The Importance of Clear Call-to-Actions on Your Website

 
If your website isn’t converting visitors into leads, chances are your call-to-actions (CTAs) need work.

CTAs are the turning point between passive browsing and taking action, whether that’s booking a trial, signing up for a newsletter, or scheduling a consultation. For martial arts and fitness studios especially, a high-converting website can be the difference between a full schedule and an empty gym.

Below, we break down what makes a great CTA and how to optimize it for lead generation, with proven data and best practices to back it up.

1. Place CTAs Where People Actually Look

One of the most overlooked website design mistakes is burying your CTA. Research shows that 57% of users’ page-viewing time happens above the fold, meaning you have seconds to grab attention. That’s why your hero section (the top part of your homepage) must include a visually strong, benefit-driven CTA, no scrolling required.

On a well-designed website, “Request More Information” or “Claim Your Free Trial” should appear right where the eyes land first. If visitors can’t see the next step, they won’t take it.

2. Ditch Vague Buttons – Use Actionable Language

The best CTAs tell users exactly what to expect. Ambiguous phrases like “Get Started” often lead to confusion or drop-off. Instead, use specific, benefit-focused button text like:

• “Reserve My Spot Now”
• “Start My Free Trial”
• “Book My First Class”
• “Request More Information”

Web usability studies have shown that clear labels double form completion rates, which means more leads from the same amount of traffic. If your CTA doesn’t make people feel confident, it’s not doing its job.

Check out our blog on How to Write Headlines That Increase Click-through Rates for more advice on language to use on your website!

3. Keep Forms Short and Simple

Ever clicked a button just to be hit with a long, overwhelming form? You’re not alone. In fact, 18% of U.S. shoppers abandon checkout because the process is too long or complicated.

For service-based websites, like those for martial arts or fitness studios, your lead capture form should only ask for the essentials: name, phone number, and email. The faster someone can sign up for their first class, the more likely they’ll do it.

Remember: Shorter forms = less friction = higher conversion rates.

97Display’s lead-generating websites keep forms as short as possible, and have great CTA’s! Learn more about our websites here.

4. Optimize CTAs for Mobile Users

With the majority of web traffic coming from mobile devices, your CTA needs to be thumb-friendly. That means:

• Large, easy-to-tap buttons
• Fast-loading pages
• CTAs that appear without having to scroll endlessly

Mobile users are quick to bounce if they can’t find what they’re looking for. Keep your website mobile-responsive and test your CTAs across devices to make sure nothing is getting lost on a small screen.

5. Use Color and Contrast to Make CTAs Stand Out

Visual hierarchy matters. If your CTA blends in with the rest of your site, users will skim right past it. Use contrasting colors, bold text, and intentional spacing to draw the eye to your call-to-action button.

Too much clutter around your CTA? That can reduce clicks and increase bounce rates. A clean, focused layout ensures your most important message doesn’t get buried.

6. Repeat Your CTA as Users Scroll

Visitors may not be ready to act the moment they land. But by the time they scroll and learn more, they might be

That’s why repeating your CTA throughout the page, especially in key sections like testimonials, benefits, and pricing, helps guide people toward the next step at just the right time. Sticky headers or floating buttons also work well for keeping CTAs within reach.

Final Thoughts: Strong CTAs Lead to Stronger Conversions

At 97Display, we specialize in creating lead-generating websites that turn traffic into trials and clicks into clients. Whether you’re running a martial arts school, a cheer gym, or a fitness studio, your CTA can make or break your website’s success.

If you’re not sure whether your website is doing the job, we can help. From custom website design to conversion optimization, we know what it takes to stand out online, and we have the data to prove it.