How to Create an Effective Call to Action
Owners of small businesses may face many difficulties. A common thing they struggle with is figuring out the most efficient way to get people converted. Although each business requires a unique approach, the call-to-action button is a universal element, which is a fundamental part of any successful marketing strategy. Professionally made, persuasive call-to-action buttons are critical if you want to improve conversions on your website, and increase revenue and sales.
In this article, the Wishdesk web development agency shows you how to create a persuasive call-to-action button.
We’ll go over topics like:
- What is a call-to-action button?
- Common types of call-to-action buttons.
- Where do I put a call-to-action button?
- How do I make a call-to-action button?
- Examples of great call-to-action buttons.
What is a call-to-action button?
The call-to-action button is a graphic element of a website, email, ad, etc. It makes the user perform some kind of targeted action — for example, signing up, subscribing to a newsletter, purchasing products, subscribing to services, downloading or uploading a file, etc.
Common types of call-to-action buttons
When you create content for your website, you may be interested in inserting a call-to-action. This is useful for social media, blogs, YouTube channels, podcasts, etc.
The most common types of call-to-action buttons are:
1) Web Page Buttons
One of the most common placements for a call-to-action button is a web page. You’ve seen these buttons before. Such buttons are quite big and stand apart from the rest of the page.
The example of the CTA above has a bright orange background and is supported by a headline with subheader text. It calls you to action – Let's get started and Send a Task.
Because of the button’s size, it is also easy to click. This is important for mobile users who are navigating your page with their fingers, not a mouse.
2) Anchor Texts in Blog Posts
When reading blogs you may have noticed some portion of the text is a different color from the rest. It is likely a call-to-action in a form of a link embedded in the text.
The orange part in the text is clickable. It is a link that redirects website visitors to another page. However, in this case, the entire sentence is the call to action.
Including call-to-action elements in your text can improve user experience, and inviting your visitors to check related posts or follow you on social media may help increase conversions. The most common call-to-action, in this case, is asking users to register an account or to purchase your product.
3) Buttons in Emails
Сall-to-action buttons can be included in your emails, too. They are a powerful tool in email marking. They can be used to direct people to read a full article, to download a resource, to get a discount, etc.
Here’s an example:
Notice the green color of the call-to-action button is a contrast to the white background. It helps to draw the reader’s attention and makes the button difficult to miss.
4) Text in Social Media Posts
If SMM is a part of your marketing strategy, you should understand the importance of a good call to action. You need to make it very clear in your posts because other things will be fighting for your users’ attention on social networks.
Take this example from a post on Instagram:
The call-to-action is basically to read the post and go for it. That’s about as straightforward as it gets. It tells users what the next step is that they need to take to reach whatever you offer.
Now that we’ve covered the types of call-to-action buttons you can create, let’s look at where you should put them.
Where to Put Call-to-Action Buttons on Your Website?
Well, when deciding where to put your call-to-action button you have two main options: above or below the fold line.
Option 1 - Placing a call-to-action button above the fold line
At first glance, it may seem risky to ask the client to click a button as soon as they open the page. This approach is justified if the first screen your user sees is designed as a mini-version of the landing page, or if it is designed for those already familiar with your services. For example, you are bringing users to the page from your subscriber base to offer a discount.
If you’ve decided to put your call-to-action button above the fold line, make sure you have:
- a short headline to grab attention
- an auxiliary headline explaining your offer
- an image or video conveying your proposal
- a review of benefits
The call-to-action button should explain what the client will get. Here is an example of how your page may look with a call-to-action button above the fold line.
Option 2 - Placing a call-to-action button at the bottom of the webpage
If you need to help your users to make a decision, for example by providing them with more information or inspiring confidence, consider placing a call-to-action button at the bottom of the webpage. The AIDA model is used when building such pages:
- Attract Attention (the headline is usually the answer for this)
- Hold attention through Interest (list the benefits to the client)
- Arouse Desire (make a tempting offer)
- Call for Action — that’s where you need a good button!
So where should you place your call-to-action button?
If your clients already know something about the products or services you provide, it is better to put the call-to-action button above the fold line. In this case, ask for a simple action that does not take much time to decide on.
If your product or service is complex, and a potential customer needs a lot of information before acting, place the call-to-action button after the fold line, when all the advantages and trust triggers have been presented.
Effective Tips to Create a CTA Button that Converts
Wherever you have decided to put your call-to-action button and whatever type you’ve chosen, remember these tips:
1. Give the button contrast
It is vital in call-to-action button design that the button is visible against the background and other elements on the page. To achieve this, try to reduce your button colors to one or two, which will stand out from the rest of your website. Using fewer colors means a cleaner look. It helps to not distract your users.
2. The button should look like a button
There’s been a trend in web design to make buttons more minimalistic. Often buttons may lack borders or backgrounds, and as a result, they can be mistaken as a design element.
If you want your users to know where the buttons are that they can click, make them look like buttons. It may help use a bold font, make it larger than the usual text, have a border around it, etc. Also, don’t forget about color changes or shadow appearances when you hover over the button — this is the best indicator that the element is clickable.
3. Make it urgent
Visitors of your website may view the site but never take action. You need to change this. Professionally made call-to-action buttons often employ a sense of urgency, encouraging users to act now rather than later.
The easiest way to bring this sense of urgency is by using words. For example, adding the word “Now” or “Today” can help with that.
You can also accompany your button with a countdown timer to show you have a time limit before the opportunity has passed.
4. Use the first person
Effective call-to-action button design often utilizes a first-person (me) rather than a second person (you). Correct pronouns can affect conversion positively. Usage of first-person helps people feel more personally attached. Thus, they are more likely to click your button.
5. Use action words
A typical reason for low conversion is a lack of clarity on what a Call-to-Action button does. If users don’t know what a button does, they won’t click it.
Efficient call-to-action buttons contain words like “Download,” “Sign Up,” or “Buy.” Using similar action words is key to making a professional call-to-action design.
Call to action button examples
Now we've learned the fundamentals of call-to-action button design, let’s look at some examples of the best call-to-action buttons taken from popular brands.
Spotify makes their CTA simple and elegant. The white button contrasts with the green background, making it unmissable. Additionally, the button is supported by a compelling headline and subheader text, making it clear for the user what they are going to get after clicking the button.
Here you can see how the action words are used. To make the call-to-action more powerful, Zoom uses an action word. It is accompanied by the phrase “Now,” adding a sense of urgency for the customer and not letting them postpone the purchase until later.
It is important to mention the “Cancel anytime” in the subheader of the Netflix website. It lets visitors know that there’s no risk associated with the free trial. Simultaneously, “Watch anywhere” promotes the platform’s mobile nature that allows subscribers to watch shows wherever they may be.
PayPal uses the big blue button with a clear call-to-action. What could be better? The extra width of this Call-to-Action button makes it easier for mobile users to sign up, too.
Adobe proves that you don’t have to make your call-to-action buttons gigantic for a successful conversion. If you make sure that the button contrasts nicely with the background and other elements on the webpage, your visitors won’t miss it.
Create an Effective Call-to-Action Button at the Wishdesk web development agency
Following these recommendations on call-to-action button creation, you'll be able to improve conversions across your websites and reach your goals as a business owner. Think about your brand voice and let your call-to-action reflect it.
Most importantly, do not forget to run a test. Keep testing even after you've improved your conversion rates. Just apply the same principles and keep trying until you get it just right. Web development experts from the Wishdesk are always available and full of ideas on how to help you.