After the headline, your call-to-action (CTA) is the second most important element in your marketing communications because without it, the opportunity to engage with the potential customer is lost.
Use our checklist below to understand what has proven to be best practice and use this advice to get more of your target audience to take the action you want.
Our checklist
- Use actionable language
Avoid using the work “click”, instead use action-oriented verbs, such as discover, sign up, increase or download. They work because they are concise, direct and empower your reader to act.
- Include a clear value proposition
Make it crystal clear how the reader will benefit by using your CTA. For example, will they save time, or become better at their job or reduce their costs?
- Tell them to do it now
People are much more likely to do it ‘now’ or ‘today’ if you ask them.
- Use contrasting colours
To check that your CTA is eye-catching, add it to the page and half close your eyes. If it doesn’t stand out then it’s not doing its job.
- Make the button look like it can be selected
Make sure your CTA button is easy to find by adding a recognisable ‘click’ icon. Also add shadows and borders to suggest that it’s a 3D button.
- Send them to a tailormade landing page
Use a lead-capture form on your landing page to capture each visitor's contact information.
- Check that your CTA is prominently positioned
Put it where it will be noticed, and ideally in two positions either above or below the fold. Place it above the fold (where it will get more interactions and conversions) and/or below the fold (where you should get higher quality of leads converting).
- A/B test your CTA to find what is most effective
By testing simple changes to copy, design, sizing, or placement you can increase your response rate by 30, 40 or even 50 percent.
Please see below an example of a call to action, that includes four of the eight recommedations:
