Call-to-Action Best Practices: 10 Tips for Effective CTAs

Posted on: January 23rd, 2018

call to action

What’s a call to action? Your service is great, your website looks fantastic and you’re attracting visitors from all corners of the Internet; however, you’re probably wondering like most operators if more of those visitors could be converted to actual customers.

You must examine one of the most important features of your website: the Calls to Action.

What is a Call to Action

A call to action (CTA) is a cue that is placed on a website or in an email that encourages readers and visitors to click on to allow something to happen, such as downloading an e-book, sign-up for a newsletter, etc. CTAs can appear as many different forms. Buttons, images, text links or forms are the most common examples.

If you’re an operator, your main goal for a CTA is to obtain a visitor’s personal information. The CTA must convince the visitor that it is in their best interest to hand over their personal information in exchange for something valuable for them.

How Important Is the CTA?

Great CTAs are crucial to turn visitors to your website into qualified leads that can be contacted by your team immediately, or at least filed for future use. For many websites, CTAs are probably the most valuable art of the website! Ineffective CTAs can even prevent leads from being generated from a website.

For most customers, doing their own research prior to speaking to a sales associate is the preferred method. Therefore, it is important that a lead’s details are obtained so that relevant sales content is given to them and the lead-nurturing process can begin before a salesperson calls. If your CTAs are ineffective, a prospect’s contact information won’t be captured, and the other processes may not even begin at all.

10 Tips for Creating Effective CTAs

Being that CTAs are very important, we’ve compiled ten great tips to help you make effective CTAs:

  1. Make sure the CTA is easily seen

The CTA must stand out from the rest of the content. If not, the reader may miss it altogether. Use contrasting colors, larger text, eye-catching images, unusual shapes and large amounts of white space to make the CTA visible. Green and orange CTA buttons appear to be the most effective, according to researches; however, make sure the button color fits in with the overall design of the page it is on. An orange button on an orange background doesn’t make much sense!

  1. Incorporate language that is action-oriented

An effective CTA begins with a verb that encourages a reader to do something specific. For example: “Download” “Reserve”, “Start” “Try”, “Get”, “Join”, etc. Including words that give a sense of urgency and motivate visitors to click a link are especially valuable. For example: “Limited time only”, “Today” “Now”, etc.

  1. Keep it as short as possible

Use small texts, between two and five words. A CTA of more than ten words won’t be very effective.

  1. Make your CTA benefit-oriented

Make sure that each CTA clearly shows value to your site’s visitors. Never include run-of-the-mill CTAs, like “Contact Us” or “Click Here”. Appeal to a visitor’s need for something worthwhile or valuable, so consider using CTAs like “Get a Quote Now!” or “Get New Customer Pricing”. Obviously, the CTA should offer the visitor something they would find useful.

  1. Let the CTA show them the right path

Your visitors are on your site to achieve something, so use that to your advantage. Why would a visitor be there if they weren’t interested in something? Design a CTA that is very relevant to the content that first attracted the visitor, preferably with the promise of additional relevant content. The best CTA are usually ones that continue to inform the reader.

  1. Make it easy to submit

A large percentage of your leads will be lost if there are too many steps between the first click and the last of the process. Keep forms as brief as possible. You can use a third-party sign-up form. These forms allow users to submit their details without the need for typing and using only a few clicks.

  1. Give the CTA two options

A person feels more in control of the process if they are given a choice, and more likely will move forward in the process. The “second” option can give them a message that provides strong support for choosing the “first” one. You can present two CTA buttons: “Yes, I want a quote” and “No, I’ll use a less qualified company”. Like always, simple is always the best approach.

  1. Support your CTA with convincing messages

Prospects that are hesitating may be swayed to give their details when they are presented with evidence supporting the CTA. Some great examples are customer testimonials; guarantees using words like “no-risk”, “money-back guarantee” and privacy assurances.

  1. Use positive images

An increase in CTA click rates occur with people are presented with photos of positive emotions.

  1. Always test

If after you’ve implemented all of the tips presented above and you think you’ve got the greatest CTA, you still need to test them. Use A/B and multivariate testing to see how small changes in your CTA affect rates of conversion. Try various messages, design, offers, placements, etc. until you have fully optimized it. You’d be surprised at how small changes can dramatically affect conversion rates.


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