You see them everywhere. Big, bold, in-your-face buttons and links with such labels as: Click here to get 10% off your first purchase of garlic javelina jerky!, Get your free copy of the award-winning eBook, ‘Mastering Broccoli’, and so forth. They’re on websites all over the place, and they’re designed to smack you right in the face when the webpage loads. And for good reason.
These are a website’s “Call to Action” (CTA), which every site absolutely needs. A website’s CTA is there to get the attention of visitors and encourage them to engage with your business or organization. That engagement often leads to sales, subscriptions, marketing opportunities, and much more. In simple terms, it is there to push them to take some sort of action.
As you’ve probably concluded thus far, this ‘chain reaction’ caused by increased user interaction on your website will result in increased:
- Interest in the content on your site
- Sales leads
- Actual sales of your product or service
- Subscribers (and other signups)
In essence, the anticipated outcome of an effective CTA is a boost in the number of overall customer and/or subscriber conversions.
Your website’s CTA is all about drawing the visitor’s attention as soon as they land on the page, and getting them to take action by sparking their curiosity with something that appeals to them; that may be signing up for a newsletter, taking advantage of a discount, accepting a free product or service, or activating some other benefit you may have to offer. By enabling visitors to engage with your business like this, you’ve built the framework for turning those visitors to customers.
Determine what the main purpose is of your site and make sure that you direct your users to take action that contributes to that purpose. Never leave the user wondering, what should I do now? There are, of course, many factors to take into consideration when creating a proper CTA for your website: wording, colors, size, placement, and a handful of others. But that’s another blog post for another day!