Your website is NOT a business card. It is not a bland reminder of your business name and phone number to be filed away and forgotten. Your website should prompt visitors to act.
What do you want visitors to your website to do? Is it to visit your shop? To phone you? To sign up to a newsletter? To fill in a form?
A call to action is a short phrase or a button e.g. ‘Shop Now’ or ‘Call Us’ that tells visitors to your website what is expected of them. It provides…
• Focus to your site
• A way to measure your site’s success
• Direction to your users
Before a user is willing to complete a call to action, they have to recognise the need. As Edward R. Tufte said “Design cannot rescue failed content.” However flashy your call to action, your visitors will not respond unless they have a reason to.
Ask yourself the question: What problem does my business solve? What is the benefit of responding to the call to action?
Keep it simple, and offer two choices of action at the most. For example, the text on your homepage might read: Could you benefit from a second income stream? ‘Sign Up’ or ‘Watch Video’.
A call to action should not be limited to the homepage. Every page of your site should have some form of call to action that leads the user to the next step. If the user reaches a dead-end, they will leave without responding to your call.
Did you know…
• Changing the colour of the call to action to red can increase clicks by 21%
• A website that is working well receives 5-10 enquiries per 100 visits
• Only 14. 47% of websites have a clear call-to-action button that takes users 3 seconds or less to see