You’ve seen Click Here. You’ve seen Get a Quote Now. Even the urgent Call us Now!
Those buttons on your insurance website aren’t just buttons. They have a special name. They're calls to action, or CTAs for short. And they are the gatekeepers to your conversion rate. They’ve also been a hot topic in our department lately.
A CTA is a very important part of any website. But even more important when the user can't complete the sale on their own. This is the case in insurance.
But what if I told you that CTAs were so much more than the words you use? Here's four ways to make the actionable buttons stand out even more.
1. Don't Reinvent the Wheel
Humans are creatures of habit.
For example, when was the last time you used a floppy disc? Yet, everyone knows that the little floppy disc icon means Save. So, don't try a brand-new concept for your call to action.
Keep your CTAs recognizable and stay consistent with the design. CTAs are usually a rectangle or square. Sometimes they have rounded edges. They all have text and links leading you somewhere.
Simply, they are buttons. Make them buttons.
2. Quantity is Key
When I was starting my design career in the online realm, I read a very good simile. Your homepage is a corridor, not a porch. There should be more than one door, but no more than necessary.
This can be a confusing concept, but Crazyegg.com said it the best. Do not create a self-defeating CTA presenting too many options at one. Then it will compete with other elements on the page. Some of which may not even be CTAs.
The appearance of too much choice can dilute a website visitor’s decision power. Think to yourself, What is the most important thing I want a visitor to do on my insurance website? Then streamline the elements on your homepage to bring attention to those options.
3. Size is a Factor
For something to draw attention on a website, it needs to have more of an impact than the other items. This is where size comes in. Larger CTAs take up more space, which draws the eye toward them.
You shouldn't make a CTA too large. There is such a thing. It looks spammy and a bit silly to have very large buttons. There is a happy medium!
4. Color
I feel like I'm repeating this word way too much in my blog posts, but it's the truth. Color is important. Color tells a story.
If your website is predominantly blue, do not also choose a blue for your CTAs. Use a complimentary but contrasting color. For blue, a great example would be orange or yellow. Your CTA are meant to stand out, so make sure it does!
As number one says, having CTAs is not new. So, go look at other websites, see what colors and sizes they use and how many actionable items they have.
About the Author
More Content by Jayci Morrison
