The Art of Creating an Irresistible Call to Action

No matter what your industry, an integral part of developing a website is crafting a call to action (or CTA) that converts visitors to customers – or, at the very least, to interested parties. The CTA combines effective copywriting with smart design to draw viewer attention. Its function is to get users to do what you want them to do, whether it’s to fill out a form, sign up for a newsletter, or simply obtain more information.

What Is a CTA?

A CTA consists of a link or button placed on your website – homepage, landing pages, and anywhere else your visitors might land – designed to drive these visitors to become leads. It directs the audience to take a particular and immediate action. According to the web dev experts at HubSpot, a CTA is the link between the content that brought the potential customer to your page and the content that will persuade them to do what you want them to do.

Elements of an Effective CTA

You’ve seen CTAs all across the web. Anything from “Get a Free Insurance Quote Now” to “Download Our Free Brochure” is a CTA, because it tells the user to do something. Of course, before you begin, you’ll need to have created a stunning brochure PDF file or have excellent quote software in place to generate an accurate value.

Consider the following aspects of creating a solid CTA.

Offer a Solution

A good CTA not only pinpoints the visitor’s problem but also offers a specific solution. This is where it’s important to understand your target audience and their pain points. Not only that, but you’ll have to tell your audience what their needs are. This lays a foundation for the product or service you offer, placing the visitor in the mindset to consider next steps.

Next, clearly identify that you can solve the problem. Your product or service is exactly the solution they’re looking for, and you should tell them that as you lead up to the CTA.

Make It a Direct Action

There’s nothing flimsier than a non-CTA. “Here’s a link to my Facebook page” is not a CTA, but “Like Us on Facebook!” is a CTA. In the case of the first example, the user doesn’t have a clear instruction. In the second, the user is being told exactly what to do.

As such, make sure you use active verbs. “Buy,” “call,” and “click here” are all examples of active verbs. Consider adding a layer of urgency, like “today” or “now” – or, even more immediately, “expires tomorrow” or “for a limited time only.”

Bringing It All Together with Eye-Catching Design

The CTA should be a unique color that stands out from the rest of the page. But don’t confuse eye-catching design with an eyesore. Flashing GIF images don’t convey your message; they’ll only annoy your readership. Instead, use a bright color that complements the rest of your design. It’s also good practice to make the CTA fairly large in comparison to the rest of your webpage to make it stand out.

With these best practices, creating your CTA should be a snap.