You don’t want a landing page or a website, you want business from the customer. The only way to get that business is if you must have an action for them to complete, then a call to complete that action: this is the CALL TO ACTION (CTA). This is a specific prompt or button that encourages visitors to take a desired action.

The action could be anything from making a purchase, signing up for a newsletter, downloading a resource, or requesting more information.

Why they are paramount to have on your website?

• They directly drive conversions: The primary goal of most websites is to convert visitors into customers or leads. CTAs play a pivotal role in this process by encouraging visitors to take specific actions that lead to conversions. They prompt users to engage with the website's offerings and move further down the sales or conversion funnel. No CTA=NO ACTION FROM THE USER=NO CONVERSIONS=No Revenue. 📈
• They guide user actions: CTAs serve as signposts, guiding visitors on what action to take next. They help users navigate through the website and steer them towards desired outcomes, such as making a purchase, signing up for a service, or downloading a resource. Users won’t know what to do, if you don’t tell them what to do. 🏆
• Increasing Engagement: CTAs prompt users to interact with the website, increasing engagement and keeping visitors actively involved. By providing clear prompts and opportunities for action, CTAs encourage users to explore different sections of the website and interact with its content. You want an interactive experience with your website, not just a user looking at content. 📈
• Maximizing User Experience: Well-designed CTAs enhance the overall user experience by providing clear guidance and facilitating seamless navigation. They help users find what they're looking for quickly and efficiently, improving satisfaction and reducing frustration. This is key, particularly as users have low attention spans 📈
• Measuring Performance: CTAs provide valuable data for measuring the performance of a website and its marketing efforts. By tracking clicks, conversions, and other engagement metrics associated with CTAs, businesses can gain insights into user behavior and optimize their strategies for better results. We then use use this data to split test the site, make the necessary improvements and drive conversions even more 📈

How to create the right CTA?

1. Set Clear Goals: Define the specific goals you want to achieve with your CTAs, whether it's increasing sales, generating leads, encouraging sign-ups, or driving traffic to a particular page. Having clear goals will guide your CTA strategy and help you measure success. 🎯
2. Understand Your Audience: Identify your target audience and understand their needs, preferences, and pain points. Tailor your CTAs to resonate with your audience and address their specific concerns, motivations, and desires. Different audiences will respond different to being given certain instructions. 🤔
3. Strategically Place The CTA: Position CTAs strategically throughout your website where they are most likely to capture attention and prompt action. Common placements include the homepage, product pages, blog posts, and at the end of content sections. Users have to find the CTA to click it. 🖥️
4. Design Eye-Catching Buttons: Design visually appealing CTA buttons that stand out from the rest of the page and draw attention to the desired action. Use contrasting colors, clear typography, and appropriate sizing to make your CTAs easy to spot and click. If they can’t see it, they won’t click it, but don’t overdo this make sure the button still matches with the overall theme of the brand. 🧑‍🎨
5. Offer Clear Benefits: Clearly communicate the benefits of clicking on your CTAs to incentivize users to take action. Highlight what users will gain or achieve by engaging with your offer, whether it's saving time, saving money, solving a problem, or improving their life in some way. If they don’t have a reason to click the CTA, they wont. ✅
6. Create Urgency or Scarcity: Incorporate elements of urgency or scarcity into your CTAs to encourage immediate action. Use phrases like "Limited Time Offer," "Act Now," or "Only X Left" to create a sense of urgency and motivate users to take action before they miss out. Users will naturally procrastinate unless given a reason not to do so. ⏰

Examples

Good Examples:

1. "Start Your Free Trial Today (offer ends in 2 hours)!" ✔️
   • This CTA is action-oriented and clearly communicates the benefit to the user (free trial). It encourages immediate action and is straightforward.
2. "Shop before 3pm and Save 20%!" ✔️
   • This CTA combines a clear call-to-action ("Shop Now") with a compelling offer (20% discount). It creates a sense of urgency and incentivizes users to make a purchase.
3. "Download Your Free E-Book Now (Worth 997$)!"✔️
   • This CTA offers a valuable resource (free e-book) and prompts users to take action by downloading it. It communicates the benefit upfront and is likely to attract users interested in the topic.