Calls-to-action (CTAs) connect your web visitors to the “wizard behind the curtain” — you — transforming a web visit into lead generation. The trick is getting your visitors to act — to download the white paper, order the product, view the demo or contact your lead salesperson.

So here are a few tips on creating CTAs that get more than a nibble.

• Offer an incentive. When considering what incentive to offer, put yourself in their shoes. Do you want reassurance that registering will only take 30 seconds? Do they need confirmation that the whitepaper they’re about to download is free? Are they looking for an exclusive product discount? Are they more likely to make a purchase if they can see that others in the digital universe like the item? If so, social media share icons that tally those likes are critical to have on the page.

• Show it. People are visual. Whether you’re selling a product, providing a free trial demonstration or hoping to gather enewsletter subscribers, people are much more likely to buy it, try it or sign up for it if they first get a look at just what the “it” is.

It’s not just the “button”. It’s the text that can really compel someone to click. (Of course, your CTA doesn’t even have to be on a button. It can simply be a live text link.) Keep the CTA text short and sweet. Make it compelling, clever and clear. Sell them on the benefit, “See how Margaret optimized her category sales.” Be forthright about what they’ll get (or what will happen) once they click on the CTA. Consider using the leading text to offer an incentive as well, or to elaborate on the free deal or the length of the trial membership or coupon expiration.

• Give your CTA some space. A cluttered web page is never a good idea — doubly so if it’s harboring a CTA. Don’t let your CTA get lost in the clutter of photos, text or an encroaching design. White space can be a very good thing.

• Be versatile with video. Videos are a great way to engage your audience, but you don’t always need to use video in the same way when you’re looking to convert a viewer into lead. Remember, a video can be the result of a CTA or the CTA itself. CTA’s embedded in video can be very effective at getting people to take the next step.

• Reassure your potential lead. People often hesitate to click on a CTA because they’re worried about what comes next. Will my email be shared with other parties? Are you saying it’s free, when it’s really not? Is the site — and thus my purchase — secure? A little reassurance will go a long way to converting browsers into “actors”.