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Stop Asking Users to "Reach Out." Tell Them Exactly What to Do.

•Isaac Marshall
CopywritingCTAConversionMarketing
Stop Asking Users to "Reach Out." Tell Them Exactly What to Do.
Vague CTAs like "Get in Touch" are costing you leads. Here's how to write buttons that actually get clicked.

I've reviewed hundreds of websites over the last two years. The number one mistake I see? Weak, generic CTAs that tell users nothing.

"Reach out." "Get in touch." "Learn more." "Contact us."

None of these buttons tell me what happens when I click them. And if I don't know what happens, I'm not clicking.

Why Vague CTAs Don't Work

People don't take action unless they know exactly what they're getting. If your CTA is generic, the user has to do mental work to figure out what comes next.

Mental work = friction. Friction = lost conversions.

"Get in touch" could mean anything. A form? A phone call? A chatbot? Do I get a reply in 5 minutes or 5 days? Is someone going to try to sell me something, or will I actually get help?

When people are uncertain, they do nothing.

What High-Converting CTAs Look Like

The best CTAs are specific, actionable, and outcome-focused. They tell you exactly what happens next and what you'll get.

Compare these:

Bad: "Learn More" Good: "See Pricing and Packages"

Bad: "Get Started" Good: "Build Your Free Website Mockup"

Bad: "Contact Us" Good: "Book a 15-Minute Strategy Call"

See the difference? The second versions remove ambiguity. You know what you're getting, how long it takes, and what the outcome is.

The Three-Part Formula

Every strong CTA should answer three questions:

  1. What am I doing? (Booking, downloading, requesting, etc.)
  2. What do I get? (A call, a quote, a guide, a demo)
  3. How easy is it? (Free, fast, no commitment, instant access)

Examples:

  • "Get Your Free SEO Audit (Takes 2 Minutes)"
  • "Download the UK Pricing Guide (No Email Required)"
  • "Book a Free Consultation (Next Slot: Tomorrow at 2pm)"

You don't always need all three, but specificity always wins.

Where Most Businesses Go Wrong

1. Being too polite "Feel free to reach out" is passive. It sounds optional. Use direct, confident language. "Book your call now" is better.

2. Hiding the value If your CTA just says "Submit," people won't click. Tell them what they get. "Get Your Custom Quote" is miles better.

3. Asking for commitment upfront "Start Your Free Trial" works better than "Sign Up Now" because it removes risk. People are more likely to act if there's no perceived downside.

Test Your Own CTAs

Go to your website right now and read every button. Ask yourself:

  • Would I click this if I didn't already know what the company does?
  • Does this button tell me exactly what happens next?
  • Is there any ambiguity?

If the answer is yes to the last two, rewrite it.

We Do This for Clients All the Time

One of the first things we fix when we rebuild a site is the CTA copy. It's a small change, but it often has the biggest impact on conversions.

Clear beats clever. Specific beats safe. Tell people exactly what to do, and they'll do it.

isaac.marshall@arcscribe.co.uk | harvey.washington@arcscribe.co.uk | 01603 327078