How to Increase Click Through Rate On Your Website

If you’re getting crickets instead of clients from your website, it can be due to a couple reasons. Maybe your user experience is getting in the way, or you have slow loading times. There are a bunch of possibilities, but I’m going to talk about one thing you can do right now that won’t cost an arm and a leg. Let’s get into how to increase click through rate.

What is a click-through rate?

Your click-through rate is the number of times a button or ad gets clicked compared to how many people saw it (or, in other words, impressions). There’s even a handy formula for you: clicks ÷ impressions = CTR.

Why does a high click-through rate matter?

It’s great if a lot of people see your website — it means that search engines are showing it to people. But if no one is taking desired action — like booking a call, buying a product, or signing up for your email newsletter — then your website is only taking up space (yes, there’s an unlimited amount on the Internet, but you get the gist).

Your website is supposed to be a digital salesperson that works for you 24/7. But you can’t convert if no one clicks. So, here’s how to increase click through rate ⬇️

1) Strategize what the next step is

Each page on your website has different objectives. For example, your home page should be a preview and short summary of who you are, what you do, who you do it for, and what makes you special. Your about page dives deeper into your story and your why, while your portfolio page establishes your credibility and expertise. Your portfolio page promotes your work and results, and so on.

But what is the logical next step? Here are a few examples for your home page:

• If your primary reader is a spontaneous decision maker, and you want them to browse your services right away, send them to the services page
• If your primary reader is humanistic, they’ll want to see testimonials, success stories, social proof, and more about who you are before trusting you. So, send them to the about page
• If your primary reader is competitive, they’ll think with the logical side of their brain but make decisions quickly. So have one place that gives them everything they need to know, have a CTA that takes them to your portfolio/case studies page to see your competitive advantage, and always send them to your services page at the bottom of every web page
• If your primary reader is more methodical and likes to have all the information before making a decision, have multiple CTAs on the page for them to get more information. You can have a mini about section with a CTA that takes them to your about page to learn more about your brand.

2) Use call-to-actions & calls-to-value equally

A call-to-action (CTA) tells your reader what to do. This is best to put at places where you want people to take immediate action, like in the hero section, and at the very bottom of your web page.

Some examples of CTAs:

• Learn More
• See Services
• Buy Now

A call-to-value (CTV) communicates the benefits/feature of your offer, and why they should take action. A CTV is better used in the middle of your web page, when you really want to sell the solution.

Some examples of CTAs:

• I Need A Career Transformation
• I’m Ready! Help Me Convert More
• Tell Me More

You don’t want to just use CTAs because that can get boring and stuffy, but you also don’t want to just use CTVs because sometimes they’re not clear enough. Use an equal mix of both for added impact.

(By the way, I have a free swipe file of 115 CTA and CTV copy options for your buttons if you want some more inspiration)

3) Personalize the call-to-actions

According to Hubspot, personalized CTAs convert 202% better than generic CTAs. This is where the equal use of CTAs and CTVs come into play!

‘Take My Skin From Pothole to Perfection’ is a lot more relevant and resonant than ‘Buy The Skin Perfector Serum’. That said, you’d want to use a CTV like ‘Take My Skin From Pothole to Perfection’ any place you’re really trying to sell a dream. And you’d use a CTA like ‘Buy The Skin Perfector Serum’ when you’ve said enough and you really just want them to buy the damn thing!

So, to personalize your buttons, do your research:

• Conduct consumer surveys
• Lurk social media platforms like X, TikTok, Reddit, and Instagram comments
• Capitalize on central human truths and conflicts
• Use wordplay (i.e., Satisfy My Sol) and pop culture references (i.e., Very cutesy. Very demure)
• Write messaging that sparks the 5 senses (sight, smell, taste, touch, and smell)

4) Make the action clear

The biggest thing ever, I’d say, to. increase your clickthrough rate is to make it very obvious what’ll happen when someone clicks the button!

See Services? Okay, I’m going to see your services.

Work With Me? Okay, I’m making the active choice to work with you, let’s do this.

That’s why you want a CTA at the very top and bottom of the web page — you establish from the jump what you want your site visitor to do, and remind them at the end of the page in case they forgot.

The CTVs in between sell the dream and solution, but if you start and end your web page with CTVs, your visitor might not know what they’re getting in to when they click the button.

Sometimes it works if you have distinct offers with singular benefits, or you’ve been promoting your offers a lot before anyone arrives to your website so they’re super familiar with what you sell already, like in this instance:

But it’s best to have super clear CTAs in areas where you really want them to take action right away.

In closing…

I hope these 4 ways showed you how to increase click through rate on your website! Make sure to download my free CTA & CTV Swipe File, which has 115 copy options to make your buttons pop off.