There is certainly a lot that goes into building a professional website to truly elevate your brand on the web – it needs to be well-designed, easy to navigate, mobile-friendly, optimized for search engines, and have quality written content balanced with beautiful graphics.
In addition to all that listed above, there’s one more aspect to a business website that sometimes gets overlooked: a glowing call to action (CTA)! Out of everything that goes into a website, a clear CTA is the one thing that actually turns clicks into customers!
What is a Website CTA?
A website call to action, or CTA, can be a banner, button, image, or text that compels a visitor to your site to take immediate action in a compelling way. When a potential customer visits one of the pages on your website, you want them to be inspired to take the next step – whether that’s to purchase a product, fill out a contact form, call/email you directly, subscribe to an email list, or view another piece of content.
Qualities of a Compelling CTA for Your Business Website
A quality CTA should be well-written, well placed, and well-designed to prompt visitors to take specific action. After devoting time, resources, and effort into creating a website to promote your products and/or services, the last thing you want is for visitors to leave your site without taking any action! So, incorporating effective CTAs into the design of your company’s website is a simple and effective way to generate conversions and boost sales.
Here are a few qualities of effective CTAs that should be incorporated into your website design and content.
Exceptional Design
A brightly colored button or link that’s “hard to miss” without being obnoxious. A CTA button should artfully contrast with the overall page design and colors so it can easily attract visitor attention. Venture to *any* page on our website and what do you see? A big, bright, beautiful button that encourages you to Schedule a Free 30 Minute Consultation. It’s bold and brilliant, but is still aesthetically pleasing to the overall design of our site. Likewise, as another design note, if incorporating a CTA into your written content, the text should be bolded or a contrasting color so it’s clear it’s a hyperlink the user should click.
Proper Placement
Call to action content should be the most visible aspect of every web page, and the location of each page’s CTA should command attention. Visitors should not have to hunt for how to get to the next step if they want to purchase, set up an appointment, or learn more. In Western Culture, we read top to bottom, left to right, so buttons placed towards the bottom or to the right of content consistently outperform alternative placements. The overall design of your website should create a natural flow with each CTA, and that’s expertise you can only get with a professional designer.
Highlights Advantages
A CTA can essentially be a value proposition – consider what your company has to offer and why a customer should choose you. What will they get from clicking the button? When you encourage a visitor to take action, the benefits for them doing so should be obvious. So, use your CTA as a chance to highlight the benefits a user will reap by completing a specific transaction, such as “Get Expert Tips” or “Learn How to Grow Your Business.”
Actionable, Urgent Text
CTA text should be a short phrase (5-7 words) that clearly inspires action, whether it’s a button or incorporated into the actual written content of your site. Use imperative verbs (those are verbs that command or request) such as: “Book now.” “Subscribe Here.” “Shop Now.” And today more than ever, it’s really easy to get distracted online. Attention spans are short, and people hate to miss out (FOMO, anyone?). Incorporating a deadline or “limited time only” offer (“Sign Up and Get 50% Off Today Only!”) into your CTA could create some much better click-through rates.
Affordable Web Design that Makes an Impact
At Inception Web Design, we love working with a wide range of businesses across every niche. Our specialty is single-page websites, which are perfect for startups and solopreneurs as they are available at a more affordable price point without ever sacrificing functionality and quality. Each of our custom builds are guaranteed to incorporate the features that are essential to converting leads to sales, right down to winning CTAs. Have a website project in mind? Schedule your free consultation today.
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