Your new website looks great. Spot on. And the logo? Top notch. But wait…there’s something missing. Something that can easily be forgotten in the scope of the web design process, but holds the power of results. What could this seemingly miniscule web action be that holds the very force of my website in its hands?
It’s the call to action.
Just one little button can mean the difference between conversions and an empty inbox. That meaningful connection between your audience and your brand that’s as simple as the click of a button. But did you know that simple psychology plays a leading role in tempting your audience to click? In fact, some would say it’s downright Jedi mind trickery. Below are three tips that will have your audience answering the call in no time.
Compel With Color
Never underestimate the power of color. Color preference is what motivates 85 percent of consumers to buy a product (why are the blue shirts always gone!?) and that statistic goes double for your call to action button. While there’s no guarantee button color to choose, opt for a color that contrasts with your design. Or go with a color that emits a response to action. Which in that case, green means ‘go’ and orange says ‘buy now’.
Covert With Copy
CTAs have one goal in their digitized life: create conversions. And nothing moves people to action more than words. While we’re not saying you have to write the next “I Had A Dream” speech to convert over a lead or two, you do need to create copy that compels – which starts the moment a viewer lands on your page.
Treat every page on your website like a landing page for the information it features. Using basic fundamentals of Information Architecture and the Journalistic-style of writing, put the most important information directly in the viewer’s eye and work down from there.
Now for the CTA: think specifics. “Call now.” “Click here.” ”
Start.” The shorter the better. Tell your audience specifically what to do. Now is not the time for fluff. Read on.
See what we did there.
Make It Visible
If your call to action only appears once and is sitting down at the very bottom of your page, then I’m glad you’ve stumbled upon this article my friend. First of all, go to your site and adjust your CTAs with these four adjectives in mind: round, tappable, big and tested. The mind is programmed to avoid anything sharp, so round off the edges of your buttons. Make the button big enough to see clearly on a mobile device and that it works with a tap of the finger. Next, test and confirm it works.
Let’s talk placement. Your CTA is there for direction – not attention. One glance will make it clear to your audience on what to do next. Depending on how much content is on your page will determine how many CTAs should be used to break it up. One CTA placed above the fold and one at page’s end is always a safe bet.
Remember, every audience is different. What works for some won’t work for others. Follow best practices, test your pages, and if need be don’t be shy to bring in the pros.