What is a Call To Action (CTA)?

A call to action (CTA) is a sentence/statement/section on a website that tells the user to take some specified action. A call to action is typically written as a command. These include, ‘Sign Up’ or ‘Buy Now.’ CTA’s generally take the form of a button or hyperlink.

What is the importance of a Call To Action?

The call to action is a key of web design, acting as a guide to leading your users into what to do next. Without a clear CTA, the user may not know the next steps to take. These can be anything from purchasing a product or signing up for a newsletter. Turning your potential customers into just visitors.

A call to action makes it clear which action to take next and easing the user down the sales funnel. There can also be multiple calls to action on a page giving you the opportunity to collect lead information if the user doesn’t purchase something.

For example, if a reader lands on a blog article and there is no clear call to action at the bottom of the post, it is likely that the reader will leave the site. This might get you a visitor, but you’re chances to follow up and possibly convert almost disappear. However, if there is a CTA at the bottom of the post asking them to read more articles or to sign-up for an e-mail newsletter, you can capture the lead and start moving the users down your funnel.

Call to Action Examples

A call to action can refer to any ask or request that you make of a user on the site.

For example, on a blog the CTAs might look like:

  • “Read More”
  • “Sign-up for our newsletter!”
  • “Support our sponsor”
  • “Share on social media!”

Whereas on an ecommerce site, the CTAs may be more commercially focused:

  • “Add to cart”
  • “Checkout”
  • “Buy now”

In each case, the CTAs on the page tell the user what action to take next to continue interacting with the site and moving further down the conversion funnel.

Creating Compelling Calls to Action

Marketers employ a number of strategies for creating CTAs. Below is a list of some common ones:

  • Good Web Design Strategy: A strategically placed colorful button is a good strategy to focus the user’s attention.
  • High Visibility: Because the call to action should be the most noticeable thing on the page, the font size should be large enough to stand out from any content.
  • Clear Benefit: Stating a clear benefit that the user will get from completing the transaction is an effective way to get them to click.
  • Actionable Text: A call to action written in the imperative mood gives a clear and direct command of what to do.
  • Short in Length: A good call to action should be a short phrase, not a sentence. Try to keep it under five words.
  • Guarantees That Reduce Perceived Risk: Any type of money-back guarantee or short free trial period helps convince the user that there is little risk in completing the transaction.

Hopefully this little blog helps you in placing and designing your CTA’s. If you have any questions or need help feel free to contact us at [email protected]

If you’re in the Houston area and would like us to visit you and your business to learn more about how we can get your visitors converting, contact us today!