The user has arrived at your website, now what? If they’re just landing on your web pages, browsing around, and leaving—without giving you anything—you’ve missed an opportunity. Creating a call to action or CTA entices the user to take the next step, whether it’s to download a report, subscribe to a newsletter, watch a video, or register for an event. CTAs are a critical aspect of good user experience and web design.
What is a call to action on a website?
A call to action is an invitation to a website visitor to do something. A call to action is often a button link but can also be a text link. A call to action should be written in a way that entices the user to want to take another action, to be engaged enough to stay a little longer on your site.
Calls to action are used to get people to:
- Fill out forms
- Register for events
- Download whitepapers
- Watch videos
- Follow on social media
Filling out forms, such as for newsletter subscriptions, downloads, or registrations, are among the most common reasons to have a powerful call to action on your website.
Once you have user information from a form, you have their permission to contact them via email with other types of information. They’re now in the “top of the funnel” in terms of marketing. You can now cultivate a relationship with them and hopefully move them further down the funnel towards a transaction.
On the other hand, some users may never become customers, but will become long-term subscribers to your newsletter. Perhaps they’ll be word-of-mouth for your business or they just like what you have to say.
Either way, the call to action is what drives the user to provide you with their precious contact information.
When creating a call to action, get creative
The standard call-to-action language we’re all used to seeing is sign up, register, get started, subscribe—that kind of thing.
Depending on what kind of business you have, whether conservative or a bit more playful, you may need to stick with straightforward language when it comes to creating a call to action.
But if you have the creative freedom, use it!
Want people to subscribe to your fascinating newsletter? Try words and phrases like I’m In, Sign Me Up, or Keep Me Posted in the call-to-action button.
Inviting people to register for a webinar or another type of event? Try using language like Count Me In, I’ll Be There, or RSVP Yes in the CTA.
You can also use sub-text to entice people to move to the next action. Perhaps you want them to download a report. You could put the main CTA in bold language followed by supporting language in sub-text that further tells the user the value they’ll get in the download.
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Whatever your call to action is, be sure it is specific and clear so the user understands what will happen next. And make sure whatever happens next is consistent with what you indicated in the call to action.
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