Call-to-action Content and Functionality

To entice a website visitor to leave his or her details, a good call-to-action is extremely important. With a call-to-action you encourage website visitors to take a certain action. A call-to-action is all about seduction and persuasion. As an internet marketer, you regularly experience that website visitors experience resistance to taking a certain action. Clicking a button is not an automatic and natural activity; users have to overcome a kind of threshold for this. How do you lower this threshold now? By offering the website visitor a call-to-action that exactly matches the phase of the buying process the website visitor is in, with the result: higher conversion and more leads.

1. Problem Recognition

Provide content in which the visitor clearly recognizes his or her problem. Indicate that you as a company have a suitable solution for the problem that the visitor has. Extra functionality is often also used for this phase, as shown below by example of a training agency.


The problem of the visitor in the above example is that employees achieve too little turnover due to a lack of commercial skills. The solution that the training agency can offer President Email Lists is sales training for the employees. By offering this functionality on the website, the website visitor is recognized in his problem and a suitable solution is offered. This has a positive influence on the website visitor and increases the chance that the user will convert.

President Email Lists

Offering problem-driven content and/or functionality therefore works better in this phase than (traditional) supply-driven content and/or functionality. The website user feels recognized in the problem. In addition, offer the opportunity to discuss his or her problem with the website visitor via a targeted call-to-action.

Also read:  Get maximum return from performance marketing [4-step plan]

So not: <click here> or <contact>, but:

<Invite us>
<Make an appointment>

Another call-to-action that fits well with this stage of the buying process:

<Share your problem>

2. Gathering Information

It is important in this phase that the visitor can easily and quickly find the information based on his or her needs. If the visitor is in this phase of the buying process, he is looking for information. Ensure that the website provides the visitor with the necessary information quickly and clearly and ensure that the content is convincing.

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