A call to action that nobody clicks is just a button that takes up space. The difference between a broker website that generates enquiries and one that just sits there often comes down to whether visitors can immediately see what they're supposed to do next and why they should do it.
Most broker websites bury their CTAs in footers, disguise them with vague labels like "Learn More", or place them so far down the page that visitors have already left. Your CTA needs to be the clearest, most visually distinct element on the page, and it needs to appear exactly when someone is ready to act.
What Makes a CTA Actually Stand Out
A CTA stands out when it contrasts sharply with everything around it in colour, size, and position, and when the text tells the visitor exactly what will happen when they click.
Consider a broker who runs a website with a dark blue header and grey body text. Their main CTA button is also blue, just a slightly lighter shade. Visitors scroll past it without registering it as clickable. When they switch the button to a bright orange with white text and move it above the fold, enquiries double in three weeks. The change isn't subtle. The button now looks like the only element on the page designed to be clicked, because it is.
Your CTA button should use a colour that appears nowhere else on the page. If your site uses blues and greys, make the button orange, green, or red. The text inside should be specific. "Book a Free Call" outperforms "Get Started" because it removes the guesswork. "Download Our First Home Buyer Guide" beats "Learn More" for the same reason.
Where to Position Your Primary CTA
Place your primary CTA in the top right corner of your header and again within the first screen of content on every major page.
The top right corner is where visitors expect to find the action button on a business website. If it's not there, they assume your site doesn't want them to do anything. Your homepage should also include a CTA within the hero section, the area visible before anyone scrolls. This isn't about pushing for a conversion before someone is ready. It's about making sure the path to action is visible the moment someone decides they want to take it.
For brokers building or upgrading a site, this often means working with a designer who understands how visual hierarchy shapes behaviour. A well-structured mortgage broker website design builds every page around a single primary action, with secondary CTAs for people who aren't ready to book a call yet.
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Using Multiple CTAs Without Creating Confusion
You can use multiple CTAs on a single page as long as one is clearly primary and the others serve different stages of intent.
A broker's services page might include a bold "Book a Call" button at the top, a less prominent "Read Our Client Reviews" link in the middle, and a "Download Our Free Guide" button near the bottom. Each serves a different purpose. Someone ready to engage clicks the first. Someone still evaluating clicks the second. Someone wanting to learn more without committing clicks the third.
The key is visual weight. The primary CTA should be larger, brighter, and positioned more prominently. Secondary CTAs can be text links or smaller buttons in muted colours. If every CTA looks equally important, none of them will feel important.
This approach works particularly well when combined with a broader call to action strategy that maps CTAs to the different ways people prefer to engage. Some visitors will book a call immediately. Others need to read content first. Your site should accommodate both without making either path unclear.
Writing CTA Copy That Removes Hesitation
Effective CTA copy is specific, action-oriented, and eliminates uncertainty about what happens next.
"Book a 15-Minute Discovery Call" performs better than "Contact Us" because it sets an expectation. The visitor knows they're committing to 15 minutes, not an hour-long sales pitch. "Get Your Free Refinance Assessment" works because it's clear, valuable, and free. "Submit" doesn't work because it sounds like paperwork.
Avoid clever or vague phrasing. "Let's Chat" might feel friendly, but "Book a Call" is clearer. "Start Your Journey" sounds nice, but "Apply Now" or "Get Pre-Approved" tells someone exactly what they're doing. If your CTA requires someone to pause and interpret it, they'll skip it.
For brokers working on content strategy, this extends to the text immediately around the CTA. A line like "Not sure where to start? Book a call and we'll walk you through your options" gives context and lowers the barrier. It turns the CTA from a demand into an offer.
Testing What Actually Gets Clicked
You won't know if your CTA works until you measure how many people click it compared to how many people visit the page.
A broker with a services page getting 200 visits a month and two enquiries changes their CTA from "Get in Touch" to "Book Your Free Strategy Call" and moves it above the fold. The following month, they get seven enquiries. Same page, same content, different CTA placement and wording. The insight isn't that one phrase is universally better. It's that testing reveals what resonates with your specific audience.
Most website platforms include basic analytics that show how often buttons are clicked. If your CTA isn't being clicked, the problem is usually visibility, placement, or unclear messaging. If it's being clicked but not converting into enquiries, the issue is likely what happens after the click, such as a complicated contact form or a broken booking link.
For brokers focused on lead generation for mortgage brokers, the CTA is the bridge between content and conversion. You can write useful articles and build a beautiful site, but if the path from reading to acting isn't obvious, most visitors will leave without doing anything.
Matching CTA Style to the Page Context
The design and tone of your CTA should match the content and intent of the page it sits on.
A blog article about first home buyer grants doesn't need an aggressive "Apply Now" button halfway through. It needs a softer CTA like "Want help navigating the grant process? Book a free call" placed naturally at the end. A landing page built specifically for refinance enquiries can use a bold, prominent "Get Your Free Refinance Quote" button at the top, because that's why someone landed there.
The same principle applies to tone. If your site uses conversational, approachable language, a CTA that says "Let's talk about your loan options" fits better than "Schedule Consultation." If your brand is more formal, "Book an Appointment" works. The CTA should feel like a natural extension of the content, not a jarring shift in voice.
Call one of our team or book an appointment at a time that works for you. We'll walk you through how to build CTAs that actually get clicked, and design a site where every page has a clear path to action.
Frequently Asked Questions
What colour should my CTA button be?
Your CTA button should use a colour that contrasts sharply with the rest of your website and appears nowhere else on the page. If your site uses blues and greys, try orange, green, or red to make the button stand out as the primary clickable element.
Where should I place my main CTA on a broker website?
Place your primary CTA in the top right corner of your header and again within the first screen of content before visitors need to scroll. This ensures the path to action is visible immediately when someone decides to engage.
How many CTAs should I have on one page?
You can use multiple CTAs as long as one is clearly primary and the others serve different stages of intent. Use visual weight to distinguish them, making your primary CTA larger and brighter while secondary options are smaller or text-based.
What words work best for CTA buttons?
Use specific, action-oriented language that tells visitors exactly what will happen when they click. "Book a 15-Minute Discovery Call" or "Get Your Free Refinance Assessment" outperform vague phrases like "Learn More" or "Get Started" because they remove uncertainty.
How do I know if my CTA is working?
Measure how many people click your CTA compared to how many visit the page using your website analytics. If clicks are low, the issue is usually visibility, placement, or unclear messaging. If clicks are high but conversions are low, check what happens after the click, such as your contact form or booking process.
