February 15, 2017 237MW

7 Rules for Killer Calls to Action

Call to Action

Most companies are in business to make money. Even those that aren’t, such as nonprofits, still have a service to promote. That’s why having a top-notch website is so important; it is the best tool available for educating potential clients and converting them into loyal customers.

Action is Needed

We’ve talked before about the importance of offering actionable items on your website pages. These may be simple calls to action, such as “contact us” buttons to click, or they could be more involved opportunities for interaction, such as:

  • Newsletter signups
  • Requests for more information
  • Appointment requests
  • Product suggestions
  • Free-trial signups
  • Age verifications
  • Add-to-cart buttons
  • Document downloads

Creating Calls to Action

By creating opportunities for site visitors to act on the information they find on your website, you are boosting customer engagement as well as increasing your chance to convert them into customers. However, inefficient buttons can take their toll on interaction stats. We compiled this helpful collection of best practices for creating eye-catching and inspiring calls to action.

  • Go for high contrast: Visitors won’t click on buttons if they can’t see them. Use high-contrast colors that complement the rest of the site’s color palette.
  • Use active verbs: Use exciting words that focus on the outcome of clicking such as “Subscribe Today” or “Get Your Free Quote.” Also, resist the urge to be longwinded. Aim for three to five words to get your point across.
  • Choose the shape: Most buttons are rectangular. From there you can choose either rounded corners or straight corners. There is no hard science on which works best, so select the shape that best fits your site design.
  • Go with first-person voice: Buttons should be directed at the user for a more personal feel. Try “Get My Free Trial” or “Book My Event.”
  • Watch your hierarchy: Sometimes you need to have two or more call-to-action buttons together. In that case, consider making one larger than the other or doing one with reverse text. Or, you might leave “Sign Me Up” as a button and put “log in” underneath as a hyperlink.
  • Get creative: Depending on the overall look of your site, you could add fun graphic designs to your buttons. Consider using a “handwritten” arrow pointing to the button or choosing a rectangle outlined with fruits and vegetables with the words “Customize My Smoothie.”
  • Be smart about placement: Call-to-action buttons should stand out from the rest of your site content, not just in terms of color, but also in placement. Don’t shoehorn the button in. Leave it surrounded by blank space so it is more noticeable. Also, be careful where you put it on the page. You want it above the fold, ideally, but not before the informative text. Why would anyone click “Tell Me More” when there is educational information right below the button?

Test, Test and Test Again

There is a science to creating effective call-to-action buttons, but the best way to find out which leads to more conversions on your site is to test and test again. Try changing the colors, words and placement of your buttons every month or so, then check your analytics for click-through rates. Once you’ve determined the best route for your special site visitors, make sure all your buttons match, including those used on the mobile platform. Your customers will thank you for making things so simple and navigable for them, and you can enjoy higher conversion rates at the same time.

Have you taken a look at the actionable buttons on your site with a critical eye? It might be time to tweak them for better efficacy. If you need assistance in making adjustments, just let us know.