Website Best Practices: Calls to Action

Website Best Practices: Calls to Action

Our second best practice is: calls to action.  Previously, we discussed messaging and why simple and clear is so important. A large part of messaging is a call to action. Calls to action are very important because if visitors aren’t taking action then your website isn’t driving any business.

What is a Call to Action?

Thankfully, a CTA is relatively self-explanatory! It is basically the encouragement to take action / the next step in the process. It allows site visitors to easily understand what they should do next once they have decided that your messaging helps solve their problem. What is important to note is that not all CTAs are created equal.

Tips for Creating Strong Calls to Action

Placement Is Important

Having a great call to action is important, but if visitors can’t find it, then it’s useless. A good rule of thumb is to always have a CTA in the top right of the screen, close to the exit button. Our brains are trained to look there, and having a strong call to action in that area is key. In addition, there should be multiple places throughout your site that include a strong CTA. As the reader scrolls your home page, more and more information about your company is laid out. After each of those bursts of information, there should be a CTA asking them to take the next step.

Make Your CTA Stand Out 

The most important thing about your CTA is that it stands out from the rest of your website. You want visitors to be able to spot it quickly and easily, so make sure it has a different color or design than the rest of your page. You should also make sure that the text on your CTA is clear and concise, so visitors know exactly what they are being asked to do. 

Create Urgency 

Creating urgency around your CTA can help encourage visitors to take action right away rather than waiting until later. You can do this by using phrases like “sign up now” or “limited time offer” in your CTA text. You can also use countdown timers or limited-time discounts as incentives for visitors to act quickly. 

Test Different CTAs 

Testing different CTAs is one of the best ways to find out which ones work best for your website. Try different colors, sizes, and placements on your page and see which ones get the most clicks. This will help you determine which CTAs are most effective at getting visitors to take action on your site. 

Make It Easy To Take Action 

Finally, make sure that taking action on your CTA is as easy as possible for visitors. If they have to fill out long forms or jump through hoops just to sign up for something, they are likely going to give up before they even get started. Keep forms short and simple and provide clear instructions on how visitors can take advantage of whatever you are offering in exchange for their information or money. 

Examples of CTAs

Weak CTA

How can a CTA be described as “weak”? A good example is something too broad such as:

  • “Click Here”
  • “Read More”
  • “Learn More”
  • “See More”

These types of calls are weak because they are vague and don’t give the user what they want. If you’re ready to purchase, you don’t want to read more, you want to buy. Not making that next step easy to find can leave visitors frustrated and bouncing off your page.

Strong CTA

An example of a strong call to action gives very specific instructions or actions for the visitor to choose from. They can include the following:

  • “Buy Now”
  • “Join Here”
  • “Schedule a Meeting”
  • “Call Today”

All of these calls to action are clear, easy to understand, and specific. There’s no debate about what you’re going to get when you click. No hunting for what you’re really looking for. It’s simply right in front of you.

How Do Your Calls to Action Stack Up?

No matter what kind of shape your website is in, we’re here to help. If you have specific questions or are curious about which of Hammersmith Support’s services can benefit your website, schedule a complimentary 30-minute consultation and let’s talk through your thoughts.