Perhaps one of the single most important aspects of a modern website, the call-to-action often receives little more than a passing thought for small business owners. A call-to-action, often shortened to CTA, gives your reader direction. You can hire the world’s most talented copywriter, spend thousands on a cutting-edge design, and continually invest in online advertising to pull in traffic—yet without a killer call-to-action, you won’t convert visitors to buyers.

Ready to get started creating dynamic CTAs for your site? Use the following tips to ensure your call-to-action will deliver the results you’re seeking.

1. Set a Clear Goal

Too many business owners overlook the importance of setting conversion goals for their website. Your company’s presence on the web shouldn’t be underestimated. What do you want to do with your site? Are you trying to earn more newsletter subscribers? Do you want to encourage readers to make a reservation? Perhaps you’re selling a great product.

Determine what you want your visitor to do, and then, craft a CTA with that action in mind.

2. Action Verbs are Your Friend

Which of the following two options catches your attention? Option 1: Do you want to stay in touch & receive free coupons? You can sign up for our newsletter by clicking here. Option 2: Save money on your next visit by signing up for our newsletter now!

Don’t make a suggestion—create an exciting opportunity your visitor won’t want to miss.

3. Create Scarcity for Visitors

Establishing a false sense of scarcity is a key marketing principle you don’t want to overlook with your call-to-action. Crazy Egg recommends creating a sense of scarcity and urgency with words like immediately, now, and instant. You can also talk about deadlines and limits to get visitors interested.

4. Keep it Brief

Your call-to-action is not an opportunity to make a long-winded sales pitch—your copy should have already convinced the visitor. Instead, the CTA is sending them in the right direction. Don’t over complicate it with long sentences and explanations. Hubspot suggests aiming for 90 to 150 characters.

5. Highlight Your Key Benefits

Use your product or service highlights to get your visitor’s attention. Try to directly tie those benefits into clicking through your link. You should have taken the copy as an opportunity to expound upon the important stuff, but the call-to-action is your way of saying, “You want this. Let’s make it happen.”

6. Think Wisely about Placement

Most marketers place their CTA above the fold or at the bottom of the page. Both can be effective positions, but think about the story you’re writing for your visitor. Let the CTA be the culmination of a well-thought out marketing message.

The ultimate truth is that there is no perfect CTA that applies across the board—instead, experiment to find what works best for your site. If you receive enough visitors, consider using A/B testing to determine what option works best for you. With a bit of elbow grease and some luck, you should be able to determine what call-to-action most effectively helps you reach your business goals.