How to Create an Effective Call to Action on Your Website

April 22, 2013

In these times of sensory overload, it is easy to block out incoming messages. It seems like everything is trying to get our attention; from automatic alerts on our cell phones, pop-up ads that crawl across the screen obstructing our eye line, and even advertisements that begin to automatically play with no way to skip through. They are unavoidable.

So, what is the best way to get a customer's attention on your website? Just how do you get a potential customer to notice your get a quote button? These days, an effective call to action is KEY.

Here are some tried-and-true tips to creating an effective call to action on your site:

1.Prime Real Estate
Put your call to action in a place where it can easily be seen and give calls to action just as much priority as you would your contact information. If they won't request a quote online, you still want prospects to be able to easily find a way to contact you to ask more questions. You can see in the example below that the contact information and quote button are quickly and easily identified so prospects don't have to search for the information they need.

2.Don't Clutter the Message
Put calls to action in a prime location and make sure it's not hidden by competing messaging around it. Too many buttons or too much text can camouflage your call to action. Keep the area around your call to action clean to allow your message and directions to stand out and be obvious.

In the example below, you'll see that the buttons as well as the contact information are the star of the header. The intention and message is clear to all who visit this page.

Put your call to action in a contrasting format by making it larger, bold, italicized, or underlined; anything to make it stand out. My favorite solution is to put it in a brighter or bolder color to create contrast, as shown in the example below. Here, they've used a neutral background with calls to action in bright colors. This allows your prospect's eye to be drawn right to it.

Keep it simple. Your call to action should be obvious. It should be very clear to your visitors what action you would like them to take, and the result of that action. You don't want to make visitors work too hard to find the information they're searching for or complicate the intent of your site.

5.Active Language
It is a call to action and, as such, it should be proactive. Use verbs like click, receive, or submit. The verb you choose should state clearly what you want the customer to do. Calls to actions should also include words or phrases that create a sense of urgency (e.g. - now, limited availability, or this deal expires soon) so that visitors act right away instead of leaving the page with the thought that they can always return at any time, because they usually won't return at all.

Notice how the example below gives a clear direction and a sense of urgency.

What can you change in your calls to action to make them more proactive or easily identified? If you have questions, we're here to help at 800-383-3482.

Follow these tricks and you'll be seeing the clicks in no time!

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