Call to action – why should your website have it?

What is Call to action?

Call to action (CTA) is a well-designed element of a website that is put in a certainly planned spot. Its purpose is to encourage users to click and go to the next step. CTA often takes form of:

a button (most CTAs)

an icon

a hyperlink

A Call to Action (CTA) button serves as a clear directive, prompting users to take the next desired action. Whether it's guiding customers through the checkout process or improving website navigation, CTAs play a crucial role. They are also utilized in online advertising and SEO. A compelling CTA within a meta description can significantly boost a page's click-through rate.

The construction of CTAs is intrinsically tied to the language of benefits, which is central to audience-focused content design. CTAs leverage this language to create a compelling call to action. What are the key elements of an effective CTA?

Projecting your Call to action

A Call to Action must contain essential elements to capture attention and drive action. These include:

A clear and eye-catching button.

Appropriate colors and legible text.

An incentive to take action. Consider using benefit-driven language: gain, win, get, try for free.

Consistency (the button should visually match the rest of the page).

Placement in a strategic location (e.g., at a specific step in the purchasing process).

Appropriate size (the button should not interfere with site navigation).

Adaptation for all types of devices (computers, smartphones, tablets).

A Call to Action cannot be too long, uninteresting, or completely inconspicuous. The user should immediately understand the role of the CTA that appears before their eyes. It's worth placing the Call to Action button where the recipient is looking for it. After all, they came to our site for a specific purpose and are looking for a solution! They want to make a purchase, browse the offer, or book a service. Let's make it easy for them with a well-designed CTA. Below are a few examples of CTA buttons.

How not to do CTA?

Users have certain expectations when they click on a Call to Action. They anticipate a seamless experience that leads to a desired outcome. To avoid disappointing your users, here's what you should avoid when creating CTAs:

Leading to the wrong place: If the button promises to finalize a process, it should lead exactly there.

Creating a sense of urgency: The CTA button should not stress the user or force them to click under threat of losing a benefit.

Making false promises: It's a very bad look when the button says one thing and the reality is different. If you promise something through the CTA (e.g., a specific price), additional information should not be written in fine print. After clicking and seeing a different price than promised, the user will feel cheated.

My Call to action - some examples of good CTAs

Wondering how to write a compelling, unique CTA that goes beyond the typical 'BUY', 'CHECK OUT', or 'RECEIVE'? Let's create the impression that we've put effort into reaching our users and that we genuinely want them to click our link. By using benefit-driven language, we can create CTAs that speak more personally to our audience. Here are a few examples:

I'm happy to help – let's stay in touch

Don't wait – start learning SEO today

Leave your email and I'll get back to you today

Share your phone number and I'll reach out

A CTA in this form encourages users to stay in touch with the service provider or website representative. Remember, the primary goal of a Call to Action button is to be clicked. The CTA should be honest and deliver on its promise. Only in this way can we build user trust in our website and brand! Using benefit-driven language in a CTA is just one aspect of internet marketing. It's worth exploring other topics to expand your website and successfully reach new audiences.