The Value of Calls to Action in Your Web Design

Every website needs call to action buttons. In some scenarios, that’s obvious: if you want your audience to donate to your cause, letting them know exactly how to do that (and where to click) helps you direct your traffic toward your donation pages.

But in reality, calls to action play a far greater role in your efforts to attract and engage your audience. In fact, they can help you create a consistent and streamlined web presence that delights your audience while creating loyal customers. And that’s exactly why they should play a vital part in planning your web design.

The Endless Possibilities of a CTA

When your visitors first land on your website, chances are that you want them to keep going. Nobody likes a bounce; your marketing efforts will be worth little if they leave again without navigating further into your site. Through calls to action, or CTAs, you can actively work to prevent that from happening.

As their name suggests, CTA buttons can help you increase your success in anything that requires a ‘next’ step to count as a success. In other words, whether you’re looking for donations or simply want your audience to watch a video or read your ‘about’ page, a well-designed call to action can help you nudge your audience in that direction. That is only possible, of course, if you follow some best practices in terms of its design.

Designing Your CTA With Clicks in Mind

The express purpose of a call to action is for your audience to click on it. That, in turn, means that you have to make your buttons both stand out, and encourage the action. Here are a few tips to help you accomplish that feat, courtesy of WordStream:

  • Use action-oriented language, with active words such as ‘reserve’ or ‘download.’
  • Use only colors that contrast with your website’s background to help your CTA stand out.
  • Experiment with unique shapes to draw the eyes of your visitors.
  • Keep it short and snappy to prevent your audience from having second thoughts.
  • Create a sense of urgency in your CTA language.

Following Through to the Conversion

Of course, just as your website is only successful if your visitors engage beyond the first page they land on, a call to action can only be successful as long as the clicks it generates actually leads to conversions. To accomplish that feat, make sure that your CTA is consistent with the actual offer you’re making.

In other words, a ‘sign up’ CTA should not lead to a page that allows your audience to do just that. Conversely, a CTA that doesn’t mention the opportunity to sign up should not lead to one of your landing pages. Keep your messaging consistent to avoid creating cognitive dissonance, which will make your audience less likely to convert.

Placing Your CTAs for Maximum Success

Finally, pay special attention to the placement of your individual CTAs within each page of your website. Generally speaking, your most important calls to action should be above the fold of your website, meaning that your audience doesn’t have to scroll to see them.

At the same time, some situations may call for a placement beyond the fold. If you want to make sure that the content on your pages (such as a blog post) convinces your audience before they even consider a click, place it below the content to attract those of your visitors who have read through the entire thing. Above the fold is a great general rule, but some situations may call for alternatives.

In short, your call to action should occupy a special place in planning your website. They are the conversion drivers your organization needs to generate leads and customers. The above tips can help you started in creating a website (and CTAs) that increase your changes in creating a successful website that actually helps grow your business. For help in creating that website, contact us.

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