A call-to-action is the copy or graphic used to entice and persuade a website visitor to take a certain action. Well-designed calls to action can dramatically increase conversion rates.
This post examines a few best practices for creating a call-to-action that is sure to get noticed and earn clicks from your visitors.
Call-to-action best practices
- Create Urgency - Use concrete measurements of time in your call to action. Phrases like "click now" or "try our software today" give the user an understanding of how easy and immediate the action will be.
- Use Action Oriented Verbs - Your call-to-action should either explain what to do and/or what will happen upon clicking. "Click here to get started" clearly explains what the visitor should do next while "Get a free demo" implies that if the visitor clicks, they can expect to receive a free demo.
- Make Your CTA Clickable - Make sure your CTA (call to action) uses the accepted web conventions of clickability. There's nothing more frustrating than seeing what looks like a button that doesn't do anything.
- Use Contrasting Colors - Contrasting colors draw the user's eye to the action you want them to take. Text links should be a different color than the rest of your text and buttons should also stand out.
- Pay Attention to Position - Put your call-to-action where it fits best within the context of your page. While we often think that placing CTAs above the fold is a top priority, if a visitor hasn't learned enough about who you are or what you do you're likely to get fewer clicks than if you place the CTA in a natural position, giving the visitor a chance to understand what they're looking at.
- Deliver What's Been Promised - Make sure your CTAs actually deliver visitors what's been promised. Creating extra steps or sending them somewhere that doesn't correspond with what they clicked on will create a sense of mistrust and cause them to become frustrated, or worst case, leave your site never to return.
If you want to learn more about how to apply CTAs to your website, we'd love to start a conversation. Click here to get in touch.