Think back to the last time you signed up for a service or bought something on a website. What was it that compelled you to take that step? It was likely the “call to action” button – the button that said something along the lines of, “Sign Up,” “Download,” or, “Get Started Now.”
Call to action buttons are an extremely important but often neglected aspect of website development and digital marketing. These buttons must not only be attractive to website users, but also compel users to do something.
If you want to create effective calls to action, there are a few key things to keep in mind.
1. Make it Stand Out
First impressions count, and appearance is a major factor. How large is your call button? What color is it? These things affect how much your button will stand out on a web page.
While appearance alone won’t drive people to automatically click on your call to action button, it will certainly grab their attention. Other aspects of your call to action do the rest of the work.
For the greatest visibility, your call to action button should be the largest on the website, and its color should contrast with the background of your page. This ensures that the visitor’s attention is immediately drawn to the call to action.
2. Use Simple Wording to Convey Urgency
The exact wording of your call to action has a great impact on site conversions.
Above all, your wording should be clear and simple. There is generally no more than 5 or so words on an actual call to action button. Visitors to your website should feel that what you are asking them to do is incredibly easy.
In addition, your wording should convey a sense of urgency. Seeing a call to action button that says, “Add to Cart,” or, “See How it Works,” is not nearly as compelling as, “Sign Up Now,” or, “Free Trial Today.”
Using language that creates a sense of urgency convinces visitors that they need to act right away.
3. Utilize Images
Including images with your call to action button is an easy way to draw attention.
It’s important to make sure that these images are representative of what the call to action is actually asking visitors to do.
An image of an arrow next to a “Download” button, for example, makes it easier for visitors to understand that they are being asked to download something. A shopping cart next to, “Add to Cart,” is another appropriate use of a call to action image.
4. Location, location, location!
The location of your call to action button can sometimes be the single factor that determines site conversions.
If a visitor has to scroll to the bottom of the page to find your call to action, there is a chance they’ll never get there. Without a call to action button in sight, some may see no reason to keep browsing.
Your call to action button should be immediately visible, obvious to website visitors from the start.
5. Use Space Effectively
The space around your call to action button is a part of its visual appeal. Surrounding your call to action button with other buttons, images and words may make the space feel cluttered. This does not make acting feel simple or easy for your website visitors.
Make sure your call to action button is isolated and that it flows with the design of your web page. Overall, your web page should look clean, professional, and organized.
If you have multiple call to action buttons, prioritize by importance. More important actions should have bigger buttons or be visible first.
Using the space you have effectively will make your website easier to navigate, increasing site traffic and conversions.