In marketing terms, a call to action is a piece of content that is designed to encourage your potential customer to perform an act. For example on a webpage it is the button, or the linked text, that funnels your visitor through to the page where they can contact you or make a purchase.
This sounds simple, and indeed on the surface it is. But there are a number of nuances you need to be aware of when constructing your call to action. Amongst other things, a well-crafted call to action will take into consideration the requirements and psychologies of your clients, the needs of your business and the technical optimisation of your website. To create a call to action that works to attract the attention of your potential customers and to funnel them to the correct webpage requires skill and experience. It is advisable to get in touch with a digital marketing specialist for advice.
With this in mind, below are some hints to help you get started:
Use positive text that describes the action directly
Avoid ‘click’, ‘enter’ or ‘select’ but instead try ‘contact us’, ‘view our services’ or ‘buy here’. Think about creating a feeling of urgency to inspire your visitor to make a positive move. Consider using motivational phrases that focus on the values of what you are offering – remember that the sale can depend on the text you use.
Make it stand out.
If you are using a button, make sure it is clear. It should be designed to be consistent with your website but with a bold and contrasting colour that draws the eye. Make sure the button has white space around it so it doesn’t become lost in the detail of the rest of your page.
Make the text readable
The text on the button should be clear and legible. Pay attention to font, font size, spacing and whether your text is uppercase or lowercase.
Positioning is important
Position the call to action on the page where your website visitor can see it without scrolling down. This is a common mistake – there is a tendency to place the call to action at the bottom of the page after you have outlined all the other information, but it is important to place your call to action on the page
Test your calls to action.
Maybe create two or more versions of your page with variations and analyse the different results. Testing is a vital part of conversion rate optimisation, so it makes sense to include the position and look of your call to action as part of this process.
Designing calls to action is more involved than it might first appear. With the right mindset and some guidance, however, it need not be difficult. The key things to remember are that it should stand out, be legible, be motivational and appear in the correct position on your webpage. Finally, it is crucial that you test to ensure effectiveness.
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