Creating a Strong Call-to-Action: 6 Tips to Get Started

Perhaps one of the single most important aspects of a modern website, the call-to-action often receives little more than a passing thought for small business owners. A call-to-action, often shortened to CTA, gives your reader direction. You can hire the world’s most talented copywriter, spend thousands on a cutting-edge design, and continually invest in online advertising to pull in traffic—yet without a killer call-to-action, you won’t convert visitors to buyers.

Ready to get started creating dynamic CTAs for your site? Use the following tips to ensure your call-to-action will deliver the results you’re seeking.

1. Set a Clear Goal

Too many business owners overlook the importance of setting conversion goals for their website. Your company’s presence on the web shouldn’t be underestimated. What do you want to do with your site? Are you trying to earn more newsletter subscribers? Do you want to encourage readers to make a reservation? Perhaps you’re selling a great product.

Determine what you want your visitor to do, and then, craft a CTA with that action in mind.

2. Action Verbs are Your Friend

Which of the following two options catches your attention? Option 1: Do you want to stay in touch & receive free coupons? You can sign up for our newsletter by clicking here. Option 2: Save money on your next visit by signing up for our newsletter now!

Don’t make a suggestion—create an exciting opportunity your visitor won’t want to miss.

3. Create Scarcity for Visitors

Establishing a false sense of scarcity is a key marketing principle you don’t want to overlook with your call-to-action. Crazy Egg recommends creating a sense of scarcity and urgency with words like immediately, now, and instant. You can also talk about deadlines and limits to get visitors interested.

4. Keep it Brief

Your call-to-action is not an opportunity to make a long-winded sales pitch—your copy should have already convinced the visitor. Instead, the CTA is sending them in the right direction. Don’t over complicate it with long sentences and explanations. Hubspot suggests aiming for 90 to 150 characters.

5. Highlight Your Key Benefits

Use your product or service highlights to get your visitor’s attention. Try to directly tie those benefits into clicking through your link. You should have taken the copy as an opportunity to expound upon the important stuff, but the call-to-action is your way of saying, “You want this. Let’s make it happen.”

6. Think Wisely about Placement

Most marketers place their CTA above the fold or at the bottom of the page. Both can be effective positions, but think about the story you’re writing for your visitor. Let the CTA be the culmination of a well-thought out marketing message.

The ultimate truth is that there is no perfect CTA that applies across the board—instead, experiment to find what works best for your site. If you receive enough visitors, consider using A/B testing to determine what option works best for you. With a bit of elbow grease and some luck, you should be able to determine what call-to-action most effectively helps you reach your business goals.

UX Design and Why It Matters

Content is king, or so the old adage goes, but what happens when you neglect the design of your business website? If your website isn’t easy to use, you’ll send your bounce rate soaring. You’re missing out on potential leads and sales, all because you forgot to make user experience a priority.

Don’t let this happen to you—instead, learn how to use UX design to keep visitors engaged and convert casual readers into buyers.

What is UX Design?

The premise behind UX design is very simple: designing products that are easy and enjoyable to use. Every physical product on the market undergoes extensive UX testing, but many business owners mistakenly overlook user experience on the web.

Don’t focus exclusively on the visual appeal of your brand’s website, but keep your eyes peeled for potential trouble spots that could be confusing your audience. Design no nos include confusing navigation systems, pages that aren’t optimized for mobile viewers, and a convoluted layout.

Avoiding the Ramifications of Bad Design

If your site employs a bad design, you’ll find yourself dealing with a laundry list of unpleasant problems. Visitors will quickly give up, meaning you’ll lose the opportunity to connect with a new buyer. Existing customers may change their opinion of your brand, as bad design comes across as unappealing and outdated. Furthermore, you’ll make yourself an easy target for competitors looking to swoop in and steal your customers.

Keep yourself in the clear by partnering with the right web developer. Modern websites are composed of a wide assortment of different components, each of which play an important role in the success online. Whether you’re in the market for a website overhaul or you’re starting at the very beginning, choose a designer who is confident talking to you about the ins and outs of UX design, right alongside factors like color scheme, visual imagery, and logo placement.

Finding the Right Balance with Content

Content is rarely considered in conversations about UX design, but that doesn’t mean it’s not an important factor in your website’s usability. Just as a bad navigation system can send visitors into the black hole, poorly optimized content will leave your visitors feeling confused.

Effective UX copy should be concise, clear, and easy to understand. Your copy should work in direct partnership with the overall appearance of your website. To better understand the role content plays in UX design, consider this overview of UX copywriting.

Making a powerful impact online is of the utmost importance. Remember, the first impression is often the only impression a digital user has of your brand—there are no second chances. Don’t send your buyer scurrying for the hills by neglecting one of the fundamental keys of website design. Partner with the right web developer, and continually monitor your site’s performance to ensure you’re on the right track.