Call-To-Action Best Practices & Examples
Call-to-actions (CTAs) help get people visiting your website one step closer to becoming a customer. Your potential clients expect to find a CTA directing them to the next step – not having one can cause confusion and stop them from converting into a lead or sale.
In this article, we’ll explain how to write a good call to action using our 5 CTA best practices. We’ll also explain why CTAs are important. Then you’ll be ready to arm your website with this powerful tool to convert visitors into leads!
What is a Call-to-Action?
A CTA is usually a button on a website that pushes people to take next step in your marketing or sales funnel. This can include:
- Reading another article
- Subscribing to a blog or newsletter
- Filling out a form to download content (like an e-Book or whitepaper)
- Clicking a call button
- Requesting a demo or quote
- …and more!
Generally, a CTA will be a button that stands out with action words. It might read “Get a quote,” or “Call now,” or “Learn more about…” However, your CTA’s appearance will depend on your brand and what you’re trying to get your audience to do.
Why Do Call-to-Actions Matter?
CTAs help direct people to the next step in your marketing or sales funnel. For example, let’s say someone is researching home insurance and lands on one of your blog articles. A well-placed CTA could lead them to another article, an e-Book download, or to request a quote – the type of CTA you pick will depend on where you think the person is in their buyer’s journey.
Without CTAs, people may not know where to go next. This confusion and frustration causes them to leave your website and your brokerage will miss out on leads and sales.The point is to make the user’s experience as easy and frictionless as possible.
5 Call-to-Action Best Practices
Here are our 5 best practices for creating good call-to-actions:
- Your CTA should stand out..
- Images can help direct the eye towards your CTA.
- Use a strong verb to start your CTA.
- Give someone a reason why they should click.
- Don’t forget about phones and tablets.
Your CTA should stand out.
You can make a CTA stand out by using contrasting colour and catchy words. Size also matters –you can make the main CTA bigger to make it stand out more. Ideally, you should have one CTA on your webpage.
Images can help direct a visitor’s eye towards your CTA.
Did you know the images on your webpage can help direct people to click on your CTA? It’s important to make sure your images direct towards the CTA and not away from it. For example, let’s say you have a picture of a family and your CTA is to the right of the image. Is anyone in the image looking towards your CTA? Is anyone gesturing towards it? If not, your might get fewer clicks.
Use a strong verb in your CTA.
A strong command verb makes website visitors take action! Telling people exactly what needs to be done or what they’ll get for taking action will help get you get leads.
Here are a few CTA examples you might see on an insurance brokerage’s website:
- Sign Up
- Get a Quote
- Get Started
- Let’s protect your ____ together
- Send me ___ now!
- View solution
- Download now
- Get your price
Give people a reason they should click.
Why should someone click on your button, fill out your form, or request a quote? Your webpage copy and image needs to explain why it will benefit them and encourage them to do it.
It’s important to keep things simple and clear while communicating the value and benefits of taking the action. Lists are great!
Remember, you’re a person and so is whoever is on your website. Keep it natural, short, and focused on the benefits.
Don’t forget about phones or tablets.
The location of your CTA might change depending on your website is being viewed on a computer, tablet or phone. Make sure you know what your webpage will look like on all of these different devices. You may need to rework things on different versions of your website to make sure your CTA stands out.
Testing Your Call-to-Actions
Testing your CTAs is important to find out what works best. There are two main things to remember when testing:
- Test one thing at a time.
- Ensure you leave it for enough time and have enough data to draw a conclusion.
This means that you shouldn’t change your text and the colour of your CTA at the same time – if you do, how will you know which change caused the increase or decrease in conversions?
Creating strong call-to-actions is really just about experimentation to find what works. If you’re overwhelmed or have questions – contact our website conversion optimization experts. They can help you transform your website into a digital sales platform that gets you more leads, including creating strong CTAs.