Everything You Need to Know About Where to Put CTAs

Why CTA Placement Makes or Breaks Your Website

Your website might have compelling content and professional design, but without strategically placed calls to action, you're leaving money on the table. For finance brokers, every visitor represents a potential client worth thousands of dollars in commission. The difference between a visitor and a lead often comes down to where you position your CTAs.

A well-executed call to action strategy doesn't just ask for the sale – it guides visitors naturally through your conversion funnel. Understanding where to place these crucial elements can dramatically improve your website's performance and transform it into a lead generation machine.

The Above-the-Fold Sweet Spot

Your most valuable CTA real estate sits above the fold – the area visitors see without scrolling. This prime position should feature your strongest offer, whether that's:

• Free consultation booking
• Mortgage health check
• Pre-approval assessment
• Market update download

Place this primary CTA prominently in your header or hero section. Make it visually distinct with contrasting colours and compelling copy that speaks directly to your ideal client's pain points. Remember, you have seconds to capture attention before visitors bounce.

For mortgage broker websites, consider positioning a "Book Free Consultation" button alongside your main headline. This immediately signals to visitors that they can take action without commitment.

Navigation Bar CTAs That Convert

Your navigation menu isn't just for organisation – it's prime CTA territory. Include one standout action button in your main navigation that contrasts with your regular menu items. This persistent CTA follows visitors as they explore your site, constantly reinforcing your primary conversion goal.

Common high-converting navigation CTAs include:

• "Get Started"
• "Book Consultation"
• "Apply Now"
• "Free Assessment"

Ensure this button stands out visually from your standard navigation links through colour, shape, or styling.

Content CTAs That Feel Natural

Within your website content, CTAs should feel like natural next steps rather than interruptions. After explaining a complex finance concept, invite readers to discuss their specific situation. Following a case study, offer a similar service.

Effective in-content CTA placement includes:

1. After problem identification – when you've highlighted a pain point
2. Following solution explanation – once you've demonstrated expertise
3. At natural breaks – between sections or topics
4. After social proof – following testimonials or case studies

These contextual CTAs perform exceptionally well because they appear when visitors are most engaged with your content.

The Power of Exit-Intent CTAs

Exit-intent technology detects when visitors are about to leave your site and presents a final conversion opportunity. These pop-ups or slide-ins can rescue otherwise lost leads by offering something valuable:

• Free guides or checklists
• Newsletter subscriptions
• Consultation bookings
• Market reports

While some visitors find pop-ups annoying, exit-intent CTAs typically don't interfere with the user experience since they only appear when someone is already leaving.

Footer CTAs for the Patient Browsers

Your website footer serves visitors who've scrolled through your entire page – these engaged prospects deserve a clear next step. Footer CTAs work particularly well for:

• Contact information reinforcement
• Secondary offers (like newsletter signup)
• Social media connections
• Resource downloads

Don't make your footer an afterthought. Visitors who reach the bottom of your page have invested significant time in your content and represent high-quality prospects.

Service Page CTA Strategy

Each service page should guide visitors toward the most logical next step for that specific offering. A website upgrade page might feature a "Book Upgrade Consultation" CTA, while a first-home buyer service page could offer a "Free Pre-approval Check."

Position service-specific CTAs:

• Immediately after your service description
• Following benefit explanations
• After addressing common objections
• At the page conclusion

Mobile CTA Considerations

With most broker website traffic coming from mobile devices, your CTA placement must work seamlessly across all screen sizes. Mobile-specific considerations include:

• Sticky CTAs that remain visible while scrolling
• Thumb-friendly button sizes and placement
• Simplified forms for smaller screens
• Click-to-call functionality

Test your CTAs on various devices to ensure they're easily accessible and visually appealing regardless of screen size.

Testing and Optimising CTA Placement

The most effective CTA placement varies by audience, industry, and website design. What works for one finance broker might not work for another. Continuously test different:

• Positions on your pages
• Button colours and sizes
• Copy variations
• Offer types

Small changes in CTA placement can yield significant improvements in conversion rates. Even moving a button 100 pixels can impact performance.

Common CTA Placement Mistakes to Avoid

Many broker websites sabotage their conversion potential through poor CTA placement:

• Burying CTAs at page bottoms only
• Using weak, generic copy like "Click Here"
• Making CTAs visually blend into the page
• Overwhelming visitors with too many competing CTAs
• Forgetting mobile optimisation

Successful lead generation websites avoid these pitfalls by strategically positioning clear, compelling CTAs throughout the user journey.

Strategic CTA placement transforms your website from a digital brochure into a lead generation powerhouse. By positioning calls to action where visitors naturally expect them and when they're most engaged, you'll capture more leads and grow your finance broking business.

Ready to optimise your website's conversion potential? Call one of our team or book an appointment at a time that works for you to discuss how strategic CTA placement can transform your online presence into a client acquisition machine.