Your website absolutely needs an effective call to action if you want to engage your audience and convert visitors into customers. But what does that mean and how do you make it happen?
It may sound like jargon, but a “call to action” really is exactly what it sounds like. Found on a website, banner ad, email, or elsewhere, it is a statement tailor-made to inspire a behavior. That is, a line in your text or a button on the page that encourages a viewer to do something, whether it’s click for more information, fill in a form to get in touch, or download an ebook to learn more.
How do you make the most of your call to action? Are there CTA best practices? There are a million Whats, Wheres, and Hows when it comes to designing an effective, engaging CTA.
Let’s start with some Call to Action Basics:
A call to action (CTA) is an element on your website that invites the viewer to take action. It can be presented a few ways, in the form of text, an image, or a button. Your CTA should describe what action a visitor should take, guiding them to the next step. What’s your goal? What do you want people to do? CTAs aren’t just for sales or calls; they can encourage downloads, sign-ups, join newsletter mailings, and more.
What action do you want website visitors to take? Your website has a purpose – to gain customers, share information, build a network – so your call to action should lead visitors to that goal. The point of a CTA is to provide website visitors with a clear, obvious guide of what to do next. You CTA (CTAs if you have more than one) should lead a viewer through logical stages toward the goal. CTAs can also be used to measure your website’s effectiveness, as they provide great statistics for analysis.
Do you have multiple goals for your website’s visitors? Maybe they can call to “Get started today!” or “Request a brochure!” to learn more before deciding to work with you. You can have more than one call to action! Just make sure the distinction between the Primary and Secondary Action is clear, using simple language and making results clear. You can also use size and placement to indicate importance, with higher up and larger items drawing the eye first.
Implying urgency is a great way to encourage engagement with your call to action. It’s the difference between “Sign Up” and “Register now while supplies last!” Be truthful, but use your CTA to show that customers don’t want to wait another minute before taking the leap.
Show personality! Your call to action is a chance to have some fun and show off who you are behind the business. Get creative with your language, while staying focused on the goal. Just be sure that playful language is in line with the overall tone of your business and brand.
A well-crafted call to action is key to moving potential – and current – customers through your site and towards engaging with your business in a more meaningful way. Designing and implementing an effective CTA doesn’t have to be hard! Just follow these few simple rules and you’ll be well on your way to inspiring your website visitors to take the next step.