For newbie website owners, there seems to be a lot of confusion around the concept of a call to action. Just what is a call to action for on a website? When we pose the question that way, it may seem obvious. And yet, I’ve I’ve read many blog posts where there was no call to action or it was subtle enough to miss easily.
Calls to action are integral components of any website because they create engagement and interaction. They can make the difference between a successful online business and a rather lonely site.
So, let’s examine this critical website element in some detail. We’ll back all the way up and start with the basics. Once we have a good working definition, we’ll talk about essential features of a compelling call to action.
What is a Call to Action?
A call to action (CTA) is an image or perhaps a line of text that prompts your readers to take some desired action. The action may be to sign up for your email list, register for a webinar, download an ebook, read another relevant post, share your post on social media, or purchase a product. A CTA represents an opportunity (often missed) to draw readers into deeper engagement.
Why is a Call to Action Important?
A CTA tells people what to do next to continue interacting with the site and often keeps readers on your site longer. It can boost conversions and turn strangers on your site into paying customers for your business. An effective call to action provokes a response from your target market. Conversely, you risk the loss of a potential customer for your product if your call to action is ineffective and visitors don’t take the action you want them to take.
Create Compelling Calls to Action
Catch Their Eye
We all know that website visitors tend to scan rather than thoroughly read our blog posts. You need an eye-catching design because readers must first notice your CTA before they will click. You want a CTA design that shouts, “Hey, click me.” Use a striking button with contrasting colors positioned with plenty of white space around it to draw the eye. Making your buttons stand out with a shadow effect or beveled edge can create the impression of “pressability.”
Create compelling calls to action using an eye-catching design
Get Creative
Experiment with contrasting colors, different shapes, customized copy and a variety of positions to see what works best for you. Viewing other websites will provide a plethora of enticing possibilities. Best practice is to test effectiveness by tracking changes in conversion rates and bounce rates.
Describe the Offer Clearly
CTAs should have a very specific goal that is explicitly described. Improve effectiveness by focusing on a reader’s 
desire to solve a problem. Avoid using Click Here. Instead, create click-worthy, descriptive text such as the title of a related post you are encouraging visitors to read. Ease your reader’s concerns by helping them to fully understand the consequences of that click! Free is always an appealing word!
Use Imperative Verbs
A call to action should instruct the audience in a manner that provokes an immediate response. What do you want your readers to do next? Use words that urge the viewer to take a defined action by directing them toward the next step. Something as simple as adding “now” to the instruction can build a subtle sense of urgency. You might also take advantage of the “fear of missing out” by including time limits or expiration dates to motivate immediate action.
Use the fear of missing out to enhance the effectiveness of your website CTAs
Consider call to action phrases like the following:
- Take Action Now
- Download Your Free Ebook – Limited Time Offer
- Subscribe Today
- Buy Now
- Learn More Here
Final Thoughts
I hope today’s post on what is a call to action for on a website has cleared up any CTA questions you might have. Strive to convert visitors to your site into a lead and ultimately a customer with killer calls to action! Dramatically increase conversions and time spent on your site with call to action text and buttons that are done right!
How do you use CTAs on your website? Share your great ideas, or any remaining questions, in the comment section below!
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