A “Call to Action” (CTA for short) does exactly what it says on the tin. A “Call” for your visitors to take “action”. Typically a CTA takes the form of a button or hyperlink. That action could be anything – download a coupon, sign up for a newsletter, or at its simplest “Buy Now”. You name it, it’s up to you.
It’s no good if visitors just come to your website to admire the scenery, without them taking some action! A website without a call to action is like a joke without a punchline! If you can’t convert your visitors into customers, then your mission has failed.
CTA’s can come in all shapes and sizes, different colours and wordings. But if no-one has the urge to click it, it might as well not be there.
Here are 7 tips you should consider to make sure they do:
Timing
Don’t whatever you do, peak to early. Your visitor needs nurturing. People are less likely to take a leap of faith, and dive in a the deep end before finding out what you have to offer.
As such having a call to action within the content of your website is more likely to convert than on its tod, above the fold.
Location, location, location
People read from left to right and top to bottom, and scan pages from the top-left corner downwards. If something catches their eye their vision will move horizontally across the page. Therefore a CTA will perform better on the left hand side of a page
Visibility
Make sure your CTA stands out. Use a contrasting colour to increase the visual imapct. Select a colour on the opposite side of a colour wheel to the primary colour of you website.
Whitespace
Don’t crowd your CTA out. Consider using negative space to draw viewers attention. With nothing around to distract, your reader can’t miss it. Finding and engaging with your CTA’s should be effortless.
Power Words
Be direct! Use actionable verbs that command the reader rather than suggest. Keep it short, simple and strong. Use power words:
• New
• Free
• Instantly
• Discover
• Act Now
Fear Of Missing Out
An element of urgency could also help. Fear of missing out adds a powerful incentive for button pressing.
• Book now and get 50% off!
• Don’t miss out! Sales ends Monday!
• Limited Stock! Buy Now!
Remove Risk
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Calls for action aren’t an exact science, but keeping these tips in mind will encourage your readers to follow the script and TAKE SOME ACTION!
