Updated January 2023

So prospects have made their way to your landing page. Congratulations, but now what? In order to convert these prospects into leads rather than lose the potential of a new client, your page must be outfitted with a properly designed, actionable call to action (CTA). A CTA is typically a button that instructs or requests visitors to take action in the moment.

Follow these three tips to guarantee that your CTA is both an integral and valuable part of your landing page:

Decide what you want the audience to do

Before you consider the design and copy of your CTA button, you need to first determine the value proposition of the landing page.

Your CTA will vary depending on what type of content your page contains. For instance, if it’s a single listing, you’ll want visitors to your page to schedule a viewing. Whereas if it’s a generic page that highlights your services, visitors can be prompted to contact you for more local information.

Determine the best location

Once you’ve determined the course of action that visitors will take, you can decide where you want to place the button on the page.

A well-designed real estate CTA should be the most noticeable element on the page, such as in this example. Even if your CTA isn’t located at the top of the page, it should always appear above the fold so that visitors don’t need to scroll down the page to find it. And the button should be a bold, eye-catching color. Studies show that certain colors like, red and orange, have powerful attention-capturing abilities.

Create actionable phrases

The wording may very well be the most important aspect of a clickable CTA.

For starters, the phrase needs to begin with an action verb. Words like view, buy, find, learn, and see entice viewers to take action and offer value. Additionally, you want to motivate people to click the button, so make your call to action about the value they’ll receive. For example, “Claim your 25 free postcards” is focused on value while “Start a free trial” is about action.

You’ll also want to ensure that the copy simple and clear. It’s no surprise that many prospects have short attention spans, so the more concise your phrases are, the better. However, try to still add a level of creativity and avoid overused words.

One of the best aspects of creating a clickable CTA is that you hold complete control—you’re captain of the ship. What works best for another Realtor® might not work for you. Instead of getting discouraged, take the time to test different CTAs and make the necessary tweaks to capture new leads.

Need a landing page for your real estate business?

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And if you need a lead magnet like the one below for your social media page, email, or blog, you can download and use any of popular resource by visiting our Resource Library. They’re our gift to you.