---
title: The Offer and the CTA: Getting the Ask Right
summary: Why landing pages lose conversions at the offer and CTA, and how to fix the ask.
est_minutes: 6
sort: 4
---

Most landing pages lose conversions at the offer.

Not the headline. Not the proof. The offer.

The offer is where you make the specific case for what the visitor gets, and the CTA is where you ask them to get it. If either one is unclear, vague, or mismatched to what the visitor actually wants, the page does not convert.

**Features Versus Outcomes**

The single most common mistake in offer writing is describing features instead of outcomes.

Features are what your product includes. Outcomes are what changes for the visitor after they use it.

Features: six modules, weekly calls, templates, a private community.

Outcomes: your team stops asking you questions they should already know, decisions get made without you, the business runs on a Friday when you are not there.

One of those sells. The other gets scrolled past.

**The Three Components Of The Offer Block**

The offer block has three components: the transformation statement, the deliverables list, and the value anchor.

The transformation statement is one sentence that describes the before state and the after state. "Operators who are the bottleneck in every decision become operators whose businesses run without them."

The deliverables list is what they get, written in outcome language. Not "six modules." "Six modules that build the operating system your business runs on."

The value anchor is the framing that makes the price feel reasonable. This is the place where you show the cost of inaction, the value of the result, or the comparison to a more expensive alternative.

**Writing A CTA That Converts**

The CTA is not just a button. It is the last line of copy the visitor reads before they decide.

Generic CTA language costs conversions. "Submit." "Click Here." "Learn More." These tell the visitor nothing about what happens next.

Strong CTA language does two things. It tells the visitor exactly what they get when they click. And it removes friction from the click itself.

"Get Your Free Operator Assessment" is stronger than "Sign Up."

"Start Building Your Operating System" is stronger than "Enroll Now."

"Book My 15-Minute Strategy Call" is stronger than "Schedule a Call."

The difference is specificity. The strong version tells the visitor what they are getting, not what they are doing.

**Removing Friction**

Friction is anything that makes taking the action feel harder than it needs to be.

Form fields are the most common source of friction. Every field you add to a form reduces conversion. The only fields on a landing page form should be the ones that are absolutely necessary to deliver the next step.

If you need a name and email to send the resource, ask for a name and email. Not a phone number. Not a company name. Not a job title. Every extra field is a reason to reconsider.

The same applies to commitment language in the button copy. "No credit card required." "Cancel anytime." "Free for 14 days." These are not weak selling points. They are friction removers.

**Matching The Ask To The Traffic**

The right ask depends on where the visitor is in their decision process.

Cold traffic has never heard of you. The right ask for cold traffic is a low-commitment action: a free resource, a short assessment, a webinar registration.

Warm traffic knows your brand and has some level of trust built. The right ask can be larger: a call, a trial, a lower-priced product.

Hot traffic is ready to buy. They have already evaluated you. The right ask is the full offer with a direct purchase CTA.

Sending cold traffic to a page that asks for a credit card is a mismatch. The page may be excellent. The ask is wrong for the audience.

**Your Action Step**

Download the Module 4 CTA Builder below. Write your offer block using the three-component structure. Write three versions of your CTA using specific outcome language. Run the friction audit on your current or planned form.
