How to Create a Compelling Call to Action

Have you ever reached a destination and felt rather lost once you arrived? You get invited to a friends house and you get there and they aren’t home. What do you do once you get there? Your potential customers may feel this way when they arrive at your website. Ok I’m here. Now what???

This is where a “Call to Action” comes in with regards to your web design. Visitors to your page need direction. This can be as simple as adding a button to the homepage, altering the titles of your navigation, or selling products or services.

The importance of having an effective Call to Action on your website is just as great as having an effective “elevator pitch”. When you have the opportunity to connect with a potential customer, you must not only make an impact; but also open the door for follow-up and further engagement. Think of it as giving that potential client a business card. You wouldn’t let them get away without doing that.

Don’t let anyone leave your website without capturing their attention.

Users do not have to time or energy to attempt to determine what you are asking them to do. We are an obedient species. Tell me what you want me to do, and chances are, I’ll do it. Of course, in order to communicate this to your potential customers, you must first know yourself. Set your goals, and let them be known. Transparency is an asset if positioned correctly.

Buttons- CTA button design should not be taken lightly. The verbiage or copy on the button should be applicable to your company and not just a generic “Sign Up” or “Call Now”. Using reverse psychology is an interesting tactic when creating your call to action.  Everyone likes a challenge and this technique evokes our inner child. For example, “If you want to be just like your competitors…..(Button) Don’t Call Us.” Chances are, our human instinct to do the opposite of what we are told will kick in. The user will be intrigued and respond to the Call to Action.

Patagonia uses genuine reverse psychology.
Patagonia uses genuine reverse psychology.

The color of the button is also important; as well as, the location on the page. Be creative.

Navigation– A subtle way to call visitors to action is by renaming pages on your website. Rather than titling a page “Bios” you might call it “Read Our Bios”. This technique turns neutral information into a Call to Action.

Selling Products or Services– If you would like someone to purchase your products or services, you must make the buying process simple and obvious.

Lastly, a good call to action is a tremendous inbound marketing technique. Inbound marketing is on the rise. Consumers are being pulled in so many different directions on a daily basis, and therefore need the options to choose where and when they will direct their attention. By providing a visitor to your website a clear, concise call to action, they can choose whether to be called or not. Life is all about choices. People love having a choice. In today’s world we are obligated to do to many things. Go to work, make money, be cordial. Human beings need an opportunity to choose more often. They will most likely be grateful you have given them this choice rather than persisting they do something, and respond to your call.

What are some of the best calls to action you have ever seen?

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