Ah, we all know this one so well. You can lead a horse to water and all that jazz.

But why would the horse drink your water if it didn’t trust you in the first place? Same with CTA (call to action) buttons. Littering a solid ‘buy now’ or ‘demo here’ button around your website won’t make the slightest difference if your customers don’t have a connection to your brand.

People need to do their research and make their own judgments first. Pushing too hard for a sale can often work the other way, as you’ll end up looking a bit dodgy…

Obviously, when it comes to marketing, there always needs to be a CTA. They should be clear, direct and visible, but they should also be backed up with other cool stuff about your business too.

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