A call to action tells someone exactly what to do next. If yours is vague, passive, or buried at the bottom of the page, you lose leads.
Most broker websites end with something like "Contact us to find out more" or "Get in touch today". That language asks the visitor to do the work. They need to figure out how to contact you, what to say, and whether it's worth the effort. In most cases, they leave instead.
The best calls to action remove friction, create clarity, and make the next step feel simple. That means being specific about what happens when someone clicks, using active language, and placing the CTA where it makes sense in the flow of the page.
What makes a call to action persuasive
A persuasive CTA is specific, action-oriented, and focused on what the reader gets, not what you want them to do. It answers the question: what happens when I click this?
Consider a broker who upgraded their homepage CTA from "Contact us" to "Book a 15-minute call to see what you qualify for". Enquiries doubled in the first month. The second version tells the visitor exactly how much time it takes, what they'll learn, and how to take action. It removes guesswork.
The structure that works is: verb, outcome, simplicity. "Book a call" is the verb. "To see what you qualify for" is the outcome. "15 minutes" is the simplicity. You can apply this formula to almost any page on your site.
Avoid language like "Learn more", "Find out how we can help", or "Reach out". These phrases put the burden on the visitor to interpret what comes next. Use "Book an appointment", "Get a quote", or "Start your application" instead. The more specific, the better.
Where to place your call to action
Your CTA should appear at every natural decision point in the content. That means at the end of a section where someone has learned something useful, not just at the bottom of the page.
If you're writing a page about first home buyers, place a CTA after you explain deposit requirements. If you're explaining refinancing, place one after the break cost section. Each CTA should feel like the logical next step for someone who just read that section.
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Most broker sites only include one CTA, usually at the very end. That assumes every visitor reads the entire page. In practice, most people skim. If they find the answer they need halfway down, they should be able to act on it immediately without scrolling further. A strong call to action strategy means placing CTAs where the reader is ready to move, not where the page happens to end.
Repeat the CTA in different forms. The first might say "Book a free call". The second might say "Speak to a broker today". The third might say "Get a personalised quote". The offer is the same, but the phrasing varies depending on where the visitor is in their decision process.
How to write a CTA that reduces hesitation
People hesitate because they don't know what committing to the next step actually involves. The CTA should pre-emptively answer objections.
Instead of "Get in touch", try "Call one of our team or book an appointment at a time that works for you". That version acknowledges two common concerns: people want to speak to a real person, and they want control over timing. It tells them both options are available before they even click.
Another hesitation comes from uncertainty about effort. "Start your application" sounds like work. "See what you qualify for in 10 minutes" sounds easy. The second version reframes the same action as low-effort and outcome-focused.
If your CTA involves booking a call, specify the length. "Book a 20-minute call" is less intimidating than "Book a consultation". If it involves filling out a form, tell them how many questions. "Answer 6 questions to get a quote" is clearer than "Request a quote".
This applies to every page on your site, from service pages to blog posts. If someone has just read 800 words about offset accounts, they're warm. The CTA at the end of that article should reflect that. "Book a call to talk through your refinance options" is more relevant than a generic "Contact us" button.
The language that moves people from interest to action
Action-oriented language starts with a strong verb. Book, call, speak, start, get, download, apply. These words tell someone exactly what to do.
Avoid passive phrasing like "Feel free to reach out" or "We'd love to hear from you". These sound polite, but they don't create urgency or clarity. "Call us today" is direct. "Feel free to call" is not.
The second part of the sentence should focus on the outcome. "Book a call to see if you can borrow more" is stronger than "Book a call to discuss your situation". The first tells the visitor what they'll learn. The second is vague.
You can also use time-based language to create momentum. "Get a response within 24 hours" or "Speak to a broker this week" both imply that action happens quickly. That reduces the mental gap between clicking and getting a result.
In our experience, brokers who update their CTAs across their entire site see an increase in enquiries within weeks. The change doesn't require a full website upgrade or new design. It's often just a matter of rewriting a few sentences on key pages.
Testing what works for your audience
Not every CTA will resonate with every audience. The only way to know what works is to test variations and measure the results.
Start by identifying your highest-traffic pages. Update the CTA on each one using the principles above: specific, action-oriented, outcome-focused. After a month, check your enquiry rate. If it increases, the new version is working. If it drops, try a different approach.
You can also test different formats. Some visitors prefer a phone call. Others want to book online. Offering both options in the same CTA often performs better than forcing a single path. "Call our team on [number] or book a time online" gives the visitor control.
The same applies to website content more broadly. If your service pages don't end with a clear CTA, visitors leave without acting. If your blog posts don't guide readers toward a next step, you're creating content that informs but doesn't convert.
Small changes to your CTA language can shift your conversion rate without requiring a redesign. The effort is low. The return is immediate.
Call one of our team or book an appointment at a time that works for you. We'll walk through your current site, identify where visitors drop off, and help you write CTAs that turn more browsers into booked calls.
Frequently Asked Questions
What makes a call to action effective on a broker website?
An effective CTA is specific, action-oriented, and tells the visitor exactly what happens next. It removes friction by using clear verbs like "book", "call", or "start", and focuses on the outcome the visitor will get rather than what you want them to do.
Where should I place calls to action on my website?
Place CTAs at every natural decision point, not just at the bottom of the page. This means after key sections where someone has learned something useful and might be ready to act. Most visitors skim, so they should be able to take action as soon as they're ready.
How do I reduce hesitation in my call to action?
Pre-emptively answer objections by being specific about time, effort, and outcome. Instead of "Get in touch", use "Call us or book a 20-minute appointment at a time that works for you". This tells visitors exactly what to expect and gives them control.
Should I use the same call to action on every page?
No, your CTA should match where the visitor is in their decision process. A homepage CTA might be broader, while a service page or blog post should reflect the specific topic the visitor just read about. Vary the phrasing but keep the structure consistent.
What language should I avoid in a call to action?
Avoid passive or vague phrases like "Learn more", "Feel free to reach out", or "Contact us to find out more". These put the burden on the visitor to figure out what comes next. Use direct, action-oriented language instead.
