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The effect of a successful Call to Action (CTA) is to drive a visitor to take a desired action.
CTAs are typically kept above the fold or in clear sight on a page so visitors know where to take
the next step. CTAs are the key to lead generation but they need to be done right to convert
traffic into leads.
Make them bigger and bolder
than most other elements on the page, but don’t overdo it.
Consider colors of the CTA, whether it is a link, button or image. Make them look so
good people will want to click on them.
Offer CTAs that provide value
, like guides, whitepapers, estimates, etc. “Contact Us” is
the worst form of a CTA. Don’t rely on that as your only option for conversion.
Make the CTA look clickable. You can do this by making a button or adding a hover effect
to an element.
Less is more. Keep it simple and clear what is being offered.
Test when possible. Try testing different colors (e.g. red verses green buttons), language,
and placement to see which CTAs get more clicks and drive more leads (refer to the
“Messaging” section above for A/B testing tools).