An effective call to action or CTA is one of the most critical components of website or landing page optimization, because it’s what communicates to the visitor exactly what action you want them to take when visiting your site. So, how can you create a good call to action? Get started with some of these best practices.
Start with the Right Action
What do you want new visitors to do when they visit your website or landing page? Do you want them to call your business, send you an email, click on a link to an offer page, or sign up to receive a quote? Select the one most important thing you want any website visitor to do, and make this the focus of your call to action. For example, many small businesses use a phone call as their primary call to action.
Don’t clutter your call to action up by making multiple requests. Instead, start by determining your primary goal for new visitors to your page and craft your call to action around that message.
Plan the Functionality & Format
Depending on the action you want visitors to take, a call to action can take many different forms. It can be a call-out with text emphasizing a phone number for visitors to call. It can be a form with a button for visitors to complete. It can be a phrase with a button for visitors to click to visit another page or open an email to begin the contact process. Whatever action you choose for your call to action, make sure to plan the functionality to make sure you select the proper format and design for that type of activity.
Keep it Short & Simple
Your call to action isn’t the place to be clever, gimmicky, or wordy. Instead, get to the point quickly. When writing the content for your call to action, start your phrase with an active verb. For example, try terms like “Call,” “Get,” “Talk,” or “Contact.” Make sure your entire call to action phrase makes sense in the context where it will appear on the page, but keep it simple and to the point. Some example phrases for calls to action include:
- Call Now
- Contact Us
- Get a Quote
Emphasize its Importance
Your call to action should be one of the most visible, emphasized components of your home page or landing page. It should be at the top of the page so that it’s one of the first things a new visitor sees. Other ideas to consider in helping emphasize your call to action include:
- Incorporating a compelling design that complements your website
- Using a color that contrasts with the background to attract the eye
- Making it big enough to stand out as important (while keeping it in proportion on the page)
- Using a legible, easy-to-read font rather than a decorative font
It’s a great idea to include your site’s primary call to action in the header design component for all your interior website pages. That way, visitors always have a way to see your primary call to action from any page. When doing so, keep your call to action consistent both in wording, action, and design. Repetition can be a great way to reinforce your message and can help boost conversions throughout your website.
Next Steps: Optimize Your Site & Landing Pages
An effective call to action is critical for helping boost conversions from your website. But it doesn’t stand alone! It’s important to optimize your website and landing pages for conversions to make sure you are doing everything you can to convert more leads into customers.
You can get tips, best practices, and case studies of local businesses who’ve boosted conversions by updating their landing pages in our ebook “The Foolproof Guide to An Effective Landing Page.”
Plus, get an easy-to-use checklist for your website in our ebook! Get it now.
About the Author
- Do I Need a Landing Page for My Online Advertising?
- 5 Ways to Improve Conversion Rates on Your Website
- Ebook: The Foolproof Guide to An Effective Landing Page
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