5 Key Steps to Make Your Call-to-Action More Effective

Whenever you’re writing webpages or emails to your customers, always remember to ask yourself: what’s your ultimate purpose? You probably want to increase sales. You want to get your potential customers to perform a desired action, from reading more to engaging with your sales staff, and a well-designed call-to-action (CTA) will help immensely. Here are 5 essentials to maximizing the effectiveness of your CTA button:

1) Make Your CTA Stand Out

It’s a simple yet effective method, and it takes only two elements to create a distinctive CTA button.

Firstly, use contrasting colours. Select a button color which will be visible from a mile away. You want people to notice it and pay attention to it, so you need to make sure it stands out. For example, if your website background is white, make the CTA blue; or test out a few colors to see what pops.

Secondly, don’t forget about white space. If you want visitors of your page to focus on the CTA, remember to keep adequate white space around the CTA button. Otherwise, use a simple outline to define the area of the CTA.

2) Be Precise

Instead of using traditional sales advertising phrases like “Sign Up Now!” or “Click Here!”, use specific phrases that describe the offer, like “Sign Up For The Business Plan Webinar Now!” Visitors should be able to get the message at first glance. They’re more unique, and make the offer clear to the consumers, making sure that the clicks you get will be relevant

3) Create A Sense of Urgency

Although it doesn’t apply in all scenarios, FOMO (Fear of Missing Out) as a concept is really effective in getting people to act. That’s the reason why so many ad campaigns use phrases like “Get the Limited Edition Version” or “For A Limited Time Only”. Moreover, adding time-based attributes like “now”, “today”, and “immediately” would advance your CTA — “Start Your Free Trial Now!” sounds better than “Start your free trail”, right? It’s all about the sense of urgency.

3) Choosing The Right Spot 

It’s often suggested to put CTA above-the-fold, where visitors of your site can notice immediately without scrolling down the page. This might increase the chances of visitors clicking into the CTA due to convenience, but that really depends on the situation. As a general rule, selecting a spot for CTA depends on your answer to one question: how ready is the potential customer to click? If it’s in your blog, for example, putting CTA above-the-fold will just disrupt your message; plus, a visitor at that stage will only be in the awareness or consideration stage of your buyer’s journey.

4) Make Your Site Appealing

Finally, don’t neglect the rest of your website. Creating a compelling CTA is crucial, but the entire content of the site does matter. It’s meaningless if visitors are turned off by the design or content on your site. Conversion rates will be abysmal, so ensure that you focus your site content and design on delivering the message to your customer. Whether that is a product description page or a ‘About Us’ page, remember to keep it short and to-the-point!

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