7 Crucial Elements in Your Call to Action Design

What is the best way to make a big impact on your marketing? Most marketers would say to go after a big project. This could mean anything from redesigning the website to reimagining social media to creating a new email campaign. While using a big project can have a big benefit, they do take a lot of work. More often than not, the time required to pull off a big project just isn’t available. So what can you do when you don’t have time to pull off a big campaign? Create a great Call To Action, that’s what.

Thinking about your Call to Action design can make a huge difference in your marketing efforts. Though changing your CTA is such small thing, it can have a profoundly large impact on your marketing. Hubspot.com says that they have seen small call to action changes yield 30% increases in conversion. That’s an impressive statistic that shouldn’t be ignored.

Call to Action design is more than just thinking about the design though. There are many essential pieces that go into creating an effective CTA. Go through the list below and see if you can’t spruce up your calls to action.

1.Write to “Your” Reader

The first step in your Call to Action design is focusing on the language. Don’t just display a description but write specifically to your reader/lead/customer. Use words like “You” and “Your” instead of vague benefits. It is also important to use actionable language. Don’t say “be smarter,” try using “Discover” instead.

2. Match the Copy

When writing the copy for your CTA, make sure it matches the landing page copy. You don’t want your reader to be confused when they are ready to convert. For example, if you say you are offering a presentation on your landing page then use the same phrase on your CTA. Don’t say you are offering an ebook instead. The better aligned they are, the better your click-through rates.

3. Make the Value Clear

Why should the customer click on your call to action? What benefit will they receive? What will happen as soon as they click? Why is this better than something your competitor offers? These are all important questions that you must answer in your CTA and your customers must be able to understand that. Write a small description that highlights the value in your CTA copy.

4. Sense of Urgency

People are busy. When a customer comes to your website, they are more than likely doing more than just browsing your website. They could be talking on the phone, answering emails, eating lunch, or any number of things. So, how do you keep them focused on your CTA when they are constantly distracted? Add a sense of urgency. Use words like “now” and “today” because merely reminding someone to do something now can increase the chance of them actually doing it immediately.

5. Show Your CTA Off

You’ve spent all this time crafting the perfect CTA but what if no one notices it? A good practice in call to action design is to make the CTA itself big. A tiny little button in a corner is not going to attract a lot of attention. Make it large, prominent, and place it in a spot where customers will see it. You will get more clicks that way.

6. Use a Contrasting Design

The actual design of your CTA button is another great way to attract a customer’s attention. If you want your CTA to stand out, use a contrasting color. However, be careful that it still fits with your website. If you have a color scheme with a white background and subtle uses of green, pink, and yellow, use the green against the white for your CTA. It will make it pop and you will get more clicks because of it.

7. Personalize Your CTA’s

Did you know that you can tailor your Calls to Action to only show to certain people? Imagine how powerful that could be. The value of your leads will increase because your leads are more likely to be interested in a CTA designed for them. For example, if a visitor clicks on an article for web design, they would be more interested in an ebook offering web design tips vs. an SEO guide. Create a CTA for that customer. You will need special software to show different CTAs for a lead vs. a customer or a visitor but it will make a huge difference in conversion rates.

Call to Action design doesn’t have to be complicated but it can be difficult to understand at first. By using these 7 tips, you will be well on your way to creating effective Calls-to-Action on your websites and your emails.