How To: Add a Call to Action to Any Post with the CTA Builder
You’ve written a helpful post. A prospect reads it all the way to the end.
Then what?
If your post doesn’t tell readers what to do next, most of them will simply leave. A clear call to action (CTA) gives them an easy next step, such as booking a demo, downloading a guide or contacting you.
To make this easier, we’ve improved the CTA Builder on the Add Post and Edit Post pages of every blog in our network. In this post, we’ll show you how to add a CTA in a few clicks, which layout to choose, and how to write CTAs that readers actually click.
Here’s an example of a CTA added to a recent post:
What Is a Call to Action?
A Call to Action (CTA) is a marketing tool that encourages readers to take a specific action, usually communicated in a written or spoken directive, as part of a marketing or sales campaign.
On a blog post, that usually means a button that asks the reader to:
Book a demo
Download a guide
Contact you
Why Add a CTA to Your Blog Posts?
Your posts already bring readers to your company. A CTA helps turn some of those readers into leads.
Without one, an interested reader has to work out how to reach you on their own. Many won’t bother.
The numbers back this up. Demand Metric reports that marketers who use calls to action on their landing pages see an increase in conversion rates of 14% to 28%.
What Does the CTA Builder Do?
The CTA Builder adds a clickable button to your post, either on its own or inside a box with a headline and short text.
A live preview shows how it will look on desktop and on phones as you build it, so there’s no guesswork.
To find it, look for the orange CTA button (with the megaphone icon) in the editor toolbar.
How to Add a CTA in 8 Steps
Open your post and check that the editor is on the Visual tab (top right of the editor).
Click a blank line where you want the CTA to appear. No blank line? Click at the end of a paragraph and press Enter.
Click the orange CTA button in the toolbar. The CTA Builder opens.
Under Start from a standard button, pick a starter such as Request a Demo. Or type your own words straight onto the button in the preview.
Paste your link into Link URL. Use the full address, starting with https://.
Optional: under Layout, choose Box + text to add a headline, subheading and short text above the button.
Click Insert CTA. You’ll be asked whether to save it for reuse. Choose Save and insert or Insert without saving.
Click Preview to check it on the page, then save or update your post as usual.
Good to know: Button text and Link URL are required. If either is missing, or the link isn’t a full web address, a message tells you what to fix.
What Your CTA Looks Like in a Published Post
Here’s how a finished CTA looks once your post is published.
Button Only or Box + Text: Which Layout Should You Use?
Here’s the simple rule: use Button only in the middle of an article and Box + text at the end of a post.
Layout | What readers see | Best for |
Button only | A single button | The middle of an article, where a box would interrupt reading |
Box + text | A headline, subheading and short text, with the button below | The end of a post, after you’ve made your case |
Other Settings You Can Change
You can also adjust:
Open in new tab: keeps your post open behind the linked page. Good for links to other websites.
Link type: leave this on Normal link unless the link is paid or an affiliate link (then choose sponsored).
Style: sets the button type (Solid, Outline or Text link), color, corners, icon, size, shadow and hover effect.
Quick looks: on the Box & text tab, these apply a ready-made box design in one click, such as Light, Accent bar or Card.
Desktop / Mobile: at the top of the preview, this shows how the CTA looks on a phone.
How to Edit, Move or Reuse a CTA
In the editor, a CTA works as one block. You can’t type inside it, so open the builder whenever you want to change it.
To | Do this |
Change the text, link or style | Double-click the CTA, or click it once and choose the pencil icon. Make your changes, then click Update CTA. |
Change its alignment | Click the CTA once and use the left, center, right or full-width icons above it. |
Remove it | Click the CTA once and choose the ✕ icon, or press Delete. |
Move it | Cut it with Ctrl + X, click the blank line where it should go, then paste with Ctrl + V. |
Undo a change | Press Ctrl + Z. |
Reuse a saved CTA | Click the CTA button. Your saved CTAs are listed first. Choose Insert this CTA. You can keep up to 50. |
Update an older CTA button | Click inside it, then click the CTA button. The builder opens with its text and link filled in. Click Update CTA. |
On a Mac, use ⌘ instead of Ctrl.
What About CTAs You’ve Already Added?
Older CTAs made with the previous Insert Button tool keep working. You only need to update them if you want the new design.
Tips for Writing CTAs That Get Clicks
Adding a button is easy. Getting readers to click it takes a little more thought.
Tie Your CTA to the Topic of the Post
After analyzing and comparing more than 330,000 CTAs over a six-month timeframe, HubSpot discovered that personalized CTAs convert 202% better than basic CTAs.
So match the CTA to what the reader has just read. For example, instead of a vague “More” button on a post about pricing, try Get the Pricing Guide.
Put Your CTA Where Readers Will See It
Your main CTA usually belongs at the end of the post, after you’ve explained the value. In a long post, add a Button only CTA near the top too.
Why near the top? According to Moz, 82% of internet users say they click on links or ads if they appear above the page fold.
Quick Checklist: Do’s and Don’ts
Do:
Start the button with an action word: Get, Book, Download, Request, Register.
Say what readers get, for example “Get the Pricing Guide”.
Keep the button to 2 to 5 words. Put any detail in the box text instead.
Use a button color that stands out from the page.
Put your main CTA after you’ve explained the value, usually at the end of the post.
Don’t:
Use vague text like “Click here”, “Submit” or “More”.
Place several CTAs close together. One strong button per section beats three.
Pick a pale button color with white text. It’s hard to read.
Link to a page that doesn’t match what the button promises.
See It in Action
Want to see how this looks on a real post?
This member post uses several CTAs, each matched to the section above it: Dynamics 365 Business Central Licensing Explained.
Give Every Post a Clear Next Step
Every post you publish is a chance to start a conversation with a prospect. Don’t leave readers wondering what to do next.
Tell them.
Open one of your recent posts, add a CTA at the end, and check how it looks on desktop and mobile. It only takes a few clicks.
Need help? Click Instructions at the top of the CTA Builder for the full guide. For anything else about the CTA feature or the blog, email info@erpsoftwareblog.com.
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