Stronger CTAs = More Specs, More Sales
Let’s talk about the unsung hero of building materials marketing: the humble call-to-action (CTA). It’s the button, the link, the nudge that turns interest into action, and yet, most CTAs are either too vague, too soon, or too generic to drive real results.
If your digital ads, landing pages, or social campaigns aren’t converting like you want, it might not be the offer, it might be the ask.
Here are eight ways to make your CTAs work harder and convert better:
1. Match the CTA to the Moment
Not every architect is ready for a demo. Early in their journey, “See Details” or “See How It Works” is more effective than “Talk to Sales.” Give them a logical next step, not a leap.
2. Be Clear About What Happens Next
Swap out “Click Here” for “Download the Specs” or “View Product Details.” Tell them exactly what they’ll get and where they’ll land.
3. Short and Direct Wins
You don’t need 20 words. You need the right five. Be specific, but concise.
4. Know Your Buyer’s Reality
Architects and contractors don’t impulse-buy. They learn, compare, trial, spec. Your CTAs should reflect that journey invite them to a CEU, offer a sample, or drive to a lunch & learn.
5. Make the Exchange Worth It
Asking for their email? Offer real value in return a spec guide or a trend report, something they can actually use.
6. Bridge from Marketing to Sales
The CTA is the moment you hand the baton from marketing to sales. Make sure it moves the buyer closer to a decision, not into a dead end.
7. Test, Don’t Guess
What works better: “Request a Rep” or “Connect With a Specialist”? Only one way to know. Test language, color, placement and optimize from there.
8. Remove Friction
Don’t make them jump through hoops. One click. One form. One clear outcome. That’s it.
The Bottom Line
A strong CTA can be the difference between getting specified and getting ignored. So don’t treat it like an afterthought.
Want help mapping your CTAs to your buyers’ journey and boosting conversions while you’re at it? Let’s talk.