Part 2 – The Call-To-Action Button. It’s Small, But It’s Important

One important tool in digital marketing is the call-to-action or CTA—whatever form it takes. In blog posts, it can be a paragraph describing the services provided by the website. In a video, it is that bit where the creator asks for a like or subscribe. 

For a website goals, this often comes in the form of a button asking a current visitor to enact a certain desired goal. This can be signing up for a free trial, making a reservation, downloading a file, and so on. Without a call-to-action, prospective customers are unlikely to act towards a purchase. 

In this article, we’re going to cover the basics of CTA buttons on your website.  

On the homepage 

There are many types of CTA buttons that can correspond to any number of actions: download buttons, subscribe buttons, learn more buttons, sign up buttons, and so much more. However, they do not work on their own without the user being guided to action gradually. The other elements on the page should serve to make clicking on the button more palatable to the user.  

Here are some of the elements of a homepage and how they can be adjusted to entice to a prospective customer: 

• The headline should be concise and informative. It should inform users of what the page is about at a glance. The headline, if too long or confusing, can make a user leave your website, increasing its bounce rate. 
• The sub-header usually accompanies the header to complement it and provide additional information. While these are rarely read, it does not mean they’re unnecessary, as they often guide a visitor’s eye to the headline. 
• The description of the product or service should always include all its benefits. You need to tell the reader how you are solving a particular problem for them, and how their life would be easier with this product or service. Keep it short, but make sure to highlight your offering’s best features. 
• Good images are one of the keys to the overall look of a website. Even if your product is the best in the world, if you present it incorrectly or with bad quality photos, the user is unlikely to make a purchase. 

• Testimonials and reviews are a great way to build trust in prospective customers using the trust you already have with previous customers. Reviews and testimonials are often the deciding factors when a user is considering a purchase. 

All these, when done well, could lead your customer’s cursor to that CTA button where they can finally make that purchase. 

What are the qualities of a good CTA button? 

CTA buttons come in all shapes and sizes, but there are a few ways you can design and optimize your website’s CTA button to help prospective customers gravitate towards it.  

The copy or text has to stand out. It has to be more than just “Click here,” which is overused and boring. Use “Stay informed” instead of “Subscribe to receive emails from our business.” The English language is wide and varied. Why not make use of it? 

An interesting fact about CTA buttons is that they have to both stand out from the rest of the page and fit in with its design. The design of your CTA button can also take notes from the data.
For example, red definitely attracts the eyes, while green CTA buttons are generally known to be effective. However, depending on the colouring of your website and your branding, you might have to vary. 

Conclusion – Website Goals 

The CTA button is perhaps one of the most important parts of a website, no matter how small a part it is. Users interacting with it, after all, is the goal of many websites and retailers. As such, it is crucial to streamline every step of the journey towards the CTA button so that your business can get more traffic, conversions, and purchases. 

If you’re looking for help with CTA buttons and other web design concerns, why not send us at The Online Hub a message? We have the expertise and experience needed to give you a better and bolder website.