An effective call to action, or CTA, is a key part of any business’s website. It is the moment when you encourage the visitor to fulfil the purpose of the site, whether making a purchase, signing up to a newsletter, or booking an appointment. Making CTAs as effective as possible on your website can provide a significant boost to sales.

Visibility

Making sure your CTA is visible is the most important factor when designing your webpage. Ensure visitors can see it without having to backtrack and don’t bury it among lots of other information. Set it apart from the other text and make it large enough to stand out.

Colour and shape

A good way to make the CTA stand out is to use an eye-catching colour. Red is a popular choice that has been shown to get results; however, you should only use this colour if it fits with the page, as something too jarring could be off-putting. A different shape is another way to grab attention. You could even play around with animations, such as HTML5 banners to display your CTAs. If this is an option that appeals to you, discuss it with a reputable agency such as The Bannermen.

Language

As the name suggests, a CTA should use action-based language. Passive language such as ‘receive more information here’ is not as compelling as ‘Sign up for our newsletter’ or even ‘Buy now’. Language related to your business is also effective; for example, ‘Take your career to the next level’ would be effective if you are promoting training or educational services. A good CTA should not be too long, and the meaning should always be clear.

Support the CTA

Think about what is near the CTA to give visitors that extra push, such as an appealing image or video. You could include additional text, particularly if there is a particular enticement that will attract visitors such as money off or a free trial. You could also include a case study, reviews, or a quote from a well-known figure.