You’re losing leads.
You’re losing sales.
You’re losing profits.
And it’s all because of four common ad and landing page mistakes.
And there are four easy fixes.
But it’s overlooked by many. It’s a powerful way to boost your advertising response. It’s deceptively simple:
Your Call to Action (CTA)—especially the button copy on your ads and landing pages.
But if your CTA is weak or vague, you’re leaving massive ROI on the table.
It’s deceptively simple.
But done wrong?
It tanks performance.
We’ve audited and tested thousands of campaigns. B2B. B2C. Ecommerce. Lead generation. Events.
And in nearly every case – startups to Fortune 500’s, there are four common CTA killers we see again and again.
You’re likely making at least one of these mistakes.
Let’s fix that.
Here are four simple but powerful CTA strategies that can dramatically increase your leads, conversions, and sales.
CTA Strategy #1: Most Marketers Make a Big CTA Blunder—And It’s Killing Response
This is one of the biggest mistakes we see from ad agencies and internal marketing teams alike.
You’ll see buttons that say ‘Submit,” “Click Here” or “Learn More.”
They’re bland. Generic. And easy to ignore.
Our tests show these CTAs underperform—consistently. They fail to connect with the reader’s intent and offer no clear benefit.
If you want your prospect to act, your CTA needs to work harder. A lot harder.
CTA Strategy #2: Relate to the Prospect’s Deepest Intent
The first rule of CTA success?
Get inside your prospect’s head.
At our agency, every winning CTA starts by identifying the user’s core desire.
- What do they really want to achieve?
- What problem are they trying to solve?
- What transformation are they seeking?
- What are their fears or doubts?
- What keeps them up at night?
From there, we align the CTA with the company’s positioning and perceived value—setting it apart from competitors.
The USP – Unique Selling Proposition.
Finally, we use direct response rules that resonate with the prospect’s aspirations, urgency, and emotion.
CTA Strategy #3: Swipe These Proven CTA Winners
Here are a few high-converting CTAs we’ve used on successful campaigns:
- Start Investing Now
- Claim Your Free Strategy Session
- Get My Custom Quote
- Watch the Demo in 60 Seconds
- Unlock Your Report Now
- Yes, I Want More Leads
- Send Me the Checklist
- Download your free guide
- Watch the full video now
- Book your free consultation
- Get my instant solution
Test emotion-driven CTA’s.
Test triggers versus logical appeals.
Find what works.
Model the winners – or lose to them.
For example:
Spotify says: Try free for one month.
Airbnb says: Find a rental.
Netflix says: Watch free for 30 days.
Amazon says: Buy now and save $4 – or 25%
They know CTA wording boosts conversions.
Each one speaks directly to what the user wants—and what they’ll get.
You’re not just telling them to click. You’re giving them a reason to act now.
CTA Strategy #4: Test, Track, and Optimize Ruthlessly
No matter how good your CTA sounds, always test it.
Run A/B tests with button variations on your ads and landing pages.
Change the verbs. Switch benefit angles. Try emotional triggers vs. logical appeals. Test power words with direct response copy.
We’ve seen conversion rates jump by 25%… even 72%… just by changing the CTA copy.
Don’t assume. Test.
Your CTA might be the lowest-cost, highest-impact change you can make to your marketing.
Final Thought
Marketing directors and company presidents:
You’re likely missing out on hundreds, maybe thousands of leads and sales—not because your offer is bad, but because your CTA is weak.
Don’t let a single word sabotage your entire campaign.
Refocus your call to action today—and watch your numbers climb.
Want help fixing your CTAs or improving your next campaign? Let’s talk. Email Michael at moppenheimer@cdmginc.com or call him at 615-933-4647.
