Why Your Call to Action is Boring (and How to Fix It)

How the best Calls to Action (CTAs) suggest an outcome, rather than referencing the process.

Let’s be honest…

“Click here.”
“Submit.”
“Read more.”

If your website buttons sound like they were written by a printer from 1994, we need to talk. Your call to action (CTA) is supposed to get people excited. But if you’re just asking them to do something boring like “Fill out the form” or “Download now” – well, that’s about as thrilling as watching paint dry in slow motion.

Fear not, brave small business warrior! We’re about to fix your CTAs so they actually do their job. And it all starts with one simple idea:

The best CTAs don’t focus on the process — they focus on the outcome.

Let’s unpack that with as much humour and helpful advice as we can squeeze into a 1300-word blog post.

What the heck is a CTA?

Right, let’s not assume anything. A Call to Action, or CTA, is that bit of your website where you ask the visitor to do something. Usually, it’s a button, a line of text, or a link.

Think:

• “Buy now”
• “Get started”
• “Sign up”

CTAs are the moment where your website stops being a brochure and starts being a salesperson. It’s where you make your move.

But here’s the big mistake most small businesses make:

They treat the CTA like a school project. All neat and factual, with no spice.

Process vs Outcome: What’s the difference?

Let’s say you run a dog grooming service. You could put a button on your site that says:

“Book Appointment”

Yawn. Yes, it technically tells people what to do. But it focuses on the process — the boring admin bit.

Now imagine if your button said:

“Get Your Dog Looking Dapper!”

Suddenly, it’s not about clicking a calendar. It’s about imagining your scruffy terrier looking like a cover model for Dogue magazine. That’s an outcome.

And that’s what people care about.

Why outcomes win every time

Humans are lazy. Sorry, but it’s true. We don’t want to do stuff — we want results. Nobody wakes up thinking, “I’d love to fill out a form today.” But they do wake up thinking:

• “I want my house to look amazing.”
• “I need more customers.”
• “I wish my back didn’t hurt.”

If your CTA speaks to that end result, it’s doing its job. If it just reminds them they have to do something fiddly and annoying, you’ve lost them.

Let’s try a few more:

See the difference? One sounds like chores. The other sounds like solutions.

But my business is boring…

Stop it. No it’s not.

Even if you sell accounting software, there’s something sexy at the end of the rainbow. What do your customers really want?

• More time?
• Less stress?
• Fewer awkward chats with the taxman?

If your product or service makes someone’s life better, easier, or less chaotic, you’ve got an outcome. You’ve just got to find it — and shout about it in your CTA.

Here’s a boring example turned spicy:

Boring CTA:
“Request a Demo”

Better CTA:
“See how easy your finances could be”

Or even:

“Make tax season suck less”

(Okay, that one’s cheeky. But cheeky is memorable.)

Words that work: outcome-y power phrases

Here are some tasty little phrases to sprinkle into your CTAs that suggest outcome, not effort:

• “Start your journey to…”
• “Get the [result] you deserve”
• “Say goodbye to [annoying thing]”
• “Say hello to [awesome thing]”
• “Unlock the secret to…”
• “Transform your…”
• “Make your [noun] shine”
• “Finally fix your…”

Honestly, just think: If someone clicks this, what will they get? Then write that.

But what if my CTA is a form?

Great question, invisible reader! Even if your CTA leads to something dull (like a form), you can still talk about the why behind it.

Instead of:

“Submit Enquiry”

Try:

“Get Expert Advice Now”

Instead of:

“Subscribe to Newsletter”

Try:

“Get Weekly Tips That Actually Help”

(And make sure your newsletter actually does help, or you’re going to have angry subscribers and some very passive-aggressive unsubscribes.)

A real-life example: Meet Bob

Bob runs a small landscaping business in Devon. Lovely chap. He had a button on his homepage that said:

“Request a Quote”

Not terrible, but it’s not exactly giving “lush garden paradise”.

We helped him change it to:

“Turn Your Garden Into a Getaway”

Same link. Same form. But now it paints a picture. It speaks to what the customer wants — not what Bob needs them to do.

Result? Click-through rate went up by 40%. And Bob started getting emails from people saying, “Your site made me smile.”

The CTA graveyard: Words to avoid

If you’re using these, it’s time for a CTA exorcism. These words are common, and some even tell the user what to do, but they’re not helping:

• Submit
• Click here
• Learn more
• Read now
• Download
• Fill in
• Sign up
• Register

Are they bad? Not always. But they’re bland. They’re what everyone is doing. If your competition is using these, it’s your chance to stand out.

Mixing humour with outcomes (carefully)

A little laugh goes a long way, especially if your brand is fun or informal. But keep it balanced — too silly and people won’t take you seriously.

Here are a few cheeky ideas that still sell the outcome:

• “Make Your Inbox 43% More Fun”
• “Yes, I Want Fancy Curtains”
• “Let’s Make That Logo Less Ugly”
• “Fix My Website, Please and Thank You”
• “I Deserve Nicer Teeth”

It’s human, it’s fun, and it still tells them what they’re getting. Win-win.

Test, tweak, repeat

Even the best CTAs need a bit of trial and error. If your website lets you run A/B tests (where you show different buttons to different visitors), give it a go. Try a process-based CTA vs. an outcome-based one and see which works better.

You might be surprised how much difference one little line can make.

And don’t just look at clicks — look at what people do after they click. Are they staying on your site? Are they buying? Are they emailing you to say, “Wow, your button was the highlight of my day”?

(Okay, maybe not that last one. But we can dream.)

What if I’ve got lots of CTAs?

No problem! Just give each one a purpose and match it with a strong outcome.

For example:

• Homepage hero section? Use a bold, result-focused CTA like “Finally Sort Out Your Storage.”
• Blog post? Use a softer CTA like “Get Weekly Tips That Work.”
• Pricing page? Go with action and reassurance: “Start for Free – Cancel Anytime.”

Each one should meet your visitor where they are. If they’re just browsing, don’t shout “BUY NOW!” at them like an overexcited market stallholder. Offer a gentle outcome instead.

Wrap-up: Your CTA Checklist

Here’s a handy little list to help you spot a good CTA:

? Focuses on the result, not the task
? Uses friendly, human language
? Stands out on the page (visually and verbally)
? Matches your brand tone (funny? serious? helpful?)
? Makes people want to click, not groan

Final thoughts: Stop being polite. Start being persuasive.

Small businesses often play it safe. You want to sound professional, trustworthy, grown-up. But that doesn’t mean you have to be boring.

Your CTAs are your shop windows, your welcome signs, your cheeky wink across the internet. Don’t waste them on “Submit.”

Instead, show people what life looks like after they say yes.

Because at the end of the day, people don’t want to click a button.

They want what’s behind it.