ScoreMySite

Call to action

Generic or high-friction call to action

By Caleb Gross · Updated · Based on Jev AI scores of 58 pages

Short answer

Use a specific, first-person button (“Start my free trial”) with a short risk reducer under it, and make it the one obvious action on the page.

Your main button is the moment a visitor decides. Buttons that say “Submit”, “Learn more” or “Get started” with nothing around them make that decision harder, and a sales-call form as the only option scares off anyone who just wants to try it.

22%

of the 58 marked-up pages Jev scored have this issue

8.0/10

average call to action score across the leaderboard

Why it matters

The call to action is 25% of the conversion score. A specific, low-risk first step is often the cheapest conversion win on the page because it changes one line of copy.

Signs your page has this problem

How to fix it

  1. 1

    Say what happens next

    “Start my free trial”, “Get my report” or “Create my first invoice” tells people exactly what they get by clicking.

  2. 2

    Lower the risk right under the button

    A short line like “Free for 14 days. No card needed.” answers the biggest worry at the moment of decision.

  3. 3

    One primary action

    Make one button bold and the rest secondary. If you need a demo option, make it the quieter link.

Button copy examples

Instead of “Get started”: “Start free”, “Build my first page”, “Try it on my site”. Instead of “Submit”: “Send me the guide”, “Get my score”. Instead of “Contact us”: “Get a quote in 24 hours”, “Talk to a founder”.

Good button copy finishes the sentence “I want to…”.

Trial, freemium or demo?

If someone can get value alone in under an hour, lead with a free trial or free plan. If setup needs your help or the price is high, lead with a demo but offer a self-serve way to look around (an interactive tour or video) for people who aren't ready to talk.

Before and after

Before

Get started

After

Start free, no card needed

Checklist

Pages that get this right

The highest call to action scores on the ScoreMySite leaderboard.

D

daisylanding.com

DaisyLanding: Build Your App's Landing Page in 60 Seconds with daisyUI

10.0/10J

joinspelt.com

Create your company | Spelt

10.0/10S

scoremysite.dev

ScoreMySite: free AI landing page grader for conversion and design

10.0/10

Questions

What is a good call to action for a SaaS landing page?

A first-person, specific action plus a risk reducer, like “Start my free trial” with “No card needed” beneath it.

Should I use “Book a demo” or “Start free trial”?

If people can try the product alone, lead with the trial and offer the demo as a secondary link. Demo-only works best for high-priced, complex sales.

What color should my CTA button be?

There's no magic color. Use your brand accent and make sure the button has more contrast than anything near it.

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More landing page mistakes

Call to action

No button in the first screen

Ready visitors have to scroll to find a way to start.

Call to action

No call to action at the end of the page

Visitors who read everything reach the bottom with nothing to click.

Call to action

Too much friction at signup

Long forms, required cards and email confirmations before any value.

Call to action

Too many competing calls to action

Five buttons and a busy nav pull visitors in different directions.

Headline

Your headline doesn't say what you sell

Clever or abstract headlines make visitors guess what the product is.

Headline

Buzzwords and jargon in your headline

“AI-powered, all-in-one platform” tells visitors nothing they can picture.