Typically, people don’t handle it well when you tell them what to do. Saying, “You know what you should do?” or “You should…” usually doesn’t work out.
The exception to this rule is when people browsing on websites!
Users visiting your website want calls to action (CTA) that tell them what to do. They want these CTAs to tell them where to go next, and what to look at. And they want the instructions to be clear.
Here are a few examples of websites we’ve developed for our clients that illustrate this point:
The CTA on Sutcliffe Kitchens’ website is white and contrasts well with their dark themed template. The wording of the CTA is clear and sets the stage for what will happen if a visitor clicks that button.
You can clearly identify the CTA on the Sinclair Homes homepage. The CTA is a tertiary colour throughout the website that clearly informs the website visitor what their next action should be.
You will notice that in both of these examples, there is one clear CTA. For Sutcliffe Kitchens, it is Book a Consultation. For Sinclair Homes, it is Register Today.
How to write Calls to Action
There are three things to remember when crafting CTAs for your website:
1. Keep it simple
Try to use only one CTA per page. This will reduce the number of choices that a user has to make.
2. Use colour contrast
Make sure your CTAs pops off the page. Do this by using a colour that contrasts with your typical brand colours.
3. Use a button
People are used to clicking buttons on desktop and pushing or tapping buttons on mobile. Try to match their worldview.
Do you want to find out how to have a website that’s better than your competition? We’ll show you how it can be done. Visit our website for more information.
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