Your call to action is the point where decisions are made and where guests become customers. It can make or break a website and is often a primary determining factor in the sale. It may seem simple, but creating a call to action that actually does what it is supposed to do is a finely honed science. Is your CTA all that it can be? Apply these inbound marketing pointers to the construction of your call to action and watch your sales grow!
Create copy that is visually striking and compels your visitors to click the offer.
A simple link in 12 point Times New Roman that says, “Click Here” is not likely to elicit much response. However, combining the imagery and words in such a way that people feel compelled to click will give you a call to action that is irresistible. You just have to identify your audience and tailor it to them.
Keep it brief.
When creating a call to action, less is more. You don’t want a heavily graphical, overly wordy dissertation. A couple of words works best here and you really don’t want to exceed the ideal of five words. Give them enough to spark their interest and make them want to click because they want to make the purchase, not because they want to escape your extensive verbiage.
Use action words.
Action words elicit action. When you begin your CTA with a dynamic verb such as “download” or “register” you are sending a subconscious directive to the visitor, compelling them to click. Avoid passive phrases or weak phrases that seem to offer a choice. Don’t ask them to do it, tell them.
Use colors that provide a distinct contrast from the color scheme of your website.
You chose your website color scheme carefully, choose the colors for your CTA just as carefully. Color is important. You want it to stand out without offending the eye. While it should stand out from the rest of your site you still want it clean and easy to see as opposed to cluttered with graphics or confusing clickable areas.
Make it clear and easy to understand.
When your visitors get to your call to action, there should be no question about what will happen next should they click. Be sure to state exactly what the visitor will get if they click through to the landing page. Your clickable area should also be very clear and straightforward. If you have a button, make the whole button clickable. If you have a link, make it easy to find. People should not have to waste any time considering or looking for what to click in your call to action. It should be right there, easy to see, and easy to use.
Creating an effective call to action is not all that difficult if you include the necessary elements. Identifying your target customer and tailoring the CTA to them will also increase your click through rates and boost your sales. It may seem like a small thing, but a well-constructed CTA can really help your sales.
September 3, 2015