B2B Lead Generation: How to Convert with the Perfect CTA

Posted by Wendy Marx


If Monet's Water Lilies series had been tucked away inside an abandoned shed surrounded by overgrown grass in a sketchy neighborhood, would it be less valuable? Of course, we know that it wouldn't. 

However, if located in undesirable surroundings such as these, instead of in the stunning Musée de l'Orangerie, it's likely that only die-hard art lovers would venture to see the beloved Impressionist's paintings.

The point?

If you're going to sell someone on the beauty of an object, first impressions matter.

BWhile it's unlikely that you've created any Monet-like pieces lately, you may have created a marketing masterpiece in the form of an eBook, a webinar, or a case study. How you present that work of art to your audience marks the difference between a quick glance and a conversion. 

In this post, we'll discuss a few key elements to a successful CTA, including:

  • Design 
  • Copy
  • Placement

"One of the main reasons why most landing pages and sales pages are not converting leads into customers is a weak call to action." ~Neil Patel CLICK_TO_TWEET.png

Design Elements of CTAs That Increase Lead Generation

Design, as an art form, is highly subjective. That being said, you'd be hard-pressed to find someone who doesn't agree that Monet's Water Lilies is a thing of beauty, regardless of whether or not the person is a fan of Impressionists.

The same is true for your CTAs. You may not convert everyone with your CTA, but creating a design that's beautiful is a step in the right direction. 


Let's start with the shape of your CTA. Typically, you'll want to aim for a rectangle shape. This is because you want your CTA to resemble a button. You can play with variations of this shape.

For instance, Content Verve more than doubled the amount of clicks that a CTA on a real estate website received when they upgraded the design of its CTA:


Same shape, same copy, but different size. Likewise, A/B testing of your CTA will reveal whether rounded or sharp edges, a large or small size, or overlays vs. basic rectangle is best for your brand. 


Some experts will tell you that colors such as red and orange are the highest converters. However, it's a bit more involved than that. 

Take these basic CTA buttons as an example:


The example on the left uses my brand colors, which happen to be colors that are known for conversion. However this combination is quite jarring, whereas the button on the left is clean and much easier on the eyes.

The bottom line?

Contrasting colors that are pleasing to the eye are essential elements of any CTA.

Handpicked Related Content

How to Create Attractive Offers That Boost B2B Leads

Fonts and Text

With thousands of fonts to choose from, you may end up with a case of analyzation paralyzation. However, it really doesn't have to be that difficult. 

Fonts in your CTA should be simple and easy to read. Let's refer to our A/B test:



Clearly, the example on the right is easier to read and grabs your attention. Perhaps you have a stylistic font on your site that identifies your brand. However, your CTA need not include your brand font. It just needs to be legible and attention-grabbing. 

Handpicked Related Content

A Secret Weapon to Creating a Lead Generation Landing Page


Every great CTA should include a great image. Are you offering an eBook? Include a small image of the ebook in your CTA, as shown here:




How to Write Copy for a Lead-Generating CTA

While the design of the CTA is what hooks readers, the copy is what leads them to your landing page. 

There are a few rules of thumb to writing a successful CTA copy.

  • Describe the benefits, not the features of the offer.
  • Avoid language that make it sound like work or effort is involved on the part of the reader. 
  • Don't promise anything that the reader won't get. 

Let's check out what a bad example of our CTA in progress would look like:




Oh boy! Where do I start?! First, using the word "submit" on a CTA is not motivating. It doesn't describe to the reader what benefit he will get from this eBook. Second, the copy on the bottom merely describes, in vague language, what the book contains. It also puts the burden on the reader to "request" his copy, rather than putting the onus on the company to provide something of value to prospects. 

Handpicked Related Content

How to Nurture B2B Leads with Low-Pressure Emails

Let's see how we can improve on that. 



That's a bit better, eh? The only burden that rests with the reader is to click. You want to make sure the intention of your button is clear, so wording such as "click here" or "click here to start now," will direct readers' to the path you want them to follow. 

The copy also promises a quick and specific payoff the reader receives for downloading the ebook.

Handpicked Related Content:

3 Awesome B2B PR Methods That Will Attract High Quality Leads 

Where to Place a CTA to Increase B2B Lead Generation

The short answer here is that there is no one right location for your CTA. On a blog post, you might find it most effective at the bottom of your post since your blog should largely be informational, not sales-pitchy. 

However, on your home page, you may want to include it on the top half of your page, or as a slider. 

Experiment with various locations to see what works best for you. 

The Ultimate Source for B2B Lead Generation

Your CTAs, landing pages, attraction offers, social media campaigns and much more will all increase your lead generation when done properly.

However, sometimes it's difficult to tell in which basket most of your eggs should go. While it's important to extend your reach, you may wonder if you should be active on all social media channels. Is Snapchat right for your B2B? Or would your efforts be better spent on more established social media platforms? Well, that's a subject for extensive discussion.

However, I will share this little tidbit with you:

80% of social media leads come from LinkedIn ~Oktopost


It's with this in mind, that I've created my latest ebook, The Visual Guide to Creating the Perfect LinkedIn Company PageInside, you'll get insider info on how creating the perfect LinkedIn Company Page will drive more leads and increase visibility of your brand. 

You'll learn how to create a stunning home page filled with captivating graphics, an inviting career page, and showcases pages that highlight your brand. The payoff? More leads through a viable platform.

Go ahead and download your FREE copy!

 New Call-to-action

You May Also Enjoy Reading...

Mar 4, 2016

Wendy Marx

Wendy Marx is the founder and president of Marx Communications, a boutique inbound marketing and public relations agency. An award-winning B2B public relations pro, she has helped many small- & medium-sized firms (SMBs) become well-known industry brands and transform their businesses, going from Anonymity to Industry Icon™.

Her business articles have appeared in The New York Times, InformationWeek, Inc., Advertising Age, & Fast Company, among other outlets. 

View all posts by Wendy Marx