Web Design: How to Craft a Compelling Call to Action for Your Website

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By | Mar 20, 2017

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Web Design: How to Craft a Compelling Call to Action for Your Website

One of the key components of designing an effective website is identifying (early on) the true nature of the site and how we can convert visitors into subscribers, customers or clients; the call to action. Whether your aim is to prompt users to make a purchase, sign up for a newsletter or to make certain contributions, leading the user to a conversion should be a conversation that is had early in the design phase. Truly, with an effective CTA, you’ll be able to easily offer direction to your visitors, help them focus on your offerings, and ultimately measure your website’s success.

So, how do you create a call to action that yields great results? Below we outline the 10 key techniques to help you achieve just that!

1. Ensure your call to action provides user value

Do you ever wonder why most infomercials do really well in getting people purchase goods or services? Well, the reason behind them is that they work with the buyer psychology in mind. First, they identify the problem or challenge being faced by the user before presenting them with a product/service that seeks to solve that particular issue.

In the same vein, you need to also explain the benefits your visitors get once they complete the call to action you’re presenting to them.

2. Address common concerns your user may have regarding your call to action

Let’s face it. No one wants to fill out personal or card details to an unknown website without getting concerned about the possibility of having this information misused. This is why you need to come out clear (as if reading your user’s’ mind) to clarify any form of concerns they may have. As such, always reassure them that their emails will be safe with you as well as how often they can expect to hear from you. You can also let them know that they can unsubscribe any time they deem appropriate.

3. Limit your number of call to actions per page

Like anything else, providing too many calls to action on a single page will leave your users feeling overwhelmed and possibly take no action in the end. This follows the same concept whereby studies show that the more a supermarket offers too many options, the more likely shoppers fail to buy.

As such, you need to limit your CTAs as this is proven to significantly lower your users’ mental effort.

Most importantly, try to offer a variety of calls to action depending on the goal at hand. Also, avoid using repeated or sort of “canned” phrasings that end up denting your site’s user experience.

4. The position of your CTAs matters

One of the key determinants of whether your call to actions will yield results is the position in which you place them. As such, consider having them at the top part of your website as well as on the central column. However, you’ll also need to be extra careful on the number of images of faces you use on your pages. This is because humans are generally attracted to images of faces and this can significantly lower the attention given to your call to actions on pages with such images.

In addition, try to anticipate the right time to ask your users to respond to your call to action. 

5. Leave some space around your CTA

In addition to positioning your call to action correctly, you’ll also need to leave sufficient white space around it to make it more conspicuous. Indeed, the more space you leave around it, the more attention it will get from your audience. On the other hand, clutter your CTA with lots of content and risk seeing it lose its appeal.

6. Try to use a different color for your call to action

One of the most effective ways of drawing more attention to your call to action is by playing with colors on your page. As such, consider altering its color and especially if the rest of your site has a uniform color.

7. Size really matters in CTAs

Simply put, the bigger your call to action, the higher its chances of attracting user attention. In addition, having a sizable call to action will also prompt you to create an even more compelling website copy.

8. Consider applying the concept of scarcity in your call to actions

How well you’re versed in the art of buyer psychology will determine the success of your calls to action. For example, you can consider creating a sense of urgency through limiting your supply, a strategy that has been proven to be very effective as it encourages users to act fast. No one wants to miss out for sure.

You may also consider using any of the approaches below:

  • Giving limited-time discounts
  • Explaining how quickly your products are selling out.
  • Limiting supply.

9. Make a follow-up of what users do after clicking your call to actions

So a user has responded positively to your CTA. What’s next? Well, it’s your responsibility to ensure they go on to complete the entire process e.g. fill out a contact form, make a purchase, etc. You don’t want them to abandon the process midway as this will mean your mission is yet to get completed.

Be on the lookout for any causes of abandonments including distractions which might be on your page. You can then streamline the process to ensure higher rates of conversion.

10. Include call to actions on every one of your website’s page

One of the mistakes that most webmasters commit is to have their calls to action concentrated only on their website’s homepage. CTAs need to be added to all pages, otherwise, you could be losing out on numerous leads.

As mentioned earlier, you’ll need to have different variations of calls to action on different pages to avoid boring your audience with repeated phrases. 

Wrapping Up Our CTA Tips

Having an effective call to action can make such a huge impact on your website’s overall conversion. However, in the same measure, misleading call to actions can significantly dent your brand, especially if whatever you promise doesn’t tally with the actual offerings. In most cases, this will prompt users to leave negative reviews which of course is something you want to avoid in this very competitive online space.

In addition, avoid trying to shove your CTAs down your users’ throat through the use of annoying popups and overlays. Overall, do everything in moderation while focusing more on creating positive user experience and perception. This way, you’ll be able to create a lasting brand that pays.

Want to learn more about how to increase conversions and earn more with your website? Talk to 92 West today and let us guide you on how to create calls to action that convert among many other services.

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