Calls-to-action (CTAs) are one of the most critical inbound marketing tools. Whether they take the form of anchor text links, images, or buttons, CTAs are what motivate and direct your visitors to take a desired action.
Not all calls-to-action are effective at converting your visitors. Here’s tips to help you get a handle on some of the most critical CTA best practices.
DON’T
Use generic wording on your CTA buttons.
Avoid generic statements like “click here” or “download” .
DO
Use valuable and actionable copy, such as “Download Now,” “Get Your Free Trial,” “Speak to an Expert,” or “Buy Now.”
Use the opportunity to communicate value to the visitor as well as tell them what to do next, you will reduce anxiety and friction and, thus increase clickthroughs.
DON’T
Use the same or similar colors in your CTAs as the page’s background color.
DO
Make your CTA’S visible. When your CTAs don’t stand out, they don’t get as many clicks.
You don’t want a CTA that blends in with the color scheme and layout of the page.
If your CTA uses colors similar to those of the background it will blend into the page, making it difficult for visitors to notice. Calls-to-action are worthless if no one can see them!
Get the basics right. Whatever the button color or no color at all, it should be distinguishable.
DON’T
Use small CTAs that will go unnoticeable.
DO
Make them big and bold. Use CTA button is clearly defined from its surroundings.
CTA’S need to stand out! Size is important, use more prominent CTA’S on a page to increase the likelihood of clickthroughs.
DON’T
Use CTAs in the wrong place at the wrong time.
DO
Place you CTAs above and below the fold and within your visitor’s line of vision. If no can see them, no one will click them.
Use CTAs related or aligned with the buyer’s interests and needs.
DON’T
Be too wordy.
DO
Make sure CTAs are simple. Keep in mind, people’s attention spans are getting shorter. Get to the point quickly.
DON’T
Oversell and under-deliver.
DO
Set the right expectations about your offer.
Many calls-to-action make fake promises. Don’t make promises on your site that you knowingly cannot deliver. Visitors have high expectations that your CTA will deliver what is promised.
DON’T
Use too many CTAs on one page.
DO
Use only one primary and one secondary CTA only.
Calls-to-action are meant to direct visitors to take action. If there are too many CTA’S with diffirent messages shouting out them, then suddenly nothing stands out.
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