Any type of written content you have, whether it’s a landing page, blog post, mailer or brochure, should feature some type of call to action (CTA). This is a verbal directive to your audience to do “something,” whether it’s contacting you for more information, setting up a consultation to discuss their legal issue, or submitting their contact information to receive a whitepaper or newsletter.
The CTA is an important feature in both web design and web marketing. Here’s a quick look at some of the most important elements of effective calls to action.
- Appealing design: You want the CTA to stick out on the web page it’s featured on. It should be in a color that stands out from the rest of the copy on the page, but fits within your overall branding and color scheme. You can use special buttons for your calls to action to make it clear that it is a clickable feature. You could also make it a bit larger to stand out from the rest of the content, and place it right in the center of the screen at the bottom of the page so users will easily encounter it when they read the page.
- Enticing copy: The copy you use for your CTA is crucial for actually enticing users to click through and perform the action you want them to take. If you use a button, you should limit the copy to two words, but there could be some extra text or headlines preceding it that appeal to the reader. You should use clear action words, command words or phrases that grab attention. These specific words and phrases will depend on the action you want your readers to take, but there should be a sense of urgency.
- Clarity: In addition to the copy for the call to action being enticing, it should also be clear. The combination of the words you use and the design you implement should leave no doubt about what you’re asking your audience to do.
- Branding: Any CTA you use on your website should fit within your brand. The language you choose and the design for the button or other CTA feature should be consistent with the language and designs on the rest of your website. For example, the copy could well be enticing, but if the language does not speak to your audience, it will not be effective at encouraging the action you have in mind.
Spend some time crafting calls to action that are effective and clear, and you’ll find it much easier to drive these actions you want your audience to take.