A website’s various calls-to-action (CTAs) can make or break a visitor’s decision to engage with your business. While a standard “Contact Us” button is common on advisor websites, it lacks personality, urgency, and specificity. A strong CTA should guide potential clients toward action with an inviting message.
You may think we’re splitting hairs, but making your CTA more appealing could result in more consultations throughout the year. Below are five alternatives to “Contact Us” that are more likely to elicit reactions, each backed by psychological principles.
1. “Next Steps” (Cognitive Load)
Cognitive Load Theory suggests that people are more likely to take action when decisions feel effortless¹. This is why a call-to-action like “Next Steps” works so effectively—it feels low-pressure, reassures visitors they aren’t overcommitting, and provides a simple, guided transition.
2. “See If You’re a Fit” (Reciprocity)
By framing the interaction as a two-way evaluation, this CTA leverages Cialdini’s Reciprocity Principle². “See if you’re a fit” makes users feel part of a mutual decision rather than mere sales targets. This approach fosters a sense of obligation to reciprocate, enhancing engagement. In case you’re wondering, we’ve also had advisors use “See if we’re a fit” with great success.
3. “Speak with an Advisor” (Authority Bias)
People tend to trust perceived experts, a phenomenon known as Authority Bias³. This CTA lets them know they’ll be speaking with a knowledgeable financial advisor, not a salesperson or someone looking to qualify them. This increases the likelihood of engagement.
4. “Schedule Your Consultation” (Endowment Effect)
By using the word “your,” this CTA taps into the Endowment Effect, which suggests people assign more value to things they feel ownership over⁴. Framing the consultation as something already belonging to the visitor increases their likelihood of committing. Here are some additional examples using the Endowment Effect, “Download Your Guide” , “Claim Your Free Report” or “Reserve Your Spot.”
5. “Start Here” (Foot-in-the-Door)
The Foot-in-the-Door Technique, first introduced by Freedman and Fraser in 1966, suggests that people who agree to a small initial request are more likely to comply with a larger request later⁵. “Start Here” encourages visitors to take a simple first step, increasing the likelihood that they will continue engaging with an advisor. By reducing friction and making the initial action feel easy, this CTA primes users for deeper commitment.
Are there other great CTAs for advisor websites? Absolutely. But these are a few of our favorites here at Oechsli. A great CTA goes beyond a generic request to “contact us.” It should be clear, inviting, and provide potential clients with a compelling reason to take action.
When was the last time you updated your website? Think about it. Prospects are looking at your website before they ever meet you. If you want to chat with someone on our team, and take the “next step” , schedule “your” consultation here. See what I did there?
Sources:
¹Cognitive Load Theory – Sweller (CESE).
²Cialdini’s 6 Principles of Persuasion – worldofwork.io
³The Gentle Science of Persuasion Authority: Arizona State University
