible, allow social login or autofill to speed up completion. On mobile, use proper input types (email inputs that show the “@” keyboard, numeric for phone, etc.). Nothing kills a conversion like a form that’s hard to use or throws errors without explanation.

After submission, ensure the thank-you or confirmation is reassuring. If they signed up, show a thank-you message right on the page or redirect to a friendly thank-you page (“You’re in! Check your email for the guide.”). If they purchased, show confirmation details. An abrupt or blank screen can leave people unsure if it worked (they might retry or bounce in confusion).

To summarize: streamline every last element of the landing page for ease and speed. One company famously increased conversions by trimming their signup form from 4 fields to 3. Another saw leaps by cutting their page load time in half. These tweaks might seem small, but at scale they make a big difference.

9. Ensure Message Match from Ad to Page

This is a bit of a repeat from earlier, but it’s so important for conversion – especially if you’re running ads. Message match means the wording and imagery of your landing page mirrors the ad or link that drove the click. If an ad promises “Free 14-Day Trial, No Credit Card Required,” the landing page should prominently say “Free 14-Day Trial” and reiterate no credit card needed. If your Facebook ad shows a picture of a blue gadget, the landing page should show that same blue gadget, not a different color or model.

Why? Because consistency builds trust and reduces confusion. If people click something and see something different, even subtly, they can get uneasy or feel misled. Ensuring that your landing page reflects the content of the ad your audience clicked on is crucial. People should immediately be able to tell they’ve landed in the right place.

This extends to keyword match for PPC campaigns too. If someone searched “organic dog food” and clicked your ad for “Organic Dog Food – 20% Off First Order,” then the landing page better have “Organic Dog Food” in the headline (not just “Premium Pet Supplies” generically). Align your copy with the user’s intent as closely as possible.

Message match also applies to CTAs across funnel steps. For example, if an email link says “View Schedule and Pricing,” the landing page headline could be “Class Schedule & Pricing” – not just “Welcome to Our Studio.” These little cues assure the visitor that clicking was the right decision and that they’re about to get what they were looking for.

10. Test and Learn

You’ve implemented a bunch of best practices – great! Now, remember that continuous improvement comes from testing and learning. We’ve discussed A/B testing in another article; landing pages are prime candidates for it. Test your headlines, test your imagery, test different CTAs (color, text, size). Maybe even test the overall layout (a long page with lots of info vs. a shorter, minimalist page).

A few quick ideas: - Try a video vs. no video. - Try different wording on your CTA button (“Get Your Free Quote” vs “Request Pricing”). - Test adding a trust badge near the form vs. none. - Experiment with different lead magnets if one isn’t performing (perhaps the offer itself needs to be more enticing).

Be sure to gather data beyond just conversion rate. Use tools like heatmaps or user recordings to see if people are scrolling, where they hesitate, etc. Maybe you find hardly anyone reaches the bottom of your page – consider moving the form higher or shortening content. Or you see a lot of clicks on an image that’s not linked – perhaps make it a clickable element or add a CTA there.

And importantly, keep up with trends. By 2025, we see more interactive content on landing pages (quizzes, chatbots) – if appropriate, that could be something to test (for example, a short quiz on the page that leads into the opt-in form might boost engagement). Always evaluate new best practices or technologies critically and test them yourself.

By adhering to these landing page best practices and embracing a testing mindset, you put yourself on the path to higher conversions and a better ROI on your campaigns. Landing pages are often the hinge on which your marketing success swings – give them the attention they deserve, and they’ll reward you with more leads and sales.

A/B Testing 101: Optimize Your Funnel Through Continuous Experimentation

How do you know if your latest marketing tweak actually worked, or if it’s just noise? The answer is A/B testing. Also known as split testing, A/B testing is the process of comparing two versions of something to see which one performs better – grounded in real user data, not hunches. In an era where data-driven decisions rule, A/B testing has become a fundamental practice for optimizers: around 77% of companies run A/B tests on their websites, and a majority also test elements of their landing pages and emails. If you’re not testing, you’re essentially flying blind or relying on “best guesses”. This 101 guide will walk you through the basics of A/B testing and how to use it to continuously improve your sales funnel.

What is A/B Testing (and Why You Should Care)

In a nutshell, A/B testing is an experiment. You take one element of your marketing (say a webpage, an email subject line, or an ad), and you create a second version with a single change (for instance, a different headline or a different color button). Then you split your traffic or audience so that half see version A and half see version B (hence the name). By measuring which version achieves a better result (higher conversion rate, click-through, sign-ups, etc.), you can determine statistically which variant is the winner.

The beauty of A/B testing is that it takes the guesswork out of optimization. Rather than “I think this new headline is better,” you can know with confidence backed by data. Over time, running continuous experiments on your funnel can yield massive gains. Small improvements compound – a 5% lift here, 10% there – and soon your funnel might be converting far more visitors into customers than when you started.

Not every test will be a winner, and that’s okay. In fact, only about one in eight A/B tests drives a significant improvement (meaning many tests will show no big difference, or occasionally even a negative impact). The key is to test iteratively and learn from each experiment. A/B testing is as much about understanding your audience’s preferences as it is about boosting numbers. A losing test isn’t a failure; it ruled out an approach and gives you insight to try something else.

The A/B Testing Process Step-by-Step

Step 1: Identify what to test. This should ideally be an element that has a decent amount of traffic or volume (so you can get results faster) and that you suspect could have a high impact if improved. Classic things to test include headlines, call-to-action (CTA) text or color, form layouts, hero images, email subject lines, send times, pricing displays, etc. Look at your funnel analytics – where are the biggest drop-offs? Start there. For example, if lots of people visit your pricing page but few click “Buy,” test something on that page.

Step 2: Form a hypothesis. Don’t just test random things. Have a reason for the change. E.g., “I believe a shorter landing page with the form higher up will increase sign-ups because users won’t have to scroll as much” or “I suspect wording the CTA in first person (‘Start My Trial’) will feel more personal and improve click rates.” A clear hypothesis guides what you change and what success looks like.

Step 3: Develop the variation. Create version B which is identical to version A except for the one element you’re testing. If it’s a headline test, everything else stays the same. If it’s a completely different page layout, okay that’s multiple changes – but sometimes you might test a big redesign as a package. Just note that if version B wins or loses big, you’ll need further tests to pinpoint which element of the redesign was responsible. In general, change one element at a time for clean learning.

Step 4: Split your traffic fairly. Use an A/B testing tool (many web platforms have built-in A/B features, or you can use tools like Google Optimize, Optimizely, VWO, etc.). These will randomly show version A to some visitors and version B to the rest, ensuring an unbiased split. Run the test during the same timeframe – do not do A one week and B the next, or external factors (seasonality, marketing campaigns, news events) could skew it.

Step 5: Measure and wait for significance. Identify the key metric that defines success (click-through rate, sign-up rate, etc.) and let the test run until you have enough data. How long? That depends on your traffic and conversion rates. Most testing tools will display a confidence level once one version seems ahead. Aim for at least 95% confidence that a result is real (some use 90% as a threshold). This guards against acting on a fluke. If neither version is significantly better (maybe they’re within a few percentage points of each other), that’s basically a tie – you can consider that “no difference” or keep the original by default and try testing a different change.

Step 6: Implement the winner and iterate. If version B wins, fantastic – publish those changes to all users. Document what you tested and what happened (build that knowledge base!). Then move on to the next test, ideally building on that insight. For instance, if changing the CTA text gave a boost, you might next test CTA color or placement, now that you know more people click it. If version B lost or no difference, stick with version A (control) and test a different idea. The process is continuous – even big companies like Google and Amazon are always testing because user behavior and preferences evolve.

What to Test: Ideas and Prioritization

There’s practically no end to what you can test, but some tests will yield bigger returns than others. Here are common areas and ideas, along with how to prioritize: - High-impact pages: Focus on pages deep in your funnel (like checkout or lead form pages) where even a small lift means a lot of revenue. Test form simplifications, trust badges, progress indicators, etc., here. - High-traffic pages: A homepage or popular blog post might not directly convert, but if it has loads of traffic, a change that pushes more people to your sign-up page can have huge funnel-wide effects. - Headlines and copy: Since the headline and top copy are first impressions, try different value propositions there. E.g., emphasize cost savings vs. time savings to see what resonates more. - Layout and content length: Especially on landing pages – test a minimalist approach vs. a detailed approach. Some audiences convert with less info (quicker sign-up), others need more convincing. - Media usage: Test pages with a product video vs. static image, or an explainer illustration vs. text. Do people engage more and convert with video? Only one way to know. - Personalization: If you can, test a generic one-size-fits-all message vs. something tailored (e.g., a headline that inserts the visitor’s industry or interest). Personalization can boost relevance, but it’s worth proving. - Email elements: Subject lines (perhaps the easiest email test – try adding an emoji or not, using question vs. statement), email send times (morning vs afternoon), and call-to-action wording in emails can all be tested. Just be sure to send enough volume to get results – if your list is small, you might test across multiple sends.

Prioritize tests that align with known pain points. For example, if user feedback says “the sign-up process is too confusing,” test a streamlined version of it. If analytics show a landing page has a high bounce rate, test something radical on that page (maybe a totally different approach to content).

Also consider effort vs. impact: a test that’s easy to implement and has a plausible chance of a sizable win should likely be done sooner. A test that requires a complete redesign might take longer – you might hold off until you’ve tried smaller tweaks.

Remember the stat: 77% of companies are running website A/B tests, and 60% on landing pages. That means your competitors are likely testing things too, so to keep up, you should be continually improving your own pages via testing.

Tips for Running Successful Tests

A few more pointers to get the most out of A/B testing: - Run one test at a time on any given page/audience. If you start multiple tests on the same page overlapping, their results can interfere with each other (unless your testing tool manages multivariate testing, but that’s more advanced). Simpler is better when starting out. - Don’t stop the test too early. There’s a temptation to peek at results and, if you see Version B winning after a day, immediately end the test and declare victory. Early data can be misleading. Let it run to the predetermined sample size or significance level. Patience yields reliable results. - Learn from “negative” results. If Variation B performed worse, analyze why. Did the change make the value less clear? Did users not notice something new? A/B testing is as much about learning audience preferences as it is about conversion rates. - Share results with your team. It helps get everyone on board with data-driven culture. It’s also fun to see hypotheses confirmed or refuted. Create a simple spreadsheet or doc logging: Test name, date, what was tested, outcome, next action. Over time, you’ll build a library of insights (e.g., “CTA wording that implies instant access performs better than wording that implies a process”). - Beware of “local maxima.” If you test a lot of small changes, you might perfect one version of a page but miss out on a completely different approach that could be far better. Occasionally, challenge the status quo with a very different variant. For example, test a drastically shorter page vs. your long page, or a completely different creative concept. It might lose, but if it wins, it might win big. Then you iterate from that new baseline. This helps avoid getting stuck optimizing minor details while a whole different strategy could leapfrog results.

Above all, A/B testing is about mindset: always ask “Could this be better?” and let your users answer through their behavior. With a solid testing program, you’ll systematically turn more of your traffic into leads and customers, making every marketing effort more effective.

So start brainstorming your next test now – and happy optimizing through A/B testing!

Content Marketing Funnel: Turning Blog Visitors into Leads

So, you’ve got a business blog bringing in traffic – great! But traffic alone doesn’t pay the bills. The real magic happens when you turn those blog visitors into leads, moving them into your sales funnel. That process of using content to attract, convert, and nurture prospects is often called a content marketing funnel. Done right, it can turbocharge your lead generation: content marketing costs 62% less than outbound marketing and yet generates three times as many leads. In fact, B2B marketers who have blogs get 67% more leads than those without blogs. Let’s break down how to build a content-driven funnel that captures those anonymous readers and turns them into engaged prospects.

Attract the Right Audience with Valuable Content

The content funnel starts at the top: attracting visitors to your site through high-quality, relevant content. This means creating blog posts (and videos, podcasts, infographics – any format that fits your audience) that address topics your ideal customers care about. Think about the questions and problems your prospects have at the awareness stage. For example, if you sell email marketing software, you might write posts like “10 Easy Ways to Grow Your Email List” or “Email Marketing 101 for Small Businesses.” These are educational, not salesy, and they align with what your potential customers might be searching for.

Optimizing for search engines (SEO) is crucial here. Do keyword research to find popular queries in your niche, and create content that truly answers those queries better than anyone else. Also promote your content via social media, online communities, and your email newsletter – the more relevant eyes you drive to your content, the more people you can pull into your funnel.

However, attracting a lot of random traffic isn’t the goal – you want qualified traffic. It’s better to have 500 readers who fit your buyer persona than 5,000 who never in a million years would buy from you. So keep your content focused on topics that tie into your product or service. This ensures the people coming in are the kind of people who could become leads or customers. You’ll also want to align your content with the eventual offers you’ll make. For example, HubSpot creates a lot of marketing how-to content because they know those readers are likely to need marketing software down the line.

Engage Readers and Keep Them Around

Getting a visitor to your site is half the battle; keeping their attention is the next. Effective content marketing means engaging your readers so they actually consume your content (and ideally, take the next step). A few tips to increase engagement: - Write in a personable, reader-focused tone. Imagine you’re having a friendly conversation, not writing a dry textbook. Use “you” to speak directly to readers, and break complex ideas into digestible insights. Engaged readers are more likely to convert into leads because they feel a connection. - Use multimedia and good formatting. We live in a multimedia world – walls of text won’t cut it. Include relevant images, charts, or embedded videos to illustrate points. Use subheads, bullet points, and short paragraphs to make the content easy to scan (as we’ve done throughout these articles). A visitor who finds your content visually appealing and easy to read will stick around longer. - Encourage interaction. Invite comments by asking a question at the end of your post (“What do you think about…?”). If someone leaves a comment, respond! This not only builds community but also keeps people coming back. If your audience hangs out on social (like a LinkedIn group or Reddit), be active there and interact around your content. - Offer further related content. A key aspect of a content funnel is guiding the reader to more of your content. Within your blog posts, link to other relevant articles (“If you enjoyed this guide to organic gardening, check out our companion piece on composting”). Use on-page recommended articles or a “related posts” section. The longer you keep a visitor engaged with multiple pieces of content, the more they trust you and the more chances you have to convert them.

By providing genuinely helpful content and a good user experience, you start building a relationship with your visitors. They see you’re not just pushing a product; you’re providing value. That trust and goodwill are the foundation upon which you’ll ask them for a bit of their trust (like an email address) soon.

Convert Visitors with Strategic Calls-to-Action

Now, how do we get these engaged readers to become leads? This is where calls-to-action (CTAs) on your content come into play. It’s vital to have a strategy for capturing visitors’ contact info so you can continue the conversation beyond the blog.

Some effective tactics: - Content Upgrades: As detailed in the lead magnet article, these are bonus resources specific to the post’s topic that readers can download by signing up. For example, if your post is “Top 10 Budget Travel Destinations,” your content upgrade could be a PDF “Travel Packing Checklist” or “Budget Travel Itinerary Template.” Since it’s highly relevant, readers are very likely to exchange their email for it. Place content upgrade CTAs in the middle of the post (“Click here to get the free checklist”) and at the end. - Sidebar or Inline Newsletter Sign-ups: Have an opt-in form visible on the page for your general newsletter or email updates. But don’t just say “Subscribe to our newsletter” (that’s not enticing). Instead, pitch the benefit: “Join 5,000+ savvy marketers and get our weekly growth tips” or “Get exclusive travel hacks in your inbox – free.” Make it sound valuable, because it is! If your blog platform allows, you might show a slide-in form that appears once someone has scrolled a good portion of the post – catching them when they’re clearly interested. - Pop-ups and Overlays: Controversial to some, but when done tastefully and targeted, they work. For instance, an exit-intent popup can offer a last-second magnet (“Before you go – grab our free eBook on X”). Or a timed popup 2/3 through the article can invite them to subscribe if they’re enjoying the content. Just be sure to configure these so they’re not overly repetitive or shown to people who already subscribed (nothing’s worse than being hit with the same popup on every visit). - In-Content CTAs: Within your article text, you can also weave CTAs to your products or lead magnets where relevant. For example: “We cover a lot of this process in our free email course – you can sign up for that here.” Contextual CTAs like this can feel very natural, as long as they truly fit the flow of content and aren’t just jarringly salesy.

The key with CTAs in content is to make the next step obvious and easy. A reader shouldn’t have to hunt for how to get more from you – it should be presented to them at the right moment. And always link the CTA to a dedicated landing page or form that makes good on the promise (remember message match!). If the CTA says “Get the Free Checklist,” the page it leads to should show the checklist and collect their email for access.

Nurture Those New Leads (Continue the Funnel)

Once a visitor converts into a lead (woohoo!), your content funnel merges with your email funnel (or whatever follow-up system you have). Now you must nurture that relationship via email (or retargeting ads, or phone calls – depending on your process). We won’t rehash the entire email funnel guide here, but a few content-specific things to keep in mind: - Deliver what you promised right away: If the lead magnet was a download, send the email with the download link immediately. Also, include a warm welcome message. They should instantly recognize the value of having subscribed. - Continue to send valuable content: Just because they’re on your list doesn’t mean the content stops. Ideally, you have an ongoing content strategy (like weekly blog posts, videos, or podcasts) and you share those with your list regularly. This keeps leads engaged and keeps building trust. Consistency is key – if you go radio silent for weeks, that lead might forget about you. - Use content to drive micro-conversions: Not every email needs to sell. Use some emails to drive leads to consume even more valuable content (webinars, in-depth guides, etc.). The more they engage, the more invested they become. You can score leads based on interactions – someone who attends your 30-minute webinar is likely more sales-ready than someone who just skims an email. - Introduce offerings naturally: Over time, pepper in mentions of your product or service solving problems (backed by content). For example, after several helpful newsletters, you might send an email that’s a case study (which is content) of a client success, and that naturally leads to “if you’d like results like this, check out our service.” The sales pitch is embedded in a story or useful case study, which feels more content-rich and less like an ad.

A content marketing funnel doesn’t end when the lead is captured – that’s just the middle. The bottom of the funnel is where your leads, warmed by your great content and value, finally convert into customers.

And guess what? The content doesn’t stop then, either. Post-sale content like onboarding emails, how-to videos, user communities, etc., all contribute to retention and upselling (and turning customers into advocates).

Measure and Refine Your Content Funnel

Finally, no funnel is complete without measurement and optimization: - Track conversion rates at each stage: What percentage of blog visitors sign up? Which content upgrades perform best? What percentage of leads from the blog ultimately convert to customers? These metrics tell you where the funnel is strong and where it might need a boost. - Identify top-performing content: Use analytics to see which blog posts bring in the most email signups (many email providers let you see which form was filled or tag new subscribers by source). Perhaps a handful of posts are responsible for a big chunk of leads – consider creating more content on those topics, or updating those posts frequently to keep them ranking high. You might even boost them via paid promotion knowing they convert well. - Gather qualitative feedback: Pay attention to comments, emails, or social media reactions to your content. Sometimes you’ll get feedback like, “This guide was great, but I wish you had a template for X.” – aha, new lead magnet idea! Or a certain question keeps popping up in comments – that might signal a gap in your content that you can fill (and capture those who need that answer). - A/B test content elements: Just as you test landing pages, you can experiment with your content presentation. Example: test two different content upgrades on a high-traffic post to see which attracts more signups (half the audience sees offer A, half sees offer B). Or test different headline phrasing on an important piece of content to improve its click-through when you share it. This is advanced, but if you have the volume, it’s an option.

Remember, building a content marketing funnel is a long-term investment. It might start slow – a trickle of leads – but as you build up a library of great content, optimize your CTAs, and nurture your subscribers, it can grow exponentially. Content marketing tends to have a compounding effect: one blog post can keep bringing in leads years after you publish it. Ten great posts can bring in ten times more. So stay consistent and patient.

Turning blog visitors into leads isn’t an art of the hard sell; it’s an art of education, trust, and timing. By giving value first, capturing interest at the right moment, and following up with more value (and eventually a solution), you create a pipeline of well-qualified leads who come pre-disposed to like you (because of all your awesome content!). It’s a fantastic way to grow a business, and arguably one of the most rewarding – you’re helping people and gaining customers.

Now, take a look at your own blog and content efforts – where can you apply these funnel tactics first? Happy content marketing, and may your visitors-to-leads curve forever trend upward.

44 Content Marketing Statistics That Matter in 2025

What is a lead magnet? 20 lead magnet ideas and examples [+ step-by-step]

15 call to action examples for 2025 (+ why they work so well)

40+ Email Marketing Statistics You Need to Know for 2025

Landing Page Best Practices For Higher Conversions [2025]

18 Landing Page Best Practices to Boost Conversions in 2025

A 1 second delay on your page load can cause a 7% reduction in ...

28 A/B Testing Statistics for Informed Decision-Making

Ultimate List of Blogging Statistics and Facts (for 2025