What is a CTA (Call to Action)?
A CTA, or Call To Action, is a term used for an element located on a web page that solicits the user to take an action. For example, a CTA on a web page most commonly takes the form of a clickable button. This button also usually contains verbiage such as “Buy Now”, “Learn More”, “Free Quote”, etc. When the user clicks on this CTA they are then taken directly to the action that they expect to be taken to.
Now, why are CTA’s so important, and how and why should you implement a CTA into your website? We’ll explain below.
Why You Need One
The CTA is one of the most important elements you need to have on your website. This is because it’s main purpose is to convert visitors into leads, and eventual customers. The call-to-action is a way to direct focus and give a visitor a clear path to accomplish what they want. Think about it. Would you rather search the entire website for a contact form, or click a button that says “Request Your Free Quote”. There are some important practices when using CTA’s such as the placement, design, verbiage, and landing page. These are all very important when implementing a button on your website.
Simple and Direct With Clear and Specific Action
You don’t want your call-to-action to linger on-and-on with text that in the end, no one is going to spend the time to read. If you want someone to click the CTA to get a quote shouldn’t say “Hello, and welcome to our website. If you would like us to give you a quote for your job then please do not hesitate to click on this button and we will send you directly to a page where you can request one.” That is WAY too long. The action you want them to take isn’t even found until the end of the sentence. Instead simply state “Click Here For A Free Quote”.
Large Text and Bold Fonts and Colors
You want the button to stand out. If you are putting grey text on a white background chances are visitors are going to miss it. They probably won’t think it’s that important and you won’t get any traffic. Instead, try using a bold font with a similarly bold and contrasting font. You want it to stand out from the rest of the website, indicating that an action can be made.
Make Sure it is Above the Fold
Above the fold, meaning when the website first loads you can see the call to action without needing to scroll down further on the page. And preferably, if you can, place it at the very top of the page. Most of the time a visitor is coming to your site for a reason, and they don’t want to have to search for it. If they can’t find it right away, they’ll just leave.
It Needs to Look Like a Button
This might sound silly but seriously, make your button look like a clickable button. Throwing a naked link at the top of a page isn’t going to attract anyone. Create a rectangle object with a different color than your page color and make it look like an action can take place. Using icons can work as well.
Send Them Where They Expect to Be Sent
One of the most frustrating things is after you click a call to action button and you are sent off to a page where you then need to perform another action to get to where you want to go. Getting someone to click your button in the first place is hard enough. But then asking them to do something else after that? Forget about it. Not only is this annoying, but it deters them from ever returning to your site. Create great landing pages that may have a little bit more information about what they clicked-through for, and a simple form for them to complete that action.
Confirm They Completed the Action
After a user completes the action make sure they are aware that they are finished and free to navigate away. You can do this by creating a thank you page after they submit your form.
If your CTA doesn’t follow these best practices, or worse yet, you don’t even have a CTA, you may be losing potential business. With so many businesses and websites on the internet today no one has time to waste by searching around on every site to find what it is that they want to accomplish. By placing a highly visible call-to-action button on your website, you are well on your way to gaining more leads, and in turn, more customers.
Learn more about webFEAT Complete, and how we utilize CTA’s and website design in our services, here.
Also published on Medium.