An Effective ‘Call To Action’

December 01, 2015 – by Fhoke

If you have a website then it needs a call to action, a goal you want visitors to get to. Whether it’s to fill in a contact form, sign up for a newsletter or getting them to buy a product, encouraging them to do this isn’t as easy as throwing a few buttons on the page and hoping for the best. What goes on the rest of the page also plays a huge role. So how do you create an effective call to action?

Copy and Placement

Before anyone is going to engage with your call to action they have to understand why they need to. Think of it like an advert. Identify what you see as a problem, back this up with the benefits you can offer, then give them a way to get it.

You want that key call to action button to stand out on the page, otherwise it’s going to get lost with everything else going on. Make sure your button has an important message and ensure that it is positioned in a prime position where it will stand out.

You also need to get across what happens when they click that button. So make sure to introduce your button with an accompanying snippet of text to support why the user should click it, what are the benefits for them?

Let’s look at Spotify as an example:

  • it’s clear where I should click
  • they clearly explain what the user will get by going premium
  • they offer something extra with a call to action to access their free service

These work great together and adding an attractive image as a backdrop makes the deal seem even more desirable.

Considering the whole look of your call to action is just as important as the messaging and position.

The Right Language

Choose your words carefully. We’ve already covered the need to explain what the call to action gets you but what should the button say? Make sure to pick active words like:

  • Go
  • Get
  • Call Now
  • Buy Now
  • Sign Up Today

These encourage an instant response. If it’s a time limited deal then add to that urgency using phrases like:

  • For a limited time only
  • Order now and get 50% off
  • Free for the first 100 sign ups

By incentivising the sign up it will encourage the user to complete the call to action.

It’s Not Just The Home Page

Make sure you encourage a call to action on every page of your site. If the user scrolls a page, is interested in what’s on offer but is left with nothing they’ll leave without responding to your call.

It doesn’t even have to be the same action for each page. You can even pepper them through the page to lead them to your goal.

Our client Vital Wifi understand that importance and have clear call to actions throughout their pages to encourage using the contact form or to call their sales team.


What Happens Next

Once the user has acted on your call to action, what happens next?

If the action is to make a phone call, make sure your internal processes are tight and you are selling the goal offline as well as you are online.

If you require the user to provide personal data only take what is needed. Adding a stack of fields for them to complete will act as a barrier to them completing the form. Only take the particular information you need to make contact and just enough to understand what you’re going to talk about.

The Exciting Part

Now you understand the importance of a great call to action try it out for yourself and start increasing your leads! If you need help then why not give us a call on 01794 340 979 or drop Anneliese an email to find out more. We’re always happy to help.