So youâ€™ve got a website. This websiteâ€™s purpose is to showcase your services or skills in a way that looks better than the competition. Youâ€™ve done all that, and now all thatâ€™s left is getting your clients to actually sign up to become a consumer of your services. That should be easy enough, right?
Enter the Call To Action (CTA).
A CTA is basically just the suggestion contained in a website or advertisement to do something. The name is pretty self-explanatory, right? Well when it comes to marketing, thereâ€™s nothing more important. CTAâ€™s are the gateways to lead generation, propelling prospects through the marketing funnel on the pathway to becoming customers.
Think of your own personal example. Have you ever visited a website, and right at the top with bright colors and clever wording sits a button telling you to click. Then, as though your hand were under some sort of control, you find yourself clicking- not that youâ€™re all too interested in the product or service, but because the call to action is so good, you would just plain feel guilty not clicking.
Iâ€™m going to go over 5 of the best practices when creating CTAâ€™s so that when a potential client visits your website, they feel the same level of pull to obey.
When placing your CTA on a page, youâ€™ll want it to show up right as your audience lands on your website. The best way to do this is right at the top of the page. People donâ€™t like having to scroll down to see what to do, as they feel theyâ€™re wasting time.
Your CTA copy has to be persuasive! Letâ€™s say, for example, that youâ€™re on a website and immediately youâ€™re faced with information about the company, followed by a button that simply says “Click.” Sure, you know what they want you to do, but why should I click? Now, imagine the button says “Click here now to sign up,” or “Try now for free.” Youâ€™re much more likely to click on these latter buttons, as they give clear direction and persuasive verbiage. Without words like “Now,” or “Right away,” it seems as though your information isnâ€™t very important.
Now, there is another pitfall here. When creating your CTA, itâ€™s easy to put way too much information in it. Thatâ€™s what the rest of the website is for! Try to keep your button copy down to a clear, concise minimum.
One of the main goals of your CTAâ€™s is to stand out. Without standing out, potential clients wonâ€™t know what to do with your site! With this category, I think showing visual examples speaks louder than words.
If your CTA is aiming at getting the customer to sign up for your main service, it should be at the first page a customer will view on your website. This will generally be your home page or landing page. As with Placement, customers donâ€™t want to have to click through 2 or 3 pages before getting to where they need to go.
Keep it simple! The more you add to your CTA, the more the audience will be distracted from the main purpose. A great way to do this is either an image or color with a small amount of text, and then finally the clickable object to get them to sign up. Hereâ€™s a great example of a simple CTA:
There you have it! 5 important practices to keep customers clicking on your CTAâ€™s. If you follow these guides, you should see a noticeable improvement in your conversions.
Note: if youâ€™re designing your own CTAâ€™s, itâ€™s always good to look around to see what the current design practices are so that youâ€™re not left with an outdated design.