Before we dive into tactics, let’s zoom out for a second.

What are we actually trying to do with a website?

Sure, we all want conversions—leads, trials, pipeline. But at a deeper level, a good site visit does one of two things: it either moves someone closer to buying from you or helps them realize they’re not the right fit. And honestly, both outcomes are wins.

Let’s talk about how to make that happen. Specifically, by getting smarter about how we use calls to action (CTAs).

What Counts as a “Productive” Visit?

Let’s rethink the idea that value only comes from someone buying something. A productive visit can also mean:

• They remember you later (brand mind share)
  
• They learned something helpful (delivered value)
  
• They signed up for something (lead capture)
• They left a breadcrumb behind (newsletter sign-up, retargeting, etc.)

Think of it as a value exchange: they get something meaningful, and in return, your brand earns mindshare, trust, and possibly the opportunity to reconnect. In short, if the visit leads to a meaningful next step—even indirectly—it’s productive.

Getting Beyond “Boil the Ocean” CTA Thinking

Marketers love to brainstorm CTA ideas like book a demo, download a white paper, follow on socials, subscribe on YouTube, and more. The list gets overwhelming fast.

Instead of trying to optimize your whole site at once, start small. Focus on what you want a visitor to do on a specific page.

Start with one page. One goal. One CTA.

Ask: What do I want the visitor to do right here, right now?

That’s how you start turning passive readers into active, valuable contacts, without trying to boil the ocean.

What Makes a Good CTA?

Let’s break it down:

1. Be Clear

Tell them exactly what they’re getting and why it’s worth it.
Bad: “Sign up”
Better: “Get weekly DevOps tips—no fluff, just value.”

2. Make It Relevant

The offer has to match the page and the visitor. Don’t pitch $50K services on a casual how-to post. Match tone, topic, and timing.

3. Put It Where People Will See It

Don’t bury it in a dusty old sidebar. Use embedded blocks, inline prompts, or visuals that fit naturally with the content.

4. Offer Real Value

Nobody wants another random newsletter. Make the benefit obvious. What’s in it for them?

From Theory to Action: Implementing CTAs Effectively

If you want to start improving CTAs across your site, here’s a simple, repeatable process you can use:

Step 1: Take Inventory

List out your site’s URLs. Focus on:

• Pages that already get traffic

• Pages with high potential if they had the right CTA
  

Step 2: Brainstorm Offers

Ask yourself: What could I offer this visitor that’s useful and aligned with our goals?

You don’t need to create something new every time. Use existing content like white papers, videos, checklists, etc., when it fits.

Step 3: Add CTAs (But Not Too Many)

Decide how many CTAs belong on each page.

• One CTA? Clean and focused.

• Two or more? Gives options, but might dilute the impact.
  

Use your judgment. But less is usually more.

Step 4: Track What Works

Set up tracking—clicks, signups, conversions, whatever makes sense.
Don’t stop at the click. Make sure the next step (like a form or page) is working too.

Budgeting & Risk For The 4 Types of Content-Offer Pairings

Not all CTA-and-content combinations are created equal. Some are quick wins, while others require more time, budget, or coordination. To help plan realistically, it’s useful to think of your CTAs in terms of both cost and risk.

Here’s a simple breakdown:

Existing CTAs and assets are both the cheapest to use and come with the least uncertainty. That’s why this is absolutely the best place to start. It’s your lowest-hanging fruit. These assets are already created, already tested (at least to some degree), and ready to be put to better use. Before you invest in building something new, look at what you already have and ask if you’re using it in the smartest way possible.

Pro Tip: Build a CTA Library

Creating a CTA library is one of the easiest ways to stay organized and get more mileage out of your content. At Hit Subscribe, we use Airtable to keep track of all our offers, such as discovery calls, downloadable guides, and YouTube channels. But you can also use a spreadsheet, project management tool, or whatever system your team is already comfortable with.

The key is to track each CTA with a few important details:

• What it is (checklist, demo form, video, etc.)

• Where it lives (the page or section it appears on)

• What it’s for (lead gen, brand awareness, user engagement)

• Its current status (live, planned, or just an idea)
  

Having this information in one place makes it much easier to plan campaigns, test what’s working, and update CTAs as your content evolves.

A Few Final Thoughts

Let’s wrap with some helpful reminders:

• Don’t dismiss low-intent pages. Even casual blog readers can become subscribers or retargeting leads.

• Bad performance doesn’t always mean a bad offer. Maybe the placement’s wrong, or the copy needs tweaking.

• Start small. You don’t need to revamp your whole site—just pick one page and one CTA to start.

• Traffic means nothing without a plan. Make sure you’ve got a clear, compelling next step before you try to scale.
  

And most of all, remember that every CTA is a little feedback loop. It tells you what your audience cares about, what grabs their attention, and where they’re willing to engage.

Use that insight to get sharper, smarter, and more effective as you go.