Smart ways to make your CTAs stand out

Your CTA is probably invisible

Most finance broker websites include a call to action somewhere on the page, but few visitors actually see it. The button exists, the contact details are listed, but the placement, contrast, and surrounding design make it easy to scroll past. A clear, well-positioned CTA is the difference between a visitor leaving your site and a visitor becoming a lead.

What makes a call to action work

A strong CTA combines three elements: visibility, clarity, and placement. Visitors need to spot it immediately without hunting, understand exactly what happens when they click, and encounter it at the moment they're ready to act. Consider a broker whose website featured a contact form at the bottom of a long page with no visual separation from the surrounding text. Traffic was steady, but enquiries remained low. After repositioning the CTA to appear after the introduction and again mid-page with high-contrast colours, enquiries doubled within a month. The form itself didn't change. The visibility did.

Most brokers default to generic phrasing like "Contact Us" or "Get in Touch". These phrases require the visitor to interpret what happens next. Instead, use language that describes the outcome: "Book a free strategy call" or "Get your loan options explained" tells the visitor exactly what they're committing to and what they'll receive in return.

Position matters more than design

The best-designed button in the world won't convert if it only appears at the bottom of a 2,000-word page. Visitors scroll, skim, and leave at different points depending on how much information they need before making contact. Your CTA should appear in at least three places: immediately after the opening section, midway through the content, and at the end. Each placement serves a different type of visitor. The early CTA captures people who already know they want to speak with a broker. The mid-page option serves those who need a bit more information before committing. The final CTA is for readers who want to absorb everything before taking action.

In our experience, brokers who add a second CTA halfway through their home page or service pages see a noticeable increase in conversions without changing anything else about the site. The visitors were already there. They just needed a prompt at the right moment.

Contrast and white space create visibility

A CTA that blends into the surrounding page design won't be noticed. Use a button colour that contrasts sharply with your site's background and doesn't appear elsewhere on the page for decorative purposes. If your site uses navy and white, a bright orange or green button will stand out. If your palette is softer, a bold navy or charcoal works. The goal is immediate visual separation.

White space around the CTA is just as important as colour. A button surrounded by text, images, and other elements competes for attention. Giving your CTA breathing room with blank space above and below draws the eye naturally. This doesn't mean the rest of the page should be cluttered, but the CTA itself should sit in a visually quiet zone.

For brokers considering a website upgrade, improving CTA placement and contrast is one of the fastest ways to lift conversions without overhauling the entire site.

Use action-oriented language

The words on your CTA button should describe a specific action and outcome. "Submit" tells the visitor nothing. "Book your call" or "Get your assessment" makes the next step clear. Avoid vague terms like "Learn More" unless the CTA genuinely leads to educational content rather than a contact form.

The sentence or two immediately before the CTA also plays a role. This is where you address the visitor's hesitation directly. Something like "Not sure where to start? A 15-minute call will give you clarity on your options" reassures the visitor that the commitment is low and the value is clear. This framing works particularly well for brokers offering consultations, strategy sessions, or initial assessments.

If you're building or updating your site, focusing on a strong call to action strategy from the outset ensures the design supports conversions rather than working against them.

Mobile placement requires separate consideration

What works on desktop doesn't always translate to mobile. On a phone screen, visitors scroll faster and have less patience for hunting. A sticky CTA button that remains visible at the bottom or top of the screen as the visitor scrolls keeps the option to act always in view. This is especially effective for mobile users who are often browsing quickly between other tasks.

The mobile CTA should also be large enough to tap easily without zooming or precise finger placement. A button that's too small or too close to other clickable elements creates friction. Test your CTA on an actual phone, not just a resized browser window, to confirm it's genuinely easy to use.

For brokers working with a professional website builder, mobile-specific CTA placement should be part of the design process. If your current site doesn't adapt well to mobile, that's a strong signal it's time to upgrade.

Testing shows what actually works

What works for one broker's audience won't necessarily work for another. Testing different CTA placements, button colours, and wording over time reveals what resonates with your specific visitors. This doesn't require complex software. Simply change one element at a time and monitor enquiry rates over a few weeks. If enquiries increase, keep the change. If they drop, revert and try something else.

In a scenario like this, a broker might test two variations: "Book a call" versus "Get your loan options". After a month, the second version generated 30% more clicks because it focused on the outcome rather than the action. Small shifts in language often produce measurable differences in behaviour.

For brokers focused on lead generation, refining your CTA through testing is one of the most direct ways to improve results without increasing traffic.

Make contact details easy to find

Some visitors prefer to call directly rather than fill out a form or book online. Your phone number should be visible in the header of every page, ideally as a clickable link on mobile. Email addresses and office locations, if relevant, should also be easy to locate without digging through a contact page.

This doesn't replace a strong CTA button, but it serves a different segment of your audience. Offering multiple ways to get in touch reduces friction and accommodates different communication preferences.

If you're working on mortgage broker website content, ensuring contact details are consistent and prominent across every page should be part of the brief.

Your site should guide visitors to one clear next step

Every page on your site should lead somewhere. Whether that's booking a call, downloading a guide, or reading another article, the visitor should always know what to do next. A CTA that appears only on the contact page assumes visitors will find their way there on their own. Most won't.

For brokers building a new site or upgrading an existing one, treating the CTA as a core design element rather than an afterthought ensures the entire site is built to convert. If your current site generates traffic but few enquiries, the issue is often not the content or the SEO, it's that visitors don't know how to take the next step or the path to doing so isn't clear enough.

Call one of our team or book an appointment at a time that works for you. We'll walk through your current site, show you what's working and what's not, and give you a clear plan to improve conversions without starting from scratch.

Frequently Asked Questions