Designing an Effective Call to Action
I would argue that getting people to follow through on a call to action is the entire purpose of your business’ web presence. You want more content, better SEO, and a faster website, all so you can get more traffic and lower bounce rates, which you hope will lead to customers entering your conversion funnel. That’s why the Shop Now, Subscribe, or Contact Us buttons on your website are so important. Unfortunately, for a website’s raison d’être, these calls to action don’t often get enough attention. As a site’s owner or designer, it’s your responsibility to interrogate the quality of your calls to action. Use the tips below to improve your design and amplify your website’s power.
1. Align your message with the customer journey
Make sure your call to action is appropriate based on where the customer is on your site or in your sales funnel. If a customer is browsing the home page for the first time, they are probably not ready to fill out a lengthy project inquiry form. However, they may be ready to click a Learn More or Shop Now button. Your website should have multiple calls to action, and you should carefully consider where each one is placed. If you want more tips about home page design, read this.
2. Use thoughtful visuals and negative space
It may sound cliche, but often, the best call to action is the equivalent of a big red button. Your call to action buttons should be relatively large and easy to see, a distinct color that distinguishes them from the rest of the page, and surrounded by negative space that makes them stand out. These design elements help draw the eye to your call to action and ensure that people are directed to it.
3. Make your value clear
People need a compelling reason to perform an action. Think of it like inertia – folks are unlikely to act unless acted upon. Give potential clients an amazing reason to subscribe to your newsletter or shop at your boutique. It can be especially helpful to offer a first-time discount or a free consultation. Additionally, make sure that your unique value proposition is prominently displayed near your call to action. (Not familiar with UVP’s? Check out this article to learn more about them.)
With these new tips in your toolbelt, you’re on your way to designing the perfect call to action! If you want to see a bunch of great examples all in one place, read this article. What makes you join the funnel on a website? Let us know in the comments!