{"id":2359,"date":"2025-04-14T07:20:32","date_gmt":"2025-04-14T06:20:32","guid":{"rendered":"https:\/\/www.forestsoftware.co.uk\/blog\/?p=2359"},"modified":"2025-04-08T16:38:54","modified_gmt":"2025-04-08T15:38:54","slug":"why-your-call-to-action-is-boring-and-how-to-fix-it","status":"publish","type":"post","link":"https:\/\/www.forestsoftware.co.uk\/blog\/2025\/04\/why-your-call-to-action-is-boring-and-how-to-fix-it\/","title":{"rendered":"Why Your Call to Action is Boring (and How to Fix It)"},"content":{"rendered":"Reading Time: <\/span> 5<\/span> minutes : <\/span><\/span>

Why Your Call to Action is Boring (and How to Fix It)<\/h1>\n

How the best Calls to Action (CTAs) suggest an outcome, rather than referencing the process.<\/strong><\/p>\n

Let’s be honest…<\/strong><\/p>\n

\u201cClick here.\u201d
\n\u201cSubmit.\u201d
\n\u201cRead more.\u201d<\/p>\n

If your website buttons sound like they were written by a printer from 1994, we need to talk. Your call to action (CTA) is supposed<\/em> to get people excited. But if you’re just asking them to do something boring like \u201cFill out the form\u201d or \u201cDownload now\u201d \u2013 well, that\u2019s about as thrilling as watching paint dry in slow motion.<\/p>\n

Fear not, brave small business warrior! We\u2019re about to fix your CTAs so they actually do their job<\/em>. And it all starts with one simple idea:<\/p>\n

The best CTAs don\u2019t focus on the process<\/strong> \u2014 they focus on the outcome<\/strong>.<\/p>\n

Let\u2019s unpack that with as much humour and helpful advice as we can squeeze into a 1300-word blog post.<\/p>\n

<\/p>\n

What the heck is a CTA?<\/strong><\/h2>\n

Right, let\u2019s not assume anything. A Call to Action<\/strong>, or CTA, is that bit of your website where you ask the visitor to do something. Usually, it\u2019s a button, a line of text, or a link.<\/p>\n

Think:<\/p>\n

    \n
  • \u201cBuy now\u201d<\/li>\n
  • \u201cGet started\u201d<\/li>\n
  • \u201cSign up\u201d<\/li>\n<\/ul>\n

    CTAs are the moment where your website stops being a brochure and starts being a salesperson. It\u2019s where you make your move.<\/p>\n

    But here\u2019s the big mistake most small businesses make:<\/p>\n

    They treat the CTA like a school project. All neat and factual, with no spice.<\/p>\n

    Process vs Outcome: What\u2019s the difference?<\/strong><\/h2>\n

    Let\u2019s say you run a dog grooming service. You could put a button on your site that says:<\/p>\n

    \u201cBook Appointment\u201d<\/p>\n

    Yawn. Yes, it technically tells people what to do. But it focuses on the process<\/strong> \u2014 the boring admin bit.<\/p>\n

    Now imagine if your button said:<\/p>\n

    \u201cGet Your Dog Looking Dapper!\u201d<\/p>\n

    Suddenly, it\u2019s not about clicking a calendar. It\u2019s about imagining your scruffy terrier looking like a cover model for Dogue<\/em> magazine. That\u2019s an outcome<\/strong>.<\/p>\n

    And that\u2019s what people care about.<\/p>\n

    Why outcomes win every time<\/strong><\/h2>\n
    \"\"
    CTA response<\/figcaption><\/figure>\n

    Humans are lazy. Sorry, but it\u2019s true. We don\u2019t want to do stuff<\/em> \u2014 we want results<\/em>. Nobody wakes up thinking, \u201cI\u2019d love to fill out a form today.\u201d But they do<\/em> wake up thinking:<\/p>\n

      \n
    • \u201cI want my house to look amazing.\u201d<\/li>\n
    • \u201cI need more customers.\u201d<\/li>\n
    • \u201cI wish my back didn\u2019t hurt.\u201d<\/li>\n<\/ul>\n

      If your CTA speaks to that end result<\/em>, it\u2019s doing its job. If it just reminds them they have to do something fiddly and annoying, you\u2019ve lost them.<\/p>\n

      Let\u2019s try a few more:<\/p>\n\n\n\n\n\n\n\n
      Process CTA<\/strong><\/td>\nOutcome CTA<\/strong><\/td>\n<\/tr>\n<\/thead>\n
      \u201cDownload brochure\u201d<\/td>\n\u201cDiscover your dream kitchen\u201d<\/td>\n<\/tr>\n
      \u201cSign up for updates\u201d<\/td>\n\u201cBe the first to hear our secrets\u201d<\/td>\n<\/tr>\n
      \u201cContact us\u201d<\/td>\n\u201cStart your stress-free renovation\u201d<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

      See the difference? One sounds like chores. The other sounds like solutions<\/em>.<\/p>\n

      But my business is boring…<\/h3>\n

      Stop it. No it\u2019s not.<\/p>\n

      Even if you sell accounting software, there\u2019s something sexy at the end of the rainbow. What do your customers really<\/em> want?<\/p>\n

        \n
      • More time?<\/li>\n
      • Less stress?<\/li>\n
      • Fewer awkward chats with the taxman?<\/li>\n<\/ul>\n

        If your product or service makes someone\u2019s life better, easier, or less chaotic, you\u2019ve got an outcome. You\u2019ve just got to find it \u2014 and shout about it in your CTA.<\/p>\n

        Here\u2019s a boring example turned spicy:<\/strong><\/p>\n

        Boring CTA:<\/strong>
        \n\u201cRequest a Demo\u201d<\/p>\n

        Better CTA:<\/strong>
        \n\u201cSee how easy your finances could be\u201d<\/p>\n

        Or even:<\/p>\n

        \u201cMake tax season suck less\u201d<\/strong><\/p>\n

        (Okay, that one\u2019s cheeky. But cheeky is memorable.)<\/p>\n

        Words that work: outcome-y power phrases<\/h3>\n

        Here are some tasty little phrases to sprinkle into your CTAs that suggest outcome<\/em>, not effort<\/em>:<\/p>\n

          \n
        • \u201cStart your journey to…\u201d<\/li>\n
        • \u201cGet the [result] you deserve\u201d<\/li>\n
        • \u201cSay goodbye to [annoying thing]\u201d<\/li>\n
        • \u201cSay hello to [awesome thing]\u201d<\/li>\n
        • \u201cUnlock the secret to…\u201d<\/li>\n
        • \u201cTransform your…\u201d<\/li>\n
        • \u201cMake your [noun] shine\u201d<\/li>\n
        • \u201cFinally fix your…\u201d<\/li>\n<\/ul>\n

          Honestly, just think: If someone clicks this, what will they get<\/em>? Then write that<\/em>.<\/p>\n

          But what if my CTA is a form?<\/h3>\n

          Great question, invisible reader! Even if your CTA leads to something dull (like a form), you can still talk about the why<\/em> behind it.<\/p>\n

          Instead of:<\/p>\n

          \u201cSubmit Enquiry\u201d<\/p>\n

          Try:<\/p>\n

          \u201cGet Expert Advice Now\u201d<\/p>\n

          Instead of:<\/p>\n

          \u201cSubscribe to Newsletter\u201d<\/p>\n

          Try:<\/p>\n

          \u201cGet Weekly Tips That Actually Help\u201d<\/p>\n

          (And make sure your newsletter actually does<\/em> help, or you\u2019re going to have angry subscribers and some very passive-aggressive unsubscribes.)<\/p>\n

          A real-life example: Meet Bob<\/h3>\n

          Bob runs a small landscaping business in Devon. Lovely chap. He had a button on his homepage that said:<\/p>\n

          \u201cRequest a Quote\u201d<\/p>\n

          Not terrible, but it\u2019s not exactly giving \u201clush garden paradise\u201d.<\/p>\n

          We helped him change it to:<\/p>\n

          \u201cTurn Your Garden Into a Getaway\u201d<\/p>\n

          Same link. Same form. But now it paints a picture. It speaks to what the customer<\/em> wants \u2014 not what Bob needs them to do.<\/p>\n

          Result? Click-through rate went up by 40%. And Bob started getting emails from people saying, \u201cYour site made me smile.\u201d<\/p>\n

          The CTA graveyard: Words to avoid<\/h3>\n

          If you\u2019re using these, it\u2019s time for a CTA exorcism. These words are common, and some even tell the user what to do, but they\u2019re not helping:<\/p>\n

            \n
          • Submit<\/li>\n
          • Click here<\/li>\n
          • Learn more<\/li>\n
          • Read now<\/li>\n
          • Download<\/li>\n
          • Fill in<\/li>\n
          • Sign up<\/li>\n
          • Register<\/li>\n<\/ul>\n

            Are they bad<\/em>? Not always. But they\u2019re bland. They\u2019re what everyone<\/em> is doing. If your competition is using these, it\u2019s your chance to stand out.<\/p>\n

            Mixing humour with outcomes (carefully)<\/h3>\n

            A little laugh goes a long way, especially if your brand is fun or informal. But keep it balanced \u2014 too silly and people won\u2019t take you seriously.<\/p>\n

            Here are a few cheeky ideas that still sell the outcome:<\/p>\n

              \n
            • \u201cMake Your Inbox 43% More Fun\u201d<\/li>\n
            • \u201cYes, I Want Fancy Curtains\u201d<\/li>\n
            • \u201cLet\u2019s Make That Logo Less Ugly\u201d<\/li>\n
            • \u201cFix My Website, Please and Thank You\u201d<\/li>\n
            • \u201cI Deserve Nicer Teeth\u201d<\/li>\n<\/ul>\n

              It\u2019s human, it\u2019s fun, and it still tells them what they\u2019re getting. Win-win.<\/p>\n

              Test, tweak, repeat<\/h3>\n

              Even the best CTAs need a bit of trial and error. If your website lets you run A\/B tests (where you show different buttons to different visitors), give it a go. Try a process-based CTA vs. an outcome-based one and see which works better.<\/p>\n

              You might be surprised how much difference one little line can make.<\/p>\n

              And don\u2019t just look at clicks \u2014 look at what people do after<\/em> they click. Are they staying on your site? Are they buying? Are they emailing you to say, \u201cWow, your button was the highlight of my day\u201d?<\/p>\n

              (Okay, maybe not that last one. But we can dream.)<\/p>\n

              What if I\u2019ve got lots of CTAs?<\/h3>\n

              No problem! Just give each one a purpose<\/em> and match it with a strong outcome.<\/p>\n

              For example:<\/p>\n

                \n
              • Homepage hero section? Use a bold, result-focused CTA like \u201cFinally Sort Out Your Storage.\u201d<\/li>\n
              • Blog post? Use a softer CTA like \u201cGet Weekly Tips That Work.\u201d<\/li>\n
              • Pricing page? Go with action and reassurance: \u201cStart for Free \u2013 Cancel Anytime.\u201d<\/li>\n<\/ul>\n

                Each one should meet your visitor where they are<\/em>. If they\u2019re just browsing, don\u2019t shout \u201cBUY NOW!\u201d at them like an overexcited market stallholder. Offer a gentle outcome instead.<\/p>\n

                Wrap-up: Your CTA Checklist<\/strong><\/h2>\n

                Here\u2019s a handy little list to help you spot a good CTA:<\/p>\n

                ? Focuses on the result, not the task<\/strong>
                \n? Uses friendly, human language<\/strong>
                \n? Stands out on the page (visually and verbally)<\/strong>
                \n? Matches your brand tone (funny? serious? helpful?)<\/strong>
                \n? Makes people want to click, not groan<\/strong><\/p>\n

                Final thoughts: Stop being polite. Start being persuasive.<\/strong><\/h3>\n

                Small businesses often play it safe. You want to sound professional, trustworthy, grown-up. But that doesn\u2019t mean you have to be boring.<\/p>\n

                Your CTAs are your shop windows, your welcome signs, your cheeky wink across the internet. Don\u2019t waste them on \u201cSubmit.\u201d<\/p>\n

                Instead, show people what life looks like after<\/em> they say yes.<\/p>\n

                Because at the end of the day, people don\u2019t want to click a button.<\/p>\n

                They want what\u2019s behind it<\/strong>.<\/p>\n

                 <\/p>\n","protected":false},"excerpt":{"rendered":"

                Reading Time: <\/span> 5<\/span> minutes : <\/span><\/span>Why Your Call to Action is Boring (and How to Fix It) How the best Calls to Action (CTAs) suggest an outcome, rather than referencing the process. Let’s be honest… \u201cClick here.\u201d \u201cSubmit.\u201d \u201cRead more.\u201d If your website buttons sound like they were written by a printer from 1994, we need to talk. Your call […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4,10],"tags":[],"class_list":["post-2359","post","type-post","status-publish","format-standard","hentry","category-business-advice","category-marketing-2"],"_links":{"self":[{"href":"https:\/\/www.forestsoftware.co.uk\/blog\/wp-json\/wp\/v2\/posts\/2359","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.forestsoftware.co.uk\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.forestsoftware.co.uk\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.forestsoftware.co.uk\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.forestsoftware.co.uk\/blog\/wp-json\/wp\/v2\/comments?post=2359"}],"version-history":[{"count":0,"href":"https:\/\/www.forestsoftware.co.uk\/blog\/wp-json\/wp\/v2\/posts\/2359\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.forestsoftware.co.uk\/blog\/wp-json\/wp\/v2\/media?parent=2359"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.forestsoftware.co.uk\/blog\/wp-json\/wp\/v2\/categories?post=2359"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.forestsoftware.co.uk\/blog\/wp-json\/wp\/v2\/tags?post=2359"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}