Back to Funnels & Conversions
Section 6 · Call To Action System
CTAs That Earn the Click
Action verb. Outcome. Friction removed.
Leads
Customers
Why it works
A weak CTA ('Submit', 'Learn More') treats the click as the goal. A strong CTA treats the OUTCOME as the goal.
Connects to
Leads
Customers
When to use it
On every page, every email, every video, every post.
When NOT to use it
Don't stack 3 competing CTAs — pick one.
How to use it
- Start with a verb: Start, Download, Book, Get, Watch.
- Name the outcome: 'Start my free trial', 'Download the template'.
- Remove friction: 'Takes 60 seconds. No credit card.'
- Repeat the same CTA throughout the page.
- A/B test wording, color, placement.
Examples
Weak
'Submit'
Strong
'Get my free 7-email welcome sequence'