The Button Color Mistake Costing You Clicks

Hey! 👋

Your call-to-action buttons aren’t just decoration—they’re one of the most important drivers of clicks and conversions.

And one of the most overlooked decisions? What color they should be.

Your site’s color palette says a lot about your brand. It influences mood, perception, and usability. But when it comes to CTA buttons, function often trumps form.

You want those buttons to stand out just enough to get clicked—but not so much that they feel disconnected from the rest of the design.

Many brands default to using their primary brand color for CTAs.

It makes sense on paper: consistent branding, cohesive visuals, and everything looking nice and tidy.

But “looking good” doesn’t always equal “drives action.”

Let’s break down the two main approaches to coloring your CTA buttons—and how to decide which is best for your site.

🎯 How to Choose CTA Colors That Convert

Your CTA buttons need to be seen and compel action. Choosing the right color depends on how your site is already styled and how your brand colors are used across your layout.

Match Your Brand Color

This approach leans into consistency. When your CTA buttons use your primary brand color, everything feels more unified and intentional. It’s great for creating a clean, professional appearance, especially for brands that already use bold colors that naturally draw the eye (think red, orange, or bright green).

• Reinforces a cohesive visual identity and gives your site a polished, professional feel.

• Ideal if your brand color is already bold and attention-grabbing.

• Helps maintain trust and familiarity with your audience, especially if your brand is well-established.

• Be cautious: if your brand color is used heavily elsewhere—like in headers, backgrounds, or accents—your CTAs might blend in and lose impact.

Use a Contrasting Color

This strategy is all about drawing attention fast. By picking a color that breaks away from your main palette, you can guide your visitor’s eye exactly where you want it—your call to action.

• Creates immediate visual focus and encourages action by clearly standing out from the rest of the page.

• Ideal for sites with a more neutral or monochromatic palette, or when your primary color is used in large sections.

• Encourages the eye to stop and consider what the button is offering, increasing the chances of a click.

• Think "red button effect"—a high-contrast CTA is often more effective, especially on action-focused pages like product, service, or sign-up pages.

Why This Matters

Your CTA button is the last thing standing between a visitor and a conversion. If it’s not eye-catching, you’re losing potential sales or leads.

• Better Visibility: High-contrast CTAs draw attention fast.

• Improved UX: Clear, clickable elements reduce friction.

• Higher Conversions: Small design tweaks often have outsize results.

Keep those buttons working hard,

Adam Goetz @ Reciprocal